An Insight by Kenneth Wong, APAC Regional Strategy Director, M&C Saatchi Mobile
Mobile World Congress Shanghai is the largest mobile event in Asia, bringing together the APAC and worldwide mobile community. In addition to cutting-edge products and technology exhibitions, MWC prides itself on world-class thought leadership. This year, M&C Saatchi Mobile, represented by APAC Strategy Director, Kenneth Wong, was invited to speak, offering a deep dive into mobile app fraud.
Kenneth spoke at the Tomorrow Operator’s Summit discussing the current state of fraud, the ways it’s evolving and what should be done in the future to combat the problem. Speakers on the panel and audience members came from a range of industries but all agreed that issues with fraud are universal and that actualizing and implementing solutions was integral to fighting them.
The conference’s overall theme was, “discovering a better future” and the take home message was clear; with the rapid rate of industry evolution, fraud is happening more than ever. With the prevalence of fraud appended to the progress of mobile, a better future will only come if the proper steps are taken to contain deceptions. Only this will lead to trust between operators, brands, and consumers necessary for the industry to flourish.
When asked for some key takeaways, Kenneth had this to say “Firstly, collective responsibility is key. It is not enough for one group of players to tackle fraud, every stakeholder in the adtech ecosystem needs to do their part. Secondly, cooperation itself may not be enough. The industry has been self-regulating to this point, but this has led to a lack of accountability. There hasn’t yet been a push of best efforts even though the majority agree fraud is a key problem and constant threat. Regulation can bring everyone together and to create fraud prevention and detection cut fraud down.”
Kenneth Wong is the Regional Strategy Director, APAC, at M&C Saatchi Mobile. At the agency, he works to bring data, platform and consumer knowledge together to create the best possible strategies for clients and partners. To discuss app fraud and other topics in greater depth, get in touch with Kenneth today.