tips to protect your brand against online ......cyber robbery internet effectinternet effect •...
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Cyber Robbery
WELCOME TO OUTDOOR UNIVERSITY®
Cyber Robbery:Cyber Robbery:Tips to Protect Your Brand Against
Online CounterfeitingOnline Counterfeiting
Presented by
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Cyber Robbery
Alina Halloran
VP, Global Online Brand Protection
OpSec Security, Inc.
Presentation Focus:Online Exposure for the Outdoor Industry & Best
Practices in Enforcement
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Cyber Robbery
C G th & C t f itieCommerce Growth & Counterfeiting
• B2C ecommerce will reach $1 2 trillion worldwide in 2012*B2C ecommerce will reach $1.2 trillion worldwide in 2012
• B2B ecommerce will reach $12.4 trillion worldwide in 2012*
• 22% of consumer goods sold online are counterfeit!**
• 3 product categories (computers apparel and consumer• 3 product categories (computers, apparel, and consumer electronics) represented 44%+ of online sales ($67.6 billion) in 2009*
*F t R h*Forrester Research**World Intellectual Property Review
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Cyber Robbery
• Online counterfeit sales are increasing
Common Challenges in the Outdoor Industry
• Consumers are looking for bargains & aren’t well educated about the issues of counterfeiting
• The Internet is global, dynamic, and vastg , y ,• It’s difficult to quantify the size and scope of the problem• Many don’t know where to begin • Combating counterfeiters online can feel like whack a mole• Combating counterfeiters online can feel like whack-a-mole• Budget constraints limit ability to take action• It’s a challenge to measure success
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Cyber Robbery
K A Wh C OKey Areas Where eCommerce Occurs
B2CB2C Auctions
B2B Trading Platforms
Social MediaRetail Sites Sponsored Links
Retail Websites
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Cyber Robbery
O td I d t E A l iOutdoor Industry Exposure Analysis
• Included 15 Outdoor Industry Companies• Analyzed exposure on:
– B2C Auction Sites– B2B Trade Boards– Retail Sites
• Blinded Examples
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Cyber Robbery
B2C Trading Platform Exposure O C
Outdoor Industry Exposure (15 Companies)B2C Platforms
Outdoor Industry Companies358,930 listings
100,000
120,000109,022
83,761 B2C Platform Alexa* Rank
across 15 outdoor brands
60,000
80,000
,
73,000 68,040
ber o
f Llistin
gs
B2C Platform Alexa RankTaoBao 13
Amazon.com 15eBay US 21Craig’s List 34eBay UK 97
20,000
40,000
16,352
5,155 3,600
Num
b eBay UK 97eBay Canada 1,063
iOffer 1,688
A lower traffic rank indicates a
‐eBay.com eBay.ca TaoBao eBay.co.uk Amazon iOffer Craigslist
(top 50)Platform
higher volume of visitors
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Cyber Robbery
B2C Trading Platform Exposure Example - XYZ
•eBay seller: golfmanx413 •eBay seller changed ID in September 2010•Selling multiple colors and sizes in ‘factory packaging’y p g g•Offered below retail price
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Cyber Robbery
B2B Trade Board ExposureO COutdoor Industry Companies
17 383* li ti
8 242
Outdoor Industry Exposure (15 Companies)B2B Platforms
17,383* listings across 15 outdoor brands
6,000
8,000
10,000 8,242
4,765 4,376
r of Listin
gs
B2B Trade Board Alexa* RankAlibaba 90
Made‐In‐China 1,066DHGate 1,361EC21 2,383
‐
2,000
4,000
Alibaba DHGate ECPlaza EC21 Tradekey
189 136
Num
ber
A lower traffic rank indicates a higher volume of
ECPlaza 3,356TradeKey 11,259
Alibaba DHGate ECPlaza EC21 TradekeyPlatform
gvisitors
At an avg quantity of 500 units per listing, total volume is: 8.7M!g q y p g
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Cyber Robbery
B2B Trade Board ExposurepOutdoor Industry Companies
FOB Price: US $13 - 15 / Pair Get Latest Price
2011 Hot Selling Vibram Outsole Waterproof Outdoor Hiking Shoes
Port: XIAMENMinimum Order Quantity: 1200 Pair/PairsSupply Ability: 5000 Pair/Pairs per DayPayment Terms: L/C,T/TSample or Mini-Order: Order now via
Supplier DetailsppJinjiang Boteng Shoes Co., Ltd. [ Fujian, China (Mainland) ]Business Type:Manufacturer, Trading Company
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Cyber Robbery
Retail Website Exposure O td I d t C iOutdoor Industry Companies
www.perfectwinter.net
4 Brands
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Cyber Robbery
Retail Website Exposure O td I d t C iOutdoor Industry Companies
www.northfacesaleoutlet.com
4 Brands
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Cyber Robbery
What Can You Do?CB2C Auctions
B2C Auctions
• Monitor platforms consistently• Terminate infringing listings through IP Protection program• Obtain seller contact detailsObtain seller contact details• Conduct seller link analysis to detect high volume
sellers/networks & investigate• Pursue monetary damages, where applicable
R t t i• Request account suspension• Terminate payment processing accounts (PayPal, Western
Union, Visa, M/C, etc.)
