When it comes to licensing compliance, location plays a crucial role in verifying that someone is who they say they are. Which is where location-based authentication comes into play.
What identity means to license compliance
Today, mobile technology is ubiquitous, which means that geographical location can play a part in the identification process when checking whether a customer really is who they say they are. This is all thanks to the widespread use and availability of GPS, WiFi, Bluetooth, and other device-reading sensor technologies.
Using location as an identification factor is an opportunity to eliminate friction for the end user if that location aligns with their typical behavior. And if it doesn’t? The request can be refused. Together with known device and known behavior, location counts as an adequate authentication step and can play a reliable role in helping to identify that someone is who they say they are.
When and why location-based identification is used
As the world we live in becomes increasingly mobile, location confirmation is bound to underpin quick and reliable identification. It’s a welcome addition to any identity or authentication solution, helping to deliver both security and seamlessness, while meeting the evolving needs of consumers who simply want to be able to get on with whatever it is they’re doing.
Using location to determine the risk of a transaction is a solid tactic for preventing fraud. That’s because fraudulent transactions are often attempted from different locations and can quickly be flagged as unusual based on user patterns. All of which makes it more difficult for cyber criminals to complete account takeover hacks, for example. Equally, it helps prevent lower-level fraud like licensing or T&Cs breaches – by having too many users on a single account, for example, or attempting to access media content outside of the licensed area.
When it comes to the kind of seamless authentication that can really improve the customer experience, location confirmation has much to offer. It’s the kind of identification factor that can work busily, speedily and accurately behind the scenes – meaning businesses can verify that someone is who and where they say they are, without the need for adding friction to the user journey. And as customer location confirmation gets more sophisticated and more reliable, it follows that authentication can get ever more seamless.
When using customer location confirmation, data privacy must be kept front of mind. Especially at a time when consumers are pretty clued up about how the data they leave behind is stored or used by the businesses or services they interact with. Authentication technology that uses location to determine identity in any way must be privacy-aware. That’s why Callsign technology is designed in such a way that accuracy is maintained while location data is obscured to protect the privacy of personal data.
How Callsign delivers licensing compliance
The Callsign solution delivers intelligent, adaptable location confirmation. Ideal for organizations like e-gaming or media companies looking to meet licensing compliance standards.
Our solution also knows that an unusual location doesn’t always equal fraud – after all, it could simply be that someone is trying to watch their favourite TV channel or spend money while on holiday. That’s why we use location alongside thousands of other data points to accurately verify whether a transaction attempt in a given location is genuine.
Location is one of the recognized characteristics looked for by the Callsign Intelligence Engine when assessing the risk and trustworthiness of transaction through statistical modeling and machine learning.
Callsign’s Policy Engine allows us to weight location as an identifier, based on whether it’s the whole or part of what you want to know, and then set appropriate authentication steps based on risk.
While Callsign’s Intelligence and Policy Engines are determining risk and plotting authentication journeys, they’re also designed to uphold the privacy of user location data.