Infosecurity notes that, whilst the unlimited single site consumer version of the software sells for £49.95 - but has an annual subscription arrangement - the Lifetime edition sells for £10.00 more.
The £59.95 retail price covers a single PC, but for the lifetime of that machine, with a single hardware swap-out allowed under the Lifetime business model.
According to GFI, which recently acquired Sunbelt Software, Vipre Anti-virus Lifetime Edition includes all of the features available in the premium but with the added advantage of lifetime protection and anti-virus definition updates.
Vipre Lifetime, says Alex Eckelberry, the firm's general manager, represents a unique value proposition and a change in how consumers buy and use antivirus software on their home PC.
"Our one-off price for a product that lasts the life of a PC, rather than just 12 months, means peace of mind and even better value for money, without compromising on protection from malware", he said.
According to Eckelberry, anti-virus protection can be a costly purchase for home users, as the true cost of a product – the annual renewal fees to keep receiving the latest virus definition updates – is rarely communicated at the time of purchase.
"Our new approach means consumers no longer have to worry about renewing or replacing their antivirus software until it's time to replace the computer itself", he said.