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Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
Digital Certificates @ ResellerClub
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Digital Certificates @ ResellerClub

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The "Digital Certificate's Significance and Marketing Strategy" webinar focuses on providing tried and tested strategies to improve your bottom line by effectively increasing your digital certificate …

The "Digital Certificate's Significance and Marketing Strategy" webinar focuses on providing tried and tested strategies to improve your bottom line by effectively increasing your digital certificate sales

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Transcript

  1. The Webinar will commence shortly…<br />Thank you for your patience.<br />
  2. SSL Significance & Marketing Strategy<br />Presented by: Kartik Johari<br />copyright © ResellerClub, 2009<br />
  3. Agenda<br /><ul><li>About thawte
  4. Types of SSL Certificates
  5. SSL Market Overview
  6. Selling and Marketing SSL
  7. thawte SSL Certificates</li></li></ul><li>About thawte<br />
  8. About thawte<br /><ul><li>Established in 1995 and issued its first SSL certificate in 1996
  9. VeriSign company
  10. Has a state-of-the-art IT infrastructure which boasts the following:
  11. fully redundant server farms in secure data centers located on both the East and West coasts of the USA
  12. 5 tier security with optical and biometric scanning environments
  13. secure firewall clusters
  14. segregated application servers for redundancy
  15. regular disaster recovery tested planned and executed under the scrutiny of KPMG</li></li></ul><li>Top Brands Use thawte<br />
  16. Types of SSL Certificates<br />
  17. 2 Main Types of SSL Certificates<br /><ul><li>Domain Validated SSL Certificates
  18. Validates domain is registered and someone with admin rights is aware of and approves the certificate request
  19. Automated process takes less than 10 minutesSubtype: SSL 123 Certificates
  20. Organization Validated SSL Certificates
  21. Validates domain ownership, plus organization information included in the certificate (name, city, state, country)
  22. Manual process takes 1-2 daysSubtype: Webserver Certificate, Wildcard Certificate and the SGC SuperCert Certificate</li></li></ul><li>Wildcard Certificates<br /><ul><li>The SGC SuperCert – The most powerful of certificates.
  23. Offers all the advantages of the SSL Web Server Certificate
  24. Automatically steps-up the encryption of the client even if their browsers have 40-bit or 56-bit encryption capabilities
  25. Wildcard certificates used to secure an unlimited number of sub-domains with one certificate
  26. All domains must end with the same 2nd level domain
  27. Domains must share one physical server
  28. Domains must share same number of levels
  29. EXAMPLE: a certificate with *.domain.com as the Common Name can protect mail.domain.com and secure.domain.com but not mail.secure.domain.com (too many levels)</li></li></ul><li>Dedicated vs. Shared SSL<br /><ul><li>One single fully qualified domain name per certificate
  30. More credibility with the customer
  31. Customer won’t experience a domain name change in middle of shopping experience (i.e. go from http://www.mydomain.com to https://sharedssl.com/mydomain or https://mydomain.sharedssl.com if the wildcard method is used)
  32. Reduces Risk of low-customer confidence
  33. Prevents users from experiencing a domain name change during the most important part of the transaction – when they’re entering their payment information
  34. Consumers are more likely to purchase from a site that uses a dedicated SSL certificate</li></ul>The Bottom Line:<br />The cost, ease of obtaining an SSL certificate and potential loss of <br />revenue from having a shared SSL make having a dedicated SSL certificate critical<br />
  35. SSL Market Overview<br />
  36. SSL Market Data<br /><ul><li>More than 1.5 million active digital certificates
  37. Between 1-2% of Web sites have an active digital certificate
  38. 30% annualized growth in number of active certificates over the last 12 months
  39. CAGR of 32% since 2002, primarily in low end segment
  40. High growth rates expected over the next year
  41. Big revenue opportunity as more site owners & web users become educated</li></li></ul><li>Bifurcation of SSL Market<br />
  42. Online Business Has a Problem<br /><ul><li>The fourth quarter of 2009 saw a rise in the number of hijacked brands to a record 356 in October, up nearly 4.4 per cent from the previous record of 341 in August 2009</li></li></ul><li>Consumer Distrust Is Hurting Business<br /><ul><li>Users need help distinguishing legitimate sites from crafty phishing sites
  43. Phishing sites fool up to 90% of online consumers1
  44. Consumer distrust growing as a result
  45. 84% believe businesses not doing enough to protect them
  46. 24% don’t purchase online at all2
