Kevin Haley at Symantec makes some cybersecurity predictions on what marketers and consumers can expect to see in 2013. While the predictions are based on what analysts see today, they also reflect projections based on years of expertise, understanding of threat evolution, and previous cybersecurity trends. As technology becomes more advanced, so do cyberthreats, such as conflict between nations. Haley writes: "Espionage can be successful and also easily deniable when conducted online." Ransomware will become the new scareware, and mobile adware will become the norm.