CloudNetworks RSAC 2025 On-Site Report ② Meeting Global Security Companies
The second installment of the RSAC 2025 on-site report series is a vivid look at the booths of global security companies encountered at the exhibition hall. We saw firsthand how the keynotes and technology trends introduced in Part 1 were realized through actual products, demos, and interactive content. 🌐RSAC 2025 Expo: Where Security Innovation UnfoldedOn the morning of the event, a long line of attendees waiting to enter had already formed at the entrance of the Moscone Center before opening hours. On the way to the exhibition hall in the basement after entering, many people were sitting on the floor working on their laptops, which made it clear that this was not simply a trade show but a serious, practice-oriented event. This year's RSAC exhibition hall was organized into North, South, and Early Stage Expo sections, with hundreds of global security companies participating to showcase their latest technologies and strategies. CloudNetworks toured every section of the exhibition hall in person and was able to experience firsthand the security strategies and industry trends of major companies. In particular, this exhibition featured practical and concrete response strategies such as AI-based threat detection, identity and access security, OT and cloud security, and integrated threat response. Going beyond simple product introductions, the exhibition halls were organized to reflect changes in threat models and actual security operation scenarios, strengthening technical communication with visitors. We will introduce the scene on-site centered on the major booths of the North and South Expos. 🛡️RSAC 2025 North ExpoArriving at the entrance of the North Expo, the overwhelming scale and diversity made it truly sink in that we had come to the world's largest security event. ▶ Cisco, Microsoft, TrellixThe first booths visible upon entering the North Expo were Cisco, Microsoft, and Trellix. As companies that also gave keynote presentations at RSAC 2025, they drew attention with booth scales and designs that overwhelmed the eye, befitting major sponsors. They emphasized technological continuity by concretely implementing on-site the strategies mentioned in the keynotes, such as AI security, zero trust, and cloud-based security frameworks.▶ SentinelOne, Tenable, CrowdStrikeSentinelOne emphasized its AI-based security strategy with a futuristic booth design, delivering its automated threat detection and response system in an experiential way through photo booths, demo sessions, and giveaways. Tenable centered its presentation around its unified platform "Tenable One," comprehensively presenting various security elements such as AI-SPM, ExposureAI, and Shadow AI detection capabilities, and also ran an event where custom-designed hats were made on the spot alongside presentation sessions. CrowdStrike caught the eye with its bold red and cyber-styled design. It emphasized its XDR-based threat detection and response system with visual impact through the consistent message "WE STOP BREACHES" and large figures modeled after major threat groups, and live demos of its latest AI features were conducted on-site in real time.▶ Splunk "Power the SOC of the Future"The booth of CloudNetworks' partner Splunk unquestionably drew attention. As this was Splunk's first major event appearance since being acquired by Cisco, both its messaging and layout were very strategically crafted. Making use of a large space, the booth was composed of a large LED wall, a variety of sessions, and a live demo zone, with clear slogans such as "Defend smarter. Not harder." and "Uplift defenders with AI." placed front and center. The most impressive part was the presentation session held in a mini theater, where Splunk's key message was the "next-generation SOC evolving together with AI." Integration cases with Amazon Security Lake, dashboard visualizations, and various AI-based detection and response technologies were covered, with practical explanations centered on actual screens. Splunk's latest capabilities — natural-language-based search queries, SOC automation, and deriving threat insights using federated architecture — were concretely demonstrated on-site. Splunk emphasized the launch of Enterprise Security 8, enhanced data management capabilities, and AI-based detection and response innovation for the future of the SOC. These messages were realized through large screens and live demos within the booth, sufficient to draw high visitor engagement and brand awareness. Events were also held at the same time, and beyond the internal presentation space, the booth was richly composed with a large visualization dashboard, consultation tables, and consultation spaces, resulting in a fairly long visitor dwell time.▶ IBM, Elastic, CommvaultAt IBM, visitors could listen to sessions using noise-canceling headsets. Given how intense the noise was on-site that day, this made it possible to focus and listen to the explanations. Elastic put forward LLM Observability and Google Vertex AI Integration as its key messages. Commvault, centered on data recovery and ransomware response strategy, drew high interest with an immersive space themed "Recovery Ready," composed of a time tunnel, mirrors, and lighting.