Confidential Company Confidential © 2008 Comodo. All rights reserved. Understanding and Marketing SSL Certificates Date Presenter

ConfidentialCompany Confidential© 2008 Comodo. All rights reserved.

Understanding and Marketing SSL Certificates

DatePresenter


TOPICS

About Comodo

Types of SSL Certificates

Overview of SSL Market

Marketing and Selling SSL

Comodo SSL Certificates


About ComodoFounded in 1998 – The World’s 2nd Largest Certification Authority

Worldwide operations centers in U.S.A, U.K, Japan, China, India and Ukraine

A fully accredited AICPA/CICAWebTrust compliant Certification Authority – the highest globally-recognized standard

8 highly trusted public Root Certificates under ownership embedded within all major Web Browsers

Comodo controls more than one-quarter of the worldwide digital certificate market

One of the most diverse and largest portfolio of PKI-based digital certificates

Founding members of the Certification Authority Browser Forum, a consortium of CAs and browser industry leaders that created the next generation of SSL certificates: Extended Validation (EV) SSL

Securing more than 10,000,000 businesses and individuals worldwide

7,000 + Global Partner Network

Over 1 million digital certificates issued

Comodo customers include: 7 of the top 10 Fortune 1000, 5 of the top 7 U.S. universities, the top 2 global

software providers, and 2 of the top 20 financial institutions

Award winning Trust Seal program - “Corner of Trust” enables real-time verification of more than 500,000 websites


Some of our global corporate customers:


3 Main Types of SSL Certificates

Domain Validated SSL Certificate

Validates that domain is registered. Individual with administrative rights approves certificate request

Automated process takes several minutes

Organization Validated SSL Certificate

Validates domain ownership. Determine organization is legitimate through domain validation, state

documents such as incorporation paperwork, corporate utility bill etc...

Manual process takes 1-2 days

Extended Validated SSL Certificate

Validates domain ownership, organization information and legal existence of organization. Check

conducted through a third party trusted source i.e. D&B, written agreement signed by company officer

and callback to published telephone number of company.

Manual process takes 3-5 days


Extended Validation – EV SSL

EV AUTO-Enhancer™ Automatic EV Deployment and Maintenance Technology

A patent pending technology designed to reduce the total cost of Extended Validation (EV) SSL ownership and maximizes the value of

using a Comodo EV SSL or EV SGC Certificate by automating the deployment process and expanding the usability of EV SSL Certificates

for Windows XP users.


Wildcard - Secures multiple sub-domains on a single domain name with one Certificate.

For example, a single Comodo SGC Wildcard Certificate for *.comodogroup.com can be used for:

secure.comodogroup.com

products.comodogroup.com

login.comodogroup.com

anything-you-can-think-of.comodogroup.com

Other Types of SSL

Server Gated Cryptography - allows older browsers running at 40 bit

encryption to be brought up to the industry standard of 128 bit.

Unified Communications Certificates (UCC) – Works with

Microsoft Exchange 2007 and Office Communications 2007 providing SSL for multiple domains in

a single certificate.

Code Signing Certificates- through the use of digital signatures, enables

software developers to include information about themselves and their code with their software.


Dedicated vs. Shared SSL

Benefits of Dedicated SSL

• One single fully validated domain name per certificate

• More credibility with customers

• Customers won’t experience a domain name change in the middle entering sensitive information such as payment info (i.e. go from http://www.mydomain.com to https://sharedssl.com/mydomain or https://mydomain.sharedssl.com if wildcard is used.

• Eliminates the risk of low consumer confidence

Tip: Consumers are more likely to buy from a site that uses a dedicated SSL certificate.


Overview of SSL Market


Over 100M* active domains

Approximately 1.5% of domains have an active digital certificate

• That equates to over 1,500,000 active digital certificates

• Over 25% annualized growth in the past 12 months

• High growth of over 30% expected in the next year

Huge revenue opportunity internet grows and more site

owners and users become more educated about security

SSL Facts

*Source: http://www.domaintools.com/internet-statistics


Price Sensitive

See SSL as a commodity

Reseller segment growing

Very price conscious

SMBs Merchants

Brand Conscious

Prefer high end products and

brands

Want more features and

functions

Cost of customer acquisition

increasing

Mid to large enterprise

SSL Market


Phishing attacks are continually on the rise

29,284 phishing reports in January 2008 1

Threats to Online Business

Sources:

1 - http://www.antiphishing.org

2 - Source: Harvard/UC Berkeley, April 2006

Consumers have difficult time distinguishing a legitimate site from a fraudulent one

Up to 90% of online users were tricked by a phishing site2


Threats to Online Business

No trust online

Approximately 20% of consumers will not do business online at all. 1

The direct loss to banks resulting from fraud was in excess of $24 billion. 2

Costs related to online consumer fraud resolution are increasing at an annual rate of 10%

Visible security increases consumer trust and sales

By 2010, online sales will reach $331 billion and will account for 13% of total retail sales

Nearly 70 percent of online shoppers have terminated an online order because they did

not "trust" the transaction. In those cases, 64 percent indicated that the presence of a

trust mark would have likely prevented the termination. 1

On average, users will spend 4% more if they know that their private information is

secured. 3

Sources:

