이두형 넷앤드 전무, “동남아 시장 열쇠는 현지 존중…한국식 영업 버린다”
8년 연속 한국 1위 보안 시스템 업체의 멀리 내다보는 중장기 ‘윈윈 전략’

국내 접근통제·계정관리(IAM) 보안기업의 선두 넷앤드가 해외시장 공략의 키워드로 ‘레버리지(Leverage)’를 내세웠다. 무작정 대규모 자본을 투자하는 대신, 현지 시장과 파트너십을 맺으며 중장기적 시각으로 접근하겠다는 계획이다. 기술력이 성과로 직결되지 않는 정글같은 세계 시장에서 찾아낸 생존 비법 중 하나다. 넷앤드의 해외 진출 사업을 진두 지휘중인 이두형 글로벌사업팀 전무를 만나 그 과정에 대해 들어봤다.

"냉정해야죠. 외국 문턱이 높다고 불평하기보다, 우리가 준비가 돼 있는지 봐야 합니다."

이 전무는 단호하게 말했다. 지난 20여년 간 HP, DELL 등 유수의 글로벌 기업에서 그 능력을 입증한 역전의 용사인 그의 첫 마디는, 장담이 아닌 진단이었다.

“한국 기업들은 해외를 바라볼 때 외국 문화를 그대로 받아들이기보다, 들여온 것을 자신들이 다시 '한국식'으로 필터링하는 경향이 있습니다. 그 방식으로는 글로벌 시장에서 실패하기 쉬워요. 특히 아시아 시장에서 해외 고객들은 문화·관례·법령을 존중받는 것을 매우 중요시합니다. 한국에서 날고 기던 기업이라도, 현지 문화를 이해하지 못한 채 자신의 기술력과 성과만 과신하면 어려움에 직면할 수 밖에 없습니다.

'악수하고 끝나는 미팅'의 함정…일회성 만남보다 ‘현지 파트너’

이 전무가 크게 강조한 대목은 ‘직접 영업’의 한계다. 이 전무는 "리셀러 없이 다이렉트로 커뮤니케이션할 때는 분위기가 굉장히 좋다. 그런데 악수하고, ‘땡큐’ 인사하면 그만이다. 한국에 돌아왔다 다시 만다면 모든 것이 초기화 돼 있다. 대형 메가박람회를 빌리거나, 이벤트를 열어 본사에서 온 사원들이 몇 마디 해선 아무런 의미가 없다"라고 지적했다. 

그러면서 이 전무는 "하지만 실제로 사무실을 만들고 운영 단계가 들어가면, 잠깐 오는 손님이 아니라 함께 일하는 파트너로 인식된다. 미팅 뒤에 더 할 말이 생기고, 긍정적인 변수가 늘어난다. 고객을 설득하고 지원하려면 결국 함께 일하는 파트너가 있어야 한다"라고 설명했다.

넷앤드, '글로벌 스탠다드' 세우고 '오가닉 그로스'로 자란다

이 전무가 내놓은 해결책은 크게 두 가지다. 글로벌 스탠다드, 그리고 오가닉 그로스(Organic growth·유기적 성장)다.

"넷앤드는 아예 처음부터 글로벌 스탠다드를 세우고, 해외 고객 환경에 맞는 맞춤형 시스템을 만들고자 합니다. 뿌리가 깊은 나무는 크게 성장하겠죠. 요즘 여러 기업들이 하고 있는 매스 마케팅처럼 돈을 쓰지 않을 겁니다. 돈을 쓴다고 그대로 성과가 보장되지 않습니다. 투명한 계곡물에 물고기가 많아도, 무턱대고 손을 넣으면 한 마리도 못 건지겠죠. 기본은 레버리지 전략인데, 오가닉 그로스(Organic growth·유기적 성장) 관점에서 보고 있습니다. 

한 사람을 만나더라도 서로 도움이 되는 '윈윈(Win-Win) 파트너'를 찾으려고요. 아예 젊은층의 성장부터 함께 도우려 합니다. 넷앤드는 2년 연속 한국정보보호산업협의 동남아시아 정보보호 전문인력 양성(SMTP) 프로그램에 참여하고 있습니다. 이는 현지 인력 기반을 키우고 네트워크를 넓히면, 장기적으로 시장 내 실행력도 함께 확장될 겁니다.“

국내 1위 HIWARE 앞세워…아시아 PAM 시장 ‘넘버원 정조준’

넷앤드는 지난 10년 동안 한국 통합 접근제어 시장에서 점유율 1위를 이어온 기업이다. 1,500여 개 이상의 고객사를 확보하며 기술 신뢰도를 쌓아왔다. 주력 솔루션은 통합 접근제어 및 계정관리 제품 ‘HIWARE(하이웨어)’다.

