PSFK Presents the Future of Digital Safety & Security

LABS

A Report In Partnership With

THE FUTURE OF

DIGITAL SAFETY & SECURITYProtecting Your Customers In An Omni-Channel Marketplace

A new range of services are simplifying the authentication process by allowing users to rely on physical identifiers to replace their traditional passwords.

On-Hand Identifiers Mobile and other personal

technologies used alongside payments, logins and

other behaviors are helping streamline multistage

authentication processes.

Person As Password A new range of services are

monitoring biometric indicators such as a person’s

natural gestures, behaviors or even heartbeat to verify

and safeguard personal data.

New technologies are leveraging data that dynamically changes and self-destructs to provide a new level of security and protection for consumers in the physical and digital world.

Ephemeral Information Applications are recognizing the

danger of lingering data and are developing new, secure

services that allow sensitive information to exist only for as

long as it is needed, after which it is securely deleted.

Evolving Encryption Given enough time and effort

hackers can usually find a way to bypass static password

and other identifiers no matter how complicated they may

be. In response, companies are developing new ways to

verify payments and access to other sensitive data using

authenticators that evolve, change, and update over time.

Crowdsourced Security Companies are now discovering

new ways to harness the power of the crowd, with initiatives

that leverage the ingenuity of users around the world to

discover potential design flaws and security risks before they

become larger issues.

PERSONALIZED SUPPORT

DYNAMIC PROTECTION

STREAMLINED AUTHENTICATION A new range of services are seeking to improve

consumer experience by leveraging the latest technology to provide in-the-moment support to customers whenever they need it.

Privacy Dashboards In an effort to be more transparent,

companies are developing an intuitive set of tools that

grant consumers greater control over their personal

privacy and security.

Always-On Assistance A new slate of services are

supplementing consumer decision-making by offering

contextual reminders and advice, helping them understand

spending habits, make smarter financial plans and avoid

potential risks.

Behavioral Nudging New technologies are being leveraged

to demonstrate the importance of data security, as well as

teach users how to make smarter decisions about their own

privacy and how they manage their payments.

Emotional Safeguards New technologies are going beyond

traditional user inputs, and reading into more complex

indicators such as emotion to deliver a more relevant and

secure user experience.

What Is Safety & Security Today?

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What Is Safety & Security Today? 1

2The Safety Of Securty Today

As more of our lives are predicated on the ability to quickly and seamlessly exchange digital

information, the issue of security has never been more crucial. It has become increasingly

important to manage our multiple identities: both how we are presented in the physical

world, and how we exist in the digital space. As more services are transitioned to the digital

and online space, it is becoming vital for consumers to understand how to effectively

manage their multiple personas, along with their resulting interactions and transactions.

As the importance of digital life grows, so too does the risk of having personal

data breached, mismanaged or stolen. This is particularly important in the payments

space, where forward thinking companies are developing new ways to protect the safety,

security, and privacy of their consumers, and offering greater controls and transparency

around personal information to foster trust in both the digital and physical world.

This report was created by PSFK Labs in partnership with MasterCard in

an effort to explore the key issues consumers are facing in the world of digital

safety and security. The goal is to provide consumers with a look at important

developing trends in this space, and to provide actionable ideas people can take to

stay one step ahead of the curve.

MasterCard has a longstanding reputation as a trusted provider and innovator in the

payments sector. Because of this, customers rely on the brand to safely process and manage

a wide range of transactions. While technology is being developed to arm consumers with

greater safety and security, it is important to provide new services and technologies that

help them safely navigate the everyday realities of online safety and security.

The State Of Security Today

Objective WHAT’S IN THIS

DOCUMENT

Introduction

What’s In This Document

8 Core Consumer Needs

How To Build A Safe & Secure Future

Streamlined Authentication

Dynamic Protection

Personalized Support

Appendix

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5

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On-Hand Identifiers

Person As Password

Quantifying The Payment Process

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Ephemeral Information

Living Like A Local In Europe

Evolving Encryption

Crowdsourced Security

Seamless Online Security

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Privacy Dashboards

Always-On Assistance

Night Out With Friends

Behavioral Nudging

Emotional Safeguard

Financial Safety Net

Experts To Follow / Methodology

About PSFK & MasterCard

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What’s In This Document 2

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PSFK Labs leverages the research skills and editorial reach of PSFK.com to offer innovation

and thought leadership services to the world’s most future forward companies.

If you are interested in seeing a presentation of this report or would like to understand

how PSFK can help your team ideate new possibilities for your brand, contact us at

[email protected]

Free download available on psfk.com/future-digital-safety-security

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CONTROL

Consumers desire greater

oversight and supervision of their

personal security and tools to manage

their privacy more effectively.

Privacy Dashboards,

Emotional SafeguardsLOYALTY

Consumers develop a

deeper relationship with

providers who demonstrate that

they value and are willing to reward

their long-term customers.

Privacy Dashboards,


TRUST

Consumers who can build

a trusted foundation of privacy and

security with a provider will open

themselves up to a more diverse

range of products and services.

Crowdsourced Security,


SEAMLESSNESS

Consumers want a safe and

secure experience, without being

bogged down in a process that is

overly complicated or takes too long

to accomplish.

On-Hand Identifiers,

Person As Password,

Evolving Encryption,

Ephemeral Information

PROTECTION

Customers expect providers

to have their security and privacy

interests in mind, and build a safe

and protected experience both

online and offline.

Crowdsourced Security,

Evolving Encryption,

Ephemeral Information,

Privacy Dashboards

FLEXIBILITY

Consumers are looking for

tools that offer freedom and

mobility by fitting into their lives

rather than requiring them to

change their behaviors.

On-Hand Identifiers,

Person As Password,


PERSONALIZATION

Consumers gravitate toward

products that dynamically react to

their individual needs and open the

door to experiences that are

tailored to them.

Behavioral Nudging,

Emotional Safeguards

SUPPORT

Consumers want to receive

ongoing assistance and support

throughout the lifetime of their

relationship with a provider and get

an optimized experience for their

individual needs.

Always-On Assistance,

Behavioral Nudging

Our research identified eight overarching needs that are at the root of success for any

company developing a new product. These represent fundamental values that every

person relates to when they interact with a service or technology, and it is crucial for

any provider to understand the importance of these fundamental needs. By ensuring

that one or more of these needs is met by features, policies and practices, the financial

institutions that serve us can provide a better overall experience to each and every

one of their consumers.

8 Core Needs In Digital Safety

CORE NEEDS

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8 Core Needs In Digital Safety

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With steady increase in digital connectivity, both consumers and merchants are poised for big changes

ahead. As part of this, there are a growing set of expectations as to how companies should implement safety

measures to enhance and protect the privacy of their customers. The financial service sector must evolve its

offerings to meet these new desires and push new innovation in consumer security.

MAKE THE COMPLEX SIMPLEGiven the confusion that already exists around logins, passwords and the countless

other loopholes that customers must contend with, companies must challenge

themselves to design elegant solutions that streamline steps without loosening

security. Leveraging natural inputs alongside automated systems can make a multi-

step authentication experience feel effortless for consumers while simultaneously

ensuring that all information and transaction remains protected.

Needs Seamlessness, Flexibility, Protection

DESIGN CUSTOMER FIRST SYSTEMSAs automated security systems become more prevalent, it’s important that the end

user remain at the center of that design equation to ensure that their needs are being

met and they still feel they have agency over and understanding of these interactions.

