How to Effectively Sell SSLCertificates

Name of Presenter: Jay Schiavo, Sr. Manager – Product

Management

2

Introduction

+ Understanding the Need for SSL

+ Leveraging Multiple Brands of SSL Certificates

+ Taking Advantage of Extended Validation SSL

+ Q&A

Understanding the Need for SSL

4

Phishing Attacks are Still a Problem

+ Phishing reports remain high in 2008 –

over 25,000 new sites reported per

month! Over 34,000 in October of 2008

+ Sites becoming more sophisticated

+ Less than .25% use an SSL cert

+ Attackers looking for greener fields! Utility bills, wireless phone service,

eCommerce site, fundraisers

! March madness attacks

+ 90% fooled in April 2006 Harvard / UC

Berkeley study

1. Anti-Phishing Working Group, www.apwg.org

Phishing Reports Received July'07 - June '08

28,151

23,76224,924

25,630

30,716

23,91725,624

38,514

31,650

28,074

25,683

29,284

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

July

August

September

October

November

December

Januray

February

March

April

May

June

5

Online crime’s effect on consumers

+ Fraud and identity theft have created a chilling effect on e-

commerce

! TNS research in August 2006 reported 87% consumers are concernedabout CC fraud and 83% are concerned about sharing personal info

! 84% believe businesses not doing enough to protect them

! 65% shop only at sites they know and trust (TNS research report 2006)

! 24% don’t purchase online at all1

+ Additional data from recent Consumer Reports Webwatch

! 53% of online users won’t give up personal information online

! 30 percent of the consumers surveyed reported reducing their overalluse of the Web

! 25 percent say they no longer make online purchases

1 Forrester Research, December 2005. http://www.internetretailer.com/article.asp?id=17763

2 “Why Phishing Works,” April 2006. http://people.deas.harvard.edu/~rachna/papers/why_phishing_works.pdf

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Results of these Concerns

+ According to a Cybersource 2008 report $3.6B in online revenues

lost as a result of fraud on the internet

! Up 16% from 2006

+ To ease consumers fears businesses are using SSL and displaying

a site seal from trusted brands like VeriSign, GeoTrust and thawte

! SSL is needed to meet PCI compliance

+ Extended Validation is the next step

7

Applications using SSL is Growing

+ Secure browser to Web server communications whencollecting financial and personal data! eCommerce sites! Banking applications! User/Member login pages! Sign-up pages

– Anywhere they collect private information about their customers

! VPN access! Web access to email! Intranets! Development or test environments! Sensitive business information (business partners, remote offices)

8

+ One single fully qualified domain name per certificate• More credibility with the customer

- Customer won’t experience a domain name change in middle ofshopping experience (i.e. go from http://www.mydomain.com tohttps://sharedssl.com/mydomain or https://mydomain.sharedssl.com ifthe wildcard method is used)

• Reduces Risk of low-customer confidence

+ Prevents users from experiencing a domain name change at payment time

+ Consumers are more likely to purchase from a site that uses a dedicated SSLcertificate

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

Dedicated vs. Shared SSL

Leveraging Multiple Brands of SSLCertificates

10

Bifurcation of SSL Market: Optimize your revenue opportunity

+ Price Sensitive

! Perceive SSL as a commoditizedtechnology

! Fast growing reseller segment

! Extreme price sensitivity

+ Brand Conscious

! Pay premium for brand

! Demand highest encryption strength

! High focus on reducing shopping cartabandonment

11

Key Strengths of the VeriSign SSL Brands

VeriSign1. Most Reputable

brand and leader inInternet Security

2. Power to buildconsumerconfidence onlineand boost onlinesales

3. Online BusinessEnabler whosename has a strongassociation withtrust

GeoTrust

1. Has the second

largest user base

in the Internet

Security Industry

2. Characterized as

a high quality

brand that offers

convenience and

affordable

certificates

3. Very competitive

product lines and

strong US

presence

thawte

1. Strongest

authentication at

an affordable

price

2. A very loyal

customer base

3. Has a significant

footprint in the

international and

open source

communities

12

3 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

+ Organization Validated SSL Certificates! Validates domain ownership, plus organization information included

in the certificate (name, city, state, country)

! Manual process takes 1-2 days

+ Extended Validation SSL Certificates! Validates domain ownership and organization information, plus legal

existence of the organization and that the organization is aware of andapproves the request

