* [Blog](https://origin-researchcenter.paloaltonetworks.com/blog)
* [Palo Alto Networks](https://origin-researchcenter.paloaltonetworks.com/blog/corporate/)
* [Uncategorized](https://origin-researchcenter.paloaltonetworks.com/blog/category/uncategorized/)
* Marketecture vs. Momentum

# Marketecture vs. Momentum

[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Forigin-researchcenter.paloaltonetworks.com%2Fblog%2F2011%2F02%2Fmarketecture-vs-momentum%2F)  
[](https://twitter.com/share?text=Marketecture+vs.+Momentum&url=https%3A%2F%2Forigin-researchcenter.paloaltonetworks.com%2Fblog%2F2011%2F02%2Fmarketecture-vs-momentum%2F)  
[](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Forigin-researchcenter.paloaltonetworks.com%2Fblog%2F2011%2F02%2Fmarketecture-vs-momentum%2F&title=Marketecture+vs.+Momentum&summary=&source=)  
[](https://www.paloaltonetworks.com//www.reddit.com/submit?url=https://origin-researchcenter.paloaltonetworks.com/blog/2011/02/marketecture-vs-momentum/&ts=markdown)  
\[\](mailto:?subject=Marketecture vs. Momentum)  
Link copied  
By [Nir Zuk](https://www.paloaltonetworks.com/blog/author/nir-zuk/?ts=markdown "Posts by Nir Zuk")  
Feb 15, 2011  
3 minutes  
[Uncategorized](https://www.paloaltonetworks.com/blog/category/uncategorized/?ts=markdown)

Cisco's news at this years RSA Conference is the unveiling of SecureX. Cisco itself describes this next generation security architecture as "complicated" in that it includes new scanning elements, policy language and enforcement capabilities (endpoint control, presumably), all aimed at improving security in a broader range of contexts. While Cisco admits these context-aware scanning elements are "completely independent of the architecture", the company is only talking about embedding them into its line of ASA firewalls. Is that a round-about way of answering enterprises' call for a next-generation firewall?

Over the next 12 months, Cisco promises to get SecureX into its line of ASA appliances. When the press asked if this will be a software upgrade or require new hardware, Cisco executives say they aren't sure. Official quote: "that's to be determined." Cisco claims to have developed a new context aware policy language that's designed "to manage the context aware enforcement elements" but Cisco isn't saying anything about how policies can be created or managed across an enterprise deployment of multiple boxes (and multiple types of boxes). As those who have felt the pain of implementing Cisco MARS, only to have it EOL'd, can testify -- this is a significant issue. So let me get this straight -- it's complex, and we don't know how it's going to work, where it will be instantiated, or how it'll be managed?

Complex architectures are one thing. Delivering on them is another. We at Palo Alto Networks have been shipping next-generation firewalls for nearly 4 years. We've had four major releases (with nine feature releases interspersed between them) in that time. We are pleased to announce that we now have over 3500 enterprise customers of our next generation firewall. Every firewall we've ever shipped does application visibility and control.

We're established as the visionary in the network security space. Our App-ID technology continues to be the only firewall traffic classification engine using application as the primary element. User-ID and Content-ID technologies bring the critical user/group and content angles into the next-generation firewall policy picture, enabling organizations to safely USE applications, rather than block them. For many organizations, this ability to safely enable applications completely changes the game.

Bottom line:  
The rest of the industry has acknowledged the game-changing nature of next-generation firewalls with lots of marketing. But execution on the product side isn't as easy to change, and it shows. Port-based firewalls coupled with IPS can't do the same thing -- neither functionally nor performance-wise. Therefore, as expected, many network security vendors have changed their marketing stories accordingly. Cisco's self-described "complex" security architecture is just that. Marketecture.

