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'Pathway To Success' is published every other Sunday.
Next Issue is supposed on 3rd July 2005.

Today's Feature Article

Pharming -- a new technique for Internet fraud
Fernando de la Cuadra

Hackers appear to have an increasing interest in reaping financial reward from their actions and creations. If, until now, phishing -- using e-mails to lure users into entering data into spoofed online banking Web sites -- was one of the most widespread fraud techniques, 'pharming' now poses an even greater threat.

Basically, pharming involves interfering with the name resolution process on the Internet. When a user enters an address (such as www.pandasoftware.com) this needs to be converted into a numeric IP address as 62.14.63.187. This is known as name resolution, and the task is performed by DNS (Domain Name System) servers. These servers store tables with the IP address of each domain name. On a smaller scale, in each computer connected to the Internet there is a file that stores a table with the names of servers and IP addresses so that it is not necessary to access the DNS servers for certain server names.

Pharming consists in the name resolution system modification, so that when a user thinks he or she is accessing to bank's Web page, he or she is actually accessing the IP of a spoofed site.

Phishing owed its success to social engineering techniques, but since not all users take the phishing bait, its success was limited. Also, each phishing attack was aimed at one specific type of banking service, further reducing the chances of success. Pharming on the other hand, can affect a far greater number of online banking users.

In addition, pharming isn't just a one-off attack, as is the case with phishing e-mails, but remains present on the computer waiting for the user to access the banking services.

The solution against this new kind of fraud lies, as ever, in anti-virus security solutions. Pharming attacks depend on an application in the compromised system (this could be an exe file, a script, etc). But before this application can run, obviously it needs to reach the operating system. Code can enter the system through numerous channels; in fact, in as many ways as information can enter the system: via e-mail (the most frequent), Internet downloads, copied directly from CD or floppy, etc. In each of these information entry points, the anti-virus has to detect the file with the malicious code and eliminate it, provided it is registered as a dangerous application in the anti- virus signature file.

Unfortunately, the propagation speed of malware today is head-spinning, and there are more malicious creators offering their source code to the rest of the hacker community to create new variants and propagate even more attacks. The virus laboratories don't have enough time to prepare the malware detection and elimination routines for new malicious code before they start spreading to PCs. Despite the efforts and improvements from virus labs, it is physically impossible for them to prepare an adequate solution in time against some of these threats that can spread in just a few minutes.

The solution against these kinds of threats should not, therefore, depend, at least not in the front line of protection, on a reactive solution based on viral identifier files but rather systems that detect the actions that theses threats carry out. In this way, every time there is an attempted attack on the computer's DNS system ( as in the case of pharming applications), the attack is recognized and blocked along with the program carrying out the attack.

However, there is an added danger with pharming, which lies in anonymous proxy servers. Many users want to hide their identity (their IP address) when using the Internet and use online proxy servers so that the connection is made under the server IP and not the client IP. In a worst case scenario, one of these proxy servers could have its name resolution system poisoned so that users trying to access their bank Web site, could actually be viewing a spoofed site, even though their local name resolution system is operating perfectly.

In any event, the threat that pharming poses is a serious one, although one that is easily resolved. Only with systems that can detect and block changes in IP address resolution systems in computers can we hope to prevent the avalanche of malicious code that will soon be upon us.

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Fernando de la Cuadra is International Technical Editor at Panda Software. He can be reached at fdelacuadra@pandasoftware.com
Source: eChannelLine Canada
http://www.integratedmar.com/

Today's Motivational Reading

How To Ask Questions That Make You Money
Michael Cheney

Here are some of the really important questions that can make you money on the web:

Question 1. "What Do I Want People To Do When They Land On My Homepage?"

Think about it. You've shelled out on a fancy pants website, maybe spent something on marketing it and you have attracted a visitor to your homepage. Now what? You say you want them to buy something from you? Don't we all?! But this isn't going to happen right away in 90% of cases. So you need to think of something else.

Stop complicating the matter by trying to get the visitor to read about your history, your products, your great customer service and everything else. Focus on ONE single action that you would like the visitor to take. Something that will mean you can follow up and contact them..

