Enhanced mobile app payments

Balancing simplicity and security remains a constant need in the payment ecosystem. As mobile commerce continues to dominate the e-commerce landscape—projected to account for 42.9% of e-commerce sales by the end of 2024—it’s clear that mobile devices are becoming central to online shopping. (Source: Statista and eMarketer).

The OOB App URL feature, now enabled with EMV® 3DS 2.2 and the already existing 3DS Requestor App URL, offers seamless automatic redirection between merchant and authentication apps. This feature addresses several key challenges in the mobile payment ecosystem, benefiting merchants, issuers, and consumers.

At the core of the OOB App URL feature is a dramatically improved user experience. By eliminating the need for manual switching between apps, this feature ensures a smooth, uninterrupted payment flow that keeps users engaged throughout the transaction process. This seamless journey enhances user satisfaction and significantly impacts authentication success rates, bridging the nearly 8% gap between mobile app and browser payment successes.

Moreover, the streamlined process reduces friction during authentication, effectively decreasing cart abandonment rates. By removing challenge screens and maintaining user focus on completing the purchase, OOB App URL saves valuable seconds in each transaction—translating this into a substantial improvement in overall conversion rates for merchants.

While the OOB App URL emphasizes user convenience, it does not compromise security. The feature adheres to Strong Customer Authentication (SCA) standards, ensuring robust security measures are in place without increasing the risk of transaction abandonment due to security concerns. This balance between convenience and security is crucial in retaining customer trust while facilitating smooth transactions.

Another significant advantage of the OOB App URL is its cross-app compatibility. It functions seamlessly when merchant and authentication apps are on the same device, providing a unified experience across different applications. As mobile transactions grow, leveraging innovative solutions like the OOB App URL can significantly improve the user-friendly authentication process that keeps customers engaged and satisfied.

Netcetera continuously upgrades and updates its 3-D Secure Issuer Service (ACS), following all new trends and customers’ requirements in the payment industry. It constantly monitors, tests, and reports to offer its customers the best consultancy services to overcome challenges, improve conversion, and secure the overall business.

Please feel free to contact us in case you need any clarification on the EMVCo® specification related to the OOB App URL. Our experts can explain how and why you must improve the app flow to increase your authentication success rate and create user journeys without unnecessary friction.

Note:

The OOB App URL product feature is enabled with EMV® 3DS 2.2 and cannot be applied to transactions processed with lower protocol versions.

**EMV ® is a registered trademark in the U.S. and other countries and an unregistered trademark elsewhere. The EMV trademark is owned by EMVCo, LLC.