• Erez Zohar

On the journey to digital trust? You might be on the wrong path

Updated: Sep 5, 2020

September 17, 2014 - the day before I hit my big 4-0.

It was also the day I applied for Global Entry, the “U.S. Customs and Border Protection (CBP) program that allows expedited clearance for pre-approved, low-risk travelers upon arrival in the United States”, as it’s stated on their website.

A few weeks later I received the Global Entry card and my international travel experience forever changed.

I kissed goodbye the painful 30-90 minutes it took to leave the airport coming back from yet another 12 hour international flight, standing in an interminable line and being questioned by the immigration officer. Now (well… pre-Covid) it takes me just under 5 minutes from plane to cab. No line, no documents required, no paperwork, no questions asked. That’s what I call a true frictionless experience. They nailed it!

Fast forward 6 years, and it still takes me between 1 to 24 hours to wire funds online with one of the largest banks in the US and 2-3 days to get paid by my renter using Zelle. And just yesterday I was told that I need to go to a branch to “revive” the dormant account I opened for my tenant 6 years ago. Guess what? Branches are not open yet where I live (still in Covid mode), so that’s probably a few weeks before I see that money. Too cumbersome and slow!

The industries that went through digital transformation, whether banking, payments, airlines, healthcare or government, are still trying to find the perfect solution that provides true frictionless experience with zero compromise on security. Sound familiar?

Well… maybe now is the time to introduce my new venture.

In short, my co-founders and I started Obsecure to introduce real-world authenticity to the digital world. Our goal is to transform any digital service such that it provides the highest level of experience, security and trust, similar to how the US border control reinvented entry to the US.

For those of you who happen to be in the business of optimizing security and digital experience you likely have a similar objective in your target strategy and you probably already have a road-map to get there. But do you really?

Like the rest of the market, you follow the famous “layered approach for fraud prevention” using a number of [2nd / multi factor and continuous] authentication and fraud solutions. And you recently purchased, or are about to purchase, a great orchestration solution to help you manage the various user journeys and the trust level you have in your customers as they navigate through these journeys. Am I close?

Trust… such a strong word with such deep meaning in the real world. According to the Oxford dictionary it is a “firm belief in the reliability, truth, ability, or strength of someone or something”. When it comes to balancing security and experience, trust is key. The more we trust someone, the more we let them in. No wonder the Global Entry program is part of a suite of programs called “Trusted Traveler”.

But can we achieve such a level of trust in the digital world where computers and smartphones act as proxies of the true person on the other side of digital interactions and there are so many bad actors taking advantage of the situation?

I think we can. I’m actually sure we can. But it requires rethinking the current paradigm. More on the how in my next post.

Stay tuned and feel free to contact me. I’ll be happy to show you a demo.