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Cyber Robbery
What Can You Do?fB2B Trading Platforms
B2B Trading Platforms
• Monitor sellers offering large quantities offered at deep discounts• Terminate infringing listings (on boards that operate IP
Protection programs)• Create seller target lists to support case building & investigative
efforts• Join the OIA Task Force & cooperate with other OIA membersJoin the OIA Task Force & cooperate with other OIA members
on investigations to save money and increase impact
1
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Cyber Robbery
What Can You Do?Retail Websites
Social MediaRetail Sites Sponsored Links
Retail Websites
p
• Monitor independent retail sites • Identify hub/storefront networks• Analyze pricing, payment methods and other key attributes
P i iti f ti b d ti it• Prioritize for action based activity • Conduct seller link analysis to identify high volume players• Suspend payment vehicles- PayPal, Western Union, Visa/MC, etc.• Submit request to de-index counterfeit sites from Googleq g• Leverage social media IP protection policies to remove infringing
content• Pursue UDRPs for domains that are infringing on your trademarks
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Cyber Robbery
In SummaryIn Summary…Approach Description
Monitor & Assess Exposure • B2C Auctions, B2B trade boards, domain names, retail websites, sponsored links social mediasponsored links, social media
Quantify & Measure • Establish a baseline of activity from which to measure; provide to senior management for support
Network Analysis • Analyze marketing affiliate networks to identify most harmful operatorsoperators
Case Building • Online investigations and intelligence gathering to build a case for litigation; collaborate with other OIA members to share costs
Test Purchases • Purchase goods to confirm counterfeit and use as evidence
Infringement Notifications • C&D letters to infringers• DMCA notices to ISPs• NOCI notices to platforms for takedowns
UDRP • ICANN dispute resolution process for recovery of rogue domains infringing on your trademarksg g o you t ade a s
Stop Payment Processing • Liaison with payment processors to suspend accounts of counterfeiters
Industry Trends • Latest developments of Internet platforms, recent legal precedence, new legislation, OIA Internet Task Force
16
g ,
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Cyber Robbery
Randall S. Rabenold
Global Investigations Coordinator for the The North Face® brand
Owner, Vaudra Ltd.www vaudra comwww.vaudra.com
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Cyber Robbery
I t t St t• 1st Quarter 2008
Internet Stats1 Quarter, 2008– Removed 240,000 fake items
• 1st Quarter, 2009f– Removed 15 million fake items
• 6,250% increase
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Cyber Robbery
Internet EffectInternet Effect• Increase in
ecommerce sites with fake goodsIncrease in domain• Increase in domain registrations, particularly cyber & p y ytypo squatting on THE NORTH FACE trademarktrademark
North-face-outlet-sale.com
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Cyber Robbery
ONLINE SALES OF FAKESONLINE SALES OF FAKESWERE BOOMING.
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Cyber Robbery
CBP St tCBP Stats• Increase in air shipment seizuresIncrease in air shipment seizures• Slight decrease in cargo shipment
seizuresseizures
What does itmean?mean?
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Cyber Robbery
Counterfeiting Economy
• Increase in online sales• Increase in small air shipmentsp
Wh ?Why?
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Cyber Robbery
Means of Internet SalesO li ti & l ifi d d it• Online auction & classified ad sites
• Stock lot sales & trade boards • Retail website sales • Social networksSocial networks• Spam / Phishing
B2B il d ff / Ph t li k• B2B e-mailed offers / Photo links• Parked / Inactive Domains
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Cyber Robbery
Making the Most of VeROMaking the Most of VeRO& Unhappy eBay Sellers
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Cyber Robbery
Case Study: Unwitting eBay Informants
S• US eBay seller, eztrade• Complained about
removed listingsremoved listings• Said his jackets HAD to
be originalbe original• As proof, sends an
invoice identifying his domestic supplier
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Cyber Robbery
From Online to On the Ground…
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Cyber Robbery
B2B Internet Offers
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Cyber Robbery
When Considering Enforcement against China-based Websites… g
…not anymore.
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Cyber Robbery
Case Study: Rogue Websites, Fujian
• Recent civil action• Global reach• Global reach• How it started &
where it ledwhere it led• Fujian Sharing tactics
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Cyber Robbery
Rogue websites (cont.)• Case is ongoing• Self-fundingg
- Over $1.7 million collected & paid- Over 1 400 websites deactivatedOver 1,400 websites deactivated
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Cyber Robbery
Questions?Alina Halloran
VP, Global Online Brand ProtectionOpSec Security, Inc.
Randall S. RabenoldGlobal Investigations Coordinator for the The North Face® brand
Owner, Vaudra Ltd.,[email protected]
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Cyber Robbery
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Cyber Robbery
Th k YThank You