For Security & Risk Professionals

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	February 24, 2005 Rebuilding Consumers' Trust In The Internet by Jonathan Penn with Bill Doyle, Adele Sage

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Executive Summary

Consumers are losing trust in the Internet as a channel for doing business as computer attacks on consumers and companies mount. Companies must respond by addressing security in a way that aligns with consumer concerns, providing four types of protection: identity assurance, usage assurance, service assurance, and privacy assurance. They must also highlight security as an integrated feature of their services in order to address the emotional issues around lost confidence and trust. Thus, smart companies will aggressively pursue and promote new technologies that offer such consumer protections, similar to the way today's automobile manufacturers market safety.

TABLE OF CONTENTS

• The Need For Re-establishing Trust
• Security From The Consumer Perspective
• Trust Is Built On Four Pillars Of Security

RECOMMENDATIONS

• Address Consumers' Concerns From Their Perspective
• Related Research Documents

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