challenges, according to Jaquith. "The key dynamic in SSL certificates today is figuring out how to keep the products de-commoditized," he explains. "Even with the [acquisition] strategy, VeriSign still faces price erosion in its main brand. So the question is, what other services can you wrap around the certificate that make it more valuable?" Jaquith says EV-SSL certificates will likely play a key role because they combine the usual SSL protections with some up-front vetting to establish that the business buying the certificate is legitimate, and not some phishing site.
E-commerce -- from banking to shopping -- is becoming a more important facet of the online economy, as more people get broadband connections and sites continue to roll out more sophisticated features. At the same time, spammers and scammers are also becoming more sophisticated. VeriSign has not only been able to offer services to address these needs and threats, it's also been able to use its early start and a savvy market strategy to remain a leader in the field.
Read the rest of the First To Market special feature:
- Yahoo Mail's road to success: Sticky content, regular upgrades, and keeping up with Gmail
- AIM's formula for success: Buddy lists, IM partnerships, and the enterprise
- eBay's formula: An easy-to-use online marketplace and a dedicated community
- PayPal: The king of Web-based payments returns to its mobile roots
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