• Like

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Digital Certificates @ ResellerClub


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

Published in Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. The Webinar will commence shortly…
    Thank you for your patience.
  • 2. SSL Significance & Marketing Strategy
    Presented by: Kartik Johari
    copyright © ResellerClub, 2009
  • 3. Agenda
    • About thawte
    • 4. Types of SSL Certificates
    • 5. SSL Market Overview
    • 6. Selling and Marketing SSL
    • 7. thawte SSL Certificates
  • About thawte
  • 8. About thawte
    • 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
  • Top Brands Use thawte
  • 16. Types of SSL Certificates
  • 17. 2 Main Types of SSL Certificates
    • 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
  • Wildcard Certificates
    • 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)
  • Dedicated vs. Shared SSL
    • 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
    The Bottom Line:
    The cost, ease of obtaining an SSL certificate and potential loss of
    revenue from having a shared SSL make having a dedicated SSL certificate critical
  • 35. SSL Market Overview
  • 36. SSL Market Data
    • 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
  • Bifurcation of SSL Market
  • 42. Online Business Has a Problem
    • 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
  • Consumer Distrust Is Hurting Business
    • 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
  • Browsers Usability enhancements
  • 51. Applications using SSL is Growing
    • 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
  • Selling and Marketing SSL
  • 64. Why Offer SSL
    • 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
  • Ways to Offer SSL
    • 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
  • Keys to selling SSL
    • 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
  • How to Market SSL
    • 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
  • Pricing SSL
    • 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
  • Key Terms for Marketing SSL
    • 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
  • Product Comparison
  • 113. Key Take-Aways
    • 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
  • Thank you