부정행위를 방지하고 기밀 데이터를 보호하기 위해 온라인 거래의 보안을 강화하려는 수요가 증가하면서 3D 보안 인증 시장을 주도하고 있으며, 전자상거래와 모바일 결제 증가로 기업과 금융 기관은 민감한 고객 데이터를 보호하고 부정 거래를 방지하기 위한 인증 솔루션 개선에 중점을 두고 있습니다. 2024년에는 45억 6,000만 달러, 2032년에는 181억 6,000만 달러에 달할 것으로 예측됩니다.
유럽연합의 PSD2 및 SCA(Strong Customer Authentication) 표준과 같은 규제 의무도 규정 준수와 거래의 안전을 보장하는 3D 보안 기술의 사용을 촉진하고 있습니다. 또한, 사이버 보안에 대한 소비자의 인식이 높아지고, 원활하고 안전한 결제 경험에 대한 수요가 3D 보안 기술의 채택을 촉진하고 있으며, 2024-2032년 약 20.80%의 연평균 복합 성장률(CAGR)을 보일 것으로 예측됩니다.
3D 보안인증 시장 정의/개요
3D 보안 인증은 온라인 신용카드 및 직불카드 거래의 보안을 강화하기 위한 보안 메커니즘입니다. 온라인 결제 시 카드 소지자는 카드 발급사와 비밀번호, SMS 코드 또는 생체 인식을 통한 추가 인증 단계를 거쳐야 하며, 3D Secure의 주요 사용처는 전자상거래 플랫폼, 온라인 뱅킹, 디지털 결제 게이트웨이 등입니다. 부정거래를 줄이고 결제 보안을 향상시키는 것을 목표로 하고 있습니다. 온라인 거래 증가, 인증 기술의 발전, 결제 보안에 대한 강력한 규제 상황 덕분에 3D 보안 인증의 미래는 밝을 것으로 보이며, 3D 보안 인증은 확대되는 디지털 결제 상황에서 필수적인 요소로 자리 잡았습니다.
온라인 거래의 보안 강화에 대한 수요는 3D 보안 인증 산업의 주요 동력이 되고 있습니다. 온라인 상거래와 디지털 결제의 부상으로 소비자와 기업은 거래 보안과 사기 방지에 대한 불안감이 커지고 있으며, 3D 보안 프로토콜은 더욱 진보된 검증을 제공하여 부정 거래의 위험을 크게 줄일 수 있습니다. 안전한 거래에 대한 인식과 요구가 높아지면서 전자상거래, 은행, 소매 등 다양한 산업에서 3D 안전 인증의 도입이 가속화되고 있습니다.
예를 들어, Visa는 2024년7 월에 원활하고 안전한 쇼핑 경험을 제공하기 위해 최신 3D Secure 2.0 시스템을 배포한다고 발표했습니다. 이 프로토콜은 고급 생체 인식과 인공지능을 사용하여 인증 프로세스를 개선하고, 합법적인 소비자의 마찰을 줄이는 동시에 사기 방지 조치를 강화합니다. 대형 금융기관의 이러한 움직임은 디지털 결제 생태계에서 강력한 보안 대책의 중요성과 시장 성장을 견인하는 역할을 입증하고 있습니다.
또한, 전 세계 정부들은 안전한 디지털 거래의 필요성을 강조하고 있습니다. 유럽연합(EU)은 2024년 6월 온라인 결제에 강력한 고객 인증(SCA)을 의무화하는 PSD2(Payment Services Directive 2)의 요건을 강화했습니다. 이러한 요구사항은 다단계 인증 사용을 의무화하고 있으며, 3D 보안와 같은 기술이 컴플라이언스에 필수적인 요소로 작용하고 있습니다. 이러한 규제 강화는 기업들이 3D 보안 인증을 채택하여 법적 요건을 준수하고 소비자 데이터를 보호할 수 있도록 보장함으로써 시장 성장을 가속할 것입니다.
법적 요건 외에도 사이버 공격과 데이터 유출 증가로 인해 고급 보안 솔루션에 대한 수요가 증가하고 있으며, 2024년 8월에는 대규모 사이버 공격이 대형 소매 체인을 공격하여 수백만 건의 소비자 데이터를 위험에 빠뜨린 바 있습니다. 이러한 사건은 기밀 정보 보호에 있어 3D 보안 인증과 같은 첨단 보안 프로토콜의 중요성을 강조하고 있습니다. 사이버 위협의 끊임없는 진화는 강력한 인증 솔루션에 대한 요구가 계속 증가할 것이며, 이는 시장 성장과 첨단 보안 대책 개발의 기술 혁신을 촉진할 것입니다.
