Symantec's value consumer arm, PC Tools, has charged distributor Entatech with expanding its brand into the independent retailer space.
PC Tools sold 97 per cent online until it was acquired by Symantec in 2008. Since then it has drawn on the strength of Symantec's premium consumer brand, Norton, to build a presence in giant retailers such as Dixons, PC World and Comet.
Now the vendor is planning a major push into the unmanaged space with Entatech, which it appointed last month.
This will be supported by both above- and below-the-line advertising campaigns, with plans to take over the bus stops on Tottenham Court Road one idea under consideration.
Richard Clooke, European PR manager at PC Tools, said: "With someone such as Entatech on board, we can ensure we have more availability and accessibility among smaller independent retailers and get into the 'Mom & Pop' shops that still account for a large part of software sales in the UK."
Clooke said Entatech would focus on ensuring independents are up to speed on the USPs of PC Tools' recently refreshed portfolio, which is aimed at male blue-collar workers aged between 35 and 45.
"It is essential the guys on the shop floor understand the benefits of the product," he said.
"We offer great protection but without some of the bells and whistles. Our retail price is normally 10 to 15 points below competitive products [its entry-level PC Tools Spyware Doctor is £30 for a three-user version]."
Resellers can also white-label PC Tools' offerings, which Clooke said typically compete with Webroot, AVG and Avira.
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