TOLA
out a reliance on credit or debit card payments. Tola uses the mobile operator’s existing billing
relationship with the mobile user to allow the user to pay for goods and services direct from their mobile. This provides a frictionless payment mechanism that takes away the hassle, cost and risk associated with card payments, allowing gaming and gambling operators the ability to simplify mobile payments. Using the mobile phone in this way simplifies user identification to reduce the risk of fraud, while simultaneously taking away the hassle that comes with the need to input long card numbers, expiry dates, billing address details or password security. The added value is the real-time payment
verification process. Security is provided at check-out with a one-time 4-digit pin received in an SMS to the customer’s mobile device. To authenticate a credit card payment, the consumer must enter their PAN, Expiry date, CCV2, and Billing Address. The payment is subject to the 3D secure process. This involves three entries selected from a predetermined password. By contrast, the simple four-digit PIN code is only sent to the handset of the mobile phone in question. If that isn’t you, or you don’t return the PIN within the hour, the transaction is not completed.
Closer to home The UK market for mobile banking is well
established, however, mobile payment technology is constantly changing with businesses looking for quick and seamless payment methods to improve mobile commerce and enhance the overall experience. In a recent survey of UK consumers, we found that almost half (45%) of people say it would be easier to place and pay for online bets if they could pay directly from their mobile, with nearly a third (32%) saying that this would likely lead them to place online bets more frequently. As gambling and gaming businesses begin to
MAY 2017 71
develop their mobile propositions, consumers will naturally begin to find favourites. The winners in this loyalty game will be those that can offer the best end- to-end experience. In March 2016 alone, there were over 7500 different physical betting shops in the UK – add to that the online presence of each of these brands, and the added growth of online-only providers, competition is stiff. This rivalry heaps on the pressure to reactivate
existing users and continue to engage new customers. The successful operators, and those that will succeed in increasing revenue streams, will be those that provide a high quality, innovative offering from beginning to end, giving the customer exactly what they want. In this race, the payment mechanism can no longer be a ‘back office’ afterthought. The debate continues around whether gambling
success is down to luck, or skill. Roman philosopher Seneca said that “luck is what happens when preparation meets opportunity.” Gambling operators would be wise to follow this ethos, using technology to ensure they can capitalise on market potential.
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