Tag Archives: bluecava

MobileLeads.com Selects BlueCava Device Identification Technology to Enhance Mobile Targeting Capabilities and Combat Lead Fraud

MobileLeads.com, a marketing communications firm headquartered in Tempe, Arizona, and BlueCava (http://www.bluecava.com), the leading provider of advanced technology that enables businesses to identify and profile the devices used by their customers, today announced a strategic partnership to embed BlueCava’s Device Identification technology into its newest mobile lead generation platform.

MobileLeads.com’s new platform offers a Cost-per-Lead (CPL) format through which advertisers and publishers converge to buy and sell live inquiries via the mobile web. BlueCava’s Device Identification Platform is a patented technology that identifies internet-connected computing devices and creates a permanent, unique fingerprint for each. Embedding device fingerprinting capabilities into MobileLeads’ lead generation platform will enable clients to benefit from more sophisticated mobile ad targeting and a way to significantly prevent lead fraud.

“Our clients rely on MobileLeads.com’s lead generation platform to generate targeted, real-time inquiries from consumers browsing the mobile web. We saw a huge advantage in offering our advertisers a technology that will help to not only verify every high-quality lead, but also to enhance audience targeting in each mobile campaign they deploy,” said JT Benton, Chief Executive Officer at MobileLeads.com.

“MobileLeads.com was wise to arm its clients with BlueCava’s device ID technology,” said Jim Misuraca, Vice President of Channel & Partner Sales at BlueCava. “Having access to both real-time and historical data about devices participating in any touch point of a mobile ad campaign helps advertisers quickly identify trends and more accurately spot anomalies.”

Source: http://insurancenewsnet.com/article.aspx?id=263164&type=newswires

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Device Fingerprinting…coming to a device near you

The security experts don’t like to talk about this much, but most agree that today the hackers have the advantage. Even top security firms are vulnerable to attack, as the hacking of RSA demonstrated. What this means is that if the computer is linked to the Internet it, and all data on it, is ultimately vulnerable despite even the best security efforts.

Of course that doesn’t mean that your computers will be hacked, nor does it mean that security is worthless. Given the huge numbers of computers on the Internet, obviously many are not going to be attacked by the most sophisticated methods. SMBs in particular may very well avoid problems simply through anonymity – bad guys can’t attack something if they don’t know it exists, and they are not likely to attack a random computer installation if they do not have some reason to do so.

Also, not all attackers are sophisticated enough, or determined enough, to defeat a strong security setup. Good security practices, including care to avoid downloading malware that can open the door to bad guys, can defeat the most pervasive, randomized attacks. But still, even experts sometimes get fooled, even known Web sites sometimes are infected and spread malware to all who log into them until they are cleansed, even RSA’s own defenses can be broken.

So I was heartened to learn at last week’s SAPphire 2011 that Intel is moving ahead rapidly to implement strong security tools including encryption and device “fingerprinting” on the silicon. This is exciting and promises to change the balance of power in the security war in the favor of the good guys.

One of the big problems with most computer security today is that it is implemented in software. Any security expert will tell you that hardware-level security is always stronger than the same tools in software. For instance, software encryption is more vulnerable, more difficult to manage, particularly in a distributed environment, and requires much more CPU time than hardware encryption. For those reasons, today it is, for instance, impractical at best to encrypt more than a small faction of company data, and then usually it has to be decrypted before it can be sent over the network. But put that encryption algorithm onto into silicon, and it becomes very practical to encrypt everything and to keep it encrypted while the data is distributed. And the keys will be very hard to steal or break.

With hardware-based security, malware, even root kits, become much less powerful, because the security boots before any software, even at the lowest levels. And device fingerprinting will allow users to identify individual devices at the company “front door” and turn away any that are not registered for access. And because the fingerprint is unique and implemented in the hardware, it will be extremely difficult to fake.

And this gets even more powerful as a company moves completely to hardware-based security. Then the end-user computers can work closely with the servers to create a complete, highly secured environment, even when those edge devices are somewhere out on the Internet, not in the office.

