This article was written by Mahwish Ehsan, Team Lead for Digital and VAS services (MENA Region)
Mobile technology has emerged as a potent catalyst for economic growth and connectivity in the Middle East and North Africa (MENA). Through Value-Added Services (VAS), users gain access to a diverse range of offerings, including mobile payments, entertainment, information, and communication. However, the surge in VAS adoption has brought forth the pressing need to address VAS fraud.
What constitutes VAS Fraud?
The increasing popularity of VAS heightens the risk of fraudulent activities, such as unauthorized billing, robotic subscriptions, spoofing, and dissemination of misleading imagery/information related to the services. These illicit activities not only jeopardize consumers’ financial security but also breed mistrust within the VAS ecosystem. To counter this threat, stakeholders across the MENA region are proactively adopting anti-fraud measures and tools.
Forest Interactive and the MENA Region
In my role as Team Lead for Digital and VAS Services in the Middle East & Africa at Forest Interactive, I’ve spent seven years navigating the dynamic landscape of Value-Added Services in Africa. Throughout this journey, I’ve witnessed the rapid advancements in technology and the associated risks they bring, particularly in the MENA region. However, at Forest Interactive, we are deeply committed to effectively combating fraud.
In 2023, the Forest Interactive MENA office achieved an 80% reduction in fraud in Algeria alone. By implementing vigilant measures through Evina, we have successfully safeguarded our customers’ financial security. Our dedication to this cause ensures that any fraudulent challenges are promptly addressed. Supported by an agile crisis management team, we strive to provide our customers with peace of mind, knowing that safeguarding their interests is our top priority.
At Forest Interactive, we also use Direct Carrier Billing (DCB), which seamlessly integrates into our range VAS, encompassing in-app purchases, subscriptions, digital content, and gaming transactions. Furthermore, to understand DCB, Evina, renowned for its expertise in crafting DCB experiences and effectively countering DCB fraud, has recently introduced a DCB Index.
This index serves as a valuable tool for market players, providing them with a comprehensive snapshot of the current state of the DCB market. It achieves this by analyzing four key performance indicators (KPIs).
- Adoption Rate: This KPI measures the extent to which DCB is being adopted and utilized within a particular market or region. A higher adoption rate indicates a greater acceptance and usage of DCB services.
- Revenue Growth: This KPI tracks the growth of revenue generated through DCB transactions over time. It offers insights into the financial performance and potential of the DCB market.
- Fraud Rate: One of the most critical KPIs, the fraud rate, assesses the prevalence of fraudulent activities within the DCB ecosystem. Evina’s expertise in fraud prevention enables them to provide accurate assessments of fraud rates and help stakeholders understand and mitigate risks.
- User Experience: This KPI evaluates the overall user experience of DCB services, including factors such as simplicity, convenience, and reliability. A positive user experience is essential for driving adoption and retaining customers.
Each index within the DCB Index corresponds to one specific KPI, including Adoption Rate, Revenue Growth, Fraud Rate, and User Experience. This structured approach provides market players with a comprehensive overview of the DCB landscape, allowing them to make informed decisions and implement strategies to optimize their involvement in the market.
VAS & DCB: The UAE Experience
In 2022, the United Arab Emirates (UAE) received a rating of 2.9 in a certain metric, indicating its position within a particular context. Subsequently, in the following year, it officially surpassed the 3-point mark, signifying notable progress or improvement in that metric. This achievement highlights the UAE’s commitment to enhancing its mobile services sector and adapting to evolving consumer needs.
With this improved rating of 3.2, there emerges a compelling case for UAE’s mobile operators to consider offering Direct Carrier Billing (DCB) to end users for various services. DCB presents a convenient and user-friendly payment option, allowing consumers to make purchases and payments directly through their mobile phone bills.
The consideration for implementing DCB services aligns with the growing demand for seamless and efficient payment solutions in the digital era. By offering DCB, mobile operators can cater to the preferences of their customer base, enhancing overall user experience and satisfaction.
However, alongside the introduction of DCB services, it’s crucial for mobile operators to prioritize the implementation of adequate protection measures. This includes robust security protocols and fraud prevention mechanisms to safeguard users’ financial information and prevent unauthorized transactions.
The decision to offer DCB services reflects not only the UAE’s progression in the mobile services sector but also the recognition of the importance of providing innovative and secure payment solutions to meet the needs of modern consumers.
Safeguarding Consumer Interests: Forest Interactive’s Partnership with Evina
VAS fraud monitoring tools serve a dual purpose, benefiting both service providers and end consumers. These tools play a crucial role in safeguarding consumers’ interests by monitoring transactions and user behaviors, thereby identifying and blocking fraudulent attempts. By swiftly detecting and resolving fraudulent activities, these tools enhance consumer protection measures, creating a secure environment for users to explore VAS offerings.
Forest Interactive’s partnership with Evina exemplifies this commitment to consumer protection. Leveraging Evina’s expertise in fraud prevention, Forest Interactive implements robust VAS fraud monitoring solutions across its network. This partnership ensures that every transaction within Forest Interactive’s ecosystem undergoes rigorous scrutiny, mitigating the risk of fraud and safeguarding the interests of all stakeholders involved.
One such example of a VAS fraud monitoring tool employed by Forest Interactive is Evina’s DCBProtect. This product offers comprehensive protection against various types of fraud, including accidental clicks, authentic, clickjacking, spoofing, and step bypassing.
By integrating DCBProtect into its platform, Forest Interactive enhances revenue streams and decreases complaints for Mobile Network Operators (MNOs), merchants, and payment aggregators. This not only fosters consumer trust but also strengthens Forest Interactive’s position as a reliable partner in the digital ecosystem.
Trust is essential for the success of any digital economy. Through our partnership with Evina, Forest Interactive cultivates an environment of trust and consumer confidence within the MENA region. By mitigating fraud risks, Forest Interactive builds a solid foundation for sustainable growth, leading to improved revenue streams, enhanced customer retention, increased market credibility, and attracting foreign investments. Ultimately, this partnership drives economic growth and establishes the MENA region as a hub for innovative digital services.
For partnerships and information about the mobile communications landscape in the MENA region, please reach out to Mahwish Ehsan at [email protected].
Whether you’re interested in exploring potential collaborations, seeking insights into the MENA market landscape, or simply looking to connect with a knowledgeable industry professional, get in touch to discuss how Forest Interactive can support your business objectives and initiatives in the MENA region.
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