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“Protect your e-commerce from counterfeit
and online fraud”
04.12.2013
Confidential – for intended recipient only
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The Certilogo Authenticator is accessible via Web and Mobile.
Sign-up via Facebook, Google+ or e-mail.
Works in 8 languages, before or after purchase.
During product authentication the consumer provides valuable
information for example on where the product has been found
(retailer).
MOBILE
WEB
Proprietary “software as a
service” online tool that
translates product
authentications performed by
consumers and retailers into
intelligence for brand owners
on fraudulent retailers and
supply chain security (e.g.
subcontractors involved in
overproduction).
Used by brand protection
managers, license managers, e
commerce and supply chain
managers.
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• 40,000 websites compromised by cybercriminals every week
• 20% of a brand’s online traffic is being diverted away from its websites
• $80 billion annually is the cost of digital piracy
• $600 billion annually (7% of world trade) value of counterfeit goods sold
• 1 in 6 products sold online is identified as counterfeit
• 30% of all counterfeit seizures in the EU are linked to internet
distribution
96% of companies admit that guarding their online assets is now essential
for the success of their brand, but only 40% have a strategy in place
The internet economy of the G20 will be worth £2.7 trillion by
2016, BUT......
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Online revenue – trust is essential....
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Source: I wanted a bargain and got a fake instead.
All Internet channels. Mar. 2012-Feb. 2013
” “
HOW DID YOU CONNECT TO THAT SITE?
Marketplace eCommerce site
Search engines are still the main referral source to e-commerce
sites selling deceptive fakes
How did you connect to that site?
People who bought a fake from…
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HOW DID YOU CONNECT TO THAT SITE?
The majority of deceived customers thought the site was official
or an authorised reseller of the brand
Why didn’t you but directly from
the brands’ official website?
People that bought a fake from e-commerce site.
Source: I wanted a bargain and got a fake instead.
All Internet channels. Mar. 2012-Feb. 2013
” “
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HOW DID YOU CONNECT TO THAT SITE?
Counterfeiters use a mix of price, assortment and IP cloning to
deceive consumers
Why did you decide to buy
through that specific website?
Source: I wanted a bargain and got a fake instead.
All Internet channels. Mar. 2012-Feb. 2013
” “
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NetNames introduction and approach
Protecting your brand from
online counterfeiting, trademark
infringements and cyber-fraud
Brand Protection
We protect your brand and increase your online revenues adopting a
holistic approach
Effective portfolio management.
Ensuring traffic to your site is
optimized
Domain Name Management
Maintaining customer integrity
and trust in your websites
Secure
• IP protected
• Reduced counterfeit
• Increased sales
• Reduced costs
• Portfolio optimisation
• Strategic advice gTLD
15 years
10 offices
350 employees
25% Fortune 100
30% FTSE 100
40% CAC
30% DAQ
Industry focused
INTA, IACC, IQPC,
AGMA, ACG
UK
Switzerland
France
Germany
Denmark
Sweden
Norway
New York
LA
HOW DID YOU CONNECT TO THAT SITE?
ONLINE THREATS TO BRANDS
REVENUE AND REPUTATION
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gTLDs - friend & foe
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What are the online threats to brands and e-commerce?
1. Traffic Diversion 2. Revenue Dilution 3. Reputational Damage
Cybersquotting
Typosquotting
Illegal File sharing / streaming
Links on Social Media
ONLINE DISTRIBUTION OF
COUNTERFEIT GOODS
Reputation attacks on Social Media
Copycat & Rogue Websites / Mobile Apps
Online Marketplace infringements
Example ‘Type 1’ rogue website selling counterfeits http://www.hunterboots-sale.net// ….traffic: 4,620 web visitors per day!!
Domain registrant:
chen shoucheng
xiamenshisimingquxia
nyuehuayuan
Fujian
360000
CN
hunterbootsale@163.
com
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‘Type 2’ rogue website: http://columbiajakker.info
“columbia” in the domain name
itself , the site bears a small
resemblance to the genuine
Columbia site.
The site sells variety of branded
products
- Columbia
- North Face
- Spyder
- Canada Goose
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‘Type 3’ rogue website: www.jacketbay.com
No “columbia” in the
domain name itself ,
but the site looks and
feels like the a
genuine Columbia
website.
The site only sells
Columbia branded
products
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Don’t forget global online marketplaces – there are many....
