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Kaspersky’s clearest public sign of APAC momentum is a 19% increase in new customers in the region in 2025. That is a customer-acquisition figure—not APAC revenue growth. The broader strategy is to turn regional reach into higher-value business through local investment, channel partners and enterprise security services. The evidence supports that strategic direction more strongly than it proves the financial results of the strategy in APAC.
What Kaspersky’s APAC growth figures do—and don’t—show
“Growth” can mean more customers, higher sales, a larger installed base, or a shift toward higher-value products and services. Kaspersky reported that new customers in Asia-Pacific rose 19% in 2025, describing this as its strongest-ever APAC customer-acquisition dynamic. The company’s announcement does not provide a corresponding APAC revenue figure or regional business-to-business (B2B) growth rate. Customer growth should not be read as revenue growth: the announcement does not disclose how many new customers paid, renewed, or generated recurring revenue.
Kaspersky’s global results help explain what it is trying to sell, but they are not proof of APAC performance. In 2025, the company reported sales of nearly US$836 million, up 4%; global B2B sales grew 16%, enterprise sales 21%, and small and medium-sized business sales 7%. Non-endpoint products grew 29%, compared with 1% for endpoint products. These are company-reported figures, presented at constant 2025 exchange rates, and are global unless explicitly identified otherwise. Kaspersky’s 2025 results also reported a 3% adjusted decline in global consumer sales.
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Local execution: a Southeast Asia leader and Vietnam office
Kaspersky appointed Simon Tung Southeast Asia general manager, effective October 21, 2025. His remit includes commercial operations, business development and go-to-market strategy. The company also opened a permanent office in Ho Chi Minh City, describing it as a way to deepen engagement with Vietnamese government agencies, enterprises, research organizations and partners. The announcement is evidence of local operating investment, not evidence by itself of new contracts, market share or profitability.
In cybersecurity, local presence can help a vendor understand procurement practices, build institutional relationships and coordinate partners and customer support. It can also signal a longer-term commitment in a market where trust and local responsiveness matter. The trade-off is cost: an office and regional leadership need to produce pipeline, customer wins or stronger service delivery to justify the investment. Public information cited here does not quantify the office’s headcount or sales contribution.
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Partners provide the route to market
Kaspersky’s United partner program organizes participation into four models: Sell, Deploy, Manage and Build. The structure reflects different ways of reaching and serving customers, rather than a single reseller arrangement. Kaspersky’s program announcement describes the four tracks.
- Sell: Resellers, distributors, value-added resellers and system integrators bring products to customers, often through established local relationships.
- Deploy: Implementation and integration partners configure solutions and connect them to a customer’s existing systems.
- Manage: Managed service providers (MSPs) and managed security service providers (MSSPs) deliver ongoing security operations or monitoring for customers that may not have a large in-house team.
- Build: Technology partners integrate or embed Kaspersky capabilities in broader products and services.
This model can help Kaspersky reach organizations without building a large direct sales and delivery operation in every APAC country. Partners may supply local-language sales and support, procurement access, implementation expertise and managed services. The same model creates risks: service quality can vary, the vendor has less direct control over the customer experience, and growth may depend on partner incentives and capability. Partner recruitment alone is not a useful measure of success; productivity, renewals and customer outcomes matter more.
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Kaspersky’s partner information and MSP program describe cloud security, endpoint protection, vulnerability management and MDR as areas partners can deliver. For an APAC buyer, the practical question is whether a qualified local partner can provide the implementation, support and service level the organization needs—not simply whether a program exists.
From endpoint protection to broader enterprise security
Kaspersky remains a consumer and business security vendor, but its global growth figures point to a stronger push beyond traditional endpoint protection. Its product expansion can be understood by customer need:
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- Endpoint and device protection remains an entry point for consumers, smaller businesses and distributed workforces. It can also give partners a foundation for later sales of broader security services.
- Kaspersky Next is the company’s B2B line for protection and capabilities associated with endpoint detection and response (EDR) and extended detection and response (XDR). Kaspersky reported 158% global growth for the line in 2025 and introduced Next XDR Optimum and Next MXDR Optimum for small and midsized businesses.
- Managed detection and response (MDR) adds ongoing investigation and response support. Kaspersky said global MDR sales rose 90% in 2025. A managed service can appeal to organizations that cannot staff around-the-clock security operations themselves, though the reported growth is global, not APAC-specific.
- Security information and event management (SIEM) and threat intelligence address broader security-operations needs. Kaspersky reported global growth of 30% for SIEM and 18% for threat intelligence in 2025. These products could expand an endpoint relationship into larger security budgets, but the available regional figures do not show whether that is happening in APAC.
- Industrial cybersecurity is aimed at operational technology environments such as manufacturing, energy, transport and logistics. Kaspersky reported 25% global growth for its Industrial CyberSecurity product. That signals a portfolio opportunity, not verified country-level traction.