규제 준수 증가는 이러한 표준을 달성하는 데 따르는 복잡성과 비용으로 인해 3D 보안 인증 시장의 성장을 제한할 수 있습니다. 기업들은 엄격한 규제 기준에 대응하는 데 어려움을 겪고 있으며, 그 결과 운영 비용과 리소스 할당이 증가하게 됩니다.
이러한 규제는 결제의 안전과 소비자의 안전을 향상시키려는 것이지만, 기업에게는 컴플라이언스 비용과 기술적 문제를 증가시키는 요인으로 작용하고 있습니다. 이러한 요구사항을 준수하기 위해서는 규정 준수를 보장하기 위한 기술 및 인프라에 대한 막대한 투자가 필요하기 때문에 일부 기업의 경우, 3D 보안 인증 시스템 도입에 대한 의욕을 떨어뜨려 3D 보안 인증 시스템의 채택률이 감소할 수 있습니다.
또한, 지역 간 규제 제도의 복잡성으로 인해 다국적 기업에게 불일치나 문제가 발생할 수 있습니다. 여러 지역에서 사업을 운영하는 기업들은 각기 다른 규제 환경을 극복해야 하며, 각기 고유한 요구사항을 가지고 있습니다. 그 결과, 관리 및 운영상의 제약이 추가되어 기업이 표준화된 3D 보안 인증 시스템을 통일적으로 적용하는 데 어려움을 겪을 수 있습니다. 예를 들어, 2024년 7월, 한 대형 다국적 전자상거래 기업은 전 세계 사업장에서 3D 보안 인증의 다양한 규제 기준을 충족하기 위한 노력에 상당한 지연과 비용 초과가 발생했다고 보고한 바 있습니다.
그러나 규제 준수는 어려울 수 있지만, 최신 보안 조치의 활용을 장려하고 장기적으로 시장에 이익을 가져다 준다는 점을 강조하는 것이 중요합니다. 예를 들어, 2024년 8월 미국의 주요 금융기관들은 새로운 규제 기준을 충족하기 위해 3D Secure 2.0을 성공적으로 도입하여 보안과 소비자 신뢰를 높이는 결과를 가져왔습니다. 이러한 규제는 처음에는 부담스럽지만, 높은 수준의 보안을 제공하고 디지털 거래에 대한 고객의 신뢰를 높일 수 있기 때문에 컴플라이언스 문제에도 불구하고 시장 확장을 촉진할 수 있습니다.
There is a rising demand for improved security in online transactions to avoid fraud and preserve sensitive data driving the 3D secure authentication market. With the rise of e-commerce and mobile payments, businesses and financial institutions are emphasizing improved authentication solutions to protect sensitive client data and prevent illegal transactions is fueling USD 4.56 Billion in 2024 and reaching USD 18.16 Billion by 2032.
Regulatory obligations, such as the European Union's PSD2 and Strong Customer Authentication (SCA) standards, are also driving the use of 3D Secure technology to assure compliance and transaction security. Furthermore, rising consumer awareness of cybersecurity and the demand for smooth yet secure payment experiences are hastening the adoption of 3D secure technologies is expected to grow at a CAGR of about 20.80% from 2024 to 2032.
3D Secure Authentication Market: Definition/ Overview
3D Secure Authentication is a security mechanism that aims to improve the security of online credit and debit card transactions. When making online payments, cardholders must complete an additional verification step with their card issuer, which is typically done via a password, SMS code, or biometric authentication. 3D Secure's key applications are e-commerce platforms, online banking, and digital payment gateways, which aim to reduce fraudulent transactions and improve payment security. The future of 3D Secure Authentication looks positive, thanks to the growing amount of online transactions, developments in authentication technology, and strong regulatory requirements for payment security, making it an essential component of the expanding digital payment landscape.
The demand for improved security in online transactions is a major driver of the 3D Secure Authentication industry. With the rise of online commerce and digital payments, consumers and companies are growing increasingly worried about transaction security and fraud protection. The 3D Secure protocol provides an additional degree of verification, considerably lowering the risk of fraudulent transactions. The increased awareness and demand for safe transactions is driving the implementation of 3D safe Authentication in a variety of industries, including e-commerce, banking, and retail.
For instance, in July 2024, Visa announced the rollout of its updated 3D Secure 2.0 system, which aims to provide a seamless and secure shopping experience. This protocol uses advanced biometrics and artificial intelligence to improve authentication processes, decreasing friction for legitimate consumers while strengthening fraud prevention measures. Such actions by major financial institutions demonstrate the growing importance of strong security measures in the digital payment ecosystem, as well as their role in driving market growth.