하이웨어는 단순한 접근 통제 솔루션을 넘어 다양한 기능을 탑재한 통합 솔루션이다. 시스템 접근제어, DB 접근제어에서부터 시스템·DB·AD(Active Directory) 계정 관리에 더해 SSH CA 인증키 관리, 모바일 OTP, CCTV 패스워드 관리까지 전방위적인 보안 영역을 아우른다. 하이웨어를 사용하는 관리자는 사용자 계정 및 권한을 단일 플랫폼에서 일괄적으로 처리할 수 있다. 대규모 인프라 환경에서의 관리 소요 시간과 인적 오류를 줄여 운영 효율성을 높이는 기술이다.

특히 하이웨어는 최근 글로벌 보안 화두인 ‘제로트러스트(Zero Trust)’ 아키텍처를 바탕으로 사용자의 모든 접근을 단계별로 검증·관리하며, 클라우드와 온프레미스(내부 구축형)를 가리지 않는 유연한 지원 체계를 갖췄다. 이 전무는 이러한 장점을 토대로, 해외 파트너사들이 현지 고객의 복잡한 IT 환경에 최적화된 보안 가이드를 제공할 수 있도록 돕는다는 전략이다.

”일단 아시아에서는 최소한 PAM(기업·기관에서 특권 계정·시스템 접근을 중앙에서 제어·감시하는 솔루션) 분야에서 넘버 원(NO.1)을 해보자라는 포부를 가지고 일을 하고 있습니다. 그렇게 하기 위해서는 단기적으로 매출을 쫓아서는 결과물이 바로 나오지는 않을 것 같고, 성장 뼈대를 갗출 수 있는 부분을 모색하고 신경쓰고 있습니다."

 

An English version

NETAND, South Korea’s leading IAM (Identity and Access Management) security firm, has named ‘leverage’ as the cornerstone of its overseas market strategy. Rather than pouring in large sums of capital indiscriminately, the company plans to build local partnerships and take a long-term view. It is one of the survival strategies the company has developed for a cutthroat global marketplace where technical capability does not always translate into results. We sat down with Duhyung Lee, Executive Vice President of NETAND’s Global Business Division and the man at the helm of the company’s international expansion, to hear the story firsthand.

You have to be clear-eyed about it. Instead of complaining that foreign markets are hard to break into, we need to ask whether we’re actually ready.”

Lee spoke without hesitation. A seasoned professional who had proven his mettle at global powerhouses like HP and Dell over more than two decades, Lee opened not with promises but with a diagnosis.

“Korean companies tend not to fully absorb foreign cultures when they look abroad. Instead, they filter everything back through a ‘Korean lens.’ That approach is a recipe for failure in global markets. In Asian markets, especially, customers place great importance on having their culture, practices, and regulations respected. Even a company that dominated back home will run into serious trouble if it goes overseas relying on its track record and technical credentials alone, without genuinely understanding the local culture.”

The Trap of ‘Meetings That End With a Handshake’... ‘Local Partners’ Over One-Off Encounters

One of the points Lee stressed most strongly was the limitations of ‘direct sales.’ “When you’re communicating directly without a reseller, the energy in the room is great,” he said. “But then you shake hands, say ‘thank you,’ and that’s it. Return for a follow-up visit, and everything has reset. Renting a booth at a massive trade fair, or hosting an event where staff flown in from headquarters say a few words — none of it amounts to anything.”

“But once you actually set up an office and get into the operational phase,” he continued, “you’re no longer seen as a visitor passing through — you become a partner people work alongside. Conversations carry over after meetings, and new opportunities start to open up. At the end of the day, winning over and supporting customers requires having a partner on the ground.”

 NETAND Sets ‘Global Standards’ and Grows Through ‘Organic Growth’

Lee’s prescription comes down to two things: global standards and organic growth.

“NETAND wants to establish global standards and build systems tailored to the environments of our overseas customers. A tree with deep roots grows tall. We won’t be spending money on mass marketing the way many companies do these days. Spending money doesn’t guarantee results. Even in a crystal-clear mountain stream teeming with fish, plunging your hand in blindly won’t catch you a single one. The foundation is a leverage strategy, and we’re approaching it through the lens of organic growth. Even in a one-on-one meeting, we’re looking for a ‘win-win partner’ — someone who benefits just as much as we do. We want to get involved from the very start to help nurture the next generation of talent. NETAND has participated in the Korea Information Security Industry Association’s Southeast Asia Security Professional Training (SMTP) program for two consecutive years. By building up the local talent base and broadening our network, we believe our capacity to execute in the market will expand in kind over the long term.”

Korea’s No. 1 HIWARE Leads the Charge... NETAND Sets Its Sights on the Top of Asia’s PAM Market

NETAND has held the top market share position in Korea’s unified access control market for the past decade, building a reputation for technical reliability with a client base of more than 1,500 organizations. Its flagship product is HI-WARE, an integrated access-control and account-management solution.