! Manual process takes 3-5 days

13

Range of SSL Certificates By Validation

+ Extended Validation

+VeriSign Secure Site Pro with EV, Secure Site with EV

+thawte SSL Webserver with EV, GeoTrust TrueBusinessID with EV

+ Organization Validation

+VeriSign - Secure Site Pro, Secure Site

+thawte - SGC SuperCert, SSL Webserver / Wildcard

+GeoTrust – TrueBusinessID / Wildcard

+ Domain Validation

+thawte – SSL123

+GeoTrust – QuickSSL, QuickSSL Premium

14

Choosing the Right Brand For You

+ Choose two brands

! Eliminate confusion in marketing materials

! Properly position the brands you choose

! Offer the right product mix to maximize revenues

– Domain vetted, 2 organization vetted and 2 EV types

+ GeoTrust vs. thawte

! Offer one of these brands

! GeoTrust is strong in North and South America as well as WesternEurope

! Thawte is stronger in APAC, Eastern Europe, Africa

! Stay the course if already offering one of the brands

+ Leverage VeriSign as the upsell brand

Taking Advantage of ExtendedValidation SSL

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All Users Cannot Know All the Attacks

Phishing

Identity Theft

Fraud

Viruses

Pharming

Trojan Horses

Spyware

Scams

17

The Extended Validation (EV) solution

X.509 Certificates with encryption

Same strong level of encryption protection

Uses existing technology

Stronger identity authentication - CA/Browser Forum guidelines

Standardized requirements for certificate content validation

New WebTrust audits

More visible browser UI displayMore visible browser UI display

Pulls content direction from certificatePulls content direction from certificate

Clear display in browser chromeClear display in browser chrome

EV certificates have a unique identifier differentiating them from non-EVEV certificates have a unique identifier differentiating them from non-EV

Backward compatible for legacy browsersBackward compatible for legacy browsers

18

Market Adoption

Market Share (by Net Application), May 2009; http://marketshare.hitslink.com/report.aspx?qprid=3

http://marketshare.hitslink.com/report.aspx?qprid=3

+ Over 75% of the browsers inthe world can display thegreen address bar

+ Browser support

! IE 7 (44.51%)

! Firefox 3.0 (20.25%)

! Safari 3.2 (4.29%)

! Internet Explorer 8 (3.99%)

! Google Chrome (1.41%)

! Safari 4 (0.80%)

! Opera 9.5 ( 0.65%)

! Others likely to adopt aswell

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The EV User Experience

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The EV User Experience

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The EV User Experience - Opera

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EV Benefits Every Step in the Value Chain

+ Site owners

! Increase transactions on the site

! Provide a premium customerexperience

! Associate security with yourbrand

! Easy to implement

! Users will spend more whenprivacy is ensured

+ Site visitors

! Can feel confident in doingtransaction on a site

! Positive online experience with abusiness

“ VeriSign gives us an easily identifiable way for

our customers to know their transactions are

secure, and that they’re on the actual E*TRADE

site. We’re educating our client base to look for

the VeriSign EV Certificate as the new standard

for e-commerce security. They’ll know that

when the bar is green, the site is clean.”

“ We set out with the hope to avoid erosion of

our customers’ rate of completion of financial

forms. In fact, since the deployment of EV

certificates we’ve had an 11 percent increase in

IE7 browsers alone, which has contributed

significantly towards our current overall rate of

form completions—which are on par with or

exceeding the industry averages for conversion

rates.”

Stephen Pauley

Network Operations Manager

E*TRADE Australia

John Turner

President

DebtHelp.com

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EV Results

+ ROI calculations

! 48,000% for dwell.com

! Over 16,000% for DebtHelp.com

! 7,440% for VirtualSheetMusic.com

+ Users that can see the green bar spend more

! 27% increase in ticket size for EV customers for CanadaDrugs.com

+ Decreased shopping cart abandonment

! 13.3% reduced abandonment for FitnessFootwear.com (UK)

+ Decreased security concerns

! 27% of customers abandon due to security concerns forCRSHotels.com

24

Site Visitors Respond Very Favorably to Green Bars

Measured their responses to Web sites with and without green bars

! 100% of participants notice whether a site shows the green EV bar

! 93% of participants prefer to shop on sites that show the green bar

! 97% are likely to share their credit card information on sites with the

green EV bar, as opposed to only 63% with non-EV sites

! 88% trust the name VeriSign on a site, as opposed to only

22% for the next most trusted SSL provider

January 2007, Tec-Ed researched usage and attitudesof 384 online shoppers

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Key Take-Aways

+ Educate your customers on the need for SSL – they are real

+ Focus on facts and data points

+ Offer the right brand and product mix for your customers

+ Leverage VeriSign brand and EV certificates as upsell opportunities

to maximize your revenues

+ Boost online transactions for your customers with EV

26

Questions + Answers