Eisfor marketing research
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Transcript of Eisfor marketing research
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The Market
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The Problem
• The need for voice encryption is well known in the Government and Military
• There is a latent demand in the Corporate and private sector to protect calls over the public network against interception
• This latent demand is being encouraged by reports in the Press of industrial espionage and reports of prominent figures being embarrassed by interception of their mobile calls
• Eisfor products encrypt telephone calls over public networks end-to-end so that any intercepted call cannot be understood
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Press ReportsVodafone fined £53m over Greek phone tapping affairVodafone was last night ordered to pay an unprecedented €76m (£53m) in fines for its role in an espionage scandal that saw the mobile phones of Greece's political, business and military elite being tapped in the run-up to and after the 2004 Olympic Games in Athens.Observer (London) December 15 2006
Role of Telecom Firms in Wiretaps Is Confirmed WASHINGTON, Aug. 23 — The Bush administration has confirmed for the first time that American telecommunications companies played a crucial role in the National Security Agency’s domestic eavesdropping program after asserting for more than a year that any role played by them was a “state secret.”New York Times August 24 2007
Italy arrests 12 more in T.Italia wiretap caseMILAN, March 22 (Reuters) - Italian authorities have arrested 12 more people in connection with an investigation into illegal wiretapping by Telecom Italia staff and others, judicial sources told Reuters on Thursday. The investigation began last year, and in September magistrates arrested several people including Telecom Italia's former head of security, Giuliano Tavaroli. Reuters March 22 2007
Three quizzed over royal phone tap claimsFormer royal aide Dickie Arbiter said there was considerable sensitivity within the royal family over phone interceptions following the infamous “squidgy-gate” episode in the 1990s.He told Sky News: “If you cast your mind back there were several phone tappings, mainly of mobiles.“This goes a stage further and if this is phone tapping landlines then this is a very serious offence.“There is a lot of sensitivity after these incidents with mobile telephones.Observer (London) Ausust 8 2006
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Enhanced GSM SecurityThe GSM network introduced a significantly higher level of security than previously existed in the older analogue cellular systems. The GSM network can provide a secure encryption facility only on the air interface between the mobile handset (ME) and the base-station (BTS). This encryption is switched on at the network operator’s discretion.
However, the high level of privacy in the GSM network does not extend in the other public telecommunication networks that may be used to carry a call. User data (voice, data or fax), passes completely unencrypted through the non-GSM network portion of a call.
BTS
BTS
BSC
BSC MSC P
Um Abis A
Base Station Subsystem Network SubsystemBTS Base Transceiver StationBSC Base Station ControllerMSC Mobile Switching Centre
Encrypted communications
PSTN,ISDN, PSPDNCSPDN
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Even if the GSM encryption is switched on…….
GSM phone encryption "can be cracked“The encryption system that protects the almost 900 million users of GSM cell phones from instant eavesdropping or fraud is no longer impregnable, cryptologists claim.Researchers at the Technion-Israel Institute of Technology in Haifa say they have found a way to defeat the security system, exploiting a flaw in the way the encryption is applied.With GSM, the voice is encoded digitally. But, before this data is encrypted, it is corrected to help compensate for any interference or noise, says Eli Biham, who led the Technion team. This gives an opportunity for a "man in the middle" attack, in which the call is intercepted between the handset and the network base station.New Scientist September 4 2003
Interception equipment is readily available for all algorithms used within GSM,Thuraya and VOIP.
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The solution
Our products provide customers who are looking for the highest level of privacy with the additional protection of safeguarding their conversations over the entire network including the non-GSM portion. User conversationwill be encrypted on a peer-to-peer level, that is, encryption will occur in the calling party handset, and decryption will occur only at the called party’s handset.
BTS
BTS
BTS
BTS
BSC BSC
BSC BSCMSC
PSTN VoIP Encrypted communications
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What do we know about the corporate market for secure voice products
• Do not know where to buy these products
• Did not know that they existed• Not advertised to my knowledge• Lack of availability• Where to buy, I do not want to go to
a “spy” shop• Is it legal to use• Gives me bad “vibrations” , like FBI
and CIA• Telenor did not buy us one, so they
probably do not think to much about these issues
• Until clients ask for usage of this, we will not buy it. (E&Y lawyer)
• Encrypted GSM:• Daily: 85%• Weekly: 12.5%• Monthly: 2.5%
• Encrypted Desktop:• Daily: 77.5%• Weekly: 22.5%• Monthly: 0%
• Encrypted Fax:• Daily: 10%• Weekly: 50%• Monthly: 25%- Not use at all: 15%
Strong acceptance of the need Don’t know how to fulfilBUT
Source: Eisfor Market Research
Expressed need for secure voice Why haven’t Corporates already bought?