While user input might not be required, keeping them in the information loop will

ensure greater comfort and satisfaction.

Needs Control, Seamlessness, Trust, Personalization

EMPOWER CONSUMERS TO ACTWhile providing a baseline of security is now table stakes, companies can offer

additional value by arming consumers with the right tools and information to protect

themselves online. These additional measures allow those customers with greater

concerns to take a more active role in managing their individual safety or acting on

behalf of the broader community.

Needs Control, Flexibility, Support, Pesonalization

BUILD RECIPROCAL RELATIONSHIPSIn the new marketplace, consumers expect to get something in return for their

continued business, looking to brands to deliver added value through products and

services that bring assistance, support and utility to daily life. By expanding beyond

their core offerings to solve for evolving customer needs, companies can take

advantage of emerging opportunities, reach broader audiences and drive loyalty.

Needs Loyalty, Trust, Support, Personalization

BE TRANSPARENT TO GET AHEADAt a time when consumers are increasingly concerned about personal privacy,

companies can lead through openness. In instances where breaches may have

occurred, clear communications around what steps are being taken and how

individuals can protect themselves can help mitigate potentially difficult situations.

At the same time, being upfront about who has access to sensitive data and how

it’s being used, or even instituting policies to never share information can engender

greater loyalty from customers.

Needs Loyalty, Trust, Support

ITERATE TO INNOVATEIn a rapidly changing marketplace, it’s important for businesses to strive to be

adaptive and flexible to stay ahead of the needs of their customers and outpace their

competition. Creating a culture where discovery, rapid experimentation and outside

collaborations are encouraged contribute to a broader innovation pipeline. This not

only has the potential to drive the company from a product and service standpoint,

but also position it as a leader in the eyes of consumers.

Needs Loyalty, Seamlessness, Protection

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How To Build A Safe & Secure Future

How To Build A Safe & Secure Future +LABS

STREAMLINED AUTHENTICATIONA new range of services are simplifying the authentication process by

allowing users to rely on physical identifiers to replace their traditional

passwords. Building upon tools such as biometric identifiers or wearable

technology, these tools are streamlining the authentication process and

providing a quick and secure way for users to verify their identity.

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A new range of services are simplifying the authentication process

by allowing users to rely on physical identifiers to replace their

traditional passwords. Building upon tools such as biometric

identifiers or wearable technology, these tools are streamlining the

authentication process and providing a quick and secure way for

users to verify their identity.

TREND : ON-HAND IDENTIFIERSSTREAMLINED AUTHENTICATION

FLEXIBILITY Consumers are looking for tools that offer freedom

and mobility by fitting into their lives rather than requiring them

to change their behaviors.

SEAMLESSNESS Consumers want a safe and secure experience,

without being bogged down in a process that is overly

complicated or takes too long to accomplish.

Drew Conway. Data and Behavioral Security Specialist

“A simple example, like Apple Touch to do Apple Pay where now, instead of having to carry a wallet with a credit card in it, I can just pay with my phone and put my thumb print on it. That seems magical.”

WHAT THIS MEANS FOR YOU

89% of people expect stores they shop

at to keep up-to-date with the latest in

financial safety technologies.

77% of consumers believe new

technologies in the payments sector

are having an overall positive impact

on personal security.

MasterCard Safety and Security Survey. 2015


89%

THE NYMI

HOW BUSINESSES CAN ADAPT

Integrate Provide consumers with more intuitive ways to process transactions,

leading to more secure and seamless checkouts.

Sync Match wearables with an accompanying mobile app to give consumers greater

control over their personal information.

Bracelet Measures Heartbeat As An Unique Biometric Authenticator

77%

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EVERYKEYWristband Replaces The Need For Keys And Passwords

NYMIBracelet Measures Heartbeat As An Unique Biometric Authenticator

KEYBASEService Uses Social Media Accounts As A Secondary Identifier

Everykey is a wristband that securely stores digital keys and

passwords and allows users to unlock devices automatically

when they are within range. It also manages a password keychain

for online accounts that will unlock websites when the bracelet

is in range and relock them when the bracelet is out of range.

The information broadcasted is encrypted and will only work

with paired devices. If the device is ever lost or stolen, it can be

deactivated remotely.

everykey.com

Keybase is a website and open source command line program

that lets any security software be powered by usernames

instead of the offline key exchanges typically used in most

encryption methods. In simple cryptography, the public key is

a value provided by a designated authority as an encryption

key. When the public key is combined with a private key (that is

derived from the public key) it can be used to efficiently encrypt

messages. Keybase matches an individual’s social networks to a

public key in order to verify their identity and ensure that they

are in fact who they claim to be. Keybase is ultimately creating

a simple way to look up and trust public keys based on known

public identities.

keybase.io

The Nymi wristband is a wearable device that identifies a

wearer by their unique cardiac rhythm as an alternative to using

passwords or PIN codes for devices. Created by biometric

technology company Bionym, Nymi functions on a 3-factor

security system, which includes the wristband, the wearer’s

unique heartbeat and a smartphone or device registered with the

Nymi app. When the Nymi is clasped around a wrist it powers on,

and by placing a finger on the topside sensor while the wrist is in

contact with the bottom sensor, an electrical circuit is completed.

After feeling a vibration and seeing the LEDs illuminate to

indicate the authentication process is complete, the wristband

wearer can securely unlock any Nymi-paired device.

getnymi.com

Neil Costigan. CEO. Behaviosec

Tim Hwang. Designer. Security Writer

“We build up a model of a typical user’s behavior,

and in real time monitor what they’re doing to

make sure it’s consistent with their previous

behavior. Through this we can generate behavioral

authentication in real time.”

“We are seeing an increase in passive security

options such as biometrics and wearables, which

are safer because we’ve designed solutions

that are natural for consumers to adopt. When

adoption is seamless, it is going to lead to

generally better security outcomes.”

Streamlined Authentication On-Hand Identifiers

See How To Biometrics Can Streamline Checkout And Track Your Spending Habits

See page. 10-11

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A new range of services are monitoring biometric indicators such as

a person’s natural gestures, behaviors or even heartbeat to verify and

safeguard personal data. By directly tying passwords to a person’s

unique inputs, these solutions make hacking far more difficult, which

can help eliminate remote fraudulent activity, while also delivering

greater efficiencies at payment and other access points.

TREND : PERSON AS PASSWORDSTREAMLINED AUTHENTICATION

FLEXIBILITY Consumers are looking for tools that offer freedom

and mobility by fitting into their lives rather than requiring them

to change their behaviors.




Ajay Bhalla. President of Enterprise Security Solutions. MasterCard

“All of us want a payment experience that is safe as well as simple, not one or the other. We want to identify people for who they are, not what they remember. We have too many passwords to remember and this creates extra problems for consumers and businesses.”


86% of consumers would invest more

time or energy into adopting new

payment technologies if they promised

greater security.

95% of consumers expect their bank to

have the latest technologies to keep their

financial information safe and secure.



MASTERCARD


Streamline A more intuitive biometric login process means customers are more likely

to use new services and interact with them in a more secure manner.

Exchange Biometric tools can replace a wide range of existing technology such as ID

cards that consumers have to carry around, making payments a more fluid process.

