By 2020, Cisco expects that there will be 5.5 billion mobile users connecting to the Internet streaming music, watching videos, doing research, and of course shopping. IP geolocation takes the user's IP address and turns it into a valuable piece of information that organizations can use in a variety of ways to reduce risk, improve security and customer satisfaction, and maintain compliance.

1.Reduce Unauthorized Access to Premium Content

Geolocation authentication can help stop unauthorized viewers from gaining access to your restricted and copyrighted content, like video on-demand and streaming events. Using geolocation authentication, you can block viewers from accessing this content from outside of a certain geographical area, ensuring that only the viewers in areas you want have access.

2. Minimize the Risk of Fraud

What does it cost a company when they lose the trust of some of their most valued customers? Having accurate geolocation data allows you to create rules based upon location and reduce the number of fraud false positives. This can lower call volume and the number of irate customers while increasing subscription rates at the same time.

3. Improve Your Cybersecurity

Combining IP Geolocation data with proxy identification and IP Risk scoring can be used to minimize the risk of bot activity by verifying the user is actually a person that is coming from a legitimate location and not a bot trying to connect from an already identified botnet. This saves resources for actual customers who are trying to access your system while decreasing the risk of bad actors.

Imagine for a moment that your security team has set up an advanced intrusion detection system with endpoint tools to help minimize the risk of threats. To supplement these tools, you can also block a variety of threats from entering your network by evaluating risks using IP geolocation. These include geolocation, proxy, and risk data that you can use to assess network connections and find potential threats faster.

4. Maintaining Compliance

What if your customer support team accidentally provides access to your software updates and documentation to anyone in the world? After the fact, the US Treasury Department's Office of Foreign Assets Control learns about this mishap. Your company could face civil penalties of over $250,000 because someone at your company allowed certain countries to gain access to your software and documentation. With geolocation, you can determine the user's location by IP address and only allow countries that are legally allowed to access your information to retrieve it.

5. Improving Customer Experience

You've been working on a new service, but the performance is not meeting customer expectations. Without using geolocation, you aren't routing customer traffic to maximize website/service response time. The problem is rarely that a data center can't handle the traffic directed at them, but more often the case that performance is not optimized by geo-load balancing web traffic/service calls.

As you can see, there are several uses of geolocation that can reduce risk, improve security and customer satisfaction, and maintain compliance. These are just a few examples. As the use of the Internet on mobile devices continues to rise in the future, there will be even more benefits to using geolocation data.

Chris Roosenraad

Chris Roosenraad

Chris Roosenraad is chairman emeritus of the Messaging, Malware and Mobile Anti-Abuse Working Group (MAAWG) and director of UltraDNS at Neustar.