1 - Gartner Research

2 - Information Weekly

3 - Carnegie Mellon University


SSL certificates secure browser to Web server communications when collecting financial and personal data from the following:

eCommerce site

Banks

User/member login pages

Web access to email

Sign-up pages

Intranets

VPN access

Sensitive business info (remote offices and partners)

SSL Applications

SSL certificates secure server to server communications to improve data and network security from the following:

FTP sites

Database and application servers

Communication between email servers


Information on the Internet is vulnerable to many threats

Spoofing/phishing

Eavesdropping

Data alteration

SSL Value

SSL Certificates protect against these threat by providing:

Confidentiality – keeping data private

Authentication – to determine who you are dealing with

End-to-end message integrity – ensuring data has not been tampered with


Marketing & Selling SSL Certificates


Value add to your customers

SSL certificates are a value-added product that is a must-have for anyone doing business or transmitting sensitive information over the Internet or wireless devices

Additional revenue and high margins

Fast and convenient to procure and install

Cost effective

Why Offer SSL

Your customers are getting SSL certificates from someone – make sure it’s you

Don’t lose customers to your competitors that are offering SSL certificates


99.3% browser ubiquity

Browser Recognition

*Must have Comodo Verification Engine enabled


Create a separate page on your site dedicated to SSL

Bundle with complimentary offerings

Domains, Hosting packages, Hosted applications

Cross sell with other products and services

Web design, web consulting

Position as an additional value to your customers

Streamline the process

Make use of Comodo’s API toolkit

How To Offer SSL


Prominently display your SSL Certificate offerings on your website.

Ensure that you outline the key benefits of using an SSL Certificate and Trust Logo.

Educate and inform – post product information on your site

Generate a 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 help

Always outline the key features of SSL certificates.

Leverage the benefits of a site seal

Make a wide selection of SSL Certificates available to your customers as their requirements will be different.

Lead by example: Use an Extended Validation SSL certificate on your own site to display your trusted credentials to your customers.

Offer Multiyear SSL Certificates.

Many Comodo SSL certificates are available for 1-5 year durations. Longer term certificates means less hassle of renewal and certificate maintenance for your customers.

How To Market SSL


Offer Renewals.

Offer you customers free remaining days when renewing their certificates up to 60 days before their certificate expires – a unique service only offered by Comodo.

Utilize Comodo’s pre-generated product content to help effectively promote your SSL Certificate solutions.

(http://www.comodo.com/affiliate/)

Make product recommendations.

Provide the right choice of SSL products

Sell products that match your customer’s requirements

Justify your recommendations

When customers are correctly informed, they understand and trust recommendation

Stay Informed.

For up to date product information and news on additional Comodo solutions visit: www.comodopartners.com

How To Market SSL cont’d


Couple certificates with the proper 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 certificate

Offer full range of SSL Certificates

Price SSL at an attractive discount from CA’s retail pricing

Charge premium price when offering as a value-add

Offer at or near CA’s retail pricing

Products you recommend depend on total cost of services provided

Pricing SSL Certificates


Unique selling points about Comodo Trust Logo's

Point to Verify

Point to Verify Is important for your visitor as it offers the "extra" level of confidence about "you" without your visitor having to click away.

Point to Verify is important for visitors as it offers the “extra” level of confidence about “you” without having to click away.

The only Trust Logo with Active feedback and is a unique patented Comodo Innovation

ROI (Return on Investment)

Active Trust Feedback Mechanism

More customers Trust = More Customer Conversions = Higher ROI

Use your Daily mouse-over statistics to find the optimum positioning for your Comodo Trust Logo's, Card Payment Logo's and Hacker Guardian Shields

Unspoofability

3rd layer of Trust Relationship

Trust Logos


Essential SSL –

Quick and easy to obtain domain validated SSL certificate as an entry level certificate. SRP $79.00

Comodo Instant SSL –

Fully business validated SSL certificate, higher warranty and support level. SRP $99.00

Comodo Premium SSL Wildcard

Full business validated certificate allows you to secure unlimited sub domains e.g. *.domain.com, secure.domain.com etc. SRP $450.00 - $499.99

Extended Validation SSL Certificates

New industry standard SSL certificate providing the highest level of assurance available. EV SSL activates the Green address bar in next generation web browsers such as IE 7 and Firefox 3 – prominently displaying your company credentials to your website visitors. SRP $450.00 - $499.00.

Unified Communications Certificate

Specifically designed for use with Microsoft Exchange Server 2007 and Live Communications server 2007. Secure multiple subject alt names within a single certificate. If you offer Exchange Hosting this is an essential certificate type to offer. SRP $250.00 - $285.00

Product Recommendations


SSL is not just for e-commerce

SSL represents a huge revenue opportunity

Educate your customers on the benefits of SSL

Figure out the best products and price points for

your customers

Comodo has an SSL Certificate for all your

customers’ needs

Marketing Summary

Documents

Confidential Company Confidential © 2008 Comodo. All rights reserved. Understanding and Marketing SSL Certificates Date Presenter