*** ** * ** ***

## Related Blogs

### [AI and Cybersecurity](https://www.paloaltonetworks.com/blog/security-operations/category/ai-and-cybersecurity/?ts=markdown), [Must-Read Articles](https://www.paloaltonetworks.com/blog/security-operations/category/must-read-articles/?ts=markdown), [Product Features](https://www.paloaltonetworks.com/blog/security-operations/category/product-features/?ts=markdown), [Uncategorized](https://www.paloaltonetworks.com/blog/category/uncategorized/?ts=markdown)

[#### Ransomware Attacks: Why Your Endpoint Protection Can't Keep Up](https://origin-researchcenter.paloaltonetworks.com/blog/security-operations/ransomware-attacks-why-your-endpoint-protection-cant-keep-up/)

### [AI and Cybersecurity](https://www.paloaltonetworks.com/blog/security-operations/category/ai-and-cybersecurity/?ts=markdown), [Automation of the Week](https://www.paloaltonetworks.com/blog/security-operations/category/automation-of-the-week/?ts=markdown), [Product Features](https://www.paloaltonetworks.com/blog/security-operations/category/product-features/?ts=markdown), [Uncategorized](https://www.paloaltonetworks.com/blog/category/uncategorized/?ts=markdown)

[#### A Day in the Life with Your AgentiX Automation Engineer Agent](https://origin-researchcenter.paloaltonetworks.com/blog/security-operations/a-day-in-the-life-with-your-agentix-automation-engineer-agent/)

### [Product Features](https://www.paloaltonetworks.com/blog/security-operations/category/product-features/?ts=markdown), [Uncategorized](https://www.paloaltonetworks.com/blog/category/uncategorized/?ts=markdown)

[#### Beyond the Cloud Dashboard: Exposure Management Requires Full-Scope Visibility and Real Action](https://origin-researchcenter.paloaltonetworks.com/blog/security-operations/beyond-the-cloud-dashboard-exposure-management-requires-full-scope-visibility-and-real-action/)

### [Must-Read Articles](https://www.paloaltonetworks.com/blog/security-operations/category/must-read-articles/?ts=markdown), [Product Features](https://www.paloaltonetworks.com/blog/security-operations/category/product-features/?ts=markdown), [Uncategorized](https://www.paloaltonetworks.com/blog/category/uncategorized/?ts=markdown)

[#### From ILOVEYOU to AI Defenders -- 25 Years of Email Evolution](https://origin-researchcenter.paloaltonetworks.com/blog/security-operations/from-iloveyou-to-ai-defenders-25-years-of-email-evolution/)

### [AI Security](https://www.paloaltonetworks.com/blog/category/ai-security/?ts=markdown), [Uncategorized](https://www.paloaltonetworks.com/blog/category/uncategorized/?ts=markdown)

[#### The 3Cs of AI Red Teaming: Comprehensive, Contextual \& Continuous](https://origin-researchcenter.paloaltonetworks.com/blog/network-security/the-3cs-of-ai-red-teaming-comprehensive-contextual-continuous/)

### [Must-Read Articles](https://www.paloaltonetworks.com/blog/security-operations/category/must-read-articles/?ts=markdown), [Uncategorized](https://www.paloaltonetworks.com/blog/category/uncategorized/?ts=markdown)

[#### Securing Shadow AI with Cortex Xpanse](https://origin-researchcenter.paloaltonetworks.com/blog/security-operations/securing-shadow-ai-with-cortex-xpanse/)

### Subscribe to the Blog!

Sign up to receive must-read articles, Playbooks of the Week, new feature announcements, and more.
![spinner](https://origin-researchcenter.paloaltonetworks.com/blog/wp-content/themes/panwblog2023/dist/images/ajax-loader.gif) Sign up  
Please enter a valid email.  
By submitting this form, you agree to our [Terms of Use](https://www.paloaltonetworks.com/legal-notices/terms-of-use?ts=markdown) and acknowledge our [Privacy Statement](https://www.paloaltonetworks.com/legal-notices/privacy?ts=markdown). Please look for a confirmation email from us. If you don't receive it in the next 10 minutes, please check your spam folder.  
This site is protected by reCAPTCHA and the Google [Privacy Policy](https://policies.google.com/privacy) and [Terms of Service](https://policies.google.com/terms) apply.  
{#footer} {#footer}

## Products and Services

* [AI-Powered Network Security Platform](https://www.paloaltonetworks.com/network-security?ts=markdown)

* [Secure AI by Design](https://www.paloaltonetworks.com/precision-ai-security/secure-ai-by-design?ts=markdown)

* [Prisma AIRS](https://www.paloaltonetworks.com/prisma/prisma-ai-runtime-security?ts=markdown)

* [AI Access Security](https://www.paloaltonetworks.com/sase/ai-access-security?ts=markdown)

* [Cloud Delivered Security Services](https://www.paloaltonetworks.com/network-security/security-subscriptions?ts=markdown)