▶ Akamai, Armis, OpentextAkamai delivered its application security strategy centered on Adaptive AI and real-time intelligence, while Armis introduced security issues in OT/IT converged environments using a large screen, focusing on technical communication with customers. Opentext drew attention with the witty message "Be the GOAT@ spotting insider threats" alongside a wolf character wearing a goat mask.▶ CyberArk, XMCyber, ThalesCyberArk emphasized AI-based identity security with the message "AI-powered identity security," and BAS (Breach and Attack Simulation) company XMCyber explained risk management that allows focus on the most critical vulnerabilities. Thales introduced game-style interactions themed around eliminating security threats to encourage visitor participation.▶ Broadcom, CheckPoint, Thinkst CanarySymantec and Carbon Black were exhibited together at the Broadcom booth, drawing laughs from visitors with a VIP Guest photo-printing event parodying legendary rock album covers. Thinkst Canary, which detects network intrusions using honeypot technology, offered stress balls and bags fitting its brand identity as souvenirs, making for a lovable booth fitting of its URL, 'https://canary.love'.▶ Sonatype, Entrust, WIZSonatype emphasized malware detection and vulnerability response in open-source security through comparisons, and Entrust was running a panel-discussion-style media session centered on identity-based security and authentication technology. Wiz, which has drawn even more attention since being acquired by Google, captured visitors' attention under the title "CISO TOPIA" with pop-culture-inspired design and content centered on games, merchandise, and booklets. 🛡️RSAC 2025 South ExpoWe moved from the North to the South exhibition hall. Looking down from a few steps up, it was clear that a great many people were enthusiastically and enjoyably both viewing and running the booths. ▶ Zafran Security, Wallarm, SimspaceSome companies with fun concepts stood out. Threat exposure management platform company Zafran Security ran a booth themed as an American high school called "Zafran High," complete with lockers and a basketball hoop, and even issued student ID cards. API security company Wallarm caught the eye by storing merchandise like hats and stickers in a refrigerator, and explained methods for detecting and blocking API- and AI-based attacks. Cyber simulation company SimSpace ran a gym-themed booth on the topic of strengthening cyber defense, and also held events such as pull-up challenges.▶ HashiCorp, Tines, Rapid7We also visited the booth of CloudNetworks' partner HashiCorp. Cute souvenirs were on offer, and a variety of visitors stopped by for enthusiastic explanations on how to properly implement cloud security with HashiCorp. Workflow company Tines caught the eye with a cute stuffed dog, and had souvenirs prepared for the whole family, including pets. Afterward, Tines advertisements emphasizing workflow automation, security, and AI could be seen throughout downtown San Francisco — during RSAC, many companies engaged in aggressive marketing not only at the exhibition hall but also through ads and events like runs throughout downtown San Francisco. We also visited the Rapid7 booth, where the attention level of those attending the demo of new features was higher than anywhere else.▶ Snyk, BlackDuckThe first booths visible upon entering the main South Expo hall were Snyk and BlackDuck, competitors in the software supply chain security space. Snyk wittily expressed the heat of the rapidly evolving AI landscape through a hot sauce theme, introducing its approach to application security in the AI era. BlackDuck used marketing featuring a duck character, running demos centered on "True Scale Application Security" covering AppSec risk management, the direction of open-source security in the AI era, and methods for building the software supply chain.▶ CloudFlare, Adaptiva, 1PasswordMajor sponsor and CDN company CloudFlare also placed its booth prominently up front, and patch automation company Adaptiva caught the eye by displaying an astronaut who had gone into space for repairs atop its booth. Access security company 1Password also drew many visitors with its unique booth design and events.▶ MendOne of the most popular and memorable booths at the South Expo was Mend. Making good use of a basketball theme, it clearly conveyed its product lineup and features such as SCA, containers, and SAST in an easy-to-understand way, and its basketball event also drew enthusiastic participation.▶ Checkmarx, CyberHaven, RubrikVarious game events were also held at each booth. Application security company Checkmarx ran a game where visitors could win a $250 gift card, and DLP company CyberHaven had a ranking game called Trace Invaders, where players followed a light with their hand. Data security company Rubrik also set up classic arcade machines and emphasized cyber resilience.