Furthermore, governments around the world emphasize the necessity of secure digital transactions. In June 2024, the European Union strengthened its PSD2 (Payment Services Directive 2) requirements, which require strong customer authentication (SCA) for online payments. These requirements mandate the use of multi-factor authentication, making technologies such as 3D Secure critical for compliance. This regulatory push assures that firms employ 3D Secure Authentication to comply with legal requirements and protect consumer data, hence driving market growth.
In addition to legal requirements, the growing incidence of cyberattacks and data breaches has increased the demand for advanced security solutions. In August 2024, a large cyberattack struck a major retail chain, compromising millions of consumer data. Incidents like these highlight the importance of advanced security protocols like 3D Secure Authentication in protecting sensitive information. The continual evolution of cyber threats means that need for strong authentication solutions will continue to rise, driving market growth and innovation in the development of more sophisticated security measures.
Growing regulatory compliance can limit the growth of the 3D Secure Authentication market, owing to the complexities and expenses associated with attaining these standards. Businesses frequently struggle to adapt to tight regulatory standards, resulting in higher operating costs and resource allocations.
While the regulation seeks to improve payment security and consumer safety, it has also resulted in higher compliance costs and technical problems for firms. Adhering to these requirements necessitates significant investments in technology and infrastructure to assure compliance, which can be discouraging for some firms, potentially reducing the adoption rate of 3D Secure Authentication systems.
Furthermore, the complexity of regulatory systems between regions might result in discrepancies and challenges for multinational businesses. Companies that operate in many jurisdictions must navigate a variety of regulatory landscapes, each with its own unique needs. This can result in additional administrative and operational constraints, making it difficult for enterprises to apply standardized 3D Secure Authentication systems uniformly. For instance, in July 2024, a major multinational e-commerce company reported substantial delays and cost overruns in its efforts to meet various regulatory criteria for 3D Secure Authentication throughout its global operations.
However, it is important to highlight that, while regulatory compliance might be difficult, it also encourages the use of modern security measures, which benefits the market in the long run. For instance, in August 2024, a major financial institution in the United States successfully implemented 3D Secure 2.0 to meet new regulatory standards, resulting in increased security and consumer trust. These regulatory regulations, while initially burdensome, offer a higher level of security and can increase customer confidence in digital transactions, hence promoting market expansion despite compliance issues.
The growing need for Merchant Plug-in (MPI) solutions is propelling the 3D Secure Authentication market. MPIs are essential to online transactions because they provide secure connections between the merchant's website and the payment gateway. The increase in e-commerce activities has heightened the need for secure and dependable transaction methods, with firms increasingly implementing MPIs to ensure increased security and fraud prevention during online purchases. This increased usage is being driven by rising consumer awareness of online security dangers and increasing regulatory requirements for safe transactions.
MPIs are in high demand because to their ability to interact effortlessly with existing e-commerce platforms. This integration not only improves the customer experience by lowering the danger of transaction abandonment, but it also offers merchants a low-cost way to strengthen their security architecture. Furthermore, advances in MPI technology, such as real-time fraud detection and multi-factor authentication, have accelerated its implementation. These technical improvements enable merchants to provide a secure buying experience, ultimately increasing consumer trust and loyalty.
Visa, for instance in March 2024, announced that it will expand its 3D Secure 2.0 protocol, focusing on improved MPI functions to facilitate frictionless and secure online transactions.
Similarly, in April 2024 Mastercard released upgraded MPI solutions, emphasizing AI-driven fraud detection methods to improve transaction security. These initiatives by major payment networks highlight the importance of MPIs in the changing environment of digital commerce, as well as their contribution to the expansion of the 3D Secure Authentication business.
The fastest growing segment is Risk-Based Authentication, which is fueled by its sophisticated ability to dynamically analyze transaction risk and provide a smooth user experience by demanding additional authentication only for high-risk transactions. This segment's growth is being driven by rising demand for advanced security solutions that balance security and user ease.
The growing use of cloud-based deployment is a crucial driver driving the 3D Secure Authentication market. Cloud-based solutions provide various benefits, including scalability, cost-efficiency, and ease of installation, which are especially appealing to enterprises of all sizes. These technologies enable enterprises to swiftly adopt 3D Secure Authentication procedures without requiring significant upfront hardware and infrastructure investments. Cloud-based models' flexibility enables firms to adapt their resources in response to demand, assuring optimal performance during peak transaction periods.