Facial Payment Software Verifies Purchases With A Selfie

86%

95%

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ICICI BANKVoice Recognition Password Logs Customers Into Their Accounts

MASTERCARDFacial Payment Software Verifies Purchases With A Selfie

BEHAVIOSECAuthenticator Analyzes Unique Behavioral Biometrics Like Speed, Temperature And Rhythm To Verify User IdentityIndia’s ICICI Bank has introduced a new initiative to make banking

as simple as possible for its customers by enabling them to

use voice recognition technology to verify their identity. ICICI

customers can access their accounts and make transactions

using only their voice, which is registered and recognized as a

password. Customers register a ‘voice print’ which is stored on

the bank’s database. Each sample has over 100 characteristics,

including voice modulation, accent, pronunciation and speed,

making it impossible to imitate. When the customer telephones

the bank from their registered number, the bank uses voice

recognition to determine if the voice is a match. The customer’s

unique voice therefore functions as their new password, replacing

other authentication methods such as card numbers, personal

addresses or security questions.

bit.ly/1LhiTaW

MasterCard is taking mobile payment security one step further

by launching a feature that can verify a user’s identity through a

picture of their face. Instead of merely using your fingerprint to

authorize a transaction like Apple Pay, MasterCard is letting users

take a selfie. Buy a drink using a MasterCard, and the app will

send a notification to snap a picture of your face to confirm your

identity. As an added security measure, users have to blink when

taking the selfie so that someone wouldn’t be able to just hold

up a photo to trick the app. MasterCard’s app will also support

fingerprint scanning for authorizing purchases. The goal is to

target younger users who already use their phones multiple times

a day with apps like Snapchat, who will be most likely to adopt

the service.

newsroom.mastercard.com/videos/replacing-passwords-with-

selfies/

Chris McWilton. President of North American Markets.

MasterCard

Greg Mitchell. President. Chief Executive Officer.

First Tech Federal Credit Union

“While progress is being made with the move

to EMV and mobile payments...we are [making

investments] to protect the payments system for

cardholders, merchants and issuers. That’s at the

heart of what our cardholders expect when they

see our brand mark.”

“The MasterCard cybersecurity concept

is innovative, and a big step towards this

commitment. We look forward to helping

MasterCard bring this new technology to our

member cardholders throughout America,”

Swedish startup Behaviosec has invented a new type of

personalized authentication that serves as an alternative to

passwords. Instead, the service works to identify users by their

unique biometric fingerprint, which includes a combination

of ways in which users interact with their device, such as the

force with which they hit a key, the angle they use to swipe a

touchscreen, or their typing speed. This type of identification

frees users from the burden of memorizing complex passwords,

and simply allows them to interact with their device as they

normally would to confirm their identity.

behaviosec.com

Streamlined Authentication Person As Password

See How To Biometrics Can Streamline Checkout And Track Your Spending Habits

See page. 10-11

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Raul is 32 and lives in San Francisco. He is a devoted runner, and likes to track many

aspects of his daily life. He has recently been issued a new card from his bank powered

by MasterCard, which he has linked to his new fitness wristband. Since he always wears

a wristband that acts as a biometric identifier and payment system, he rarely carries a

bulky wallet and can easily do errands when he goes on a run.

RELATED TRENDS

Person As Password p.8-9

Privacy Dashboards p.24-25

Emotional Safeguards p.32-33

2. Later at the store,

Raul brings his items up

to the cash register. With

a simple tap of his band on

an NFC reader, his identity

is verified using his unique

heartbeat.

1. Leaving his house

on Saturday morning,

Raul wants to go for a run

and also pick up some

groceries on his way back. He

leaves the house wearing his

running gear and wristband

ready for the day.

3. John is given

several payment options,

including his card and even

the points he’s earned from

his fitness activity.

Streamlined Authentication Quantifying The Payment Process

Quantifying The Payment ProcessUsing Biometrics To Streamline Checkout And Track Spending Habits

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4. After making

a selection, Raul is able

to complete the entire

transaction without having

to carry around his wallet

or phone.

5. Since his band is

already tracking his heartbeat,

Raul is able to gain insight

into the emotional state behind

each purchase, and how it

differs on days when he runs

and those that he doesn’t.

6. On his home computer,

Raul can view a personalized

dashboard of all this information,

syncing data from a number of

different platforms and services,

and managing access.

7. Through a number of

partnerships, Raul can even

choose to exchange this data

with different companies

for various rewards and

personalized services.

Streamlined Authentication Quantifying The Payment Process

Quantifying The Payment ProcessUsing Biometrics To Streamline Checkout And Track Spending Habits

RELATED TRENDS



Emotional Safeguards p.32-33

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DYNAMIC PROTECTIONNew technologies are working to provide a new level of security and

protection for consumers in the physical and digital world. By leveraging

data that dynamically changes and self-destructs, or calling upon the

power of the crowd to better test the security of products, retailers and

payment providers can better ensure the safety of their customers at

every stage in the purchase path.

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Applications are recognizing the danger of lingering data and are

developing new secure services that allow sensitive information to exist

for only for as long as it is needed, after which it is securely deleted. In

some instances these services are allowing users to dictate how long

a message or transaction can be viewed, creating an added layer of

control over potentially sensitive information.

TREND : EPHEMERAL INFORMATIONDYNAMIC PROTECTION




PROTECTION Customers expect providers to have their security

and privacy interests in mind, and build a safe and protected

experience both online and offline.


“The interesting thing there is that there’s an expectation of security, but there hasn’t yet been that counterbalance around expectation of stewardship around data.”


88% of consumers trust that their

payment network is arming them with

new, secure technologies that protect

them from fraud.

83% of people say they are excited for

the emergence of new technologies

that will help secure and protect their

financial information.



88%

DSTRUX


Secure ‘Self-destructing’ financial information gives consumers a way to securely

transact in P2P marketplaces when established third parties are not available.

Control By adding an additional layer of control over where their information might

end up, consumers will be more likely to engage with and use new financial services.

Service Lets Workers Control Who Can View Sensitive Documents

83%

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PLUTO MAILSelf-Destructing Emails Let People Securely Share

DSTRUXService Lets Workers Control Who Can View Sensitive Documents

WICKREncrypted Messaging App Deletes Data After It Has Been ReadPluto Mail is a service developed by two students at Harvard

Law School, which lets people automatically delete the emails

they send after they have been read. The service integrates with

existing platforms such as Gmail, and allows writers to set when

they want the message to expire, such as one day after they are

sent or five minutes after they are opened. Pluto also displays

message content as an image, so it’s difficult to copy or save.

An email sent through Pluto can be recalled anytime and it can

be edited after the user has hit the send button if the recipient

hasn’t opened it yet, giving the sender greater control over their

digital privacy.

sendpluto.com

Wickr is a secure messaging app designed to create a

completely secure and encrypted line of communication

between two users. To achieve this, every message is given

a lifespan, which a user can choose, and the message is

automatically deleted when the time is up. Unlike other apps,

Wickr does not upload the user’s contact book to their servers

and private information never leaves their device. The app

allows users to protect their private information and provide a

secure means to transmit data to their friends.

wickr.com

Dstrux is a cloud-based service that allows workers to share

spreadsheets or other sensitive business documents over the

web, but retain control over the file. These documents can’t be

printed, saved, copied or screen captured and senders can track

every recipient who viewed or forwarded files. Simple controls

allow senders to designate which recipients may view it and

for how long. After the time limit has expired, the document

vaporizes, leaving no digital footprint behind.

dstrux.com

Justin Brookman. Director of Consumer Privacy,

Center for Democracy & Technology

Stan Stalnaker. Founder, Hub Culture & Ven

“When you’re getting that sensitive data you’re a

steward for it. Assuring the consumers that your

interests are aligned, that you’re working for them,

not against them, I think, is a really key idea.”

