technologyreseller.co.uk 29 BUSINESS BRIEFING At the beginning of February, ThycoticCentrify, the privileged access management (PAM) specialist created in April 2021 from the merger of Thycotic and Centrify, announced a change of name to Delinea. To find out more about the new brand and how its integrated solutions help enterprises operating in today’s hybrid, perimeter-less world to protect their critical data, devices, code and cloud infrastructure, James Goulding spoke to Delinea Chief Marketing Officer Chris Smith from the word delineate and the story we have built around it is that we help to define or delineate levels of access. TR: The name change is just one part of the story. Before we look at your product plans, please could you tell me a little about PAM and its value for businesses. CS: Gartner rated PAM as the number one cybersecurity technology CIOs need to deploy to stay safe for a few years in a row – 2018, 2019 and 2020. I think they stopped doing those rankings in 2021. And the reason they ranked it Number 1 is because most security breaches involve the compromise of privileged accounts that have access to critical infrastructure, critical applications, critical data. They’re kind of the keys to the kingdom. If you lock down access to those accounts, you can eliminate 80% of serious security breaches, so PAM is critical security technology. Historically, the PAM market has grown at about 14% to 20% a year, and over the past few years, and since the merger, ThycoticCentrify has been growing at about twice that rate. That’s because of our innovative products and because we’re helping customer address problems that have been exacerbated by the pandemic and people working from home, where they don’t have the security perimeter of corporate headquarters to protect them and have been using cloud applications and cloud infrastructure. This has accelerated digital transformation and cloud adoption by five years and because of that cybersecurity has become a lot more complicated. Protecting those privileged accounts is more important, but also trickier and more difficult than ever, so the PAM market has actually accelerated over the past couple of years. TR: What are your key differentiators compared to other vendors in the PAM space? CS: As I mentioned before, our products are very popular on the Thycotic side because they’re very easy to deploy – we hear that from our users over and over again – and Centrify was really good at addressing very large very sophisticated customer needs with their cloud platform. And now we’ve married the two. Last quarter, in Q1, we announced our first significant integration milestone after the merger, which was that Thycotic’s best-selling product, Secret Server, had achieved its first stage of integration with Centrify’s cloud platform. This is the best of both worlds scenario I was talking about, where the Thycotic ease-of-use products merge onto the unified Certify cloud platform, so everything is in one spot. You can manage that one pane of glass and all those capabilities are on one single platform. Thycotic had popular products, Centrify had popular products. Merge them together and we think they’re going to be even more popular than before. TR: In your marketing you state that one of the areas Delinea focuses on is removing complexity. How does it do that? CS: In two main ways. One is we engineer simplicity into our products. That was what Thycotic was famous for: easy to Technology Reseller (TR): Why have you rebranded and what is the significance of the name Delinea? Chris Smith (CS): We didn’t have to rebrand. We had two perfectly good brands for companies that had been leaders in the PAM market for years. So, it wasn’t absolutely necessary, but each company brand stood for a particular thing and was known for a particular thing and we wanted to merge those and offer the best of both worlds. Thycotic was known for targeting smaller, less sophisticated customers – small enterprises – with easy-to-use products that delivered rapid time to value. And Centrify was known for more sophisticated products catering to much larger organisations and for being the pioneer of a PAM built-as-a-service model delivered from the cloud. We wanted to merge those two identities – easy to use, rapid time to value from Thycotic and a cloud platform that caters to big, sophisticated customers from Centrify – and create a brand new story and a brand new company name. So we came up with Delinea. It took us four or five months of research and focus groups with customers. We started with a list of 40 names we thought could work and boiled it down to 10 and then two. We did international trademark vetting to make sure it was a name we could own digitally. We did what they call linguistic checks in something like 12 languages to make sure the name doesn’t mean anything offensive. So, it’s been thoroughly vetted. We also wanted a name that meant something, that hinted at what we do, so that we can build a story around it that was relevant to our technology. Delinea derives Delinea – the new name in PAM continued... Chris Smith
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