Digital Certificates @ ResellerClub
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Transcript of Digital Certificates @ ResellerClub
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copyright © ResellerClub, 2009
SSL Significance & Marketing Strategy
Presented by: Kartik Johari
Agenda
About thawte
Types of SSL Certificates
SSL Market Overview
Selling and Marketing SSL
thawte SSL Certificates
About thawte
Established in 1995 and issued its first SSL certificate in 1996 VeriSign company Has a state-of-the-art IT infrastructure which boasts the
following: fully redundant server farms in secure data centers located on both
the East and West coasts of the USA
5 tier security with optical and biometric scanning environments
secure firewall clusters
segregated application servers for redundancy
regular disaster recovery tested planned and executed under the scrutiny of KPMG
Top Brands Use thawteCompany Name Term
Google, Inc. 8 years
ING Groep N.V. 7 years
CitiStreet LLC 3 years
3M Company 9 years
Monash University 7 years
General Dynamics Corporation 8 years
Merck and Co., Inc. 8 years
American Airlines Inc 4 years
Sears Holdings Corporation 7 years
Research in Motion 3 years
Hershey Chocolate and Con fectionery Corporation 6 years
Honda Canada Inc. 4 years
ADT Security Services Inc. 7 years
Credit Su isse Group 6 years
Equ ifax Inc 4 years
BMC Software Inc 8 years
Borland Software Corporation 3 years
Tyco Electron ics Corporation 6 years
Seabury and Smith 4 years
US AIRWAYS 4 years
2 Main Types of SSL Certificates
Domain Validated SSL Certificates Validates domain is registered and someone with admin rights is aware of and
approves the certificate request
Automated process takes less than 10 minutes
Subtype: SSL 123 Certificates
Organization Validated SSL Certificates Validates domain ownership, plus organization information included in the
certificate (name, city, state, country)
Manual process takes 1-2 days
Subtype: Webserver Certificate, Wildcard Certificate and the SGC SuperCert Certificate
Wildcard Certificates
The SGC SuperCert – The most powerful of certificates. Offers all the advantages of the SSL Web Server Certificate
Automatically steps-up the encryption of the client even if their browsers have 40-bit or 56-bit encryption capabilities
Wildcard certificates used to secure an unlimited number of sub-domains with one certificate All domains must end with the same 2nd level domain
Domains must share one physical server
Domains must share same number of levels 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 More credibility with the customer
• 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)
Reduces Risk of low-customer confidence
Prevents users from experiencing a domain name change during the most important part of the transaction – when they’re entering their payment information
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
SSL Market Data
More than 1.5 million active digital certificates Between 1-2% of Web sites have an active digital certificate
30% annualized growth in number of active certificates over the last 12 months
• CAGR of 32% since 2002, primarily in low end segment
High growth rates expected over the next year
Big revenue opportunity as more site owners & web users become educated
Bifurcation of SSL Market
• Price Sensitive
– Perceive SSL as a commoditized technology
– Fast growing reseller segment
– Extreme price sensitivity
– SMBs and Merchants
• Brand Conscious
• Pay premium for our higher end products and brands
• Demand more features and functionality
• Increasingly high cost of customer acquisition
• Mid-Large Enterprises
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 Phishing sites fool up to 90% of online consumers1
Consumer distrust growing as a result 84% believe businesses not doing enough to protect them
24% don’t purchase online at all2
Displaying premium security is an opportunity for online businesses 64% of shoppers who have abandoned a purchase would have completed it if
a recognized trust mark were on the site3
Users will spend 4% more if they know that privacy is ensured4
Nearly $2bn lost in US e-commerce due to security concerns5
+ 1 Harvard/UC Berkeley. April 2006.
+ 2 Forrester Research. December 2005.
+ 3 TNS Market Research. August 2006.
+ 4 Carnegie Mellon University, August 2007.