HIWARE is more than a simple access control tool; it is a comprehensive solution built to handle a broad range of security functions. Its capabilities span system and database access control, account management across systems, databases, and AD (Active Directory), SSH CA authentication key management, mobile OTP, and CCTV password management. Administrators using HIWARE can manage all user accounts and permissions from a single platform, reducing administrative time and human error in large-scale infrastructure environments and significantly improving operational efficiency.

HIWARE is also built on the ‘Zero Trust’ architecture, a defining theme in global security discussions, that verifies and manages every user access request through a step-by-step validation process. Its support framework is flexible enough to cover both cloud and on-premises environments. Lee’s strategy is to use these strengths to help overseas partners deliver security guidance optimized for the complex IT environments of their local customers.

“Our ambition is to reach the top of Asia’s PAM market — privileged access management, which centrally controls and monitors privileged account and system access across enterprises and institutions. At the very least, that is the goal we are working toward. To get there, chasing short-term sales figures won’t deliver results. We’re focused on identifying and building the structural foundations for sustained growth.”

 

Bahasa Indonésia(Indonesian language)

NETAND, perusahaan keamanan terkemuka di Korea dalam bidang keamanan akses dan manajemen akun (IAM), mengusung kata kunci 'Leverage' sebagai strategi utama dalam ekspansi ke pasar luar negeri mereka. Alih-alih melakukan investasi modal berskala besar secara gegabah, perusahaan ini berencana memasuki pasar dengan perspektif jangka menengah hingga panjang melalui kemitraan dengan pasar dan mitra lokal. Strategi ini merupakan salah satu metode bertahan hidup yang mereka temukan di pasar global yang kompetitif, seperti 'hutan rimba' di mana kemajuan teknologi saja tidak menjamin kesuksesan bisnis secara langsung. Kami bertemu dengan Lee Doo Hyeong, Executive Director yang memimpin Tim Bisnis Global NETAND, untuk mendengar langsung tentang proses dan strategi di balik ekspansi luar negeri tersebut.

“Kita harus bersikap realistis. Daripada mengeluh tentang tingginya hambatan pasar asing, kita harus bercermin dan melihat apakah kita sendiri sudah benar-benar siap.”

Executive Director Lee Doo Hyeong menyampaikan hal itu dengan tegas. Sebagai seorang veteran yang telah membuktikan kemampuannya selama lebih dari 20 tahun di berbagai perusahaan global ternama seperti HP dan Dell, kalimat pertamanya bukanlah sebuah pernyataan pasti, melainkan sebuah analisis.

“Perusahaan-perusahaan Korea cenderung menyaring budaya asing melalui kacamata 'gaya Korea' daripada menerimanya apa adanya saat merambah pasar internasional. Strategi seperti itu sangat rentan gagal di pasar global. Terutama di pasar Asia, pelanggan luar negeri sangat menjunjung tinggi penghormatan terhadap budaya, adat istiadat, serta regulasi setempat. Sekalipun sebuah perusahaan memiliki reputasi luar biasa di Korea, jika terlalu percaya diri pada teknologi dan pencapaiannya sendiri tanpa benar-benar memahami budaya lokal, pada akhirnya hampir pasti akan menghadapi kesulitan.” 

Jebakan ‘Meeting yang Berakhir Setelah Jabat Tangan’… Mengutamakan ‘Mitra Lokal’ daripada Sekadar Pertemuan Formal

Executive Director Lee Doo Hyeong secara khusus menekankan keterbatasan pendekatan penjualan langsung (direct sales). Beliau menjelaskan, “Ketika berkomunikasi langsung tanpa reseller, suasananya biasanya terasa sangat positif. Namun setelah berjabat tangan dan saling mengucapkan ‘terima kasih’, biasanya semuanya berakhir di situ. Ketika kita kembali ke Korea dan kemudian bertemu lagi di lain waktu, semuanya seolah kembali ke titik awal.” Beliau juga menambahkan, “Menyewa ruang di pameran megah atau mengadakan acara besar di mana staf dari kantor pusat datang hanya untuk berbicara beberapa patah kata, itu sama sekali tidak ada artinya.”

Melanjutkan penjelasannya, Executive Director Lee Doo Hyeong memaparkan, “Namun, begitu kita benar-benar membangun kantor dan memasuki tahap operasional, kita tidak lagi dianggap sebagai tamu yang sekadar mampir, melainkan sebagai mitra yang bekerja bersama. Setelah pertemuan pun selalu ada hal lanjutan yang bisa dibicarakan, dan variabel positif juga semakin banyak muncul. Untuk meyakinkan dan mendukung pelanggan, pada akhirnya kita memang harus memiliki mitra yang bekerja bersama di lapangan.” 

NETAND Menetapkan “Standar Global” dan Bertumbuh melalui “Pertumbuhan Organik (Organic Growth)”

Solusi yang diajukan oleh Executive Director Lee Doo Hyeong pada dasarnya ada dua, yaitu standar global dan pertumbuhan organik (organic growth).