“The way that our data is used will continue to feel

invisible to the consumer, and security and privacy

will be a default activity.”

Dynamic Protection Ephemeral Information

See How Leveraging Social Reviews And Secure Payment Tools Can

Help You Travel More Freely

See page. 15-16

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Alex is a 27-year old living in the States, who is planning a backpacking trip around

Europe for his spring vacation. Alex prefers to use P2P services as much as possible for

accommodation, meals and other needs, and he doesn’t want payments to stand in the

way of a having a great experience.

RELATED TRENDS

On-Hand Identifier p.6-7


Ephemeral Information p.13-14

2. At the end of the meal,

he uses secure messaging

service to share his credit

card details for payment.

1. On his first night

in Berlin, Alex schedules

a meal at the home of a

local artist using EatWith.

3. Once the transaction

has processed, the

information will securely

self-destruct, ensuring a

one-time only payment.

Dynamic Protection Living Like A Local In Europe

Living Like A Local In EuropeLeveraging Social Reviews And Secure Payment Tools To Freely Travel

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4. On his way back to

his Airbnb, Alex stops by

a shop to pick up some water

and snacks. He hasn’t had

a chance to get any Euros

yet, so he pulls out to

his credit card to make

the purchase. 5. Because his credit

card powered by MasterCard

is linked to his Android Wear,

he’s automatically recognized

for payments, without

worrying that he’ll set off

any fraud alerts.

6. Back at his room,

he pulls out his phone to

order tickets for a graffiti tour

of the city the next day.

A one-click payment feature

verifies his identity with

a scan of his iris.

Dynamic Protection Living Like A Local In Europe

Living Like A Local In EuropeLeveraging Social Reviews And Secure Payment Tools To Freely Travel

RELATED TRENDS

On-Hand Identifier p.6-7


Ephemeral Information p.13-14

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Matt Hogan. Founder, Datacoup

“In an ideal world, technology enables the consumer to bear responsibility in a way that doesn’t necessarily cause them to increase their effort.”


77% of consumers believe that new

technologies in the payments sector

are having an overall positive impact on

personal security, with more secure ways

to pay today than ever before.

55% of consumers believe that the risk

of financial information being stolen or

compromised is going to increase within

the next three years.



MASTERCARD EMV


Evolve Passwords that automatically update improve customers’ security and lead to

more safe practices such as two-step authentication.

Facilitate More advanced and evolving security improves interactions at the enterprise

level, allowing teams to safely pass important documents between each other.

Card Standard Creates Dynamic Authentication For Each And Every Transaction

77%

55%

Given enough time and effort hackers can usually find a way to bypass

static passwords and other identifiers no matter how complicated they

may be. In response, companies are developing new ways to verify

payments and access to other sensitive data using authenticators that

evolve, change, and update over time. Technologies like EMV are capable

of generating unique information that is specific to each transaction,

meaning that even if information is captured, it can’t be successfully

reused. The dynamic nature of these measures adds an extra layer of

security without requiring more effort on the part of consumers.

TREND : EVOLVING ENCRYPTIONDYNAMIC PROTECTION

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AMNESTY INTERNATIONAL‘Mutant Font’ Constantly Changes To Throw Off Data Stealers

MASTERCARD EMVA Standard For Dynamic Authentication For Each And Every Transaction

YAHOOLogin Process Does Away With Static Passwords In Favor Of Single-Use Alternatives

Brazilian design agency Africa has developed a new font for

Amnesty International, dubbed the “mutant font,” designed

to ward off anyone trying to scan and use people’s private

data. Online trackers seek out text online through the shape of

characters or the source font. So Mutant Font’s design includes

small graphic interventions that will block machines from viewing

its shapes. It comprises seven different fonts that generate

thousands of codes to confuse tracking, and the algorithm is

also shuffled every 24 hours to impede automatic scanning. The

constantly shifting nature of the font should grant users greater

security in their online dealings.

fontemutante.com/en

MasterCard has developed a new EMV standard which serves

as the backbone for future payment technologies by enabling

safer, smarter and more secure transactions across cards,

contactless, mobile and remote payment channels. Today’s

tech-savvy consumers are quickly adapting to digital devices,

turning them into powerful payment vehicles. At the same time,

the safety and security of these transactions is paramount. EMV

is a new standard for globally interoperable, secure payments.

The key element of EMV involves including dynamic digital data

in every transaction, which makes every transactions secure

and reduces the risk of fraud. When a consumer uses an EMV-

enabled device to pay at an EMV terminal, it can be instantly

identified as an authentic, approved payment belonging to that

consumer through dynamic authentication. The EMV standard

has already been adopted by more than 80 countries where it

has significantly reduced counterfeit card fraud, saving hundreds

of millions of dollars.

bit.ly/1KHw44R


Tim Hwang. Designer, Security Writer

“There are many challenges with encryption

and authentication, and there’s a constant race

between the development of technology security

and the incentive for technology breaches.”

“The most popular password is still “password.”

We have to find ways to build-in passive security

tools as the default, where consumers don’t need

to think about it but you are just more secure as

a result.”

Yahoo has launched a new login process that does away

with static passwords in favor of single-use versions sent to

smartphones on the fly. The new approach, which is similar

to two-factor authentication, is designed to boost ease and

security for users. Instead of relying on a fixed password, Yahoo’s

system sends a temporary access word or code on demand to

a smartphone. This should bypass the use of easily guessable

passwords or hard-to-memorize character combinations. The on-

demand passwords are also disposable; once they’re used, they

won’t work again. The system is designed to be a more secure

and reliable alternative to traditional passwords.

help.yahoo.com/kb/create-app-specific-password-sln15241.html

Dynamic Protection Evolving Encryption

See How Multi-Channel Online Security Can Make Your Shopping More Seamless

See page. 21-22

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TRUST Consumers who can build a trusted foundation of privacy

and security with a provider will open themselves up to a more

diverse range of products and services.





“The development community should be responsible for providing new technology or solutions that allow consumers to do what they need to do without exerting a ton of effort to maintain safety and security.”


The annual survey of more than 9,700

security, IT, and business executives found

that the total number of security incidents

detected by respondents climbed to

42.8 million this year, an increase of 48%

over 2013. That’s the equivalent of 117,339

incoming attacks per day, every day.

Key Findings From The Global State Of

Information Security Survey. 2015

MASTERS OF CODE


Test Crowd-based security affords a wider range of real-world testing for new

services, and gives consumers a greater sense of ownership over the security of the

applications they use.

Launch Companies can leverage crowdsourced security alternatives to more effectively

launch new services verify the safety of new platforms at a lower cost of testing.

Hackathon Brings Together Creative Minds To Solve Problems

48%

Crowdsourcing has grown rapidly in popularity, particularly with inventors

and developers looking to bring new products to the market. Companies

are now discovering new ways to harness the power of the crowd, with

initiatives that leverage the ingenuity of users across the world to discover

potential design flaws and security risks before they become larger issues.

