The document discusses miniOrange's strong authentication product. It begins with an introduction to miniOrange and their expertise in security solutions. It then provides an overview of their strong authentication product, which uses two-factor authentication. Next, it analyzes the product's strengths, weaknesses, opportunities, and threats. It also identifies target customer segments and creates a persona of an IT security consultant who would benefit from the product. The document concludes with marketing strategies, including positioning, the 7Ps of marketing, and social media analytics to promote the strong authentication solution.

1. Strong Authentication
Team: Tech Smarties
Deepak Guptha
Husnain Ali
Sandeep Chavan
Shantanu Kamble
Sonali Ghadge

2. Introduction
 miniOrange is security consulting and product development
company.
 Founded by security architects and technology leaders having
extensive experience in solving complex security problems of the
industry via technology using global delivery models.
 Our team has multiple papers published on various security and
engineering topics related to Strong Authentication, Access
Governance, Mobile Security – Access Gateway, etc.
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3. Introduction
 We at miniOrange work hard, day in and day out, in a disciplined way to ensure success for our
customers. This is what we stand for and is ingrained in our work culture.
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4. About our Product
Strong authentication
 It combines something you know, or something you have with someone you are to reliably confirm
your identity.
 Vision: miniOrange wants to increase the sales & revenue for the product “Strong Authentication”
and to compete with the other companies by implementing the marketing plan.
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Two Factor Authentication

5. SWOT Analysis
Strengths
 Wide (15+) range of authentication methods.
 No software installation required.
 Instant ready solution.
 24x7 customer support.
https://www.miniorange.com/customer-reviews
Weaknesses
 Less social media presence.
 Small customer base and less advocates.
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6. SWOT Analysis
Opportunities
 Increase customer reach using chat-bots.
 Expanding security to mobile devices.
 Promoting two factor authentication through cyber security
webinars.
Threats
 Red ocean of multiple competitors eg: Duo Security, OneLogin.
 Protecting sensitive user-data from cyber attacks.
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7. Segmentation and Customer Groups
Our product will target the marketing segments of,
 IT.
 Banking.
 Educational Institutions like Schools & Colleges.
 Medical industry.
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8. Matt, the IT Security Consultant
 Matt is 36 year old IT security consultant working for Cosmos Bank.
He is married and has two children.
 He is British and has completed his masters in Computer Security,
has a pretty good salary with 80k Euros and financial investments of
15k Euros per year.
 He has good leadership qualities and communication skills. He likes
to explore new technologies, attending conferences, following blogs
related to security.

9. Matt, the IT Security Consultant
 He does not like wastage of time and doing repetitive work. He likes
to spend most of his time with his teammates. He loves travelling
and exploring new countries. He also likes to go cinemas, restaurants
and health club.
 Recently, Matt came to know about an incident where some other
bank customer’s internet banking account credentials were hacked
using social engineering.
 It was possible as the bank did not have any second factor
authentication.
Image Source from 123rf.com

10. Matt, the IT Security Consultant
 So, Matt and his team decided to use strong authentication for their
customers. Matt is looking for a robust authentication product in
order to stop fraudulent transactions.
 And as it is a medium sized bank, they do not have enough technical
resources to build their own strong authentication solution.
Products

11. Positioning Strategy
Target Persona:
 IT security consultants working in banks.
Category:
 “Two Factor Authentication” for login systems, online accounts, etc.
Key Customer Benefits:

12. Positioning Strategy
Proof of Trustworthiness:
 The second layer of authentication depends on user’s choice, which might be OTP over Email, OTP
over SMS, Soft Token and so on.
Unique Selling Proposition:
 It supports widest range of strong authentication methods, helps you achieve regulatory compliance
such as FFIEC (Federal Financial Institutions Examination Council), HIPAA (Health Insurance Portability
and Accountability Act), PCI (Payment Card Industry) etc and increase the security of your resources
at minimum cost.

13. Marketing Strategies
7P's of Marketing
 Marketing plays the most crucial component for the
success of a product in this competitive market.
 Our potential customers are Banks and we tend market
our product to IT Security Consultants, managers and
other top employees in the organizational hierarchy.

14. Marketing Strategies
Product
Enhancements such as fingerprint scan, voice authentication from
our phone.
Place
 Security conferences like RSA conference, etc.
 Paid searches like Google ads.
 Engaging in SEO to get good rankings.
Price
Optimal Pricing and Duration of contract.

15. Marketing Strategies
Promotion
Sharing Benefits & features on social media and security forums. Promotional mails and latest
updates to potential customers. Free trial of the product before purchasing the product. Highlighting
the feedback and appreciations from the customers.
People
People representing our organization are generally techno-functional experts as they have an end-to-
end knowledge of the product.
Process
Setup the software, add features as per custumer requirements and fix bugs.

16. Marketing Strategies
Physical
Product experts working with customer before and after signing the contract. Provide a walk through to
the customer before signing the deal.
Industry Archetype:
Our product’s industry archetype is “GOLD FISH”.

17. Marketing Strategies
Aware
Use paid result
service from
search engines
Appeal
Good meta
descriptions in
search results,
working on SEO to
get good rankings
Ask
Creating security
forums, product
demo, customer
support
Act
Transform the
free trial
customers into
paid ones
Advocate
Survey from
customers about
product, security
expert
recommendations

18. Social Media Analytics
 Social media analytics tools use to collect, analyze, summarize and
visualize social media data.
 Shows how user get engaged with product.
 Help us to identify high-performing content based on audience.
 Identify effectiveness of a brand’s social media activity.

19. Social Media Analytics (Google Dashboard)
Google analytics dashboard we can see the
 Website bounce rate Shows how user get engaged with product.
 New sessions.
 Audience metrics.
 Devices used by the user to visit the website.
 Geographic locations (web sessions) of the user who has visited
the site.
http://www.miniorange.com

20. Social Media Analytics (Google Dashboard)

21. Social Media Analytics (YouTube Analytics)
YouTube media analytics helps in optimizing and evaluating media
content .
By this analysis we can start looking,
 Which post had more interaction.
 Likes, comment, shares.
 Top 10 videos with most views.
By these tools we can really get interesting and valuable
insights that can help us to improve social media strategy.
http://www.miniorange.com

22. Social Media Analytics (YouTube Analytics)

23. Conclusion
 Beat the competitors
 Increase the sales and marketing revenue
 Decrease customer acquisition cost
 Customer loyalty programs

24. Thank You