“NETAND ingin membangun standar global dan mengembangkan sistem yang disesuaikan dengan lingkungan pelanggan di luar negeri. Pohon yang berakar kuat pada akhirnya akan tumbuh besar. Kami tidak akan menghabiskan uang seperti praktik mass marketing yang kini dilakukan banyak perusahaan. Mengeluarkan uang tidak otomatis menjamin hasil. Ibaratnya seperti di lembah dengan air yang jernih dan banyak ikan, jika kita sembarangan memasukkan tangan, belum tentu kita bisa menangkap satu pun. Strategi dasarnya adalah Leverage, namun kami melihatnya dari perspektif pertumbuhan organik (organic growth). Sekalipun hanya bertemu satu orang, kami ingin menemukan mitra yang saling membantu (Win-Win Partner). Kami bahkan membantu pertumbuhan tenaga kerja muda dari awal. Itulah alasan NETAND berpartisipasi selama dua tahun berturut-turut dalam program SMTP (Pengembangan Tenaga Ahli Keamanan Informasi di Asia Tenggara) yang diselenggarakan oleh KISIA. Dengan membina basis talenta lokal dan memperluas jaringan, efektivitas eksekusi pasar kami pun akan ikut berkembang dalam jangka panjang.”

Memanfaatkan HIWARE sebagai Pemimpin Pasar Korea... Membidik Posisi Nomor Satu di Pasar PAM Asia

NETAND merupakan perusahaan yang telah mempertahankan posisi pertama dalam pangsa pasar kontrol akses terintegrasi di Korea selama 10 tahun terakhir. Perusahaan ini juga telah membangun kepercayaan teknologi dengan lebih dari 1.500 perusahaan pelanggan. Solusi unggulannya adalah 'HIWARE', sebuah produk manajemen akun dan kontrol akses terintegrasi.

HIWARE bukan sekadar solusi kontrol akses biasa, melainkan solusi terpadu yang dilengkapi dengan berbagai fungsi. Solusi ini mencakup beragam bidang keamanan secara menyeluruh, mulai dari kontrol akses sistem dan kontrol akses basis data (DB), hingga manajemen akun untuk sistem, DB, dan AD (Active Directory). Selain itu, HIWARE juga menyediakan manajemen kunci autentikasi SSH CA, mobile OTP, serta pengelolaan kata sandi CCTV. Dengan menggunakan HI-WARE, administrator dapat mengelola akun pengguna dan hak akses secara terpusat dalam satu platform. Teknologi ini membantu mengurangi waktu pengelolaan dan kesalahan manusia dalam lingkungan infrastruktur berskala besar, sekaligus meningkatkan efisiensi operasional.

Secara khusus, HIWARE didasarkan pada arsitektur 'Zero Trust' yang kini menjadi topik utama keamanan global, di mana setiap akses pengguna diverifikasi dan dikelola secara bertahap. Solusi ini memiliki sistem dukungan yang fleksibel, baik untuk lingkungan cloud maupun on-premise (instalasi internal). Berdasarkan keunggulan tersebut, Executive Director Lee Doo Hyeong menyatakan bahwa strateginya adalah mendukung para mitra di luar negeri agar dapat menyediakan panduan keamanan yang dioptimalkan sesuai dengan lingkungan IT pelanggan lokal yang kompleks.

“Tujuan utama kami saat ini adalah setidaknya menjadi Nomor Satu (No.1) di Asia dalam bidang PAM (Solusi yang memungkinkan perusahaan dan lembaga mengendalikan serta memantau akses sistem dan akun dengan hak istimewa secara terpusat). Untuk mencapai hal itu, jika kami hanya mengejar penjualan dalam jangka pendek, hasilnya tidak akan langsung terlihat. Karena itu, kami lebih berfokus pada upaya mencari dan membangun fondasi yang dapat menopang pertumbuhan jangka panjang.” 

 

ภาษาไทย(Thai)

บริษัทด้านความปลอดภัยทางไซเบอร์ของเกาหลีใต้ Netand ซึ่งเป็นผู้นำในตลาดระบบควบคุมการเข้าถึงและจัดการบัญชีผู้ใช้ (IAM) ภายในประเทศได้ยกคำว่า ‘เลเวอเรจ (Leverage)’ เป็นคีเวิร์ดสำคัญในการบุกตลาดต่างประเทศ บริษัทมีแผนที่จะสร้างความร่วมมือกับตลาดและพันธมิตรในท้องถิ่น พร้อมดำเนินกลยุทธ์ด้วยมุมมองระยะกลางและระยะยาวแทนการทุ่มลงทุนด้วยเงินจำนวนมหาศาลซึ่งแนวทางนี้ถือเป็นหนึ่งในเคล็ดลับการเอาตัวรอดที่บริษัทค้นพบจากตลาดโลกซึ่งเปรียบเสมือนป่าดงดิบ ที่เทคโนโลยีเพียงอย่างเดียวไม่ได้รับประกันความสำเร็จเสมอไป และเราได้มีโอกาสพบกับ อี ดู-ฮย็อง กรรมการผู้จัดการฝ่ายทีมธุรกิจระดับโลกของ Netand ผู้ที่เป็นกำลังสำคัญในการขับเคลื่อนธุรกิจต่างประเทศของบริษัท เพื่อหารือถึงกระบวนการดังกล่าว

