Master card usage increase strategy pitch by and then

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In every corner of the globe card issuing company's have the two same goals - more users, more usage. Here was a simple way to induce a change.

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Master card usage increase strategy pitch by and then

  1. 1. /NNOVAT/NG BRAND + AUD/ENCE ENGAGEMENT /NVOLVEMENT Friday 4 July 2014
  2. 2. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © MASTER CARD Friday 4 July 2014
  3. 3. 1// MAESTRO card is the only secure, pin based card in India − 2// Debit cards are usually linked to salary accounts - hence POS and online usage is minimal − 3// Currently − 4// Target audience: SEC A + B − 5// Target audience: 35-45years − 6// Target audience: Male + Female BRIEF All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  4. 4. 1// USER BEHAVIOUR: Increase faith in shopping via Maestro debit card − 2// NEW USERS: Establish Maestro as the safest card to carry − 3// CURRENT USERS: Increase apoption, usage and repeat swiping at multiple points OBJECTIVES All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  5. 5. + ECO-SYSTEM STUDY Friday 4 July 2014
  6. 6. search availability in proximity see peer reviews - offline try on - ask for opinions feedback helps you decide search location consumer reaches POS - physical/ net consumer pays consumer looks for best deal/ reward/ incentive CURRENT MASTER CARD CONSUMER ECO-SYSTEM Present Potentialrepeat all steps Assumption: Consumer knows what he/ she wants Friday 4 July 2014
  7. 7. &Then proprietary tool HELIX S U M SIMPLIFY UNIFY MONETIZE TM Friday 4 July 2014
  8. 8. CURRENT CONSUMER ANALYSIS Consumers usually miss the most relevant and lucrative information. Because they have to hunt for it. Information overload due to various means of communication. The information loses relevance when consumer in the middle of spending cycle. Friday 4 July 2014
  9. 9. ECO-SYSTEM STRATEGY Be with your audience through their journey. Ease their buying process. Enable an educated decision making. Leading to increased awareness, traction, loyalty and usage. Ease, enable, own the consumer process though NET and WEB integrated solutions. S SIMPLIFY Friday 4 July 2014
  10. 10. Create context for Mastercard in consumers’ eco-system. ENGAGEMENT STRATEGY Provide RELEVANT information on-demand, enabled by INTEGRATING the NET using the WEB. U UNIFY Friday 4 July 2014
  11. 11. Mastercard never let's you miss .......... Digital Strategy Create unified, simplifying platforms for consumers on the move! Friday 4 July 2014
  12. 12. Assumption: Consumer knows what he/ she wants PROVIDE availability in proximity - plan your shopping PROVIDE peer reviews PROVIDE - social integration PROVIDE - feedback to helps consumers decide PROVIDE location PROVIDE - consumer ratings/ feedback PROVIDE - consumer payment options PROVIDE - location based best deals/ rewards/ incentives FUTURE OF MASTERCARD CONSUMER ECO-SYSTEM we track consumer behaviour predictive life simplifying solutions on the move + on demand repeat all steps Friday 4 July 2014
  13. 13. A model to nurture users into employing their Maestro card in the real world and online. &Then Presents All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  14. 14. “CARD NON-USERS” − 1// Online + Offline - First usage of card is very low because of lack of benefits/ reasons − 2// Most retailers do not accept cards for small purchases [Rs.100-300] − 3// Transaction fees of 1-2% is levied by unethical retailers − 4// Hidden transaction charges etc. are a common story among debit card users − 5// Big ticket purchases by SEC A/ B are made either via credit card or cash [black money] − 6// No way of knowing your money in a card is 100% secure HUMAN INSIGHTs All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  15. 15. CASH CREDIT UNSAFE UNSAFE = NO BENEFIT = AVOIDABLE PIN BASED DEBIT CARD MAESTRO All copyrights reserved with And Then Digital Arts Pvt. Ltd. © USAGE HURDLES USER ATTITUDE NO BENEFITS SITUATION ANALYSIS BRAND PIXELS TM Friday 4 July 2014
  16. 16. SITUATION ANALYSIS All copyrights reserved with And Then Digital Arts Pvt. Ltd. © BRAND PIXELS TM “HURDLES” − 1// EASY OPTIONS TO PAY − 2// LACK OF FAITH − 3// NO INCENTIVE “OPPORTUNITIES” − 1// Make usage convenient and inclusive − 2// Make usage non threatening − 3// Link virtual usage to real / big benefits Friday 4 July 2014
  17. 17. ENGAGEMENT PLATFORMS All copyrights reserved with And Then Digital Arts Pvt. Ltd. © BRAND PIXELS TM PHONE ONLINE SOCIAL MEDIAIOS POS START CONVERSATIONS WHERE AUDIENCES ARE Friday 4 July 2014
