Iron Mountain Incorporated (delaware) · NYSE:IRM
Iron Mountain Incorporated (delaware) — Iron Mountain — Defending Corporate Identity Online webinar (September 2006)
26 slides from Iron Mountain Incorporated (delaware)'s conference presentation, Sep 13, 2006
Slide 1: Defending Corporate Identity Online
Defending Corporate Identity Online David Strouse, Manager, Intellectual Property, Iron Mountain Edward Fenster, CEO, Avestar-IP September 13, 2006 ©2006 Iron Mountain Incorporated. All rights reserved. Iron Mountain Digital is a trademark of Iron Mountain Incorporated.
Slide 2: Agenda
Agenda • Iron Mountain – Overview • Current Online Challenges / Environment • Online Crime & Punishment • Common Forms of Online Threats – Domain Name – Counterfeit Goods – Channel Management • Closing Remarks • Questions & Answers CONFIDENTIAL AND PROPRIETARY INFORMATION OF IRON MOUNTAIN 2
Slide 3: Iron Mountain – A Global Organization With Local Reach
Iron Mountain – A Global Organization With Local Reach At a Glance: • Dedicated focus since 1951 • Over 850 Locations in 26 Countries • NYSE listed – IRM • #763 on the Fortune 1000 list • Clients include 75% of the Fortune 1000 CONFIDENTIAL AND PROPRIETARY INFORMATION OF IRON MOUNTAIN 3
Slide 4: Iron Mountain Services
Iron Mountain Services • Records Management • E-Records Management • Health Information Management • Data Restoration • Document Management • E-Discovery & Litigation • Energy Data Services Support • Film & Sound Archive • Off-Site Tape Vaulting • Domain Name Management & • Disaster Recovery Support
Slide 5: Current Online Challenges
Current Online Challenges • Unauthorized use of trademarks • Sale of counterfeit goods • Brand exploitation • Increased difficulty in managing online distribution channel CONFIDENTIAL AND PROPRIETARY INFORMATION OF IRON MOUNTAIN 5
Slide 6: Current Online Environment
Current Online Environment • Barriers-to-entry for establishing online presence are low – Easy to establish a professional-looking website – Easy to copy trademarks, images and text from legitimate websites – Easy to “hide in plain sight” – Difficult to track infringements – Easy to confuse customer
Slide 7: Online Threats Present Challenges to Legitimate Companies That…
Online Threats Present Challenges to Legitimate Companies That… • …rely on strong product or corporate brand • …manufacture products that are sold online • …experience reduced sales when website traffic declines CONFIDENTIAL AND PROPRIETARY INFORMATION OF IRON MOUNTAIN 7
Slide 8: Online Crime & Punishment
Online Crime & Punishment • There are laws, but no enforcement – Online crime laws are weak and rarely enforced – Penalties are minimal – Global reach of the Internet is vast – Perpetrators are too many – The threat is constant CONFIDENTIAL AND PROPRIETARY INFORMATION OF IRON MOUNTAIN 8
Slide 9: Security – The Next Frontier
Security – The Next Frontier Business Impact Tangible Intangible Asset Protection Asset Protection Online Brand Off-site Back-up Firewalls Management Encryption Proxy filters / Monitoring Controlled Network Antivirus Access Internet Internet Security CONFIDENTIAL AND PROPRIETARY INFORMATION OF IRON
Slide 10: Common Forms of Online Threats
Common Forms of Online Threats • Trademark and Brand Infringement – Domain Name • Commercial sites (e.g., offensive content or competing companies) • Domain name monetization (e.g., click-through advertising) • Unhappy consumer sites (e.g., xxx-sucks.com) (generally, protected) – Sale of Counterfeit
Slide 11: Typical Domain Name Online Threats
Typical Domain Name Online Threats • Domain name monetization – Revenue from text advertising on monetized websites totaled $400–$600 million in 2005 and could reach up to $1 billion by 2007, according to Susquehanna Financial Group – Tasting/Taste Testing – Certain jurisdictions are more permissive
Slide 12: Addressing Domain Name Online Threats
Addressing Domain Name Online Threats • Automated Filters – Domain name monetization “wait & see” • For high-traffic websites, consider waiting five days after domains are registered to see if the registrant abandons domains. – Streamlined trademark infringement query • In an active domain name quer
Slide 13: Addressing Domain Name Online Threats
Addressing Domain Name Online Threats • Action Prioritization • Multiple infringing sites run by a single party HIGH • Sites with offensive content • Sites designed to draw away business MEDIUM • Monetized sites with infringing domain names LOW • Infringing domain names that are registered but don’t