TREND : CROWDSOURCED SECURITYDYNAMIC PROTECTION

20

MICROSOFTTech Giant Crowdsources Researchers To Find Bugs In New Browser

MASTERS OF CODEHackathon Brings Together Creative Minds To Solve Problems

CROWDCURITYOnline Service Lets Developers Test The Security Of Their Apps With The Crowd Before General Release

Technology companies regularly pay security researchers

to discover critical software bugs, however Microsoft is now

crowdsourcing this research out and paying up to $15,000 for

finding critical software vulnerabilities in Project Spartan, the

company’s new web browser that will ship with Windows 10 later

this year. Researchers can be as young as 14-years-old to receive

payment and the program will run for several months. The hope

is that by crowdsourcing the project, Microsoft will open up the

program to a wider range of users and potentially be able to

discover additional vulnerabilities before launch.

microsoft.com/en-us/default.aspx

The MasterCard Masters of Code Competition is an initiative to

traverse the globe and engage the very best coders through

an intense series of hackathons. Each regional hackathon has

developers, designers and entrepreneurs using the MasterCard

APIs to create new prototypes that demonstrate artful coding

and design skills, while articulating clear business cases. The

goal is to draw upon the innovative talents of a wide range of

coders and makers, and create a unique ideas for new security

projects. Regional winners compete against each other as well as

a MasterCard elite team of coders in a final round deciding the

winner of the $100,000 prize along with many other perks.

mastersofcode.com

Stan Stalnaker. Founder, Hub Culture & Ven Robert R. Ackerman Jr. Founder and Managing

Director, Allegis Capital

“What we are working towards is a different kind

of data ownership than almost everybody on the

web. We’re distributing ownership of data to the

individuals within a social network, and giving them

tools to manage the ownership of their data.”

“Rather than operating in isolated silos, the

sourcing from the crowd enables a collective

defense that, though not tipping the balance totally

in favor of the good guys, certainly improves the

potential for a more powerful defense.”

Crowdcurity is an online service that lets developers

crowdsource the security of their apps with dedicated testers

ahead of launch. To achieve this, Crowdcurity connects

companies that have software to debug with a community of

around 250 software testers, which it has found via security

forums. Customers can create a reward program with the site,

setting rules and amounts for bug programs. The challenge is

then sent to the testing community, which works on reporting

vulnerabilities. The customer validates the bugs in conjunction

with Crowdcurity, and payouts are awarded based on bug

severity. The company hopes to standardize the bug bounty

concept by outsourcing the process.

crowdcurity.com

Dynamic Protection Crowdsourced Security

See How Multi-Channel Online Security Can Make Your Shopping More Seamless

See page. 21-22

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Lin is an 18-year old digital native, who is honing her coding skills and has been using

computers for as long as she can remember. Because of this, she also understands the

risks that are present online. When getting her first credit card, she therefore gravitates

towards a company that actively plays a role in protecting her personal information. With

her new credit card powered by MasterCard with built-in security features, she can make

purchases anywhere with added confidence and trust.

RELATED TRENDS

Behavioral Nudging p. 30-31

Crowdsourced Security p.19-20

Evolving Encryption p.17-18


2. A corresponding

notification from her bank’s

app pops up on her phone

and reminds her for what

signs to look for from a site

set up for phishing.

1. Lin logs into a new

shopping site that she

has never visited before

and is prompted to enter

her personal and payment

information.

1.

3. As Lin continues to

shop other sites, she

occasionally comes across a

‘MasterCard Security Seal.’

This initiative leverages the

community to verify the safety

and trustworthiness of partner

retailers and brands to make

online shopping easier.

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Dynamic Protection Seamless Online Security

Seamless Online SecurityEnabling Safe And Convenient Omni-Channel Shopping

2222Dynamic Protection Seamless Online Security

Seamless Online SecurityEnabling Safe And Convenient Omni-Channel Shopping

4. Despite these assurances,

Lin opts for two-step

authentication when making

purchases. This process

sends a new and unique

password to her phone each

time she logs in.

5. When her shopping

session is over, Lin logs on to

her account app to review her

privacy settings to understand

which companies are capturing

her personal data, how much

he is sharing and where

it is going.

6. Through this

dashboard, she has

the ability to opt-out

of certain types of

information sharing.

RELATED TRENDS

Behavioral Nudging p. 30-31

Crowdsourced Security p.19-20

Evolving Encryption p.17-18


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PERSONALIZED SUPPORTA new range of services are seeking to improve consumer experience by

leveraging the latest technology to provide in-the-moment to customers

whenever they need it. By giving consumers more insight into how their

data is being used and providing tools to guide them towards safer

behavior, users are given strong support at every step throughout their day.

24

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In an effort to be more transparent, companies are developing an intuitive

set of tools that grant consumers greater control over their personal

privacy and security. Using visual interfaces and straightforward opt-in/

opt-out settings, customers can more easily see who has access and what

information is being shared. These dashboards also give consumers the

ability to openly exchange their personal and financial data with third

parties to benefit from value-added services and insights.

TREND : PRIVACY DASHBOARDSPERSONALIZED SUPPORT

CONTROL Consumers desire greater oversight and supervision of their personal

security and tools to manage their privacy more effectively.

LOYALTY Consumers develop a deeper relationship with providers who

demonstrate that they value and are willing to reward their long-term customers.

PROTECTION Customers expect providers to have their security and privacy

interests in mind, and build a safe and protected experience both online and offline.


“One of the key actions a company can take to demonstrate they are interested in the privacy of their users is to provide them with good information, such as transparency reports and strong privacy controls. These demonstrate a good reciprocal trade for the data that they’re receiving.”


54% of survey respondents say they have

established security standards for external

partners, suppliers, and vendors.

93% of people think it’s important

to control access to their personal

information, and 90% care about the type

of information that’s collected about them.

Global State of Information Security Survey.

PwC. 2015

Americans’ Attitudes About Privacy, Security and

Surveillance. Pew Research Center. 2015

54%

MASTERCARD


Manage Tools Provide consumers with the correct tools to manage their private

information, leading to more informed privacy and security decisions overall.

Visualize Mobile phones are a secure and comprehensive channel for customers to

understand and manage their financial goals.

MasterPass Give Customers Their Own Connected Digital Wallet

93%

25

FINALCredit Card Allows Members To Assign Individual Numbers To Every Merchant

MASTERCARDMasterPass Gives Customers Their Own Connected Digital Wallet

GOOGLEProviding Easily Accessible Privacy and Security Information And Options

Final is a credit card, app and online portal that allows users

to assign a unique credit card number to every merchant they

transact with, or a disposable number for one-off purchases.

Users can limit each merchant or subscription to a monthly

amount so that if a merchant attempts to go over that limit, or a

breach happens, they’ll receive a push notification. From there,

simple controls let consumers easily cancel the card number

to disable further charges. Additional dashboard features give

members a clear view of their spending habits and budgeting

tools for both on and offline transactions.

getfinal.com

In an effort to improve privacy and security tools, Google recently

announced a new hub for managing settings called “My Account”

and a new site, privacy.google.com, to answer important privacy

and security questions. “My Account” provides quick access to

settings and tools that allow individuals to protect their privacy

and decide what information they would prefer Google to

incorporate into its service. Through “My Account” individuals

can take a privacy and security check up, manage information

from searches, maps and YouTube and control which apps are

linked to their Google account. Through privacy.google.com,

Google candidly answers questions on personal information, ad

targeting and more.

goo.gl/a9DZ3Y

MasterPass is a simple, convenient, trusted digital wallet for faster

safe shopping at thousands of online merchants. MasterPass

enables consumers to pay for the things they want with the

security they demand, online or in app, using any device. Now

accepted in 25 countries and at 250,000 merchants globally,

the platform securely stores payment and shipping information,

which is readily accessible when a consumer checks out using

the, “Buy with MasterPass” button and logs into their account.