Question 2. "How Can I Get Visitors To Tell Me They're Interested In My Product Without Them Having To Buy Right Now?"

Get them to raise their hands, state an interest, request further information, phone you, email you, download a guide, request a DVD - anything! But choose just ONE thing.

Question 3. "Which Pages On My Website Can I Delete Forever?"

Less is more - enter Captain Cliche. But it's true. Why have hundreds of pages on your website when 10 would do the trick. Some of the most profitable sites in the world have less than 10 pages and they are turning thousands every week! Sure - you might need some of your pages for search engine purposes or to actually add value to your website but don't just add them for the sake of it or because you feel you should.

Question 4. "How Can I Work Out What My Visitors Want Most From My Site And Give It To Them As Quickly As Possible?"

If you think about it, this is all a website is about - giving people what they want as quickly as possible. Have a look at your website statistics and see if people are really reading all your Case Studies or News articles. Maybe lots of people contact you asking for a brochure or prices - why not whack these on your site? I bet you can think of at least two things that you know for a fact people visiting your website are ALWAYS looking for but you' re not giving it to them quickly enough, or at all.

So there you have it - some questions that will make your website money.

Rankings are important but just focusing on them without spending more time on how to improve your website is like trying to fish by tying the worm on the end of a line instead of using a hook. You'll attract a lot of fish and get some great nibbles but you'll never land a big catch!

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"You Know The 'Why' - It's Time To Uncover 10 Years' Experience on the 'HOW' with "The Website Marketing Bible" http://www.thecassiopeia.com/marketingbible.html

Today's Subscriber Article

Top Ten Reason To Market Your Business Online
Tina Valiedi

The Internet. The great leveling medium that makes a small business nearly as accessible as TheBigCorporation.com. But many businesses throw up a site without much thought about the potential impact it can have their business.

Why should you have a web site? Why should your business be online?

These 10 reason will give you something to think ...

1. Greater Marketplace Expansion
Boundaries are nonexistent and less restrictive. Making it easier to reach new customer markets both globally and locally.

2. The Internet Is A Great Market Research Tool
Analyze competitors' web sites. Find data and analysis material for new markets. Receive customer feedback. Possibilities are endless.

3. Release Time Sensitive Materials Faster
You can make information available anytime you want. Make changes on your web site instantly. Something you can't do with printed materials. You can send last minute sales announcements to your customers.

4. Make Information More Easily Available To Customers And Visitors.
You can post your hours of availability. Put your brochures, catalogs etc. online. You can include a Frequently Asked Questions section. The Internet gives you the ability to add sound and/or video to your site.

5. Ability To Conduct Business 24 Hours
Your web site works 24 hours a day, seven days a week advertising your business.

6. Test New Services And Products
Since you can reach markets faster and quicker, you can test new idea, try a marketing campaign before rolling it out. You can know where to position your product or service in the marketplace.

7. Extremely Cost Effective
It costs practically nothing to put a web site online. Putting brochures, newsletters, and catalogs online saves a fortune in printing and mailing cost. News Releases and media can be distributed over the Internet quicker and cheaper. You decrease administrative cost through online automation. Lower telecommunication cost.

8. Make Connections
It's not what you know but who you know that opens business doors. Networking online is more time effective than meeting face-to-face. Online you can meet prospects and business colleagues anytime of the day or night. You can quickly build your reputation and credibility all from the comfort of your home.

9. Your Customers Are Online
Consumers are getting online in record numbers and it increases every year. Online retail sales will grow by almost 25% this year, according to Forrester Research. Keep this in mind... people use the Internet to research their buying decisions.

10. Your Competitors Is Online
The best reason of all to market online! Forget the "I'm a local business" mentality. I guarantee no matter what your business, one of your competitors is successfully using the Internet to market their business. Over 40 million people used the Internet last year looking for local information.

The Internet is not going away. How much potential business are you losing by ignoring this powerful marketing tool?

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Tina Valiedi is a contributing author for MPStrategies Firm a company whose breakthrough service unleashes the power of the internet to drive hidden potential clients to your site. For more marketing how to information visit: http://www.mpstrategiesfirm.com

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