Popular ride-hailing service makes sure their passengers can log in and approve transactions quickly and easily while keeping private information secure
If you’ve been following our journey to make mobile user authentication more secure and user friendly, you’ll know that our Hong Kong-based business originally started with the launch of our secure authentication technology with local mobile operator 3HK — right here on our doorstep.
Now it’s time for us to unveil another local launch — the integration of our patented, world-class tech with the popular Hong Kong ride-hailing app SuperCab. Not only have we integrated our seamless authentication into the service, but we’ve also used our partnership with Microsoft to use their Azure Active Directory B2C platform to authenticate users with IPification. This makes SuperCab the first app in the world to use IPification and Azure AD B2C!
Challenges SuperCab wanted to resolve
The SuperCab service was launched a little more than a year ago and has since attracted tens of thousands of passengers via their Android and iOS app. Such rapid growth has of course brought several challenges.
Their key concern was to successfully fight fraud. A number of customers tried to avoid paying their fare by using mobile phones loaded with fake SIM cards to get around the charging process. The company was unable to combat this until the IPification solution came along — our technology will not allow the user to complete any action within the app if the device ID and SIM card do not match the information that the mobile operator already holds about that user. Fraudsters using fake SIMs are now left high and dry when they try to hail a ride!
Conversion of app download to usage was another challenge facing SuperCab. Their traditional two-factor authentication user experience meant that not all users were willing to use the app, and so they switched to the more user-friendly, low-friction approach from IPification and immediately saw conversion and usage rates rise. IPification enables a single-tap or even zero-tap approach, streamlining the experience for users to register, log in, or authenticate a transaction.
Integrating Microsoft Azure Active Directory B2C
To integrate IPification, the SuperCab team decided to go via the Microsoft Azure Active Directory B2C route. Azure AD B2C is a complete solution that enables services to handle user registration and login using a suite of centralized tools, thus allowing application developers to integrate multiple authentication methods to ensure that they have their users well protected.
IPification is fully integrated into Azure AD B2C, meaning that SuperCab could focus on integrating with Microsoft’s solution only, enabling IPification in the process. For a developer, this is a fairly straightforward process, especially for those already familiar with the Azure AD platform and policy management.
For service providers already using Azure AD B2C to manage their users, the process is even simpler — enabling them to simply choose and add another authentication method to the selection already available in the app.
Now that SuperCab integration is live, their users are receiving a pure passwordless experience powered by Azure AD B2C and IPification!
For any other service provider or app developer wanting to go down this route, you will get full support from the IPification team to ensure that you too can offer the benefit of passwordless authentication to fully protect your users as well.
