Internet Technology, Marketing, and Security - Example

INTERNET TECHNOLOGY, MARKETING, AND SECURITY Internet Technology, Marketing, and Security Affiliation Table of Contents Part 3 Corporate Website 3 Security breach Overview 4 Product Information 4 Corporation’s Contact Information 5 Customization of Products for Customers 6 Customer Information at Purchase 7 Part 2 8 Corporation’s Internet marketing strategies 8 Email Marketing 8 Website Marketing 8 Social Media Marketing 9 Part 3 9 Corporation’s Privacy/Security Policy 9 Corporation’s Response to the Security Breach 10 Part 4 11 Recommendation for ensuring Greater Security for Customers 11 References 13 Security breach in the past three years Introduction Recently, information security has turned out to be one of the major concerns of businesses, as well as individuals, though the developments in information technology have offered a lot of opportunities to the businesses. On the other hand, this technology evolution has also generated numerous threats to corporate and personal lives. In addition, in the past three years the threat of security and privacy attacks has grown significantly. Additionally, the extent and complexity of online security and privacy attacks continue increasing. As a matter of fact, daily amount of online security breaches and attacks increased up to 93 percent from 2009 to 2010. In this scenario, a number of worldwide researches discovered that online security threats are hitting corporate bottom lines because of the overall increase in the cost of data breaches. Above all, many research reports discovered that hacking results in a standard of 262,767 identities uncovered for each data breach event (Schwartz, 2011; Turban, Leidner, McLean, & Wetherbe, 2005). This report addresses the information security related concerns for H4 Corporation. Part 1 Corporate Website For the purpose of analyzing the biggest security and privacy attacks on any web based business, I have chosen the scenario of Betfair business. This report discusses how web based privacy exposure at Betfair affected poker players. This report presents a detailed analysis of such security attacks and breaches at the business website that eventfully led toward the overall business degradation and caused other issues. Security breach Overview In 2010, web based security and privacy attacks against business, governmental, social network websites and users have grown to a greater extent. However, among these security and privacy attacks the most common attack was directing users to a website that can attack the website’s hosts through the malicious code; as a result, such attackers could be able to perform a drive-by download that makes use of some dangerous vulnerability on the clients’ systems and computer to infect it. However, in spite of the cleverness of the crime-ware toolkits employed to infect web based systems, as well as launch similar security and privacy attacks, a lot of social network based security breaches and attacks were comparatively simple. Moreover, according to Symantec reports, "two-thirds of malicious security attacks based links are found in news feeds using shortened URL just forwarding clients to a malicious business or corporate website” (Schwartz, 2011; Condon, 2010; Whitman & Mattord, 2011). Product Information Betfair has turned into the world’s major betting community. Surrounded by a commitment to innovation and value, in just 10 years Betfair has modernized the traditional betting business. In addition, Betfair is a pioneer of betting business, where clients get together in order to bet at odds required by them or presented by other clients, thus, getting rid of the need for a customary bookmaker. Additionally, Betfair presents a variety of other sports betting services and products, as well as casino games and poker (Betfair1, 2011; Betfair2, 2011). Moreover, Betfair possesses LMAX that has established a business arrangement for online retail economic trading that has develop from Betfair’s exchange optional technology. LMAX was initially established by Betfair in the year 2007 and has spent major organizational resources since then in building its proprietary business trade that launched in October 2010. Betfair possesses Betfair United States that includes TVG and a development headquarters in San Francisco, the USA. Betfair owns 50% share in Betfair Australia, a combined business enterprise that operates as a licensed betting business exchange company in Australia (Betfair1, 2011; Betfair2, 2011). Corporation’s Contact Information The website of Betfair contains several links and addresses which can be used by the customers to contact the business. Thus, the business is easily accessible to its clients through email, physical addresses and telephone numbers. Presented below are some of the important links which can be used for business communication regarding specific tasks: For betting and account related