  18. 18. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © ENGAGEMENT STRATEGY MAESTRO ECO-SYSTEM ENGAGE EARN BURNTRACK PLATFORM Friday 4 July 2014
  19. 19. ENGAGEMENT PLAN All copyrights reserved with And Then Digital Arts Pvt. Ltd. © TRACK CONVERTS CREATE HOOKS WITH REAL REWARDS ENGAGE WITH FUN IN VIRTUAL SPACE REDEEMABLE ONLINE ONLY PUSH PRODUCTS REWARD LOYALISTS Friday 4 July 2014
  20. 20. ENGAGEMENT PLATFORM INNOVATIONS All copyrights reserved with And Then Digital Arts Pvt. Ltd. © PHONE - EARN + BURN + TRACK ONLINE - ENGAGE + EARN + BURN + TRACK SOCIAL MEDIA - ENGAGE + EARN + BURN IOS - ENGAGE + EARN + BURN + TRACK POS - EARN + BURN + TRACK MAESTRO ECO-SYSTEM Friday 4 July 2014
  21. 21. “MAESTRO ECO-SYSTEM” − 1// AUDIENCE ENGAGES IN A FUN / GAME ACTIVITY ONLINE/ MOBILE − 2// EARNS VIRTUAL REWARDS − 3// VIRTUAL REWARDS HAVE REAL VALUE VIA A POINT SYSTEM − 4// ENGAGED AUDIENCES CAN TRACK THEIR PERFORMANCE AND REDEEM THESE IN PARTNER SITES ONLINE − 5// WE TRACK SPENDS - AND DO RELEVANT/ PREDICTIVE PRODUCT PUSHES All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  22. 22. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © 1 Engaging content 2 Create value Incentivising users 3 Redeeming + Tracking 4 Re-targeting 5 Monetization 6 HOW IT WORKS Friday 4 July 2014
  23. 23. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © 1 Engaging content 1/ Simple flash games will be put up on a website or within Facebook 2/ These games will be based on popular hobbies and activities. 3/ These activities/hobbies will be used to attract different target demographics. Games will be used as a hook to attract people. Friday 4 July 2014
  24. 24. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © 2 Create value 1000 Pts! 1/ Users will given points for progression in every game. 2/ These points will count in the ‘real world’, for eg Pts 1,000 = Rs.100 3/These points will be posted to Facebook/ Twitter to catch their friends attention and sent to their phones via SMS. 4/ A leader board will be created on the game site for bragging rights. This will encourage users to spend more time on the site Friday 4 July 2014
  25. 25. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Incentivising users 3 1/ On ‘Redeem Points’ section of the site, users will be told what all they can get for their points+ what they can get if they played more. 2/ This will also be SMSed them This will ensure that users will keep coming back to the site *Meal for 2 *Electronics *Apparel With 1,000 pts you can buy: 1000 Pts! Friday 4 July 2014
  26. 26. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Redeeming + Tracking 4 1/ In the Game site’s ‘redeem points’ section: 2/ User can buy products/services with his points. 3/ At this point the system takes his maestro card details. 4/ If he does NOT have a Maestro card, He can order one here. 5/ This links the games he’s played with products he likes and his card details. This links using the card online with a ‘real word’ product/service Friday 4 July 2014
  27. 27. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Re-targeting 5 By the end of these steps: 1/ Acquainted people with using their card online. 2/ Introduced them to secure online purchasing. 3/ Created limited user profiles which can be used for advertising later. Friday 4 July 2014
  28. 28. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Monetization 6 1.. The points will be redeemable only if the user has a maestro card. If not, the user will have to get one, this process will be paid for. 2.. Product/Service providers can be charged for putting up their wares on the games website. 3.. The point system can also be changed, so that products/services need to be paid for my a mix of points and money. Friday 4 July 2014
  29. 29. 1//MasterCard can derive revenues by charging product/ services providers for accessing the games website 2// MasterCard will also be able to create customer profiles 3// Finally, this will help people get familiar with using their card, securely, online − WHY IT WORKS All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  30. 30. UTILITY APPLICATION for MASTER CARD All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  31. 31. 1// There is a huge market in Tier 2 & 3 cities who can be targeted with a Master Card branded experience for their phones. 2// However, most of these consumers have lower end devices, which cant be serviced with Apple or Android apps. 3// Furthermore, given that this is a Master Card experience, the app must be related to financial transactions. The Utility App looks at all of the above, by giving the user something of value, on a device they already posses. USER ANALYSIS All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  32. 