This week Google made it official and announced that mobile search had surpassed desktop in 10 countries including the United States and Japan.
Although they wouldn’t release detailed numbers one very interesting point is that at Google mobile doesn’t include tablets. That means those mobile searches are coming through smartphones. In an article over at ReadWrite last week, Owen Thomas pointed to a trend seen at PayPal where technology is designed first for mobile devices and then migrates back to web.
While some industries may lag behind a bit, it’s not a question of if they will put resources into mobile, but how soon they will get it done. Still, mobile is only part of the story. The reality is that today’s consumer operates in an omni-channel world that involves in-person interactions, coupled with online and mobile experiences. Consumers easily move between each channel to research, price check, and make purchases. As the Internet of Things integrates technology more deeply into homes, wearables and cars, it’s clear that managing the risk of technology across these channels becomes more important.
When it comes to fraud iovation doesn’t just take a mobile first approach. Instead we look at fraud comprehensively across every channel. We work with clients to understand their customers’ journey between all their product offerings. Effective fraud solutions must work across digital channels whether traffic is browser-based or comes through a native or hybrid app. As far as fraud is concerned, it doesn’t matter whether a company starts development on mobile and then migrates functionality back to the web or vice versa. Fraud prevention needs to be flexible and current so that it can keep up with your customers wherever and however they digitally connect with your brand.
iovation's fraud prevention starts with strong device recognition. As part of a layered strategy, device intelligence offers significant insight into high risk behaviors to effectively stop fraud. That insight also ties together all the devices used by customers to access our client’s digital offerings. We give companies solutions—like our iOS and Android SDKs—to answer these questions:
- Is this a device that they’ve seen before?
- Is the transaction coming from a proxy or Tor network?
- Did the device try to open multiple accounts in a short timeframe?
- Has this device been associated with fraud within their business or within a consortium of shared fraud?
- Does the time zone presented match the actual time zone where the customer is located?
- Is this device related to other accounts or devices with known records of fraud?
- How long has this device been visiting their site or app?
- Does this device have a history of being trustworthy?
While mobile will continue to grab headlines as traffic increases, it’s important to plan a multi-channel fraud strategy. A purchase or interaction that starts online may end on mobile. It’s critical to protect customers not just across your products but at every digital point they engage with your brand.