{"id":626,"date":"2021-02-22T00:00:00","date_gmt":"2021-02-22T00:00:00","guid":{"rendered":"http:\/\/idlayr-com.stackstaging.com\/2021\/02\/22\/authentication-and-trust-in-mobile-commerce\/"},"modified":"2024-03-05T16:11:08","modified_gmt":"2024-03-05T16:11:08","slug":"autenticacion-y-confianza-en-el-comercio-movil","status":"publish","type":"post","link":"https:\/\/idlayr.com\/es\/blog\/autenticacion-y-confianza-en-el-comercio-movil\/","title":{"rendered":"Comprar en el futuro: el papel de la autenticaci\u00f3n y la confianza en el comercio m\u00f3vil"},"content":{"rendered":"<p><strong>BDO, la empresa de asesor\u00eda empresarial global, acaba de publicar un nuevo libro electr\u00f3nico en el que analiza las tendencias e impulsores del comercio electr\u00f3nico en un mundo post-pand\u00e9mico. Se pidi\u00f3 a Paul McGuire, CEO de IDlayr, que aportara algunas ideas sobre la importancia de la identidad digital y la autenticaci\u00f3n de los usuarios en este nuevo mundo en el que priman los dispositivos m\u00f3viles.<br \/>\n\u200d<\/strong><\/p>\n<p><a href=\"https:\/\/www.bdo.co.uk\/en-gb\/plugdin\/ebooks\/new-horizons-in-ecommerce-ebook\">De compras por el futuro: Nuevos horizontes del comercio electr\u00f3nico<\/a>el nuevo libro electr\u00f3nico de la divisi\u00f3n Tech &amp; Media de BDO UK, examina las tendencias y tecnolog\u00edas que animan actualmente el mundo del comercio electr\u00f3nico, centr\u00e1ndose en la disrupci\u00f3n del mercado y el potencial de inversi\u00f3n.<br \/>\n\u200d<\/p>\n<p>Adem\u00e1s de las opiniones de Gabrielle Hase, fundadora y directora de Soleberry Advisory, y de John Cordrey, director de inversiones de Foresight, el libro electr\u00f3nico tambi\u00e9n presenta a Paul McGuire, CEO y cofundador de IDlayr, sobre el papel clave de la identidad m\u00f3vil y la confianza en el futuro del comercio electr\u00f3nico. He aqu\u00ed una muestra de lo que Paul ten\u00eda que decir:<br \/>\n\u200d<\/p>\n<p>El futuro del comercio electr\u00f3nico es el comercio m\u00f3vil, y ya est\u00e1 aqu\u00ed\", afirma. M\u00e1s de 55% de las transacciones en l\u00ednea en Europa ya se realizan a trav\u00e9s del m\u00f3vil, y son m\u00e1s de 80% en partes del mundo como China. Pero al mismo tiempo, m\u00e1s de 70% de las transacciones fraudulentas se inician en el m\u00f3vil, porque los piratas inform\u00e1ticos se han dado cuenta de que el m\u00f3vil no est\u00e1 bien protegido. Los compradores se desplazan cada vez m\u00e1s al m\u00f3vil, por lo que hasta ahora exist\u00eda este dilema: las empresas y los desarrolladores de aplicaciones ten\u00edan que hacer un dif\u00edcil equilibrio entre UX (experiencia del usuario) y seguridad.<br \/>\n\u200d<\/p>\n<h2>La carrera de obst\u00e1culos del comercio electr\u00f3nico<\/h2>\n<p>\u200d<\/p>\n<p>En el pasado, la mayor\u00eda de los comerciantes han optado por la seguridad, y los reguladores del sector de pagos han aumentado recientemente ese enfoque con la introducci\u00f3n de requisitos de autenticaci\u00f3n fuerte del cliente. Como resultado, todos nos hemos acostumbrado a una experiencia de usuario que equivale a tener que escalar una valla de 3 metros de altura con alambre de espino en la parte superior, solo para iniciar sesi\u00f3n y realizar una compra.