queries: info@betfair.com For the sake of games betting and account queries in New Zealand/Australia: ausinfo@betfair.com For all the kinds of employment queries and questions: jobs@betfair.com For the sake of additional company inquiries: communications@betfair.com For the purpose of education event questions: education@betfair.com In addition, Betfair also offers an excellent support for telephonic communication. Presented below are some of the important sources of direct communication with business customers: From UK business headquarter: 0844 871 0000 Form Ireland business office: 1800 944 000 From Australia business office: 1300 238 324 From International business office: 0044 203 059 8888 Betfair also allows its customers to connect with the business through physical address: Betfair Helpdesk, Icon One, Lytton Way, Stevenage, Hertfordshire, SG1 1AG, United Kingdom. Customization of Products for Customers Betfair presents wonderful offers to its customers on a variety of games and plays. In this scenario the business offers a number of games which can be played for betting by customers. These games include: Worldwide Sports In-Play Games Football Horse Racing Casino Live Casino Poker Exchange Games Arcade Games Community Games In such kind of gaming and betting arrangement, clients can have a great deal of customization of sports and betting games. This business allows its clients to bet for any amount, regardless of account types, through number of games events, in a number of gaming steps, in each step, etc1. Customer Information at Purchase Betfair is currently offering a variety of ways to its customers to get registered in order to purchase initial money for the process of betting and gaming. In addition, a client can start from $20 and play up to $5000. In this overall process, you will go through in a number of stages and ways to become winner (Betfair1, 2011; Betfair2, 2011). Part 2 Corporation’s Internet marketing strategies Betfair is currently offering a number of betting games. For the sake of its business marketing, the business is currently making use of a number of internet marketing strategies. These strategies vary in nature. Given below is a detailed analysis of various internet marketing strategies adopted by Betfair: Email Marketing Betfair Corporation extensively makes use of the email based promotion and marketing strategy. In this scenario, the business uses email method to distribute information regarding new games, bets and offers. It attracts and catches the attention of the customers towards business. Thus, email marketing is an excellent option for distributing information regarding games and offers. Website Marketing Betfair business is comprehensively making use of the web based business marketing. The web based marketing is done by making use of corporate website to distribute business information and latest offers. The main page or almost every page of business website is filled with business promotions and presenting details of business products and services. Every page of business website presents detailed information regarding customer services and products along with comprehensive marketing details. Social Media Marketing Betfair business has also implemented social media based marketing strategy. The business has large number of fans on Facebook, Tweeter and other social networks. This marketing strategy is aimed at attracting and making new followers and customers of the business. In addition, this is one of the best marketing strategies that are currently used by the businesses for better business promotion and marketing. Betfair is also effectively executing this strategy to make its business more profitable. Part 3 Corporation’s Privacy/Security Policy Betfair Corporation has developed a well defined security policy that conforms to all security and privacy standards. Additionally, this security policy is aligned to current corporate needs and established security standards. Thus, this security policy clearly shows the Betfair’s enthusiasm in protecting the corporate and customers’ data, information and assets. In addition, Betfair wants its business and clients to be familiar with the fact that business is just as concerned as we are regarding the privacy of some personal data and information that we can decide to offer us. In this scenario, business has spent a lot of money in providing a world class information security management system, that has been accredited by ISO 27001 certifications (The Sporting Exchange Limited, 2009). In order to offer high quality business services, Betfair Corporation monitors and records all the communications that customers have with them, whether they are in writing form, through phone or through electronic mail. In addition, its E-mail address is not effectively encrypted in both sender and receiver end either for the public or private areas of this website. Betfair Corporation also makes sure that, except