Slide 14: Taking Action Against Domain Name Online Threats
Taking Action Against Domain Name Online Threats • UDRP Fillings – Easier, since it does not require identifying the owner of the website. • In UDRP filings, showing a pattern of abuse and having registered your domain names as trademarks can be helpful. • If handled internally, UDRP filings rarely
Slide 15: Typical Counterfeit Online Threat
Typical Counterfeit Online Threat • Most Frequent Manufacturer Concerns – Counterfeit products • Image on website may be of authentic product, even when good is fake – Similar products with unlawful comparisons to drive search results – Use of copyrighted images • Most Frequent Challenges – Determin
Slide 16: Counterfeit Goods - In the News
Counterfeit Goods - In the News Tiffany and eBay Clash Over Sales of Fake Goods New York Law Journal, August 19, 2004 (Image from The Economist,,July 1, 2004) “Tiffany also bought 186 pieces of jewelry described as original Tiffany goods a few months ago and found that only 5 percent of the items we
Slide 17: Addressing Counterfeit Online Threats
Addressing Counterfeit Online Threats • eBay offers the Verified Rights Owner (“VeRO”) program – Permits manufacturers to report potentially infringing auctions to eBay and receive seller information – Most manufacturers are satisfied with eBay’s actions following requests made through the VeRO syst
Slide 18: Addressing Counterfeit Online Threats
Addressing Counterfeit Online Threats • Time-savings automated search tool – Continuous monitoring of eBay for potentially infringing auctions – Automated e-mail preparation to VeRO – Auction tracking by sellers CONFIDENTIAL AND PROPRIETARY INFORMATION OF IRON MOUNTAIN 18
Slide 19: Typical Online Channel Management Challenge
Typical Online Channel Management Challenge • Rampant Unauthorized Usage of… – Logos – Trademarks – Product offerings CONFIDENTIAL AND PROPRIETARY INFORMATION OF IRON MOUNTAIN 19
Slide 20: Addressing Online Channel Management
Addressing Online Channel Management • Authorized or Subsidiary Websites – Use of existing channels for communications • Unauthorized Websites – Unless an owned trademark (or variant) is used in the domain name of the infringing website, a UDRP process is not possible – Therefore, one must positivel
Slide 21: Online Infringements Impact Business
Online Infringements Impact Business Loss of confidence in product Loss of business Loss of brand value Higher pay-per-click costs CONFIDENTIAL AND PROPRIETARY INFORMATION OF IRON MOUNTAIN 21
Slide 22: Protecting Online Corporate Identity
Protecting Online Corporate Identity Traditional Approach Cutting-edge Approach • Web Search • Sophisticated Online Monitoring Tool – Manual, inconsistent effort – 24x7 automated monitoring protection – Insufficient in policing and enforcement worldwide use of activity trademarks and sales channels
Slide 23: Domain Name Records Management
Domain Name Records Management • Registration, Management, & Enforcement Services – Custom Projects and Expert Consulting • Reduce time, costs and risks associated with managing domain name records – Audit, validate, consolidate, modify, register, manage and protect domain name records across multip
Slide 24: Online Brand Enforcement Services
Online Brand Enforcement Services • Maintain Brand Purity – Uncover unauthorized use of your brands and trademarks • Avoid Loss of Revenues – Control unauthorized or pirated commerce • Take Action – Watch for infringing registrations and stop them through Cease & Desist letters and/or Dispute Resolu
Slide 25: Thank You!
Thank You! http://www.avestar-ip.com http://www.avestar-ip.com efenster@avestar-ip.com efenster@avestar-ip.com www.ironmountain.com www.ironmountain.com david.strouse@ironmountain.com david.strouse@ironmountain.com To Torequest requestaaLive LiveDemo: Demo: 323-269-0200 323-269-0200x101 x101 CONFIDE
Slide 26: Questions & Answers
Questions & Answers • Iron Mountain’s Services – Online Intellectual Property Protection Services: • http://www.ironmountain.com/ipm/dns/enforce.asp – Domain Names Management Services: • http://www.ironmountain.com/ipm/dns/manage.asp – Domain Names Registration Services: • http://www.ironmountain.co
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