“เราต้องมองอย่างเป็นกลาง แทนที่จะบ่นว่าการเข้าสู่ตลาดต่างประเทศมีอุปสรรค แต่ควรหันมามองตนเองก่อนว่าเราพร้อมแล้วหรือยัง”

เขากล่าวอย่างหนักแน่น โดยตลอดเวลากว่า 20 ปีที่ผ่านมา เขาได้พิสูจน์ความสามารถของตนในบริษัทระดับโลกชั้นนำอย่าง HP และ Dell ดังนั้นคำกล่าวแรกของผู้ที่คร่ำหวอดในสนามธุรกิจระดับโลกผู้นี้ จึงไม่ใช่คำรับประกันแต่เป็นการวินิจฉัยสถานการณ์

“เมื่อบริษัทเกาหลีมองไปยังตลาดต่างประเทศ มักมีแนวโน้มที่จะไม่รับวัฒนธรรมต่างชาติอย่างที่ควรจะเป็น แต่จะนำสิ่งที่รับเข้ามาไปกรองและปรับให้เป็น ‘แบบเกาหลี’ ซึ่งวิธีนี้มีโอกาสที่จะล้มเหลวได้ง่ายในตลาดโลก โดยเฉพาะในตลาดเอเชีย ลูกค้าต่างชาติให้ความสำคัญอย่างมากกับการให้ความเคารพต่อวัฒนธรรม ขนบธรรมเนียม และกฎหมายท้องถิ่น ต่อให้เป็นบริษัทที่ประสบความสำเร็จอย่างมากในเกาหลี แต่หากไม่เข้าใจวัฒนธรรมท้องถิ่นและมั่นใจในเทคโนโลยีหรือผลงานของตนเองมากเกินไป สุดท้ายก็ย่อมหลีกเลี่ยงไม่ได้ที่จะต้องเผชิญกับความยากลำบาก

 กับดักของ “การประชุมที่จบลงแค่การจับมือ”…มากกว่าการพบกันครั้งเดียวคือการมี “พันธมิตรท้องถิ่น”

ประเด็นที่เขาเน้นย้ำอย่างมากคือ ข้อจำกัดของ ‘การทำการขายโดยตรง’ เขากล่าวว่า “เวลาที่เราสื่อสารกับลูกค้าโดยตรงโดยไม่มีรีเซลเลอร์ บรรยากาศในการพูดคุยมักจะดีมาก แต่สุดท้ายก็จบลงแค่การจับมือกัน และกล่าวคำว่า ‘ขอบคุณ’แล้วแยกย้าย พอกลับไปเกาหลีใต้แล้วค่อยนัดพบกันใหม่ ซึ่งทุกอย่างก็เหมือนถูกรีเซ็ตกลับไปเริ่มต้นใหม่ทั้งหมด โดยการเช่าพื้นที่ในงานแสดงสินค้าขนาดใหญ่ หรือจัดอีเวนต์แล้วให้พนักงานจากสำนักงานใหญ่บินมาพูดไม่กี่ประโยค ซึ่งแทบจะไม่มีความหมายอะไรเลย”

อีกทั้งเขายังอธิบายเพิ่มเติมว่า “แต่เมื่อมีการตั้งสำนักงานจริงและเริ่มเข้าสู่การดำเนินงาน ลูกค้าจะไม่มองเราเป็นเพียงผู้มาเยือนชั่วคราวอีกต่อไป แต่มองว่าเป็นพาร์ตเนอร์ที่ทำงานร่วมกันจริง ๆ หลังการประชุมก็มักจะมีประเด็นให้พูดคุยต่อ และปัจจัยเชิงบวกก็เพิ่มมากขึ้น หากต้องการโน้มน้าวและสนับสนุนลูกค้า สุดท้ายแล้วก็จำเป็นต้องมีพาร์ตเนอร์ที่ทำงานร่วมกันในพื้นที่จริง”

 Netand ได้วาง “มาตรฐานระดับโลก” และเติบโตด้วยกลยุทธ์ “Organic Growth”

แนวทางการแก้ไขที่เขาเสนอมีอยู่ 2 ข้อหลัก ได้แก่ การสร้างมาตรฐานโลกและการเติบโตแบบออร์แกนิก (การเติบโตอย่างค่อยเป็นค่อยไปจากศักยภาพในองค์กร)

