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Media Assignment 1: Lifelock Case

714 Words3 Pages

LifeLock Media Assessment
The concept of identify theft protection has continued to grow with the evolution of technology. As data breaches grow consumers and organizations are continually being tasked with ways to protect sensitive consumer information. The core responsibility of the Federal Trade Commissions (FTC) is to protect consumers against deceptive practices. Additionally, the number one complaint the FTC has received in the last 15 years has been identity theft. LifeLock, the market leaders in identity theft protection and the FTC have recently been in a public battle. As announced, July 21st, 2015, LifeLock and the FTC are in litigation regarding business practices the FTC has reason to believe LifeLock violated terms of …show more content…

A higher degree of differentiation is seen in healthy brands, as opposed to relevance (Roper & Fill, 2012, p. 170). Details of the FTC’s action against LifeLock were filed under seal, and the court will make the determination regarding which portions of the case will be unsealed ("FTC Asserts LifeLock Failed to Institute Security Program And Misled Consumers About Its Identity Protection Services," 2015, para. 7). In addition to LifeLock and the FTC, listed below key news outlets that covered the media …show more content…

LifeLock posted record quarterly revenue of $145 million for the quarter ended June 30, which was up 25 percent from the previous year. LifeLock also reported 4 million members, up 18 percent from the second quarter of 2014 (Ringle, 2015, p. 2). LifeLock Chief Financial Officer, Chris Power, also recognizes there very well may be short-term attrition due to the publicity from the FTC lawsuit. According to Chris Power, “Irrespective, we continue to expect the company to generate strong revenue growth and meaningful cash flow and profitability during the third quarter and full year, and we remain confident in our long-term growth prospects” (Ringle, 2015, para.

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