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USSD ‘race’ draws record 400 000 users

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Mastercard in collaboration with Digitata Insights recently launched a gamification campaign to educate South Africans on the benefits of making safe, secure and fast payments with Masterpass.

An interactive game to educate users on digital payments drew almost 400 000 users, believed to be a record for a campaign using the cellphone short-code system known as USSD.

Mastercard ran the campaign in collaboration with Digitata Insights, a subsidiary of Digitata, using ‘gamification’ to educate South Africans on the benefits of making safe, secure and fast payments with Masterpass, the global digital payment service from Mastercard.

The interactive game – “The Masterpass Race” – showed South African consumers the benefits of  Masterpass across digital payments channels including airtime top-up, online purchases, bill payments and in-store payments. It also demonstrated the security features, convenience and ease of use people will find in Masterpass—including the fact that they can pay with a smart app on their smartphones and leave their physical wallets at home.

Gabriel Swanepoel, Product Development and Innovation, Mastercard, said: “To create widespread adoption of our Masterpass solution, we looked for a unique, fun and engaging platform to bring its benefits to life for consumers. Gamification was a perfect opportunity to educate consumers about how digital payments can improve their lives.”

To participate, subscribers had to dial a USSD short code. Players earned points for by answering questions relating to information supplied in the game about mobile and cashless payments and Masterpass, and completed actions such as downloading and using the Masterpass app. Accumulating points got players to the next level of the game and points could be converted into airtime.

Richard Walton, acting CEO at Digitata Insights, said: “Gamification – the incorporation of game play into online marketing – is an extremely effective way to keep mobile users engaged, offering the ideal opportunity to educate them in an interactive manner.  The fact that players could receive free airtime ensured continued engagement and made the game extremely popular.”

Digitata Insights developed the USSD-based gamification service using the company’s MeMe measurable mobile media platform. “Text-based USSD was the ideal channel as all mobile users are familiar with the *111# service. It is also a prolific channel because it is device and network agnostic, which means there is potential to deliver bespoke content to a huge market, all without the subscriber incurring any charges as no data is required.”

To ensure the broadest reach, Digitata Insights partnered with South Africa’s two largest network operators, gaining access to millions of potential customers. The results from the campaign were impressive: more than 398,595 people started the race and some 153,000 reached the finishing line by completing all 17 levels in the game.

“Overall we feel that the Masterpass campaign was on par with some of the biggest USSD-based consumer engagement campaigns run globally,” said Walton. “And despite this form of mobile marketing being around for 15 years already, we’re not aware of any other campaigns that have been able to generate these numbers. We therefore feel that we’ve taken USSD-based marketing to the next level, and are now starting to realise the full potential that this form of mobile engagement has always held.”

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Legion gets a pro makeover

Lenovo’s latest Legion gaming laptop, the Y530, pulls out all the stops to deliver a sleek looking computer at a lower price point, writes BRYAN TURNER

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Gaming laptops have become synonymous with thick bodies, loud fans, and rainbow lights. Lenovo’s latest gaming laptop is here to change that.

The unit we reviewed housed an Intel Core i7-8750H, with an Nvidia GeForce GTX 1060 GPU. It featured dual storage, one bay fitted with a Samsung 256GB NVMe SSD and the other with a 1TB HDD.

The latest addition to the Legion lineup has become far more professional-looking, compared to the previous generation Y520. This trend is becoming more prevalent in the gaming laptop market and appeals to those who want to use a single device for work and play. Instead of sporting flashy colours, Lenovo has opted for an all-black computer body and a monochromatic, white light scheme. 

The laptop features an all-metal body with sharp edges and comes in at just under 24mm thick. Lenovo opted to make the Y530’s screen lid a little shorter than the bottom half of the laptop, which allowed for more goodies to be packed in the unit while still keeping it thin. The lid of the laptop features Legion branding that’s subtly engraved in the metal and aligned to the side. It also features a white light in the O of Legion that glows when the computer is in use.

The extra bit of the laptop body facilitates better cooling. Lenovo has upgraded its Legion fan system from the previous generation. For passive cooling, a type of cooling that relies on the body’s build instead of the fans, it handles regular office use without starting up the fans. A gaming laptop with good passive cooling is rare to find and Lenovo has shown that it can be achieved with a good build.

The internal fans start when gaming, as one would expect. They are about as loud as other gaming laptops, but this won’t be a problem for gamers who use headsets.

Click here to read about the screen quality, and how it performs in-game.

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Serious about security? Time to talk ISO 20000

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By EDWARD CARBUTT, executive director at Marval Africa

The looming Protection of Personal Information (PoPI) Act in South Africa and the introduction of the General Data Protection Regulation (GDPR) in the European Union (EU) have brought information security to the fore for many organisations. This in addition to the ISO 27001 standard that needs to be adhered to in order to assist the protection of information has caused organisations to scramble and ensure their information security measures are in line with regulatory requirements.

However, few businesses know or realise that if they are already ISO 20000 certified and follow Information Technology Infrastructure Library’s (ITIL) best practices they are effectively positioning themselves with other regulatory standards such as ISO 27001. In doing so, organisations are able to decrease the effort and time taken to adhere to the policies of this security standard.

ISO 20000, ITSM and ITIL – Where does ISO 27001 fit in?

ISO 20000 is the international standard for IT service management (ITSM) and reflects a business’s ability to adhere to best practice guidelines contained within the ITIL frameworks. 

ISO 20000 is process-based, it tackles many of the same topics as ISO 27001, such as incident management, problem management, change control and risk management. It’s therefore clear that if security forms part of ITSM’s outcomes, it should already be taken care of… So, why aren’t more businesses looking towards ISO 20000 to assist them in becoming ISO 27001 compliant?

The link to information security compliance

Information security management is a process that runs across the ITIL service life cycle interacting with all other processes in the framework. It is one of the key aspects of the ‘warranty of the service’, managed within the Service Level Agreement (SLA). The focus is ensuring that the quality of services produces the desired business value.

So, how are these standards different?

Even though ISO 20000 and ISO 27001 have many similarities and elements in common, there are still many differences. Organisations should take cognisance that ISO 20000 considers risk as one of the building elements of ITSM, but the standard is still service-based. Conversely, ISO 27001 is completely risk management-based and has risk management at its foundation whereas ISO 20000 encompasses much more

Why ISO 20000?

Organisations should ask themselves how they will derive value from ISO 20000. In Short, the ISO 20000 certification gives ITIL ‘teeth’. ITIL is not prescriptive, it is difficult to maintain momentum without adequate governance controls, however – ISO 20000 is.  ITIL does not insist on continual service improvement – ISO 20000 does. In addition, ITIL does not insist on evidence to prove quality and progress – ISO 20000 does.  ITIL is not being demanded by business – governance controls, auditability & agility are. This certification verifies an organisation’s ability to deliver ITSM within ITIL standards.

Ensuring ISO 20000 compliance provides peace of mind and shortens the journey to achieving other certifications, such as ISO 27001 compliance.

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