เขากล่าวว่า “Netand ต้องการวางมาตรฐานระดับโลก และพัฒนาระบบที่ปรับให้เหมาะกับสภาพแวดล้อมของลูกค้าในต่างประเทศ ต้นไม้ที่มีรากหยั่งลึกย่อมเติบโตได้อย่างยิ่งใหญ่ เราจะไม่ใช้เงินจำนวนมากไปกับการทำการตลาดแบบแมสเหมือนที่หลายบริษัทกำลังทำกันอยู่ เพราะการใช้เงินไม่ได้รับประกันผลลัพธ์เสมอไป เหมือนกับในลำธารที่น้ำใส ถึงจะมีปลามากแค่ไหน หากเราเอามือลงไปคว้าอย่างไม่คิด ก็อาจจะไม่ได้ปลาเลยสักตัว กลยุทธ์พื้นฐานของเราคือ Leverage แต่เรามองมันผ่านมุมมองของ Organic Growth หรือการเติบโตอย่างค่อยเป็นค่อยไป ต่อให้ได้พบเพียงคนเดียว เราก็พยายามมองหาพาร์ตเนอร์แบบ ‘วินวิน’ ที่สามารถช่วยเหลือกันได้จริง และเรายังต้องการสนับสนุนการเติบโตของคนรุ่นใหม่ตั้งแต่ต้นด้วย ปัจจุบัน Netand ได้เข้าร่วมโครงการพัฒนาบุคลากรผู้เชี่ยวชาญด้านความมั่นคงปลอดภัยสารสนเทศในเอเชียตะวันออกเฉียงใต้ (SMTP) ของสมาคมอุตสาหกรรมความมั่นคงปลอดภัยสารสนเทศแห่งเกาหลีใต้ติดต่อกัน 2 ปี โดยเราเชื่อว่าหากสามารถพัฒนาบุคลากรท้องถิ่นและขยายเครือข่ายได้ ก็จะช่วยเสริมศักยภาพในการดำเนินธุรกิจในตลาดระยะยาวได้ด้วยเช่นกัน”

นำ HIWARE อันดับ 1 ของเกาหลีใต้… เดินหน้าเล็งขึ้นเป็นเบอร์หนึ่งในตลาด PAM ของเอเชีย

Netand เป็นบริษัทที่ครองส่วนแบ่งตลาดอันดับ 1 ในตลาดระบบควบคุมการเข้าถึงแบบบูรณาการของเกาหลีใต้ต่อเนื่องตลอด 10 ปีที่ผ่านมา บริษัทได้สร้างความน่าเชื่อถือด้านเทคโนโลยีผ่านฐานลูกค้ากว่า 1,500 องค์กร โดยโซลูชันหลักของบริษัทคือ HI-WARE(ไฮแวร์)ซึ่งเป็นระบบควบคุมการเข้าถึงและการบริหารจัดการบัญชีผู้ใช้แบบบูรณาการ 

HIWARE ไม่ได้เป็นเพียงโซลูชันควบคุมการเข้าถึงแบบพื้นฐานเท่านั้น แต่เป็นโซลูชันแบบบูรณาการที่รวมฟังก์ชันด้านความปลอดภัยไว้อย่างหลากหลาย โดยระบบครอบคลุมตั้งแต่การควบคุมการเข้าถึงระบบและการควบคุมการเข้าถึงฐานข้อมูล DB ไปจนถึงการบริหารจัดการบัญชีของระบบ, ฐานข้อมูล DB และ AD (Active Directory) รวมถึงการจัดการคีย์รับรอง SSH CA, ระบบ Mobile OTP และการจัดการรหัสผ่านของ CCTV ทำให้ครอบคลุมการรักษาความปลอดภัยได้ในหลายมิติ ซึ่งผู้ดูแลระบบที่ใช้ HI-WARE จะสามารถบริหารจัดการบัญชีผู้ใช้และสิทธิ์การเข้าถึงทั้งหมดได้ผ่านแพลตฟอร์มเดียวแบบรวมศูนย์ ซึ่งจะช่วยลดเวลาในการบริหารจัดการและลดความผิดพลาดจากมนุษย์ในสภาพแวดล้อมโครงสร้างพื้นฐานขนาดใหญ่ ที่ส่งผลให้ประสิทธิภาพในการดำเนินงานดีขึ้น

โดยเฉพาะอย่างยิ่งHIWARE ได้พัฒนาบนพื้นฐานของสถาปัตยกรรม “Zero Trust” ซึ่งเป็นประเด็นสำคัญในวงการความปลอดภัยไซเบอร์ระดับโลกในปัจจุบันโดยระบบจะทำการตรวจสอบและบริหารจัดการการเข้าถึงของผู้ใช้ทุกขั้นตอนอย่างเป็นลำดับพร้อมทั้งรองรับการใช้งานได้อย่างยืดหยุ่นทั้งในสภาพแวดล้อมคลาวด์และออน-พรีมิส (ระบบที่ติดตั้งภายในองค์กร)เขายังอธิบายอีกว่าบริษัทมีแผนใช้จุดแข็งเหล่านี้เป็นพื้นฐานเพื่อช่วยให้พาร์ตเนอร์ในต่างประเทศสามารถนำเสนอแนวทางด้านความปลอดภัยที่เหมาะสมกับสภาพแวดล้อมIT ที่ซับซ้อนของลูกค้าในแต่ละพื้นที่ได้อย่างมีประสิทธิภาพ