their name and TAN/username, they do not transmit Betfair business information via e-mail. However, they distribute some data and information at corporate own risk (The Sporting Exchange Limited, 2009). In addition, the web site of Betfair Corporation contains electronic images recognized as ’web beacons’ (rarely recognized as clear gifs) that allows business to calculate users who have visited their web pages. In this scenario, Betfair Corporation makes use of this data and information in order to optimize user experience (The Sporting Exchange Limited, 2009). Corporation’s Response to the Security Breach Betfair Corporation has announced in a declaration that online cyber criminals had hacked their 11 special business servers located in United Kingdom and Malta. In that case criminals were able to gain access to 3.15 million customers’ accounts and usernames with encrypted security inquiries. In addition, this breach also affected more than 2.9 million usernames with one or more business address, as well as more than 89,000 account usernames with bank account particulars. This security attack took place between 28th and April 9th 2010, however, it was not noticed until a Maltese network server crashed on May 20th (Alan, 2011; Simons, 2011; Askthebookie, 2011). As a result of this security attack, Betfair Corporation was badly damaged. In addition, it raised security concerns for existing customers. In this scenario, the business could not gain the customer confidence for a long time. In response to such security breach, the business engaged a number of security specialists, who recovered the crashed data servers and started the network from the start. Moreover, business has established new security parameters and regulations which offered an excellent support for managing the overall security of business and its services. For this purpose, the encryption and firewall based security aspects were taken into the consideration. Furthermore, the corporation appointed a new Director of Group Security, who has taken a number of steps and procedures for the effective management of security aspects at the business (Alan, 2011; Simons, 2011; Askthebookie, 2011). Part 4 Recommendation for ensuring Greater Security for Customers This section presents some recommendation in light of the above mentioned events occurred at Betfair Corporation: In case of above mentioned security issues and concerns a number solutions can be implemented by Betfair Corporation. However, one of the current and best security management procedures is the establishment of sophisticated encryption method to better protect the business and customers’ details. It will offer an excellent support for managing the information security at Betfair Corporation. Another important technique that could be utilized by Betfair Corporation is the application of an excellent network protection firewall. Normally, this firewall aims at protecting the business and corporate assets from illegal access and usage. This application of firewall also aims at providing the access to authenticated network and system users to business network only. In this way the business assets will remain secure from any possible attack. References Alan. (2011, October 03). Massive Security Breach at Betfair Affects Poker Players. Retrieved January 29, 2012, from http://www.pokernewsreport.com/massive-security-breach-at-betfair-affects-poker-players-5044 Askthebookie. (2011, October 10). Massive Security Breach at Betfair. Retrieved January 28, 2012, from http://www.askthebookie.com/massive-security-breach-at-betfair-12320/ Betfair1. (2011). WHAT WE DO. Retrieved January 25, 2012, from http://corporate.betfair.com/about-us/what-we-do/corporate-overview.aspx Betfair2. (2011). ABOUT US. Retrieved January 25, 2012, from http://corporate.betfair.com/about-us.aspx Condon, R. (2010, April 28). Information Security Breaches Survey: Attacks hit new high. Retrieved August 18, 2011, from TechTarget.com: http://searchsecurity.techtarget.co.uk/news/1511048/Information-Security-Breaches-Survey-Attacks-hit-new-high Schwartz, M. J. (2011, April 05). Web Attacks Skyrocketed 93% In 2010. Retrieved January 29, 2012, from InformationWeek.com: http://www.informationweek.com/news/security/vulnerabilities/229400901 Simons, M. (2011, October 03). Betfair security chief leaves after massive customer data theft. Retrieved January 29, 2012, from http://www.computerworlduk.com/news/security/3307831/betfair-security-chief-leaves-after-massive-customer-data-theft/ The Sporting Exchange Limited. (2009, March 09). BETFAIR PRIVACY POLICY. Retrieved January 27, 2012, from http://www.betfair.com/aboutUs/Privacy.Policy/ Turban, E., Leidner, D., McLean, E., & Wetherbe, J. (2005). Information Technology for Management: Transforming Organizations in the Digital Economy . New York: Wiley. Whitman, M. E., & Mattord, H. J. (2011). Principles of Information Security. Course Technology. Read More