Making it mobile

Founded in 1996, DataCash Group Ltd (part of MasterCard Incorporated) provides multi-channel global payment processing services and advanced fraud prevention and risk management solutions to merchants and banks. As a global partner to some of the world’s most recognisable brands in the gaming, travel, retail and finance sectors, DataCash combines helps its customers transcend the complexities and expense associated with payment processing. Advanced technology from DataCash enables customers to accept and process transactions in over 177 currencies, from over 45 payment brands across e-commerce, m-commerce channels and cardholder present channels – with the security and confidence of tools tailored to meet exacting and expanding business needs. DataCash customers protect their brand and reputation, enhance end-user experience and capitalize on new global market opportunities.
One of the hot topics at the moment are the possibilities for brands to capitalise on the digital convergence as a means to increase customer retention thus enabling quick, convenient and secure payments for their customers. The mobile experience is fast becoming the most important factor in the drive for convenience and retention.
“With our gaming partners we consider it essential to align with key business objectives and market challenges,” explains David Adams, Head of Product at DataCash, “From my experience, many sportsbooks have been asking how they can gain market growth, and there are a number of ways in which this can be achieved. The focus needs to be on driving brand preference and loyalty by providing a consistently good player experience and this is where the mobile channel can be highly influential.”
David believes mobile – as a core channel for Sportsbooks – can influence the way in which players interact with their chosen brand. “Card schemes have facilitated this process, now recognising mobile as a channel with optimised solutions and services to enhance the user experience. Traditional and alternative payment methods such as eWallets need to be optimised for mobile devices to ensure a consistent and seamless interaction; as a result the player will experience a faster and more reliable and checkout experience.” 
In order to achieve player loyalty, it is important to consider familiar and trusted payment methods. Sportsbooks are no longer solely reliant on cash alternatives and voucher based payment methods. David explains: “Regulatory drivers are an incentive for sportsbooks to adopt mainstream methods as a result of enforced Know Your Customer (KYC) and data privacy requirements. Traditional payment methods incorporate these challenges and are therefore becoming more suitable for the mobile channel, working to enhance the customer experience whilst addressing issues of security. Payment methods are now able to incorporate additional authentication solutions such as tokenisation and 3D Secure to enhance the customer experience and convert more mobile traffic.” 
David thinks gaming vendors should also consider Carrier Billing. This payment method gives players the ability to charge purchases directly to their mobile phone bill using their phone number. This helps increase initial conversions and opens up the market, as anyone with a mobile phone can access these services. 
Addressing issues of safety and security are also essential in achieving significant market growth. “Mobile can be an easy channel for fraudsters to exploit if sophisticated fraud prevention measures are not in place,” explains David. “Best practice is to take a multi-layered approach towards fraud prevention. This should include but not be limited to: 
• Sophisticated rules, which look at whether purchasing patterns are normal, for example, does the time of day align with when a purchase is likely to be made.
• Device ID which associates a user with a device. 
• Shared databases, which offers insight into the experiences of other merchants. This is extremely useful when you consider that fraudsters often operate in gangs and work across industries. 
• Manual review of high risk transactions which enables cross reference of third-party databases for a more informed decision to be made. 
“Finally, an effective fraud management solution needs to incorporate a customised method towards combating fraud. Fraud management rules and technologies utilised in one channel will not be appropriate or effective in another as we see different fraud trends and traits across different channels. A tailored approach needs to leverage the expertise of solution providers that are able to monitor trends across their entire merchant base to create the most appropriate rules and analysis.”