เขายังกล่าวอีกว่า “อย่างน้อยในเอเชีย เรามีความตั้งใจที่จะก้าวขึ้นเป็น อันดับหนึ่งในด้าน PAM (โซลูชันที่ใช้ควบคุมและตรวจสอบการเข้าถึงระบบและบัญชีที่มีสิทธิพิเศษในองค์กรจากศูนย์กลาง) แต่เพื่อไปให้ถึงจุดนั้น การมุ่งไล่ตามยอดขายในระยะสั้นเพียงอย่างเดียวคงไม่สามารถสร้างผลลัพธ์ได้ทันที ดังนั้นเราจึงให้ความสำคัญกับการวางรากฐานการเติบโตที่มั่นคง

tiếng Việt (Vietnamese language)

Netand – doanh nghiệp bảo mật hàng đầu Hàn Quốc trong lĩnh vực kiểm soát truy cập và quản lý tài khoản (IAM) – đã đưa ra từ khóa “leverage” (tận dụng đòn bẩy) cho chiến lược chinh phục thị trường nước ngoài. Công ty dự định thiết lập quan hệ đối tác với thị trường địa phương và tiếp cận với tầm nhìn trung và dài hạn, thay vì đầu tư vốn quy mô lớn một cách ồ ạt. Đây được xem là một trong những chiến lược sinh tồn mà Netand tìm ra trong thị trường toàn cầu khắc nghiệt như “rừng rậm”, nơi năng lực công nghệ không phải lúc nào cũng trực tiếp chuyển hóa thành thành quả kinh doanh. Chúng tôi đã gặp ông Lee Doo-hyung, Giám đốc điều hành (Executive Director) của đội ngũ kinh doanh toàn cầu, người đang trực tiếp chỉ huy hoạt động mở rộng ra thị trường nước ngoài của Netand, để lắng nghe về quá trình này.

“Chúng ta phải nhìn nhận một cách tỉnh táo. Thay vì phàn nàn rằng rào cản ở nước ngoài quá cao, trước hết cần xem liệu bản thân chúng ta đã thực sự sẵn sàng hay chưa.”

Ông Lee nói với giọng dứt khoát. Sau hơn 20 năm chứng minh năng lực tại các tập đoàn toàn cầu hàng đầu như HP và DELL, câu nói đầu tiên của ông không phải là lời khẳng định, mà là một sự chẩn đoán thực tế.

“Các doanh nghiệp Hàn Quốc khi nhìn ra thị trường nước ngoài thường có xu hướng không tiếp nhận nguyên vẹn văn hóa nước ngoài, mà lọc lại theo ‘cách của Hàn Quốc’. Với cách làm đó, rất dễ thất bại trên thị trường toàn cầu. Đặc biệt tại thị trường châu Á, khách hàng nước ngoài rất coi trọng việc được tôn trọng về văn hóa, tập quán và pháp luật địa phương. Ngay cả những doanh nghiệp từng rất thành công ở Hàn Quốc, nếu chỉ tin vào năng lực công nghệ và thành tích của mình mà không hiểu văn hóa địa phương, thì cũng khó tránh khỏi việc phải đối mặt với nhiều khó khăn”

“Cái bẫy của những “cuộc họp kết thúc bằng cái bắt tay”… ‘đối tác địa phương’ quan trọng hơn những cuộc gặp một lần

Điểm mà ông Lee đặc biệt nhấn mạnh là giới hạn của việc bán hàng trực tiếp. Ông cho biết:“Khi giao tiếp trực tiếp mà không thông qua reseller (đối tác phân phối), bầu không khí trong các buổi gặp gỡ thường rất tốt. Nhưng rồi chỉ cần bắt tay, nói ‘thank you’ là kết thúc. Khi trở về Hàn Quốc và gặp lại sau đó, mọi thứ lại quay về con số 0. Việc thuê gian hàng tại các hội chợ triển lãm lớn hay tổ chức sự kiện rồi để nhân viên từ trụ sở sang phát biểu vài câu cũng không mang nhiều ý nghĩa thực chất.”

Ông Lee tiếp tục giải thích: “Nhưng khi thực sự mở văn phòng và bước vào giai đoạn vận hành, đối tác địa phương sẽ không còn xem mình là khách ghé thăm trong chốc lát, mà là đối tác cùng làm việc lâu dài. Sau mỗi cuộc họp sẽ có thêm nhiều điều để trao đổi, và các cơ hội tích cực cũng tăng lên. Cuối cùng, để thuyết phục và hỗ trợ khách hàng, nhất định phải có đối tác cùng làm việc tại địa phương”.

