Symantec has announced that it is combining the power of the VeriSign checkmark with its Norton brand, in order to create a market-leading trust mark on the Internet – the Norton™ Secured Seal. The company claims that it will be displayed more than half a billion times per day in 170 countries on websites and in search results on enabled browsers. The purpose of the new Norton Secured Seal is to provide consumers and businesses with the assurance that the website is highly-trusted and secure.
Since the acquisition of the VeriSign Authentication Services business, Symantec has expanded its authentication business, integrating rigorous website security and anti-malware technologies, to develop market-leading solutions.
Symantec believe that business customers will value the Norton Secured Seal, for its proven ability to enable a secure online experience while increasing visibility and transactions. The seal is being marketed for its potential to attract new visitors and potential customers that are crucial to any website’s success. It pointed out that this may result in increased traffic, increased click-through rates and higher rankings in search results. A US online consumer study conducted by Synovate, on behalf of Symantec in January 2011 released by the company found that recognition of the Norton Secured seal is high:
- 94 per cent of consumers are likely to continue an online purchase when they view the Norton™ Secured Seal during the checkout process.
- 77 per cent of consumers recognise the Norton™ Secured Seal, more than competitors' trust seals.
- 65 percent of consumers agree that a website displaying the Norton™ Secured Seal is “safe to browse and won’t give me a virus”.
- 90 per cent of respondents indicated they would not continue a transaction if they saw a browser warning page indicating the absence of a secure connection.
With protecting consumers’ information and preserving their trust a central theme of Symantec’s business,the company maintains the Norton Secured Seal provides further assurance to businesses that their customers’ online information and transactions are protected at all stages of their engagement online.
Symantec pointed out some interesting stats:
- Its consumer products are used by more than 150 million people worldwide and Norton products ship on more than 60 per cent of Windows-based consumer PCs.
- The Norton Secured Seal is already familiar to consumers who use Norton Safe Web, a site ratings service that makes it easy for consumers to differentiate between a safe and risky site. In addition, Norton Safe Search leverages Safe Web technology to provide users visual site ratings within search results before they visit a site.
- Consumers believe that seeing the Norton Secured Seal lets them know it is safe to communicate, transact and exchange information on that site.
Symantec began automatically updating all VeriSign seals with the Norton™ Secured Seal to websites worldwide starting on April 17th, 2012. This transition will require no action by current customers. Other companies that self-host the seal will need to manually update the Norton Secured Seal. For more information, go to http://bit.ly/I7UkrB.
Fran Rosch, vice president, Identity and Authentication at Symantec said: “Since acquiring the VeriSign Authentication business, Symantec extends the core foundation of SSL (Secure Socket Layer protocol) to offer the most comprehensive security portfolio in the market.”
Sally Jenkins, vice president, Consumer Worldwide Marketing at Symantec also added her voice. “Symantec and Norton’s combined brand equity have created the most trusted global brand for protecting information and identities online. Norton is committed to helping consumers stay protected, across all aspects of their digital lives.”
More information is available at www.symantec.com
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Industry Analyst Quote
“As content web choices explode and threats increase, customers increasingly need confirmation that a web site is genuine and safe,” said Christian Christiansen, program vice president for Security Products and Services at IDC. “To answer this customer requirement, companies need to present customers with assurances of reliability. Therefore, the Norton Secured Seal, backed by Symantec authentication and security, is an important and recognisable trust mark for online consumers.”
The Norton Secured Seal is now more powerful at inspiring consumer trust and confidence from Enterprise to SMBs and to individual business owners. SMB customers from our early adopter study conducted A/B split tests comparing the two trust marks and found the Norton Secured Seal was highly favored and recognised by their website visitors.
“Norton Secured Seal really provides that extra level of trust our customers look for when making a purchase online,” said Ryan Hansen, Owner of Timeless Wrought Iron. “What Norton provides for us in security and SSL, and the seal, is extremely, extremely beneficial.”
“Symantec is the brand that I recognise behind safety and security and technology,” stated Grant Szalay, co-founder and CEO of Payment Systems Group. “We’re confident that the Norton Secured Seal is going to be a signal of trust and security on our website.”