Sam Media earns the Malaysia International Business Awards for Telecommunications

The company is using data science to prevent fraud in Direct Carrier Billing.

Sam Media won in the Telecommunications category of the Malaysia International Business Awards 2020, which honours exceptional international businesses based in Malaysia.

The company connects the world to premium digital services. Sam Media develops apps and browser-based digital products, like e-learning software and interactive entertainment portals. Together with monitoring partners like the French company Evina (https://www.evina.com), they are one of the pioneers in the fight against carrier billing fraud.

As a leader in innovation, it is the company’s mission to make digital products accessible to everybody on any device type. They are also growing their reach by using alternative payment solutions like carrier billing, so their suite of products can be enjoyed by all users, even those who don’t have access to traditional payment methods, such as bank accounts or credit cards.

Sam Media boasts in unlocking new markets with alternative payment methods and multi-platform compatibility. Their experienced media buy team knows how to reach millions of consumers, whilst having a strong focus on data science to improve user experience and to track down fraudulent activities.

In 2018, the company started recruiting data scientists to its Malaysian office, focusing on the analysis of consumer behavior in order to improve users’ experience within its digital products. Now, Sam Media’s data science team has picked up on another great challenge in monitoring transacties and marketing activities.

As with any payment method, fraud remains a constant companion and a source of concern.

Wherever transactions and billing are happening on a larger scale, there’s a growing likelihood that fraudsters will attempt to take a piece of the pie. Carrier billing has been no exception.

Recognizing this, the company looked for external solutions to protect its business. However, they noticed that trusting exclusively external anti-fraud solutions only gives a false sense of security. Thus, their Malaysian data science team started to connect all the dots, combining the data of the external anti-fraud solutions with the firm’s own data to better protect users.

In the past years, Sam Media has been developing its own analytical tools to get ahead of what the industry requires. Their tools are being updated and altered continuously based on the requirements in the market, whilst their data science team sets ambitious goals to keep innovating.

Alexis Bartels, CEO of Sam Media, responds to winning this award: As a company, we have a recognition and reward culture, so we are extremely happy with this award. All credit to our data science team. I am very proud of our people.

Linkedin: https://www.linkedin.com/company/sam-media.

Evina: The DCB Story and Proximus Case Study

Article written by Evina

THE DCB STORY HAS A BEGINNING AND AN END YOU PROBABLY DON’T KNOW

Mobile operators the world over will recognise the beginning of the story we outline below. Few, however, ever pay attention to how it ends. Let’s begin…

Our story starts in those early, euphoric days of Direct Carrier Billing. Back then, DCB seemed to be the ideal business opportunity for cash-hungry Mobile Network Operators experiencing the effects of declining Average Revenue Per User.

DCB appeared easy to implement, with high margins, and was very much in demand by merchants for its high acquisition rates. Suddenly, mobile operators were payment operators and the sky seemed to be the limit.

Unfortunately, the rash of consumer complaints that followed this honeymoon period very quickly exploded the payments bubble. Anxious to preserve their image and tired of dealing with complaints, the MNOs saw no choice but to severely restrict the use of DCB.

Now this is where many operators believe the story ends and that’s a real tragedy. DCB is far from just another empty pot of gold in a long list of mobile mirages.

Testimony to this is the fact that some forward-thinking MNOs recognised DCB for the promising mobile opportunity that it remained and decided to see where they could go with it.

These innovators blazed a trail and reaped the rewards. Their experiments with refining DCB saw their complaint rates collapse and their revenues increase sharply. We saw this with Proximus in Belgium and Bouygues in France. So, what happened and how did they do it?

Firstly, these operators clearly identified the problem which is the proper starting point in successfully overcoming any challenge. They realised that high complaint rates were not, most of the time, due to dishonest merchants or payment aggregators fleecing an efficient payment system.

Quite the opposite. It turned out that merchants and aggregators were likewise the victims of massive fraud. While fraud is to be expected in any monetary system, the good news is that it is not an insurmountable problem. It can be managed in DCB, just as it is managed in the credit card ecosystem.

Secondly, successful MNOs like the two mentioned above recognise that only fraud experts can beat fraudsters. And we’re not talking about just any, run-of-the-mill experts. Too many generalist companies sell what should be anti-fraud solutions offered by specialists. Even fraudsters sell anti-fraud solutions. Clearly, this is untenable.

In order to be properly secured, MNOs need to be protected by a specialist anti-fraud expert that meets three essential criteria:
·      Independence – The solution cannot belong to an advertiser so there is never any doubt as to why a transaction is validated or refused.
·      Cybersecurity focus – Too many players in the sector are unable to do all the services they provide equally well.
·      Expertise in fraud – The world of mobile payment fraud is a unique environment that requires specific expertise that can only be the result of extended practical experience and serious R&D.

By collaborating with Evina, Proximus and Bouygues soon realised their new specialist anti-fraud provider ticked all the boxes above. The result was that, for them, DCB became the wonderful opportunity it was meant to be from the very beginning.

To explain to all operators how to take full advantage of DCB, and make it a source of substantial profit, we have just published a case study detailing our collaboration with Proximus, including a study of the impact on their revenues and their complaint rate.

It can be freely downloaded here: https://docs.evina.com/case-study-proximus-x-evina

This case study reinforces one of our strongest convictions: by approaching fraud in the right way, DCB can be transformed from the payment method of the past to that of the future.