- KasperskyOS-based and embedded products serve more specialized, longer-cycle needs, including some IoT, transport and industrial uses. Global sales of KasperskyOS-based products grew 85% in 2025, according to the company.
The commercial logic is to increase the value of each business relationship: protect devices first, then offer detection, response, intelligence or operational-technology security where the customer’s needs justify it. This can increase contract size and create recurring service revenue. It also makes selling more complex: each category has different buyers, integrations, procurement cycles and proof requirements. Growth in a global product line does not establish that Kaspersky has successfully cross-sold it to APAC customers.
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APAC is not one uniform market. The available evidence identifies several priorities, but it does not provide comparable revenue or market-share data for them.
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| Market | What the cited evidence says | What remains unknown |
|---|---|---|
| India | Business Standard, quoting Kaspersky’s APAC managing director, reported strong double-digit growth in 2024. | The cited material does not provide the underlying revenue amount, a country-level breakdown, or partner productivity figures. |
| Vietnam | Kaspersky opened a permanent Ho Chi Minh City office and appointed a Southeast Asia general manager. | The office’s sales contribution, customer references and operating scale are not disclosed in the cited announcement. |
| Indonesia | Kaspersky’s APAC leadership identified it as a growth market. | No country-specific growth rate or market-share figure is provided. |
| Hong Kong | Identified by Kaspersky’s APAC leadership as a key growth market. | The cited sources do not quantify current revenue, customer growth or market share. |
| China | Also named as a key market by Kaspersky’s APAC leadership. | Country-specific regulatory, procurement, localization and competitive requirements need separate verification; the cited sources do not establish current traction. |
Business Standard’s report on India attributes the double-digit 2024 claim to Kaspersky’s regional managing director; it is not a public regional revenue table. Japan, South Korea, Singapore and Australia may be important markets, but the evidence cited here does not establish their current growth rates, so they should not be presented as proven growth engines.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.The consumer business is a source of reach, not yet a regional revenue story
The 19% increase in new APAC customers indicates that Kaspersky is acquiring customers in the consumer and business markets covered by its regional reporting. Globally, its consumer base reached 70 million unique users and its consumer subscription base grew 4% in 2025. Those worldwide figures do not show how many APAC customers became paying subscribers, how many renewed, or what the average revenue per customer was in the region.
Consumer recognition can potentially help a security brand earn consideration among small businesses and employees, while subscriptions can create recurring revenue. But customer volume alone cannot establish either effect. Useful measures would include paid conversion, retention, renewal rates, acquisition costs, revenue per customer, and the split between direct online sales and distribution through telecom, internet service provider, banking, insurance or retail partners.
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What could constrain the strategy?
- Trust and procurement scrutiny: Some governments and businesses may assess vendors’ geopolitical exposure, ownership and security practices as part of procurement. Requirements differ by country and buyer; the cited evidence does not provide a complete APAC legal or government-procurement map. Kaspersky points to its Global Transparency Initiative, but a transparency commitment is not the same as independent proof of acceptance by every regulator or customer.
- Data and local-service requirements: Buyers may need local hosting, local incident response or specific contractual controls. Requirements depend on the country, product and deployment. Do not assume that a product meets a particular data-residency or regulatory requirement without checking current product and legal documentation.
- Competitive pressure: Kaspersky competes with vendors including Microsoft, ESET, Bitdefender, CrowdStrike, SentinelOne, Trend Micro and Sophos, as well as local providers. Microsoft’s security products can be attractive to organizations already standardized on its wider software ecosystem. No single vendor comparison applies across every country, workload or deployment.
- Longer enterprise sales cycles: EDR, MDR, SIEM and industrial security deals can involve more stakeholders, integrations and evaluation than endpoint purchases. Portfolio breadth creates cross-sell potential, but also demands local technical capability and customer references.
- Channel dependence: Partners can extend reach, but uneven delivery or weak incentives can undermine renewals and reputation. Success depends on partner capability and customer outcomes, not just program design.
What would demonstrate that APAC growth is durable?
For a clearer assessment, watch for evidence that connects regional reach to recurring, higher-value business:
- APAC revenue and B2B growth disclosed separately from global results.
- Country-level customer, revenue or renewal trends across several markets, rather than one headline growth rate.
- Evidence that new customers convert to paid subscriptions and renew.
- Growth in APAC enterprise and SMB contracts, including MDR and other recurring services.
- Customer references and deployments for Kaspersky Next, SIEM, threat intelligence and industrial security.
- Partner productivity, local support coverage and measurable service quality.
- Clear product- and country-specific documentation for regulatory, hosting and procurement requirements.
These measures would help distinguish a genuine regional business expansion from customer acquisition alone. Until such detail is public, the strongest conclusion is that Kaspersky is building the infrastructure and portfolio for APAC growth—not that the available figures prove regional revenue or market-share gains.
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