Digital banking, especially via mobile devices, is quickly becoming the top-of-mind mode of transactions for many Filipinos. While it is highly associated with ‘speed’, ‘convenience’ and ‘ease of use’ among its users, digital banking is often seen as ‘less safe’ and could be more prone to hacking and fraud.
Conventional ways of ensuring account security, such as complex password, is no longer a guarantee from hacking, nor does ownership of a smartphone immediately imply that the user is familiar with technology or any of the jargons it comes with.
With these various factors of uncertainty, the fight for better security seems to result in a more intimidating experience for some people. However, for ING Philippines, the principle of continuously offering frictionless and easy banking goes hand-in-hand with donning the strong security approach.
“Adoption of digital banking is here to stay and all players in this ecosystem, such as banks to e-wallets and payment services providers, have to make ‘security’ the top priority while providing a smooth and frictionless banking experience in today’s digital age.
At ING, instead of creating a series of hoops and hurdles for the user, we do the heavy lifting,” said Hans B. Sicat, country head and managing director of ING Philippines. “The underlying goal is to create a simpler, more straightforward experience, while keeping our customers and their accounts secure,” added Hans.
Differentiating campaign to inform and collaborate with customers on security
Anchored on the belief that a secure and frictionless banking experience need not be complicated or only accessible to the ‘tech-savvy’ ones, ING wants to reassure its customers that it is #SimplySecuredWithING so they are free to ‘do their thing’ – as aligned with ING’s global tagline.
The campaign hero material features ways in which ING is protecting its customers in common day-to-day scenarios:
- Device Binding. As the first mobile-only banking player in the Philippines, ING uses ‘device binding’ where a customer’s ING account can only be accessed on mobile devices that are authorized by the customer through face recognition and personal information authentication. This reduces the chances of account hacking and unauthorized access.
- Continuous Monitoring. Round-the-clock monitoring of the accounts and confirmation messages are sent with every transaction, so customer is informed of any activity on his/her account.
- Emergency Measures. In the event of a suspicious activity, ING verifies the transaction directly with the customer and gives the option to either confirm the transaction or limit the account and cards usage while investigation takes place. Customer can also choose to freeze or unfreeze their debit cards in one tap via the ING mobile app when they need to secure them.
“Beyond the regular security reminders, the #SimplySecuredWithING campaign aims to inform ING customers by using day-to-day scenarios and simplifying terms to understand ING’s existing security features. More importantly, our customers can be equipped to respond to these common scenarios related to their accounts as depicted in the video. Through this, ING hopes to collaborate with our customers on building safe digital banking practices while assuring them of the high level of security measures taken to protect their accounts,” Hans added.