The benefits of cloud adoption include increased security and reliability. Cloud service providers often provide strong security measures, such as advanced encryption, regular security updates, and real-time threat monitoring, to safeguard sensitive transaction data from cyber-attacks. Furthermore, the centralized management of cloud-based systems facilitates compliance with changing regulatory requirements, allowing firms to keep current with industry standards and best practices. This combination of security and regulatory compliance has resulted in greater use of cloud-based 3D Secure Authentication solutions.
For example, in January 2024, Amazon Web Services (AWS) introduced a new cloud-based 3D Secure Authentication solution with improved security features and seamless connection with existing e-commerce platforms.
Similarly, in February 2024, Microsoft Azure announced an upgrade to its cloud-based authentication systems, which will include AI-driven analytics to increase fraud detection and security. These activities show the growing relevance of cloud-based deployment in the 3D Secure Authentication industry, as businesses want to utilize the benefits of cloud technology to improve their security architecture.
On-premises implementation is the second fastest growing market, since some enterprises, particularly those with severe security and regulatory compliance requirements, prefer to have direct control over their authentication systems and data.
Country/Region-wise
The widespread implementation of enhanced security measures in North America is expected to fuel significant growth in the 3D secure authentication market. North America, notably the United States, is at the forefront of cybersecurity advances due to significant investments in technology and increased awareness of data security. As organizations and financial institutions struggle to fulfill demanding security standards, the use of 3D secure authentication technologies is becoming more common.
The United States government has issued new legislation aimed at improving cybersecurity across a variety of sectors. For instance, in April 2024, the Department of Homeland Security's Cybersecurity and Infrastructure Security Agency (CISA) issued updated guidelines, suggesting the use of advanced authentication technologies such as 3D Secure to tackle escalating cyber threats. This legislative drive is encouraging firms to invest in strong security systems in order to meet new standards and protect consumer data.
Furthermore, large North American corporations are increasingly implementing 3D Secure Authentication to improve transaction security. In May 2024, Visa announced a significant improvement to its 3D secure infrastructure, with the goal of improving fraud protection for online transactions. Similarly, Mastercard has implemented enhanced authentication technologies as part of its overall security strategy. These industry developments represent a rising realization of the necessity for sophisticated authentication methods in securing digital transactions, which is driving the growth of the 3D Secure Authentication market in North America.
Growing awareness of cybersecurity measures in Asia-Pacific is expected to considerably drive the 3D secure authentication market. As digital transformation spreads throughout the area, businesses and consumers alike are becoming more conscious of the necessity of secure online transactions. This increasing awareness creates a demand for improved authentication solutions to avoid fraud and protect sensitive information.
In July 2024, the Indian government unveiled a new cybersecurity policy that focuses on increasing online security measures, such as authentication processes. This program reflects a larger trend in the Asia-Pacific region, where countries are investing in cybersecurity infrastructure to combat escalating cyber threats. In addition, major financial institutions in China and Japan have reported using 3D Secure Authentication to improve transaction security in response to growing worries about online fraud and data breaches.
Furthermore, Asia-Pacific's rapid digitalization has led to an increase in e-commerce and digital payments, which is supporting the growth of the 3D Secure Authentication market. As more people do online transactions, the necessity for strong security measures grows. Companies such as Rakuten in Japan and Alibaba in China have recently implemented advanced 3D Secure Authentication technology to protect their platforms, underlining the expanding market opportunity and the vital importance of cybersecurity measures in sustaining consumer trust.
The competitive landscape of the 3D secure authentication market is characterized by a mix of established firms and emerging startups offering innovative solutions. Companies in this market are focusing on integrating advanced technologies like artificial intelligence and machine learning to enhance authentication processes and reduce fraud. The market also sees significant investment in R&D to develop more secure and user-friendly authentication methods. Collaborations, partnerships, and acquisitions are common strategies used to expand market reach and improve technological capabilities. Additionally, regulatory compliance and certification play crucial roles in shaping the competitive dynamics of the market.
Some of the prominent players operating in the 3D secure authentication market include:
Visa
Mastercard
American Express
JCB
Discover
In March 2024, American Express enhanced their 3D Secure authentication mechanism with AI-powered features. This improvement uses machine learning techniques to improve the accuracy of fraud detection, giving cardholders more security.
In May 2024, PayPal deployed 3D Secure 2.0 across its global payment networks to enhance security and user experience. This interface enables retailers to meet regulatory standards and reduce transaction fraud.
In February 2024, MasterCard announced a strategic relationship with Microsoft to integrate 3D Secure 2.0 authentication onto Azure cloud services. This alliance seeks to deliver scalable, safe, and efficient authentication processes to worldwide merchants and financial institutions.