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Corporate Market Requirements
Availa
bilit
y
After-s
ales
ser
vice
Func
tiona
lity
Encr
yptio
n
Easy
to U
seSi
zePr
ice
Wei
ght
Appea
ranc
e0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5 4.6 4.4 4.4 4.3 4 3.9 3.7 3.7 3.2
High Performance
+40
060
080
010
0012
0014
0016
0018
0020
0022
000%
10%20%30%40%50%60%70%80%90%
100%
Price (€)
Perc
enta
ge o
f R
espondents
OptimumPricing Zone
Moderate Prices
Source: Eisfor Market Research
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Market Positioning
Price
Performance
High
High
Moderate
Moderate
Low
Low
TraditionalSuppliers
NewGenerationSuppliers
Govt/MilitarySegment
CorporateSegment Eisfor
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Initial primary marketing research
Eisfor Ltd
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Purpose
To gain better knowledge of corporate market for voice encryption products, in terms of:
- current awareness in the corporate sector about voice encryption products
- probable usage of the products- expressed need for encryption- pricing preferences
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Methodology
Methodology
Telephone survey: Called 40 senior managers in
different industries living in 12 EFTA countries
Duration: approx. 30 min
Structured questions: Asked all persons the same 15 questions
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Methodology (continued)
Management of responses: Some of the question were unprompted, but most of
them were prompted.
Description of respondents: All the persons interviewed are employed in middle/senior management positions
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Conclusion
• Corporate market largely unaware of voice encryption products
• There is a sizeable demand for voice encryption
• Greatest demand is to encrypt Voice and data
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RESEARCH QUESTIONS AND INDICATIVE RESPONSES
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When you think about confidential call, what are your concerns?
• Who are listening to us and what will they use the information for
• I need secure communication• Is it safe to use GSM or fixed phone for confidential
conversation• Need to be very careful• Difficult to do business when you are never sure if someone
is listening to you• What to say and not to say• Is it to day possible to make a secure conversation over
GSM/Fixed line• Is anybody listening to us?• People have eavesdropping as a profession. It is big
business• How can I make my call secure?
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I’d like you to think about a confidential phone call that you have made recently. Describe your thoughts and emotions.
Before:• Do not think to much about it.• Who needs this information that I am in a process of
communicating?• Concerned that the message goes through in the manner
that I want• Less concerned now than before• No secure phone today, so what can I do?• I always plan my phone calls in advance, what to say and
not to say• It is a part of my daily business• I need to be very careful, not mention names and numbers• I stand in places where nobody can hear what I am saying
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I’d like you to think about a confidential phone call that you have made recently. Describe your thoughts and emotions.
During:• Who is listening now?• Need to stick to the agreed agenda and plan• Very concerned about the tapping possibilities
After:• Who did tap into our conversation?• How can we improve talking securely?• No thoughts at all• Did I get the message through to the other side?• Did I say too much?• Was there others on the line?
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I will read you a list of words, please tell me the first thing that comes into your mind.
Emotion:• Human• Concerned about people• In sales-weakness• Angry• Feelings• Thinking• My wife• Cry and laughter• Good• Personal relations
Encryption:• Security• Talk freely• FBI and CIA• Safety• Coded• Intelligence• Strange letters and numbers• Data security• Secure communication• Be careful
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I will read you a list of words, please tell me the first thing that comes into your mind.
Talk:• Meeting• Too much talk• My wife• Waist of time-action is productivity• A lot of words• Females• Conversation• Information• Speech
Security:• Safety• Positive• Guards• Encryption• Warm blanket• Privacy• Data security• Good feeling• Safe talking• Good to have when talking
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I will read you a list of words, please tell me the first thing that comes into your mind.
