Trend Micro

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Trend Micro Incorporated provides "network antivirus and Internet content security software and services." It was founded in 1988, and is headquartered in Tokyo, Japan. The company has more than 2,000 companies in more than 30 countries. [1] The company's 2004 revenue was approximate $587.4 million (U.S.).

Public Relations

For public relations, Trend Micro has hired New York's Access Communications, which "specializes in corporate and product positioning." [2] [3] In Japan, the firm works with Waggener Edstrom Worldwide (PR Newswire, January 17, 2006).

According to, as of January 2006, Trend Micro hired Fleishman-Hillard Government Relations to lobby on "government issues" for the company.

PC-Cillin Promotion

In late October 2005, Trend Micro began promoting "the latest version of its home office security solution, Trend Micro PC-cillin Internet Security 2006."

According to a press release titled "Trend Micro Delivers PC-cillin(TM) Internet Security 2006, Provides More Comprehensive Security for Home Computer Users Newest Version of Award-Winning Product Includes New Anti-Phishing Capabilities, Enhanced Anti-Spyware Protection, Parental Controls, and Home Network Management" (distributed on PR Newswire on October 31, 2005), the company engaged in the widespread practice of using surveys to promote its new product:

PC-cillin Internet Security's enhanced features counter the rising concerns resulting from various unpredictable threats. According to a recent Trend Micro study, more than one-third of home computer users with antivirus protection believe they have been the victim of a malicious attack, such as spyware, virus or spam. The findings validate the need for users to install more comprehensive multi-threat protection at home.

The new product was developed with help from Dell, which also agreed to install "a free 90-day trial version of Trend Micro's PC-cillin software" onto Dell PCs for sale in North America, starting in late October / early November 2005. According to a news release (titled "Dell signs agreement for Trend Micro software," and distributed by TelecomWorldWire on October 31, 2005):

Under the terms of the agreement Dell will label PC-cillin software on its website as "Dell Recommended" from February 2006 and give more space to Trend Micro's products on its website. A McAfee Inc product is currently recommended on Dell's site, followed by one from Symantec Corp, and sales of both products will continue. ... The agreement is expected to help Trend Micro's attempts to increase its share of the North American market, currently held at 7%. Dell started to sell PC-cillin with its PCs in July and Trend Micro has unveiled an upgraded version of PC-cillin which was developed with Dell's assistance.


Contact Information