<br \/>\n\u200d<\/p>\n<p>En consecuencia, muchas de las innovaciones del comercio electr\u00f3nico de los \u00faltimos 20 a\u00f1os han consistido en saltarse el paso del pago: compra con un solo clic, almacenamiento del m\u00e9todo de pago o de una direcci\u00f3n predeterminada, prueba antes de comprar y te cobraremos 30 d\u00edas despu\u00e9s. Son innovaciones poderosas. \u00bfQu\u00e9 es lo m\u00e1s sorprendente de Uber? En realidad no es coger el taxi; es salir por el otro extremo sin tener que pagar al conductor. Todo ese problema de encontrar el dinero, la verg\u00fcenza de si debo dar propina o no... todo eso ha desaparecido. Eso es porque Uber ha eliminado una parte del proceso que todo el mundo pensaba que era fundamental, pero que en realidad no lo es. Online deber\u00eda ser mucho m\u00e1s as\u00ed: deber\u00edas poder entrar, hacer tus compras y volver a salir, porque nadie quiere pagar. Pagar es siempre el dolor.<\/p>\n<h2>ID fricci\u00f3n<\/h2>\n<p>\u200d<br \/>\nPero el proceso de pago es s\u00f3lo una parte de la fricci\u00f3n, dice Paul. El otro gran reto para los usuarios es identificarse en l\u00ednea, a menudo utilizando correo electr\u00f3nico + contrase\u00f1a y luego un c\u00f3digo PIN por SMS. Y en el m\u00f3vil es mucho peor.<br \/>\n\u200d<\/p>\n<p>Por el momento, gente como Amazon est\u00e1 innovando al eliminar la fricci\u00f3n, pero la \u00fanica forma de hacerlo es asumiendo el riesgo\", afirma. No se puede tener poca fricci\u00f3n a menos que haya mucho riesgo. Ahora mismo, Amazon est\u00e1 siendo valiente y asumiendo todos los riesgos. Dejar\u00e1n pasar a los malos. Pagar\u00e1n, pero lo est\u00e1n haciendo genial para los buenos. Pero lo que estamos diciendo es que en realidad hay una tercera manera, que es que usted puede tener su pastel y com\u00e9rselo. Puedes tener baja fricci\u00f3n y bajo riesgo si usas el tel\u00e9fono m\u00f3vil\".<br \/>\n\u200d<\/p>\n<p>No tener que enfrentarse a un reto sobre su identidad podr\u00eda ser uno de los cambios m\u00e1s fundamentales para reducir la fricci\u00f3n en l\u00ednea. En \u00faltima instancia, IDlayr pretende que todo el mundo pueda utilizar su tel\u00e9fono m\u00f3vil para crear un \"marco de confianza\" con una identidad digital segura y privada, lo que les permitir\u00e1 agilizar todas sus interacciones en l\u00ednea y evitar la necesidad de teclear contrase\u00f1as y largos n\u00fameros de tarjetas de cr\u00e9dito o esperar un c\u00f3digo PIN por SMS.<br \/>\n\u200d<\/p>\n<figure class=\"w-richtext-figure-type- w-richtext-align-center\" data-rt-type=\"\" data-rt-align=\"center\">\n<div><img decoding=\"async\" src=\"https:\/\/idlayr.com\/wp-content\/uploads\/2023\/12\/61094c1936904febde10f81b_60a689715d317da7279b8575_paul.tru_.ID_.jpeg\" width=\"auto\" height=\"auto\" \/><\/div>\n<\/figure>\n<p>\u200d<\/p>\n<h2>Crear un marco de confianza<\/h2>\n<p>\u200d<br \/>\nNo se pueden hacer transacciones sin confianza, y creo que el comercio electr\u00f3nico puede transformarse radicalmente si se crea un marco de confianza sin fisuras. Tanto la autenticaci\u00f3n como el pago se basan en la confianza. Si se dispone de una forma fluida de ser una persona de confianza que realiza una transacci\u00f3n, entonces se puede tener una experiencia personalizada al entrar y no es necesario pasar por el proceso de pago, porque el comerciante sabe que eres t\u00fa y que vales el dinero. As\u00ed es como deber\u00eda ser. Hay elementos de este tipo, pero a\u00fan no existe una experiencia sin fisuras\".