+ 5 Gartner Survey, Inc
Applications using SSL is Growing
Secure browser to Web server communications when collecting financial and personal data
eCommerce sites
Banking applications
User/Member login pages
Sign-up pages
VPN access
Web access to email
Intranets
Sensitive business information (business partners, remote offices)
Secure server to server communications to improve data and network security
FTP sites
Database and application servers
Communication between email servers
Why Offer SSL
Leverage SSL to expand your value add to your customers SSL is a value added product that is a need for anyone conducting
eCommerce or passing sensitive data over the Web or wireless devices
Additional revenue stream with high margins
Fast and convenient to obtain and install
Cost effective
Customers are getting SSL certificates from someone – why not you Risk losing customers to your competition who are offering SSL
Ways to Offer SSL
Create a digital certificate store Bundle with other complimentary offerings
Domains, Hosting Packages, Hosted Applications
Cross sell with other products and services you offer Web Design, consulting
Position as a value added service
Make the process easy and streamlined
Keys to selling SSL
Educate and inform Much confusion in market place
Large gap between the most expensive SSL certificates and the cheapest SSL certificates
Customers need to be made aware of the most important factors to consider
Generate the need for SSL
Inform customers why security is essential and the many applications that can use SSL beyond e-commerce
Talk about threats to online business and how SSL helps
Make your product recommendations
Sell products that match your customers’ requirements
Recommend with justification which product to use
If customers are correctly informed they will understand and trust the recommendation
How to Market SSL
Provide the right choice of SSL products
Post product information on your site
Promote awareness and applications for using SSL, and risks for not
Leverage benefits of the site seal and drive adoption of their use
SSL enable your sites
Promote up-sell and multi-year options
Take advantage of existing marketing communication channels
Stay on top of renewals
Pricing SSL
Match the right certs with the right offering when bundling SSL Mask price within cost of offering
Use to upsell to higher packages
Charge for other services like generating CSR or installing cert
Offer full range of SSL certs when creating a digital certificate store
Offer at an attractive discount from CAs retail site
Higher margins
Higher prices can be charged when offering as a value added service
Offer at or near the CAs retail prices
Which products you recommend depend on total cost of services provided
Key Terms for Marketing SSL
Certificate Authority (CA)
Trusted organization that provisions and issues SSL certificates
Encryption Level
Strength of the SSL session supported by the certificate
All can support up to 256 bit – most common is 128 bit
Browser Ubiquity
Level of trust supported by Web and Mobile browsers
Site Seals
Icons that add layer of trust to consumers
Authentication levels and speed
The practices a CA undertakes before issuing an SSL certificate
Product Comparison
SSL123 Certificates SSL Web Server Certificates SGC SuperCerts
SRP – 1 yr (US$) US$149 US$199 US$595
Reissues Free Free Free
Encryption Level
Up to 256-bit Up to 256-bit Up to 256-bit. Automatic
‘step-up’ to 128-bit
Authentication
Domain Check and Validation
Stringen t Business Verif ication and Au thentication
Stringen t Business Verif ication and Au thentication
Issuance Speed Within minutes* Less than 2 Days Less than 2 Days
BrowserCompatibility All Web + Mobile All Web + Mobile All Web + Mobile
Site Seal Dynamic; Mu lti -language Dynamic; Mu lti -language Dynamic; Mu lti -language
Position Low – Med End Med End Med to High End
Sell PointsConven ience, Price,
Brand
High quality org vetted cert at reasonable
costSGC Technology steps up
encryption strength
Key Take-Aways
SSL is not just for eCommerce
SSL represents an opportunity to create a profitable revenue stream
Factors driving the need for SSL are real
Educate your customers and make it easy for them
Understand the best model and price points for selling SSL to your customers
thawte has an SSL certificates for all your customers
CONTACT US
Telephone Numbers
US: +1 (415) 236 1970
UK: +44 (20) 7183 2151
India: +91 22 6679 7676
Email Your Account Manager
Email ResellerClub:
Email me: [email protected]
Thank you
