MTS has integrated its Mobile ID solution into the SELA online clothing store. The technology allows users to log in using their phone number without the need for passwords or SMS codes. The system utilizes the MTS KYC Platform to facilitate digital identification.
The authentication process relies on SIM-Push notifications, where users confirm their identity with a single tap. This method is functional even without an active internet connection. If a user rejects the notification or uses a smaller mobile operator, the system automatically switches to traditional SMS-based authentication.
Following the implementation, SELA reported a 23% increase in authorization conversion rates over a three-month period. Additionally, the time required for users to log in has decreased by 40%. Currently, 68% of SELA customers utilize the SIM-Push method for account access.
The Mobile ID service is now available to SELA customers through both the company's website and its mobile PWA application. According to MTS, this cascading authentication approach is designed to optimize the customer journey and reduce business costs associated with user verification.