So in the meantime, do not skimp on security, work hard to ingrain secure practices among all your employees, and look forward with optimism.


Google Wins Mobile Payments Race With Summer Launch Of ‘Wallet’ App

Well I guess you could say if Google is gonna get into this space, then all with be looking and wanting to follow.

A couple of interesting things I see in this space unfolding – one around the opportunity for targeted, relevant advertising ( with a bit of social location thrown in for good measure) and the second for a robust solution that tackles the area of fraud. Maybe device fingerprinting from a company such as Bluecava could provide a solution that tackles both these areas. Let’s see….

The race to make mobile payments mainstream is one of the most competitive contests in the wireless industry, pitting telecom operators against credit card companies, payment processors, handset makers and operating system providers. With its May 26 announcement that it is poised to launch a national mobile commerce network (using its Android phones), Google now appears to be in the lead.

The service, called Google Wallet, will store credit cards in electronic form on Android phones. Users will be able to pay for purchases by wirelessly “tapping” their handsets against special readers in participating stores. Users can also receive targeted offers, such as coupons for products they have bought in the past or have indicated they like, directly on their phones while in stores. Loyalty rewards will be automatically tallied within Wallet and receipts will be electronic, as well, popping up on the phone instead of printing out on paper.

Merchants have already started testing the setup and will begin trials in San Francisco and New York City before expanding nationally this summer. American Eagle, the Container Store, Macy’s, Subway, Toys “R” Us and Walgreens are part of the initial group of retailers that will support the system.

As the name Wallet suggests, the app will support a variety of different cards, including credit cards, loyalty cards and gift cards. At first, Google Wallet will only work with Citi MasterCards, since both companies are Google Wallet launch partners. Users can also opt to load money onto a prepaid, Google-hosted card that can be funded by another type of credit card. Google says it will add more cards over time and hopes to eventually include other types of ID and passes, such as drivers licenses, event tickets and electronic hotel keys.

Retailers, says Google, will benefit from a corresponding service called Google Offers that will enable consumers to search for special offers and save them to their Google Wallet. Those stored coupons can then be redeemed by tapping a Wallet-equipped phone at a cash register or showing the phone screen to a cashier.

Merchants will be able to customize incentives based on a customer’s location and transaction history. A particularly frequent customer can receive a higher-value deal than a less loyal customer, for instance. Google Offers will go live in Portland, San Francisco and New York City this summer.

Google also plans to support location-based “check-in” offers, offers that are placed like ads in Google searches and offers that are situated in Google’s local business/maps service, Google Places.

Using a cellphone as a wallet is convenient but could be risky. Google says its Wallet app contains multiple levels of security, including a phone screen lock and a required Google account and pin number. The search giant also says credit cards are encrypted on a secure element within the phone and never fully displayed.

Part of the security comes from a chip developed by European semiconductor maker NXP, which collaborated with Google on its latest flagship smartphone, the Samsung-made Nexus S. That chip also enables Google Wallet to communicate wirelessly with all the various Wallet partners, via a technology called NFC (near-field communication).

Google’s vision appears similar to strategies espoused by organizations like ISIS, the mobile commerce startup backed by AT&T, T-Mobile USA and Verizon Wireless. New York-based ISIS is about a year behind Google, though it may have an advantage in being compatible with a greater variety of phones once it launches.

During Google’s Thursday New York event, its Vice President of Payments, Osama Bedier, argued that Google is “uniquely positioned” to roll out a mobile commerce program because of its wide-ranging partnerships forged through Android and its search and advertising businesses. Bedier, who was a top executive at eBay’s PayPal until January, noted, “This has to be an ecosystem; it can’t just be one company.”

Bedier also acknowledged Google’s lead in the mobile payments race by adding, “This is not just an idea or announcement…this is up and running.”

Source: http://blogs.forbes.com/elizabethwoyke/2011/05/26/google-wins-mobile-payments-race-with-summer-launch-of-wallet-app/