* [Advanced Threat Prevention](https://www.paloaltonetworks.com/network-security/advanced-threat-prevention?ts=markdown)

* [Advanced URL Filtering](https://www.paloaltonetworks.com/network-security/advanced-url-filtering?ts=markdown)

* [Advanced WildFire](https://www.paloaltonetworks.com/network-security/advanced-wildfire?ts=markdown)

* [Advanced DNS Security](https://www.paloaltonetworks.com/network-security/advanced-dns-security?ts=markdown)

* [Enterprise Data Loss Prevention](https://www.paloaltonetworks.com/sase/enterprise-data-loss-prevention?ts=markdown)

* [Enterprise IoT Security](https://www.paloaltonetworks.com/network-security/enterprise-device-security?ts=markdown)

* [Medical IoT Security](https://www.paloaltonetworks.com/network-security/medical-device-security?ts=markdown)

* [Industrial OT Security](https://www.paloaltonetworks.com/network-security/medical-device-security?ts=markdown)

* [SaaS Security](https://www.paloaltonetworks.com/sase/saas-security?ts=markdown)

* [Next-Generation Firewalls](https://www.paloaltonetworks.com/network-security/next-generation-firewall?ts=markdown)

* [Hardware Firewalls](https://www.paloaltonetworks.com/network-security/hardware-firewall-innovations?ts=markdown)

* [Software Firewalls](https://www.paloaltonetworks.com/network-security/software-firewalls?ts=markdown)

* [Strata Cloud Manager](https://www.paloaltonetworks.com/network-security/strata-cloud-manager?ts=markdown)

* [SD-WAN for NGFW](https://www.paloaltonetworks.com/network-security/sd-wan-subscription?ts=markdown)

* [PAN-OS](https://www.paloaltonetworks.com/network-security/pan-os?ts=markdown)

* [Panorama](https://www.paloaltonetworks.com/network-security/panorama?ts=markdown)

* [Secure Access Service Edge](https://www.paloaltonetworks.com/sase?ts=markdown)

* [Prisma SASE](https://www.paloaltonetworks.com/sase?ts=markdown)

* [Application Acceleration](https://www.paloaltonetworks.com/sase/app-acceleration?ts=markdown)

* [Autonomous Digital Experience Management](https://www.paloaltonetworks.com/sase/adem?ts=markdown)

* [Enterprise DLP](https://www.paloaltonetworks.com/sase/enterprise-data-loss-prevention?ts=markdown)

* [Prisma Access](https://www.paloaltonetworks.com/sase/access?ts=markdown)

* [Prisma Browser](https://www.paloaltonetworks.com/sase/prisma-browser?ts=markdown)

* [Prisma SD-WAN](https://www.paloaltonetworks.com/sase/sd-wan?ts=markdown)

* [Remote Browser Isolation](https://www.paloaltonetworks.com/sase/remote-browser-isolation?ts=markdown)

* [SaaS Security](https://www.paloaltonetworks.com/sase/saas-security?ts=markdown)

* [AI-Driven Security Operations Platform](https://www.paloaltonetworks.com/cortex?ts=markdown)

* [Cloud Security](https://www.paloaltonetworks.com/cortex/cloud?ts=markdown)

* [Cortex Cloud](https://www.paloaltonetworks.com/cortex/cloud?ts=markdown)

* [Application Security](https://www.paloaltonetworks.com/cortex/cloud/application-security?ts=markdown)

* [Cloud Posture Security](https://www.paloaltonetworks.com/cortex/cloud/cloud-posture-security?ts=markdown)

* [Cloud Runtime Security](https://www.paloaltonetworks.com/cortex/cloud/runtime-security?ts=markdown)

* [Prisma Cloud](https://www.paloaltonetworks.com/prisma/cloud?ts=markdown)

* [AI-Driven SOC](https://www.paloaltonetworks.com/cortex?ts=markdown)

* [Cortex XSIAM](https://www.paloaltonetworks.com/cortex/cortex-xsiam?ts=markdown)

* [Cortex XDR](https://www.paloaltonetworks.com/cortex/cortex-xdr?ts=markdown)

* [Cortex XSOAR](https://www.paloaltonetworks.com/cortex/cortex-xsoar?ts=markdown)

* [Cortex Xpanse](https://www.paloaltonetworks.com/cortex/cortex-xpanse?ts=markdown)

