A new feature that enables online retailers to send a promotional text message at the same time as a one-time password for secure access to ecommerce websites has been launched by Commerce Media
The feature is available as a no-cost option with the company's mobile-based online authentication and data protection product, Celo. Using the new marketing feature, internet retailers can include a targeted multimedia or text-only message when customers request a security password. This could link to a special offer, competition, product announcement or download. It can also form part of a retailer's loyalty programme or other mobile offering involving interactive services.
Celo is a two-factor authentication (2FA) solution that delivers a single-use, randomly-generated password via SMS text message for customers to use when logging on to make a purchase or transfer sensitive/personal data. "By providing an additional level of security over and above traditional — but easily overcome — systems based solely on a username and static password," the company says, "it can help counter the increasing risk of online fraud such as phishing, trojans and man-in-the-middle attacks."
Michael Robertson, managing director of Commerce Media, comments: "This is an innovative combination of effective security to combat payment fraud with the facility to reach consumers with relevant and timely marketing messages. The advantage of this new feature is that users receive a promotional text message at a time when they are not only expecting useful information from an e-retailer but are also in a position to act on it straight away — just before logging on to the retailer's website."