“Protect your e-commerce from counterfeit and online fraud”

“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.
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).
WEB
Used by brand protection
managers, license managers, e
commerce and supply chain
managers.
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).
The internet economy of the G20 will be worth £2.7 trillion by
2016, BUT......
• 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
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Online revenue – trust is essential....
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Search engines are still the main referral source to e-commerce
sites selling deceptive fakes
HOW DID YOU CONNECT TO THAT SITE?
How did you connect to that site?
People who bought a fake from…
Marketplace
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eCommerce site
Source: I wanted a bargain and got a fake instead.
All Internet channels. Mar. 2012-Feb. 2013
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The majority of deceived customers thought the site was official
or an authorised reseller of the brand
HOW DID YOU CONNECT TO THAT SITE?
Why didn’t you but directly from
the brands’ official website?
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Source: I wanted a bargain and got a fake instead.
All Internet channels. Mar. 2012-Feb. 2013
People that bought a fake from e-commerce site.
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Counterfeiters use a mix of price, assortment and IP cloning to
deceive consumers
HOW DID YOU CONNECT TO THAT SITE?
Why did you decide to buy
through that specific website?
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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
We protect your brand and increase your online revenues adopting a
holistic approach
15 years
Brand Protection
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
Protecting your brand from
online counterfeiting, trademark
infringements and cyber-fraud
Domain Name Management
Effective portfolio management.
Ensuring traffic to your site is
optimized
Secure
Maintaining customer integrity
and trust in your websites
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IP protected
Reduced counterfeit
Increased sales
Reduced costs
Portfolio optimisation
Strategic advice gTLD
HOW DID YOU CONNECT TO THAT SITE?
ONLINE THREATS TO BRANDS
REVENUE AND REPUTATION
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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
Links on Social Media
ONLINE DISTRIBUTION OF
COUNTERFEIT GOODS
Copycat & Rogue Websites / Mobile Apps
Online Marketplace infringements
gTLDs - friend & foe
Illegal File sharing / streaming
Reputation attacks on Social Media
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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
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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
Example 1: Marketplace selling fakes
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Example 2: Marketplace selling fakes
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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
A bespoken service to your needs
Detection
Assessment
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• Analysis
• Prioritization (product lines,
site traffic, regions, seller
IDs, revenue exposure ect.)
• Scoring vs. priority
Global marketplaces
Cybersquatting
Traffic diversion
Affiliate abuse
ImageFlare
Non-Indexed websites
Investigation &
Countermeasures
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Counterfeit investigation
Infringement insight
Top analyst services
Test Purchasing
Offline investigation
BRAND
ABUSE
Enforcement
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Takedowns
Domain suspensions
Disruption measures
Legal actions
Bespoke analytics &
reporting
Example 1: Suspension of rogue website
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
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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
600
Number of Domains Closed
500
400
300
Closed
Cumulative Closed
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Number of infringing domains reducing as client becomes a harder target
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0
April
May
June
July
August
Month
September
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October
November December
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:
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Brand / Title
Developer
Downloads
Marketplace
Rating
Price
Image
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Enforcement of infringing apps
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NetNames can deliver enforcement services against infringing or
counterfeit apps on
• Google Play
• Apple App store
• BlackBerry World
• Windows
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Compliance rates over 70% and growing....
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Takedown times – can be several days
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Contact
Chizzolini Daniele
Corporate Sales & Account Manager at NetNames GmbH
Telephone +41 (0)44 204 16 85
Email [email protected]
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