MercardoLibre Brazil
MercardoLibre Argentina
MercardoLibre Chile
MercardoLibre Columbia
MercardoLibre Costa Rica
MercardoLibre Dominican
MercardoLibre Ecuador
MercardoLibre Mexico
MercardoLibre Panama
MercardoLibre Peru
MercardoLibre Uruguay
MercardoLibre Venezula
alibaba.cn
All Global eBays
eBid (UK)
Made-in-china
Hood (Germany)
Deremate (Argentina)
Marktplaats (Netherlands)
Speurders.nl
Kapaza (Belgium)
china.cn
ecplaza.net
tradekey.com
Worldbid
Trademe
Craigslist
Taobao
Alibaba.com
Ubid
Fuzing
meggagoods
Mobilephoneexchange
china.cn
ecplaza.net
tradekey.com
Worldbid
Trademe
BidonUSA
mobilephones.cn
Ubid
Fuzing
BidonUSA
olx.ph
ECVV
Ec21
IndiaMart
Amazon.com
Amazon UK
Amazon Canada
Amazon France
Amazon Germany
Amazon France
Amazon Japan
DIYTrade
ECEurope
iOffer
MGFTrade
SulekhaB2B
Sulit
TooToo
br.tradeholding.com
busca.aonde.com
uk.ebid.net
worldbidfashion
Amprice
Auvito
Dubli
QXL
Tradera
Priceminister (France)
slickdeals.net
Bizrate
dealtime
ecrater
bidorbuy.co.za
Dealsea
Dealcatcher
Souq.com
Twenga.com
Dealighted.com
sell.com
bargainist.com
boddit.com
locanto.com.mx
disnet1.org
alsoshop.com
mystore.com
dreams.appee.com
lotsofwholesale.com
brokerbin
proxis.be
Mobilephoneexchange
Itrademarket
trade.swissinfo.net
Commerce TW
Global sources (China)
Busytrade
mobilephones.cn
Dhgate.com
Pricegrabber
Tradeboss (Romania)
Allegro (Poland)
Cheapstingybargins.com
xpbargains.com
japanese.tradevv
exporters.sg
All Global Yahoos
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HOW DID YOU CONNECT TO THAT SITE?
HOW TO STOP INFRINGEMENTS
TO YOUR BRAND
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NetNames Brand Protection Methodology
• Global marketplaces
• Cybersquatting
• Traffic diversion
• Affiliate abuse
• ImageFlare
• Non-Indexed websites
Detection
• Counterfeit investigation
• Infringement insight
• Top analyst services
• Test Purchasing
• Offline investigation
Investigation &
Countermeasures
• Analysis
• Prioritization (product lines,
site traffic, regions, seller
IDs, revenue exposure ect.)
• Scoring vs. priority
Assessment
• Takedowns
• Domain suspensions
• Disruption measures
• Legal actions
• Bespoke analytics &
reporting
Enforcement
BRAND
ABUSE
A bespoken service to your needs
The workflow of the enforcement:
Step 1: Automatic detection of the infringement
Step 2: Confirmed and reviewed by enforcement analysts and further reviewed by the client
After initial contact with the registrar, the registrar tracked down over 25 additional rogue sites
and suspend them because of our relationship and credibility.
Result:
Within 2 days, all the domain names in question were suspended by the registrar
Example 1: Suspension of rogue website
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End-to-end case study – Taobao listings removed
We enforce effectively on Taobao while others can’t.
Step 1: Automatic detection of the infringement
Step 2: Confirmed and reviewed by enforcement analysts and report
We have better understanding in Taobao IP policy and we communicate with the IP enforcement department of
Taobao on a daily basis.
Result: Within 2-3 working days, the listings are removed
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Example result for a client – becoming a harder target
0
100
200
300
400
500
600
April May June July August September October November December
Nu
mb
er
of
Do
main
s C
losed
Month
Closed
Cumulative Closed
Number of infringing domains reducing as client becomes a harder target
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Client case study: number of marketplace listings enforced by
month
91% decrease since
January
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HOW DID YOU CONNECT TO THAT SITE?
NEW FRONTIERS - MOBILE APPS
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A few facts about Mobile Apps....
• 100bn apps have been downloaded from Apple’s App Store
and Google’s Play marketplace
• Approx 15bn apps are now downloaded each quarter
across the iOS, Android, Blackberry, and Microsoft mobile
ecosystems.
• 58% of consumers with smart phones regularly shop online
through Mobile Apps.
• 61% of people state their mobile experience affects their
opinion of brands.
• More than 20,000 malicious and fraudulent apps for Android
devices were found in July 2012 alone.
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Mobile apps are the latest threat vector for cyber
criminals
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NetNames Mobile Apps Monitoring
• Software developed specifically to monitor Apple App store, Google Play, Blackberry World and Windows Mobile
• Detect & remove rogue, fraudulent, unauthorized or infringing apps
• Expert analysis & reporting on scale, scope and origin of threats
• Detection and prioritization of unauthorized or infringing apps by:
• Brand / Title
• Developer
• Downloads
• Marketplace
• Rating
• Price
• Image
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Enforcement of infringing apps
• NetNames can deliver enforcement services against infringing or
counterfeit apps on
• Google Play
• Apple App store
• BlackBerry World
• Windows
• Compliance rates over 70% and growing....
• Takedown times – can be several days
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Contact
Telephone
Chizzolini Daniele
Corporate Sales & Account Manager at NetNames GmbH
+41 (0)44 204 16 85
daniele.chizzolini@netnames.com
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