Boosting Service Value with Identity Theft Prevention Solutions

Thursday, Oct 1, 2020 | 1 pm CT (11 am PT)

F-Secure - Parks Associates free research WebcastComplete the form on this page to download this webinar.

Co-hosted by F-Secure and
Parks Associates

54% of US broadband households are concerned about identity theft, making it the top ranked security/privacy concern ahead of others such as virus infections and hackers accessing a device.

This webinar explores the consumer demand for identity protection and the market opportunities for service providers to leverage value-added identity protection services to enhance customer relationships and drive sales growth.

Cybersecurity threats facing consumers take many serious forms, but identity theft can cause the most damage to one’s life, reputation, and finances. Identity theft—the acquisition and use of a person's private identifying information to commit a crime or fraud—takes many forms, ranging from theft of credit card and social security numbers to the assimilation of personal information from across the internet in order to takeover online accounts. Most consumers are very familiar with the term ‘identity theft’ considering the remarkable statistics that show every two seconds there’s another identity theft . Parks Associates finds that 5% of US broadband households annually experience identity theft, which equates to 5.5 million households and at least 6.6 million people when considering the dual adult impact on married households. The number of victims is even higher when including a share of the 11% of non-broadband households. Identity theft ranks as the top data security or privacy concern, cited by over half of all households.

New identify protection solutions that blend a robust password manager with an online monitoring service and automated consumer alerts enable a rapid mitigation of loss when credentials have been breached. Today, this type of protection can be offered through a variety of consumer-facing service providers, including professional security dealers, insurance, and internet service providers (ISPs).

Consumers cite cybersecurity services as the adjacent service most likely to influence subscription when bundled with home security monitoring. Identity protection also can be a fitting complement for insurance policies grounded in the value proposition of peace of mind and loss prevention. Finally, protecting security of online experiences and the home network is essential to services from ISPs.


  • Explore consumer security concerns, loss experiences, and interest in and adoption of identity protection services
  • Take a deeper look how increased broadband consumption, increased adoption of IoT devices, and increased number of online accounts has increased the risk profile of users – thus leading to account take-over, thus leading to identity theft
  • Understand the differentiating features and capabilities of identity prevention and protection services Learn how different types of consumer service providers—ISPs, home security providers, insurance companies, and others— are leveraging identity protection services to boost the value of their offerings and improve customer acquisition and retention.


Olli Bliss Olli Bliss, Business Development, F-Secure

Brad Russell Brad Russell, Research Director, Connected Home, Parks Associates
Twitter ID: @bradrusselltech

INDUSTRY EXPERTISE: Connected home technologies and services, IoT data privacy and security, home networking, insurtech, connected health, housing innovation, home energy management

Brad leads Parks Associates’ connected home team, exploring leading-edge issues converging in the connected home—smart home devices and services, residential security, home networking, IoT data privacy and security, data-driven applications, and platform services. Brad’s custom research work includes market sizing and forecasts, ecosystem and competitive landscapes, channel analyses, and go-to-market strategies. Brad balances the art and science of market research to generate insights that lead to more astute business strategy and value-generating practices. He has a background in marketing communications, technology startups, and online media.

Brad received his Bachelor of Science degree in advertising and marketing from the University of Texas at Austin. He also earned a M.Div. and a D.Min. with concentrations in ethics and cross-cultural collaboration.

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