Symantec 2010 Annual Report Download - page 84

services include: Managed Security Services, Managed Endpoint Protection Services and Managed Backup
Services.
Other
The Other segment includes sunset products and general administrative, unallocated costs and is not
considered an active business component of the company.
Financial Information by Segment and Geographic Region
For information regarding our revenue by segment, revenue by geographical area, and long-lived assets by
geographical area, see Note 11 of the Notes to Consolidated Financial Statements in this annual report. For
information regarding the amount and percentage of our revenue contributed in each of our segments and our
financial information, including information about geographic areas in which we operate, see Item 7, Manage-
ment’s Discussion and Analysis of Financial Condition and Results of Operations and Note 11 of the Notes to
Consolidated Financial Statements in this annual report. For information regarding risks associated with our
international operations, see Item 1A, Risk Factors.
Sales and Go-To-Market Strategy
Consumer
We sell our consumer products and services to individuals and home offices globally through a network of
distribution partners and eCommerce channels. Our products are available to customers through retailers,
distributors, direct marketers, Internet-based resellers, system builders, and ISPs. We have partnerships with nine
of the top 10 OEMs globally to distribute our securities suites and with six of the top 10 OEMs globally to distribute
our online backup product. We broadened our presence in retail stores, with our products now carried in more than
30,000 locations worldwide.
Sales in the Consumer business through our electronic distribution channel, which includes sales derived from
OEMs, subscriptions, upgrades, online sales, and renewals, represented approximately 80 percent of revenue in the
Consumer segment in fiscal 2010. Products are also available through our new global in-house eCommerce stores,
which improves our ability to identify and capitalize on emerging customer needs and market trends as well as
enhance the end-to-end customer experience.
Enterprise
We sell and market our products and related services to enterprise customers through our direct sales force of
more than 3,500 sales representatives and through a variety of indirect sales channels, which include value-added
resellers, large account resellers, and system integrators. We also sell our products in more than 40 countries
through authorized distributors and OEMs who incorporate our technologies into their products, bundle our
products with their offerings, or serve as authorized resellers of our products. Symantec has more than 40,000
distribution partners in its partner program worldwide. Our sales efforts are primarily targeted to senior executives
and IT department personnel responsible for managing a company’s IT initiatives.
Marketing and Advertising
Our marketing expenditures relate primarily to advertising and promotion, which includes demand generation
and brand recognition of our consumer and enterprise products. Our advertising and promotion efforts include, but
are not limited to, electronic and print advertising, trade shows, collateral production, and all forms of direct
marketing. We also invest in cooperative marketing campaigns with distributors, resellers, retailers, OEMs, and
industry partners.
We invest in various retention marketing and customer loyalty programs to help drive renewals and encourage
customer advocacy and referrals. We also provide focused vertical marketing programs in targeted industries and
countries.
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