With MasterPass, consumers can go online, place their order and

pay with just one click—the hassle and time to enter delivery and

billing information is eliminated. The wallet is open, which means

that in addition to MasterCard cards, consumers can store other

credit, debit, prepaid and loyalty cards in one place.

masterpass.com



“Anytime you have someone who is the chief

stakeholder of an asset, the market is best

served by that person deploying their asset as

they see fit. We’re trying to build a platform

that will enable that to happen.”

“Data ownership is not just about rights, but

also responsibilities for the use of that data by

the individual.”

Personalized Support Privacy Dashboards

See How Greater Control Can Prevent Your Financial Information From Being Stolen

See page. 28-29

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FLEXIBILITY Consumers are looking for tools that offer freedom and mobility by

fitting into their lives rather than requiring them to change their behaviors.

LOYALTY Consumers develop a deeper relationship with providers who demonstrate

that they value and are willing to reward their long-term customers.

TRUST Consumers who can build a trusted foundation of privacy and security with a

provider will open themselves up to a more diverse range of products and services.

SUPPORT Consumers want to receive ongoing assistance and support throughout

the lifetime of their relationship with a provider and get an optimized experience for

their individual needs services.

Justin Brookman. Director of Consumer Privacy, Center for Democracy & Technology

“With things like the iCloud celebrity hack and also the Sony emails that got hacked, people are also starting to be aware that it’s not just my credit card that can be misappropriated. It’s all the stuff that I keep in the cloud.”


82% of people prefer to use their credit

or debit card instead of cash when

trusting the retailer/merchant.

48% of consumers believe they are

personally responsible for protecting their

own financial information from being

stolen or compromised.



MASTERCARD


Learn Human-led services can intuitively learn from and fill in consumers’ recurring needs, such

as password management or securing personal details, without having to prompt the user.

Human Touch With services becoming automated, customers appreciate a heightened level of

service that provides assistance and a more human touch.

Identity Theft Alerts Work With Customers To Keep Online Information Safe

48%

A new slate of services are supplementing consumer decision-making

by offering contextual reminders and advice, helping them understand

spending habits, make smarter financial plans and avoid potential risks. With

a specific focus on mobile and wearable devices, these initiatives ensure that

people receive timely support at key moments in their days, allowing them

to manage their finances more effectively.

TREND : ALWAYS-ON ASSISTANCEPERSONALIZED SUPPORT

82%

27

MINT.COMWeb And Mobile Based Personal Financial Management Tool

MASTERCARD Identity Theft Alerts Work With Customers To Keep Online Information Safe

GOOGLEChrome Users Can Download Their Search History To Understand How Much Of Their Data Is Being CollectedMint.com is a web and mobile application that curates an

individual’s financial information into one place, providing them

with a complete picture of their financial wellbeing. Individuals

can sync bank accounts, credit cards and investment accounts to

track spending, saving and set personal budgets. If an individual

is approaching their budget for the month or has a low balance,

Mint will send a notification reminder in over 20 types of

situations via email or through push notifications to their mobile

device. Mint also analyzes thousands of financial instruments and

can provide personalized recommendations for the best products

to match each individual’s lifestyle and goals.

mint.com

Identity Theft Alerts is a free service only offered by MasterCard

to detect if a customer’s personal information (such as their

credit or debit card, social security number or driver’s license) is

being bought or sold online. If any fraud has been detected on a

customer’s account an Identity Theft Specialist can be assigned

to work with the customer to help check for any potential

identity theft and offer expert guidance to help keep online

information safe. The goal is to provide a safer ecosystem for

customers to make payments, and engage with new payments

technologies in a more secure way.

mastercard.us/idtheftalerts



“What’s really interesting are the things you can

do for identification and authentication, simply by

observing me going about my everyday life.”

“The winning scenario is the company that figures

out how to make security invisible and seamless so

consumers don’t have to worry about it. That’s the

only way you can win because at the end of the day,

the default efficiency is always the winner.”

Google has given Chrome users a new feature that allows them

to download their entire search history, and gain insight into

the kind of data Google is collecting about its users. There are

many things Google can do with search history information,

from personalizing advertisements to combining many search

histories to find patterns. It even tries to predict who its users are

based on their search history, and can make guesses about their

desires and habits. Being able to download the raw output that

gets fed into Google’s analytics gives users a more active role in

interpreting and understanding the data that is collected from

their everyday online behavior.

fastcompany.com/3045292/fast-feed/want-to-see-a-sliver-of-

what-google-knows-about-you

Personalized Support Always-On Assistance

See How Greater Control Can Prevent Your Financial Information From Being Stolen

See page. 28-29

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Astrid is a 24-year old young professional living and working in New York City. She

recently applied for a new credit card through her bank powered by MasterCard, and has

installed her bank’s app to easily manage her card and account using her mobile phone.

As a heavy mobile user, she prefers to have the control and ease of access of a mobile

app as opposed to using a computer or making a phone call.

RELATED TRENDS


Always-On Assistance p.26-27

Behavioral Nudging p.30-31

2. After hitting up a few

different bars, she discovers

that her card has gone

missing, and can’t seem to

find it anywhere.

1. Astrid meets up

with friends on a Friday

night after work to go out

for dinner and a few drinks.

Knowing she will not need

to carry cash, all she brings

is her phone and card.

3. She pulls up her bank’s

app on her phone and is able to

quickly monitor any activity, and

see if it has been used. While

there haven’t been any fraudulent

charges, she’s able to easily

put the card on hold until

it is located.

Personalized Support Night Out With Friends

Night Out With FriendsProviding Control To Prevent Account Theft

29

4. Once the app is

notified the card is missing,

MasterCard is able to pause any

transactions and she is presented

with a checklist of actions to

follow to help locate her card

or request a new one.

5. Astrid is able to pull up

a map within the app that

pinpoints where the last

purchases were made and

directions on how

to get there.6. Retracing her steps,

she finds the card at the

previous bar and is able to

seamlessly re-activate it.

After this, she is able to

continue her night without

missing a step.

Personalized Support Night Out With Friends

Night Out With FriendsProviding Control To Prevent Account Theft

RELATED TRENDS



Behavioral Nudging p.30-31

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PERSONALIZATION Consumers gravitate toward products that

dynamically react to their individual needs and open the door to

experiences that are tailored to them.

SUPPORT Consumers want to receive ongoing assistance and

support throughout the lifetime of their relationship with a provider

and get an optimized experience for their individual needs.


“Recently, one of the biggest changes around online security is awareness. Consumers, especially in the United States, are generally much more aware that their online information is valuable, and that it can be compromised.”


MASTERCARD


Educate As users share increased amounts of intimate information, companies must educate

their consumers about secure behavior, as well as provide passive tools for protection.

