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Launching a

successful digital

platform

Jonjie SenaSenior Director, Product Marketing

Neustar

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About Neustar

Marketing Risk

Security Communications

www.home.neustar

Solutions Customers

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Trust matters on the customer journey

Customers are loyal to

Brands they trust

Relationships still

take center stage

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Number of brand connections is growing

▪ Brands have more ways to

connect, online and offline

▪ Consumers bombarded by

3000+ ad messages / day

▪ IBM (2017): CSPs among

top companies consumers

trust with their personal data

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The trust gap

Security concerns are preventing connections, engagement and adoption

Trust is now business currency.

Your customers are more aware

of, wary of, and frustrated with

security and privacy risk, and

you will increasingly gain or lose

affinity based on how much they

trust your company.

Forrester

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Digital Platforms

Enterprises

CSPs

Manufacturers

App Developers &

Solution Providers

Regulators & Industry Groups

Win through Collaboration

Digital platforms power our connected world

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Trusted connections

Digital platforms are strong drivers of

innovation and play an important role

in our society and economy.

Their success hinges on trusted

customer experiences and enabling

engagement.

Authorized Authentic

Relevant Consistent

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Layers of trust

Customers

Machines,

Devices &

SoftwarePartner

Ecosystem

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A trusted platform use case

The Solution:

• Covering 240 countries and territories with

numbering information

• Powering access to:

• The world’s 8.6+ billion phone

numbers

• 14 billion customer interactions

annually

• 600+ million social network provider

queries per month

The Challenge:

• Real-time telephone number information

lookup

• Authoritatively identify the world's in-use

fixed and mobile numbers by operator

• Correct with updates from the 4.6 billion

phone numbers subject to portability

• Provide businesses, mobile operators and

aggregators access to critical information

they need to route messages, verify user

identities and communicate with customers

GSMA Pathfinder

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A trusted platform use case

ATIS Robocalling Testbed

The Challenge:

• Mitigate unwanted robocalling and caller ID

fraud

• 2.4 million robocalls to Americans each

month, no. 1 consumer complaint to FCC

• 2.3 million fraud by phone complaints to

FCC, 2016

• $19 million lost since 2012 from scams of

callers spoofing the IRS

The Solution:

• Industry interoperability test facility to

validate the effectiveness of caller

authentication standards developed by the

Internet Engineering Task Force (IETF) and

ATIS

• Virtual industry testbed for communications

service providers, equipment

manufacturers and software suppliers to

test solutions developed for the SHAKEN

framework

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A trusted platform use case

Business Listings for Local Search

The Challenge:

• Adjust to the way consumers search in

print, online and over mobile.

• Deliver timely, enhanced and properly

positioned business listings to reach the

right audience

• Unmanaged listings result in lower

confidence scores, can be altered by 3rd

parties and send weak signals to platforms

• Process 900 million bits of data and 60

million business identities

The Solution:

• Promote business listing across 100+

search engines, directories, GPS, map,

social and mobile sites and applications

• Validate and enhance listings for greater

visibility within local search results online

• Target ready to buy consumers and

generate more opportunities for products,

services and brands

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Our approach

• Address a universal problem

• Focus on your strengths

• Keep the vision in mind, but

solve incremental problems.

• You can’t do it alone.

All partners must win.