Netand thiết lập “chuẩn mực toàn cầu” và phát triển bằng “tăng trưởng hữu cơ”

Giải pháp mà ông Lee đưa ra có hai điểm chính: thiết lập chuẩn mực toàn cầu (Global Standard) và tăng trưởng hữu cơ (Organic Growth)

Ông cho biết: “Netand muốn xây dựng chuẩn mực toàn cầu và phát triển những hệ thống được thiết kế phù hợp với môi trường của khách hàng quốc tế. Một cái cây có bộ rễ sâu chắc chắn sẽ phát triển lớn mạnh. Chúng tôi sẽ không chi tiền theo kiểu marketing đại trà như nhiều doanh nghiệp đang làm hiện nay. Việc chi tiền không đồng nghĩa với việc kết quả sẽ được đảm bảo. Ngay cả khi trong một con suối trong vắt có rất nhiều cá, nếu cứ tùy tiện thò tay xuống thì cũng không bắt được con nào. Nền tảng của chúng tôi là chiến lược leverage, nhưng được nhìn dưới góc độ tăng trưởng hữu cơ (organic growth). Dù chỉ gặp một người, chúng tôi cũng tìm kiếm đối tác ‘win-win’ – đôi bên cùng có lợi. Thậm chí, chúng tôi còn muốn hỗ trợ quá trình phát triển của nguồn nhân lực trẻ ngay từ đầu.

Netand đã hai năm liên tiếp tham gia Chương trình đào tạo nguồn nhân lực an ninh thông tin Đông Nam Á (SMTP) của Hiệp hội Công nghiệp An ninh Thông tin Hàn Quốc. Khi nền tảng nhân lực địa phương được phát triển và mạng lưới được mở rộng, về lâu dài năng lực triển khai tại thị trường cũng sẽ được mở rộng theo.”

Dẫn đầu với HIWARE – số 1 tại Hàn Quốc… “nhắm tới vị trí số 1” thị trường PAM châu Á

Netand là doanh nghiệp giữ vị trí số 1 về thị phần trong thị trường kiểm soát truy cập tích hợp tại Hàn Quốc suốt 10 năm qua. Công ty đã xây dựng được độ tin cậy công nghệ với hơn 1.500 khách hàng. Sản phẩm chủ lực của họ là giải pháp kiểm soát truy cập và quản lý tài khoản tích hợp “HIWARE”. 

HIWARE không chỉ là một giải pháp kiểm soát truy cập đơn thuần mà là một giải pháp tích hợp với nhiều chức năng đa dạng. Hệ thống bao phủ nhiều lĩnh vực bảo mật khác nhau gồm kiểm soát truy cập hệ thống, kiểm soát truy cập cơ sở dữ liệu (DB), cùng với quản lý tài khoản hệ thống, DB và AD (Active Directory). Ngoài ra còn có quản lý khóa chứng thực SSH CA, OTP trên thiết bị di động và quản lý mật khẩu CCTV. Với HI-WARE, quản trị viên có thể quản lý tập trung tài khoản và quyền truy cập của người dùng trên một nền tảng duy nhất. Công nghệ này giúp giảm thời gian quản lý và hạn chế lỗi do con người trong các môi trường hạ tầng quy mô lớn, từ đó nâng cao hiệu quả vận hành hệ thống. 

Đặc biệt, HIWARE gần đây được xây dựng dựa trên kiến trúc “Zero Trust” – xu hướng bảo mật toàn cầu hiện nay – theo đó mọi truy cập của người dùng đều được xác minh và quản lý theo từng bước. Hệ thống cũng được thiết kế với cơ chế hỗ trợ linh hoạt cho cả môi trường cloud và on-premise (triển khai nội bộ). Ông Lee cho biết, dựa trên những lợi thế này, Netand có chiến lược hỗ trợ các đối tác nước ngoài cung cấp các hướng dẫn bảo mật tối ưu, phù hợp với môi trường IT phức tạp của khách hàng tại địa phương. 

Ông nói thêm: “Trước mắt, tại châu Á, chúng tôi đặt mục tiêu ít nhất phải trở thành số 1 trong lĩnh vực PAM (giải pháp kiểm soát và giám sát tập trung các tài khoản đặc quyền và truy cập hệ thống trong doanh nghiệp, tổ chức). Để đạt được điều đó, nếu chỉ chạy theo doanh thu trong ngắn hạn thì sẽ khó có kết quả ngay lập tức. Vì vậy, chúng tôi đang tập trung tìm kiếm và xây dựng những yếu tố nền tảng có thể tạo nên bộ khung cho sự tăng trưởng lâu dài.”

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