Follow-Up Ping consumers with relevant follow up information to improve their ownership

experience and remind when they need to complete an action.

Financial Education Program Gives Users Management Tips

New technologies are being leveraged to not only demonstrate the

importance of data security, but to teach users how to make smarter

decisions about their own privacy and how they manage their payments.

By identifying behaviors in the moment and providing feedback around

where consumers can improve, these applications are helping break

harmful habits and coach people toward positive directions.

TREND : BEHAVIORAL NUDGINGPERSONALIZED SUPPORT

76% of consumers agree that It would

take years to bounce back from having

important financial information lost or

compromised.

60% of people feel that protecting their

financial information can be ‘as complex

as learning rocket science,’ with 57%

saying they feel helpless on the matter.



76%

60%

31

CARNEGIE MELLONProgram Nudges Users Towards More Secure Posting Habits On Social Media

MASTERCARDFinancial Education Program Gives Users Management Tips

NICE2HACKYOUIdentifying Provocative And Embarrassing Search Results

Borrowing a page from learnings in economics, researchers at

Carnegie Mellon are experimenting with a new program that

pushes users towards adopting safer behaviors when browsing

online. One tool focuses on avoiding regret and helps social

media users make better choices about their posts. As users are

typing, the tool randomly selects five people from the writer’s list

of contacts who are about to see the post and shows their profile

pictures on the screen. The idea is to build an application that

regularly reminds users of the potential consequences of sharing

information, and slowly guide them toward better behavior on

social media or when making a purchase.

cylab.cmu.edu/research/projects/2011/privacy-nudging.html

‘Your Money Smarter’ is a four-week SMS text-based financial

inclusion and education program from MasterCard that is

designed to deliver relevant financial tips that are customized

to users’ money management styles, preferences and financial

attitudes. Offered in both English and Spanish, it’s a unique

method of teaching customers about basic budgeting, spending

and saving strategies. Smart financial management is the

results of many small decisions, which are part of a person’s

larger behavior. The ‘Your Money Smarter’ platform is designed

to gently guide users towards smarter financial behavior and

budgeting through timely, regular nudges.

yourmoneysmarter.com

masteryourcardusa.org

The New York band, Big Data, known for examining the

Internet’s impact on the human experience recently released

its latest project and app entitled Nice2HackYou. The app

will (with permission) “hack” into an individual’s browser

history and through using a unique algorithm, find provocative

searches related to porn, relationships, medical diagnostics and

other generally embarrassing topics. Real prizes will be given

out to individuals if they share Nice2HackYou’s findings from

their search history. The application and prizes are being used

to promote Big Data’s new album titled “2.0”.

nice2hackyou.com

Personalized Support Behavioral Nudging


“The vast majority of consumers would have never

thought twice about security until something bad

happens to them.”

Justin Brookman. Director of Consumer Privacy,

Center for Democracy & Technology

“Consumers, just in common password practices, are

really lazy about this sort of thing. I don’t mean lazy

in a pejorative way. Consumers have a lot on their

mind, enough things to do with having to develop a

new, brilliant password every time they do something

to exercise self help to do advanced modeling for

what might happen to their information.”

See How A Strong Digital Support Network Can Help You Better Plan For Your Future

See page. 34-35

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CONTROL Consumers desire greater oversight and supervision of their

personal security and tools to manage their privacy more effectively.

PERSONALIZATION Consumers gravitate toward products that

dynamically react to their individual needs and open the door to

experiences that are tailored to them.


“People are going to start being tracked by real name all the time now, in ways they don’t necessarily find comfortable.”


MICROSOFT


Integrate Emotional nudges can be woven into existing behaviors, preferences and specific

contexts, providing information that feels welcome and relevant to consumers.

Secure Emotional cues can be leveraged as a safety mechanism around usage behaviors

such as communication and financial decisions.

Glassses Can Detect And React To Their Wearer’s Emotions

New technologies are going beyond traditional user inputs, and reading

into more complex indicators such as emotion to deliver a more relevant

and secure user experience. These technologies can be leveraged

to guide consumers towards a more rational understanding of their

spending behaviors and guard them from bad decisions.

TREND : EMOTIONAL SAFEGUARDSPERSONALIZED SUPPORT

In the wake of increased incidents and heightened

regulations, corporations and government agencies are

scrambling to safeguard their data and networks—a push

that is catalyzing growth in the market for cybersecurity

solutions and technologies.”

Global State of Information Security Survey. PwC. 2015

82% of people prefer to use their credit/

debit card instead of cash when trusting

the retailer or merchant, though 76% deem

trust a non-issue as they almost always use

their credit/debit cards to pay for things.


82%

33

GINGER IOSensor Deduces Early Signs Of Depression By Monitoring Phone Behavior

MICROSOFTGlasses Can Detect And React To Their Wearer’s Emotions

EMOPULSEBracelet Tracks Mood And Diet To Recommend Lifestyle Changes

Ginger IO is an app that can predict signs of depression up to

two days before outward symptoms manifest. The app works

by utilizing the phone as a tool for recording everyday behavior,

which allows it to pick up on patterns and early warning signs.

Ginger IO focuses in particular on people with diabetes, a

condition that has a very high correlation with depression.

The app taps into the built-in sensors of every smartphone to

transform it from an everyday object into a powerful first line of

defense in personal health.

ginger.io

The United States Patent and Trademark Office has granted

Microsoft a patent for a pair of glasses that can detect a wearer’s

emotional response to what they’re looking at. For example,

if the wearer is watching TV and suddenly soccer comes on,

their posture may change and they may smile, and the system

will be able to identify a change in their emotional state. Once

the database determines the emotional response, various kinds

of corresponding content can be pushed into the user’s view.

It can work the other way, too. If the wearer is looking at a

person through the glasses, the emotional state of that person

can be detected, either by their posture or facial expression.

This technology could be leveraged to help consumers better

understand their behavior or act in a safer or more secure way.

1.usa.gov/1In1AnJ

The EmoPulse Smile Bracelet is a phone that can be worn as

a bracelet and features sensors that pick up on the wearer’s

stress, mood, diet and overall well-being. The smartphone’s

twin displays are made of a flexible material, allowing it to

wrap around the wrist. The Smile Bracelet runs an algorithm-

based, custom Linux AI operating system and uses biosensors

embedded in the device to gather information about its wearer,

using the data to help prompt certain actions within the user’s

day. After watching a few movies or listening to streamed music,

for example, the system will recommend more content based on

personal tastes and/or emotional responses, and the accuracy of

the predictions will increase over time with continued use.

emopulse.com

Personalized Support Emotional Safeguards


“You know that this cell phone is min by the way

it’s held in my hand, the way that I’m walking, and

the gait that I have, and the other things I’m doing.

All the other information is part of the larger user

identification.”


“Customers are used to systems the way they

are and for things to behave in a certain way. The

biggest challenge is going to be how companies

shift these norms that have been set really deeply

for a long time.”

See How A Strong Digital Support Network Can Help You Better Plan For Your Future

See page. 34-35

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Raj and Nadine are a young couple living in NYC who are recently married with their first

child on the way. Between fixing up the nursery and paying off their wedding there are a

lot of extra expenses that they need to juggle. With so many adjustments in their lives, they

don’t want their finances to be an additional worry. They want payment tools that allow them

to purchase the things they need, while ensuring that they’re staying within their budget.

