GoDaddy.com: King of the SSL Market
Last April, GoDaddy was pleased to know that had secured 20% of the Secured Sockets Layer market, the protocol for transmitting data and private documents over the Internet. This represented an increase of 80% since the previous June (2007) and an increase of infinity since GoDaddy started at zero as recently as 2004.
The study, conducted by the analytics firm Netcraft, bore this out:
GoDaddy announced Thursday that it has secured 20% of the SSL Market. This is a remarkable achievement for the domain registrar and web hosting service, having only become a SSL certificate provider in early 2004.
Go Daddy founder and CEO, Bob Parsons, attributes the growth in SSL certificates to GoDaddy’s low prices, while providing all the functionality of their higher-priced competitors. Not only does GoDaddy provide secure SSL certificates at a fraction of the price, they provide great discounts on domain registration by using their GoDaddy coupons.
Wow, 20% of the market in only a few years? GoDaddy must be pleased.
As it turns out, that’s old news.
These days, the same analytics firm, Netcraft, is reporting that GoDaddy’s share of the SSL market isn’t a measly 20%. In just a half a year since the previously-mentioned report, GoDaddy’s share jumped all the way to 47%:
Web host Go Daddy is leading the SSL market having captured a significant percentage of the market share, it was reported recently. According to a company release, it “issued more new SSL certificates than any other provider” over the last 12 months, taking 47% of “all net-new SSL Certificates for 2008”.
Industry analyst Netcraft Ltd. has suggested 220,000 SSL certificates were added to websites during 2008, 100,000 of which were issued by Go Daddy. This means the company sold more SSL certificates than all its competitors combined.
I don’t know about the HostSearch.com math, but the last time I checked, 100,000 is not more than 120,000 – which would be the total all of GoDaddy’s competitors combined. But if you’re reading the math at an eighth-grade level, GoDaddy still appears to have skyrocketed from relative SSL obscurity back in 2004 to the top of the heap.
To what strategy can we attribute GoDaddy’s meteoric rise to the top of secured transfers? Well, there are the suggestive Superbowl ads, but that can, at best, only be a portion of GoDaddy’s success in a highly technical market.
“Why are we growing so fast?” rhetorically asked GoDaddy CEO Bob Parsons. “We think people are much quicker to spot real value these days. Why would anyone pay more than four times the price for the very same thing?”
If you’re using your corporate-speak translator, it seems that GoDaddy may be pitching itself as a sort of McDonald’s of the Web hosting world – fast, easy, and cheap. And in these economic times, nothing sounds more delicious to consumers.
Lior Levin is back at Clickfire wit.
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