  47. Displaying premium security is an opportunity for online businesses
  48. 64% of shoppers who have abandoned a purchase would have completed it if a recognized trust mark were on the site3
  49. Users will spend 4% more if they know that privacy is ensured4
  50. Nearly $2bn lost in US e-commerce due to security concerns5</li></li></ul><li>Browsers Usability enhancements<br />
  51. Applications using SSL is Growing<br /><ul><li>Secure browser to Web server communications when collecting financial and personal data
  52. eCommerce sites
  53. Banking applications
  54. User/Member login pages
  55. Sign-up pages
  56. VPN access
  57. Web access to email
  58. Intranets
  59. Sensitive business information (business partners, remote offices)
  60. Secure server to server communications to improve data and network security
  61. FTP sites
  62. Database and application servers
  63. Communication between email servers</li></li></ul><li>Selling and Marketing SSL<br />
  64. Why Offer SSL<br /><ul><li>Leverage SSL to expand your value add to your customers
  65. SSL is a value added product that is a need for anyone conducting eCommerce or passing sensitive data over the Web or wireless devices
  66. Additional revenue stream with high margins
  67. Fast and convenient to obtain and install
  68. Cost effective
  69. Customers are getting SSL certificates from someone – why not you
  70. Risk losing customers to your competition who are offering SSL</li></li></ul><li>Ways to Offer SSL<br /><ul><li>Create a digital certificate store
  71. Bundle with other complimentary offerings
  72. Domains, Hosting Packages, Hosted Applications
  73. Cross sell with other products and services you offer
  74. Web Design, consulting
  75. Position as a value added service
  76. Make the process easy and streamlined</li></li></ul><li>Keys to selling SSL<br /><ul><li>Educate and inform
  77. Much confusion in market place
  78. Large gap between the most expensive SSL certificates and the cheapest SSL certificates
  79. Customers need to be made aware of the most important factors to consider
  80. Generate the need for SSL
  81. Inform customers why security is essential and the many applications that can use SSL beyond e-commerce
  82. Talk about threats to online business and how SSL helps
  83. Make your product recommendations
  84. Sell products that match your customers’ requirements
  85. Recommend with justification which product to use
  86. If customers are correctly informed they will understand and trust the recommendation</li></li></ul><li>How to Market SSL<br /><ul><li>Provide the right choice of SSL products
  87. Post product information on your site
  88. Promote awareness and applications for using SSL, and risks for not
  89. Leverage benefits of the site seal and drive adoption of their use
  90. SSL enable your sites
  91. Promote up-sell and multi-year options
  92. Take advantage of existing marketing communication channels
  93. Stay on top of renewals</li></li></ul><li>Pricing SSL<br /><ul><li>Match the right certs with the right offering when bundling SSL
  94. Mask price within cost of offering
  95. Use to upsell to higher packages
  96. Charge for other services like generating CSR or installing cert
  97. Offer full range of SSL certs when creating a digital certificate store
  98. Offer at an attractive discount from CAs retail site
  99. Higher margins
  100. Higher prices can be charged when offering as a value added service
  101. Offer at or near the CAs retail prices
  102. Which products you recommend depend on total cost of services provided</li></li></ul><li>Key Terms for Marketing SSL<br /><ul><li>Certificate Authority (CA)
  103. Trusted organization that provisions and issues SSL certificates
  104. Encryption Level
  105. Strength of the SSL session supported by the certificate
  106. All can support up to 256 bit – most common is 128 bit
  107. Browser Ubiquity
  108. Level of trust supported by Web and Mobile browsers
  109. Site Seals
  110. Icons that add layer of trust to consumers
  111. Authentication levels and speed
  112. The practices a CA undertakes before issuing an SSL certificate</li></li></ul><li>Product Comparison<br />
  113. Key Take-Aways<br /><ul><li>SSL is not just for eCommerce
  114. SSL represents an opportunity to create a profitable revenue stream
  115. Factors driving the need for SSL are real
  116. Educate your customers and make it easy for them
  117. Understand the best model and price points for selling SSL to your customers
  118. thawte has an SSL certificates for all your customers</li></li></ul><li>CONTACT US<br /><ul><li>Telephone Numbers
  119. US: +1 (415) 236 1970
  120. UK: +44 (20) 7183 2151
  121. India: +91 22 6679 7676
  122. Email
  123. Email Your Account Manager
  124. Email ResellerClub:
  125. sales@resellerclub.com
  126. webinar@resellerclub.com
  127. Email me: kartik.jo@resellerclub.com</li></li></ul><li>Thank you<br />

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