RELATED TRENDS

On-Hand Identifiers p.6-7


Privacy Dashboards 24-25

2. Raj is trying to make

a large purchase of paint and

other supplies, but has forgotten

his wallet in the car. A mobile

payment option is available, but

because it’s an unusual purchase,

the platform still requires an

additional level of

authentication.

1. On their way home from

visiting Nadine’s parents in

Delaware, the couple decide to

take advantage of being out of

town to get some errands done.

Nadine drops Raj at the hardware

store, while she heads to the

supermarket to get some

shopping done.

3. Because Raj and Nadine

are joint cardholders, she

receives a mobile alert asking

to verify the purchase. With

a simple text, she can enable

the payment from anywhere.

Personalized Support Financial Safety Net

Financial Safety NetUsing A Digital Support Network To Confidently Spend For The Future

35

4. The transaction is

instantly logged and

analyzed against typical

monthly spending habits to

create an updated view

of their budget for

the month.

5. When the couple logs

onto the account associated

with their card, they can see

simple visualizations of

their spending habits and

upcoming payments to better

understand how to

manage their money.

6. A personal assistant

feature offers the couple

guidance on how to reach

their financial goals so they

can confidently plan for their

family’s future.

Personalized Support Financial Safety Net

Financial Safety NetUsing A Digital Support Network To Confidently Spend For The Future

RELATED TRENDS

On-Hand Identifiers p.6-7


Privacy Dashboards 24-25

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APPENDIX

37

Experts To Follow

Methodology


Justin Brookman is the Director of Consumer Privacy at the Center for

Democracy & Technology. The mission of CDT is to champion global online

civil liberties and human rights, and drive policy outcomes that keep the

Internet open, innovative, and free. his work focuses on using the internet as

a tool to improve individual privacies, facilitate entrepreneurial endeavors,

provide access to new markets and opportunities, and create a platform for

free speech.

cdt.org/staff/justin-brookman | @JustinBrookman


Tim Hwang is a computer science expert, designer, and writer, whose work

focuses on how people’s identities shift in digital spaces, and how behavior

changes online. With safety and security as a focus, Tim’s projects explore

larger social privacy topics such as Wikileaks from the viewpoint of an

individual online user.

timhwang.org/about | @timhwang


Stan Stalnaker is the Founding Director of Hub Culture, a social collaboration

network that merges online and physical places. Hub Culture is one of the

world’s most influential private networks, with a news content system geared

around micropayments, collaboration tools that merge physical locations

with the web, and collaborative access to some of the world’s most influential

people. The platform is tied to the cryptocurrency, Ven, and strives to create a

secure online community which promotes the use of digital currencies.

oustrup.com/stan-stalnaker | @stanstalnaker


Matt Hogan is the founder of Datacoup, a startup that is giving shoppers

greater awareness of their personal data by offering to pay them monthly

for access to their social media meta-data. The service is aimed at making

consumers more aware of how and when their personal data is being used,

and empowering them to take greater ownership of that information.

datacoup.com | @matthewphogan

Neil Costigan. CEO, Behaviosec

Neil Costigan is the CEO of Behaviosec, a service that works to identify users

by their unique biometric fingerprint, which includes

a combination of ways in which users interact with their device, such as the

force with which they hit a key, the angle they use to swipe a touchscreen, or

their typing speed. This type of identification frees users from the burden of

memorizing complex passwords, and simply allows them to interact with their

device as they normally would to confirm their identity.

behaviosec.com | @BehavioSec

PSFK Labs employed a research methodology called Grounded Theory

Analysis to gather emerging ideas from the marketplace, which were

later used to identify trends featured in this document. Grounded Theory

analysis is a systematic methodology in the social sciences that takes a

bottom-up, data-driven approach to generating assertions about larger

ideas, trends and movements based on research collected around a

directional brief.

At the end of the research process, the team compiled over 600 data

points that we observed helping everyone from consumers to organizations

employ better safety and security online. PSFK Labs’ analysts conducted

pattern recognition, where they identified clusters of similar ideas

appearing within the marketplace. Clusters with several supporting

examples were defined as Trends. After the trend analysis process, we

looked at how these trends could be successfully applied to the field of

digital safety and security, and provided actionable suggestions on how

these trends are relevant to consumers.

Meg Nakamura. Founder, Shift Payments

Meg is the Co-Founder of Shift Payments, a new all-in-one credit

card-sized device that allows users to pay with their traditional bank

accounts, loyalty points, and even virtual currencies. By storing a wide

range of digital payment information on a single card, from bitcoin to

credit cards, the device helps consumers consolidate their payment

information onto a single secure interface.

shiftpayments.com | @megnakamura

Drew Conway. Head of Data, Project Florida

Drew Conway is a leading expert in the application of computational

methods to social and behavioral problems at large-scale. Drew is the

Head of Data at Project Florida, and has been writing and speaking

about the role of data and data security in industry, government and

academia for several years.

drewconway.com | @drewconway

+LABS

38

Each day we share better ways to live, work, and play through PSFK.

com and social platforms. We publish new ideas across areas such as

design, retail, technology and travel and hit 10 million impressions per

month across our channels.

Our thought leadership reports are written by our PSFK Labs

innovation consultants – a group of researchers who study trends in

the market places and advise brands like Apple, BMW, Google and

Samsung, helping them develop new products, services, and ways to

interact with their consumers.

psfk.com | labs.psfk.com | @psfk

PSFK Labs

42 Bond Street, 6th Floor

New York, NY 10012 USA

labs.psfk.com

TEAM

Project Lead

Andrew Vaterlaus-Staby

Design

Sarah Lee

Lance Green

Research

Tim Ryan

Michelle Hum

Charlotte Hellichius

About PSFK LABSMasterCard is a technology company in the global payments industry.

They operate the world’s fastest payments processing network,

connecting consumers, financial institutions, merchants, governments

and businesses in more than 210 countries and territories. MasterCard’s

products and solutions make everyday commerce activities – such as

shopping, traveling, running a business and managing finances – easier,

more secure and more efficient for everyone.

mastercard.com | @MasterCard | @MasterCardNews

MASTERCARD INVENTIONS TO CHECK OUT

FacePay : Facial Payment Software Verifies

Purchases With A Selfie

newsroom.mastercard.com/videos/replacing-passwords-with-selfies

EMV : A Standard For Dynamic Authentication

For Each And Every Transaction

bit.ly/1KHw44R

Master of Code : Hackathon Brings Together

Creative Minds To Solve Problems

mastersofcode.com

MasterPass : Giving Customers Their Own

Connected Digital Wallet

masterpass.com

Identity Theft Alerts : Working With Customers To

Keep Online Information Safe

mastercard.us/idtheftalerts

Your Money Smarter : Financial Education Program

Gives Users Management Tips

yourmoneysmarter.com

PIERS FAWKES

Founder & Editor-In-Chief

[email protected]

+1 646.520.4672

SCOTT LACHUT

President of Research & Strategy

[email protected]

+1 646.520.4672

About MasterCard+

LABS

Version 2.0 | Published October 2015

All rights reserved. No parts of this publication may be

reproduced without the written permission of PSFK Labs.

For more recent PSFK Lab reports, visit psfk.com

LABS

A Report In Partnership With

Version 2.0 | Published October 2015

#FutureofDigitalSafety