Security Concerns as a Marketing Tool

Leveraging FUD (fear, uncertainity, and doubt)

Jim Bruene

May 1999

: OBR 48



Security products and strategies can boost shareholder value when you address your customers’ fear, uncertainty, and doubt about doing business on the Web.

• Making eCommerce Safe (Enough)
• Building a Trustworthy Brand
• Making Security a “”Product””
• Passwords
• Innovators: VeriSign helps build online trust
• Creating Safe eCommerce Portals
• Product of the Month: OneCore Financial Network
• IPO Mania: NextCard, E-Loan, nFront, Princeton eCom, Online Resources
• No-Brainers for Your Web: Web certification from ABA

Security Concerns as a Marketing Tool


security, marketing, product management, customer service, online retail banking