Privacy:• Home• Secure• Family• Comfort• Be by yourself• Not to be disturbed• Nice to have• Encryption
Trust:• Friends• Family• Honesty• Scarce commodity• Commitment• Must be earned• Need to have for living• Confidence in a person
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I will read you a list of words, please tell me the first thing that comes into your mind.
Innovate:• Creativity• Future• New• Winners• Entrepreneurs• Bright people• To succeed• New thoughts• New products
Safe:• Home• Security• Bank• Where to put the money• To be careful• Trust• To talk secure• Good feeling• Helmet and safety belt
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I will read you a list of words, please tell me the first thing that comes into your mind.
Service:• Sales• Very important-missing it in our society• Hotel & Restaurants• Friendly• Added value• Customer care• Hand shake• Satisfaction• When you buy something• Commerce
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In what way would you use encrypted GSM?
- Out traveling- Use only GSM in and outside the office- Convenient- Always with you- Most secure communication today- At home for business- Conversation for business- Use all of them to be sure that the person gets the
information
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In what way would you use….
• … encrypted Desktop?- Office- Cheaper to use than GSM- Uses e-mail to everything- Use all of them to be sure that the person gets the
information
• … encrypted Fax?- Use all of them to be sure that the person gets the
information- Do not use fax at all- In the office- Use after agreeing on a contract for signing, but all
negotiation goes through e-mail
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What factors would influence your purchase of one of these products?
• If the client/customer demands it, we will buy• Availability• Business needs• Functionality• How often do I need this products?• The need between me and my associates• Price• Design• Security
• Is it legal to use?• User friendliness• Size• Can I be sure that it is 100% secure?• Quality• Support• That the GSM phone is tri-band
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If secure/safe communication is very important for you, why haven’t you done it before?
• Do not know where to buy these products• Did not know that they existed• Not advertised to my knowledge• Lack of availability• Where to buy, I do not want to go to a “spy” shop• Is it legal to use?• Gives me bad “vibrations” , like FBI and CIA• Our (telecoms) company did not buy us one, so they
probably do not think to much about these issues• Until clients ask for usage of this, we will not buy it
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COMPUTED RESULTS
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Please use a scale from 1-5, where 1 is least important and 5 is most important to you and answer following questions.
Knowing that you can make confidential phone call,
without eavesdropping: • In the office: average score 4.9
• At home: average score 3.5
• Out traveling: average score 4.8
• Keep business calls confidential: average score 4.9
• Keeping personal calls confidential: average score 3.2
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How often would you use the following (1 is always and 3 is seldom)?
• Secure GSM : average score 1.1
• Secure desktop phone: average score 1.4
• Secure fax: average score 2.5
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How often would you use encrypted GSM?
Always Often Seldom0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
95%
3% 2%
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How often would you use the encrypted Desktop?
Always Often Seldom0%
10%
20%
30%
40%
50%
60%
70%
80%
73%
20%
8%
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How often would you use encrypted Fax?
Always Often Seldom0%
10%
20%
30%
40%
50%
60%
70%
80%
20%5%
75%
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How often would you “use” these products? Daily, weekly or monthly
• Encrypted GSM:- Daily: 85%- Weekly: 12.5%- Monthly: 2.5%
• Encrypted Desktop:- Daily: 77.5%- Weekly: 22.5%- Monthly: 0%
• Encrypted Fax:- Daily: 10%- Weekly: 50%- Monthly: 25%- Not use at all: 15%
• Comments:- Most of correspondent goes via e-mail, just final contracts that goes over
fax for signing.- Depends on my job, if banking and M&A, daily, otherwise less frequent.- Never use fax, out of date
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On a scale from 1 to 5 (most important), how would you rate the following features of a secure product?
Availa
bilit
y
After-s
ales
ser
vice
Func
tiona
lity
Encr
yptio
n
Easy
to U
seSi
zePr
ice
Wei
ght
Appea
ranc
e0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5 4.64.4 4.4 4.3
4 3.93.7 3.7
3.2
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What is the most important to encrypt; (1 is most important and 3 is least important)?
• Voice: average 1.4• Fax: average 2.8
Comments:- What is important is that I have security all the way- Most contracts are done through e-mails, just the final
contract which is to be signed goes with fax.- We do not use fax
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What is the most important to encrypt; (1 is most important and 3 is least important)?
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What is the most important to encrypt; (1 is most important and 3 is least important)?