* [Unit 42 Managed Detection \& Response](https://www.paloaltonetworks.com/cortex/managed-detection-and-response?ts=markdown)

* [Managed XSIAM](https://www.paloaltonetworks.com/cortex/managed-xsiam?ts=markdown)

* [Threat Intel and Incident Response Services](https://www.paloaltonetworks.com/unit42?ts=markdown)

* [Proactive Assessments](https://www.paloaltonetworks.com/unit42/assess?ts=markdown)

* [Incident Response](https://www.paloaltonetworks.com/unit42/respond?ts=markdown)

* [Transform Your Security Strategy](https://www.paloaltonetworks.com/unit42/transform?ts=markdown)

* [Discover Threat Intelligence](https://www.paloaltonetworks.com/unit42/threat-intelligence-partners?ts=markdown)

## Company

* [About Us](https://www.paloaltonetworks.com/about-us?ts=markdown)
* [Careers](https://jobs.paloaltonetworks.com/en/)
* [Contact Us](https://www.paloaltonetworks.com/company/contact-sales?ts=markdown)
* [Corporate Responsibility](https://www.paloaltonetworks.com/about-us/corporate-responsibility?ts=markdown)
* [Customers](https://www.paloaltonetworks.com/customers?ts=markdown)
* [Investor Relations](https://investors.paloaltonetworks.com/)
* [Location](https://www.paloaltonetworks.com/about-us/locations?ts=markdown)
* [Newsroom](https://www.paloaltonetworks.com/company/newsroom?ts=markdown)

## Popular Links

* [Blog](https://www.paloaltonetworks.com/blog/?ts=markdown)
* [Communities](https://www.paloaltonetworks.com/communities?ts=markdown)
* [Content Library](https://www.paloaltonetworks.com/resources?ts=markdown)
* [Cyberpedia](https://www.paloaltonetworks.com/cyberpedia?ts=markdown)
* [Event Center](https://events.paloaltonetworks.com/)
* [Manage Email Preferences](https://start.paloaltonetworks.com/preference-center)
* [Products A-Z](https://www.paloaltonetworks.com/products/products-a-z?ts=markdown)
* [Product Certifications](https://www.paloaltonetworks.com/legal-notices/trust-center/compliance?ts=markdown)
* [Report a Vulnerability](https://www.paloaltonetworks.com/security-disclosure?ts=markdown)
* [Sitemap](https://www.paloaltonetworks.com/sitemap?ts=markdown)
* [Tech Docs](https://docs.paloaltonetworks.com/)
* [Unit 42](https://unit42.paloaltonetworks.com/)
* [Do Not Sell or Share My Personal Information](https://panwedd.exterro.net/portal/dsar.htm?target=panwedd)
  ![PAN logo](https://www.paloaltonetworks.com/etc/clientlibs/clean/imgs/pan-logo-dark.svg)
* [Privacy](https://www.paloaltonetworks.com/legal-notices/privacy?ts=markdown)
* [Trust Center](https://www.paloaltonetworks.com/legal-notices/trust-center?ts=markdown)
* [Terms of Use](https://www.paloaltonetworks.com/legal-notices/terms-of-use?ts=markdown)
* [Documents](https://www.paloaltonetworks.com/legal?ts=markdown)

Copyright © 2026 Palo Alto Networks. All Rights Reserved

* [![Youtube](https://www.paloaltonetworks.com/etc/clientlibs/clean/imgs/social/youtube-black.svg)](https://www.youtube.com/user/paloaltonetworks)
* [![Podcast](https://www.paloaltonetworks.com/content/dam/pan/en_US/images/icons/podcast.svg)](https://www.paloaltonetworks.com/podcasts/threat-vector?ts=markdown)
* [![Facebook](https://www.paloaltonetworks.com/etc/clientlibs/clean/imgs/social/facebook-black.svg)](https://www.facebook.com/PaloAltoNetworks/)
* [![LinkedIn](https://www.paloaltonetworks.com/etc/clientlibs/clean/imgs/social/linkedin-black.svg)](https://www.linkedin.com/company/palo-alto-networks)
* [![Twitter](https://www.paloaltonetworks.com/etc/clientlibs/clean/imgs/social/twitter-x-black.svg)](https://twitter.com/PaloAltoNtwks)
* EN  
  Select your language