▶ Red Canary, ForwardNetworks, NetScoutMDR company Red Canary stood out even from a distance with a booth designed to look like birds in flight, and digital twin network security company ForwardNetworks ran a booth themed around agents carrying out missions for network security. Network monitoring company NetScout held sessions on topics such as DDoS, explaining how visibility makes a big difference in cybersecurity.▶ Okta, Keeper, OxSecurityIAM company Okta ran an event where $5 was donated each time a visitor scanned their badge at the booth, and Keeper, which provides AI-based PAM solutions, caught the eye with a booth design using its brand colors and staff costumes. Application security company OX Security, featuring a purple bull character, could also be seen.▶ DarkTrace, Hyperproof, OpswatDarkTrace showed off its identity as an AI-based security company by demonstrating how its self-learning AI defends across every domain, and Hyperproof ran its booth under a "Mission Possible" concept, introducing ways to protect against compliance and risk. Opswat, known domestically for its CDR technology, introduced technologies for protecting critical infrastructure, exhibiting everything from L0-2 processes to L5 Cloud.▶ Pentera, LastPass, GitHubLive painting could be seen at the exhibition hall — security validation company Pentera was painting a three-dimensional image on the floor warning of the dangers of security gaps, and the finished piece could be seen the next day. Password management company LastPass was painting a graffiti wall; while we weren't able to see the finished result on-site, a later check showed they had completed a graffiti piece embodying the company's vision. There was also a GitHub booth, which combined stickers with security under the witty message "Security that stick(er)s," offering a variety of stickers for visitors to freely take.▶ Korea Pavilion — AhnLab, Genians, WIZ, SSNC, and othersDomestic Korean security companies, including Logpresso, Private Technology, and F.One Security, gathered to run the Korea Pavilion booth. SSNC drew attention by holding a makgeolli event, and visitors from Korea could occasionally be spotted as well. There weren't that many national pavilions overall, so it was impressive that the Korea Pavilion has continued for 11 years running.Some companies also ran standalone booths. AhnLab, Genians, and WIZ, which have attended for several years, each ran individual booths introducing their solutions. In particular, AhnLab's presentation session drew a great deal of visitor attention, and WIZ ran its booth under the concept "Men in BlackBox," effectively promoting its products.▶ Orca Security, KiteworksLive animals could be seen firsthand at this year's exhibition. Cloud security company Orca Security ran the most interesting marketing campaign. Even before the event, through its #OrcaSavesPuppies campaign, it promoted the message of using Orca's latest security technology to "rescue puppies" across the cloud and beyond, completing the campaign by exhibiting real puppies alongside a puppy character in a spacesuit. In addition, secure file transfer company Kiteworks, like OpenText, ran a G.O.A.T. (Greatest Of All Time) marketing campaign, exhibiting real baby goats that visitors could step into a pen and pet directly.▶ MeshSecurity, Lakera, DNSFilterSecurity mesh platform company Mesh Security displayed dinosaurs and eggs, prompting many people to take selfies, while emphasizing unified data fabric and autonomous security operations. Generative AI security company Lakera drew attention with a Gandalf banner encouraging sign-ups for its AI red team. AI-based content filtering company DNSFilter also ran a mini car-racing event. 🛍️The Operating Style and Atmosphere of the RSAC 2025 Exhibition HallsThe operation of the RSAC 2025 exhibition halls went beyond simple product introductions, filled with interactive formats designed to encourage visitor participation. Most booths delivered their core messages through micro-sessions lasting about 10–15 minutes, and it was common practice to give participants tickets or buttons that could be exchanged for small gifts. Beyond simple brochures or panel displays, experiential content designed for visitors to interact directly with the brand made up the majority of the exhibition halls.The atmosphere on-site was lively and serious, yet also relaxed. While practitioner-centered conversations took place and technically in-depth demos ran continuously, the variety of events and friendly presentation styles — never feeling stale — made it clear this was an open security ecosystem accessible to anyone. And outside the main exhibition hall, fittingly for a security event, there was a Security Operations Center (SOC) where monitoring status could be viewed.In Part 3, we will introduce the Early Stage Expo featuring early-stage startups, along with presentation sessions, the sandbox, and the finale.
May 21, 2025