32. PRIMARY: It will enable users to track their expenses, by letting them enter the amount spent, and calculate the total spend at the end of every calendar month. VALUE ADD: Users locate places like restaurants,ATMs, Stores, Cinema’s around them. The Utilities Works on: Nokia, Samsung, LG phones. (Which run Java) All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  33. 33. USER JOURNEY 1// The User will be able to enter the amount he/she spends, at any given point. 2// This amount will be added to other amounts spent on the same day. 3// The App will keep count of the money the user has spent in the current month. 4// He/She will be able to see their spending on a month on month basis. 5// And request for schemes to help them save money in those areas CALCULATE MOREPRIMARY USAGE All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  34. 34. USER JOURNEY 1// Enter the Pin code of the area YOU are present in. 2// Include a key word like ‘Chinese Restaurants’ or ‘ATM’. 3// App will use this information to go through a database placed on the internet (It will be able to access the database via Edge, GPRS or a 3G connection). 4// The App will then return a list of places in the vicinity that match the user’s criteria, with addresses and phone numbers SEE MORESECONDARY USAGE All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  35. 35. EXTENDING USABILITY Every time the user swipes his card, the money he spends will be recorded. This amount will be tracked and added, so that he can now see how much he/ she's spending every month. BUT this will need integration with Mastercard's system. Every time the user ENTERS his spends, the money he spends will be recorded. This amount will be sent to our servers by the customer once a month. To activate GROUPON sms offers. BUT this will need integration with Mastercard's system. SMART PHONE JAVA PHONES SAVE MORE All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  36. 36. The Utility app: 1// Reaches out to a wider audience across the nation. 2// It provides something of value that the user can easily integrate in his/her life. 3// It supports an experience that relates to financial transactions, reinforcing the Maestro brand. 4// It thus helps engage people with the Maestro brand in a new way. Conclusion All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  37. 37. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  38. 38. In AR, the smart phone deduces its location, uses it to get more information about its surroundings and displays this information over it’s camera’s view. MASTER YOUR LIFE All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Friday 4 July 2014
  39. 39. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © The Location Based Services or Augmented Reality Application Augmented  Reality   (AR)  is  the  layering   of  addi6onal  digital   informa6on  over  a   user’s  view  of  the   real  world  via  his   smart  phone. MASTER YOUR LIFE Friday 4 July 2014
  40. 40. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Helping your customer discover his surroundings (Locational Services) AR helps customers find you. Or, you can help your customer by pointing him to things you think he/ she may like. AR finds information around the user, its ideal to find new things Friday 4 July 2014
  41. 41. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © Helping your customer find what he wants (Search Services) ‘AR can help you provide a unique and functional customer experience’ AR can help your customer find exactly what he/ she wants in new surroundings. Friday 4 July 2014
  42. 42. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © With AR you can advertise to clients who are close to your store, increasing the likelihood that they will come and visit you. Coupons and Discounts can easily be leveraged and monitored for this. ‘Because the AR app knows where the customer is, it can send them to you’ AR can help increase footfalls for you (Incentivise Potential Customers) Friday 4 July 2014
  43. 43. All copyrights reserved with And Then Digital Arts Pvt. Ltd. © HOW DOES IT WORK? For us to create an AR App the does all of this, we’ll need: • To create a database –We will need the addresses of all the Points of Interest (Eateries, Petrol Stations,ATMs etc) – We will need Latitude and longitude of all these places (this can be done via Google Maps). • Create a repository for advertising and discounts/coupons. • Build application on the &THEN framework, to ensure it reaches all your Android and iPhone users in one go. Augment your user’s reality. Augment your ROI Friday 4 July 2014
  44. 44. An presentation www.andthen.co.in Friday 4 July 2014

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