<br \/>\n\u200d<\/p>\n<p>Esencialmente, en el modelo IDlayr, el propio tel\u00e9fono se convierte en tu identidad. A medida que el comercio se traslada al m\u00f3vil, creo que hay un enorme potencial para que el comercio sea m\u00e1s amigable, m\u00e1s f\u00e1cil, m\u00e1s personalizado, m\u00e1s seguro y evite algunos de los problemas de privacidad que ha habido en el pasado.  Hoy no funciona as\u00ed, porque todo el mundo sigue en el viejo paradigma de \"tengo que pasar por el aro de demostrar qui\u00e9n soy con mi contrase\u00f1a, un SMS o mi tarjeta de cr\u00e9dito\". Pero una tarjeta de cr\u00e9dito, al fin y al cabo, no es m\u00e1s que una prueba de identidad\".<br \/>\n\u200d<\/p>\n<p>El marco de confianza tiene que basarse en alguna forma de evaluaci\u00f3n justa de la identidad, para que un comerciante electr\u00f3nico sepa que alguien es quien dice ser. Pero no tiene por qu\u00e9 ser una identidad del mundo real: podr\u00eda ser una identidad digital, con sus propios identificadores, que todo el mundo pueda utilizar con confianza y que todos los desarrolladores de aplicaciones puedan integrar con facilidad.<br \/>\n\u200d<\/p>\n<p>Creemos que es posible realizar transacciones en l\u00ednea de forma segura y obtener una experiencia personalizada sin tener que pasar por el aro de la seguridad ni compartir datos privados, simplemente utilizando la tarjeta SIM segura del tel\u00e9fono m\u00f3vil\", afirma Paul. Eso crea una identidad digital an\u00f3nima, que dice que eres de confianza, sin revelar en realidad ninguna informaci\u00f3n personal. Es una experiencia segura, sin fricciones y privada: la forma en que deber\u00eda funcionar el comercio m\u00f3vil en el siglo XXI\".<br \/>\n\u200d<\/p>\n<p>Para saber m\u00e1s, puede leer el ebook completo gratis aqu\u00ed: <a href=\"https:\/\/www.bdo.co.uk\/en-gb\/plugdin\/ebooks\/new-horizons-in-ecommerce-ebook\">Comprar en el futuro - Nuevos horizontes del comercio electr\u00f3nico<\/a><\/p>\n<p>\u200d<\/p>\n<h2>IDlayr: la autenticaci\u00f3n m\u00f3vil reimaginada<\/h2>\n<p>\u200d<\/p>\n<p>IDlayr puede ayudarle a aplicar este enfoque del siglo XXI a la identidad del usuario. Se acabaron las conjeturas con una recopilaci\u00f3n de datos poco fiable e invasiva: nuestra gama de productos basados en API le permite implantar de forma r\u00e1pida y sencilla una autenticaci\u00f3n de usuario m\u00f3vil determinista, segura y sin fricciones, reduciendo el fraude y ayud\u00e1ndole a aumentar los ingresos m\u00f3viles.<\/p>\n<p>\u200d<\/p>\n<div><\/div>","protected":false},"excerpt":{"rendered":"<p>Paul McGuire, Consejero Delegado de tru.ID, aparece en un nuevo libro electr\u00f3nico de BDO sobre el comercio electr\u00f3nico en un mundo post-pand\u00e9mico. Estas son sus reflexiones sobre el futuro del comercio m\u00f3vil...<\/p>","protected":false},"author":16,"featured_media":347,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-626","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Shopping the future: the role of authentication and trust in mobile commerce<\/title>\n<meta name=\"description\" content=\"tru.ID CEO Paul McGuire features in a new ebook from BDO on ecommerce in a post-pandemic world.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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