An article outlining Aktif Ileti\'s development strategy

1. technologies
Credit Cards:
INNOVATIVE
DELIVERY
SOLUTIONS
I
t is no secret that many banks in the former Soviet Union, that have pre
viously practiced mailbox distribution of credit cards through national post
operators, have quit this model. It was caused by a number of reasons —
extremely low activation rates together with the high cost of card produc
tion and mailing costs have led to low efficiency of such a model of credit cards
promotion. Additionally, quite often the perception of the customer when the
card was delivered to the mailbox was far away from positive. Most of the cus
tomers would prefer to withdraw the cash and never use the card again.
Alternatively, many banks began to use POS loans, or distribute the cards
through the network of their own branches. However, this decision was
two edged sword: the cost of mailing was reduced, but this scheme has re
sulted in an increase in staff in the offices occupied by the customer service,
Alexander Vasiliev completing applications and processing of documents. In addition, banks
Head of Aktif Ileti Russia were limited by the geographical presence of their own branches and offices,
and the opportunity to develop a network across the country is not some
thing which everyone can afford, even if we talk about the leading financial
institutions. Moreover, in some regions it is also not always profitable eco
nomically. Another pitfall was reluctance of the customers, who were urged
to lose their time, usually during working hours, to visit the bank branch.
Moreover this is something that they had to do more than once: both ap
plying for the card and picking it up once it is approved by the bank.
Mobile Revolution
Mobile terminals, not only allowed to transfer status of delivery in a real
time mode via GPRS, but also further strengthen the reputation of Aktif
Ileti, as the company paying great attention to safety of shipments, as now,
thanks to built in GPS receiver, each fact of delivery was confirmed with the
26 миркарточек112010

2. CARTES 2010 Spesial Issue
technologies
GPS coordinates recorded in real the president and CEO of Visa developed the software, allowing
time, for any operation processed Europe, Peter Ayliffe, Turkey is Visa taking of passport ID’s photograph
through the hand terminal. Europe’s second largest credit card through a mobile hand terminal and
In 2010 the company went fur market and may become the largest if its real time transfer it to the bank.
ther, developing a unique system of it maintains its current growth rate. This technology not only minimizes
auto tracking of GPS coordinates Leadership in credit cards distri the risks associated with a possible
based on geocoding technology. bution area in such a competitive delivery to an unauthorized person,
The system calculates the GPS co environment proves that Aktif Ileti’s but also greatly simplifies the
ordinates of each recipient’s address success is by no means is accidental. process of receiving the card by the
at initial stage of data processing. recipient, when the passport copy is
Once the actual delivery coordinates Remote sales of credit a mandatory document required by
recieved through the courier hand cards the bank. Not every customer has a
terminal, address data coordinates In 2009, the company launched op photocopying machine, especially
and actual coordinates are com erations in Russia and Ukraine. when the the card is delivered on a
pared. Any deviation of more than Aktif Ileti hasn’t arrived to the post silver platter to his home address.
50 meters is automatically reported Soviet market with empty hands. Particular attention was also paid
to the quality control department. Aktif Ileti’s R&D department has to the integration of elements to
Innovative solutions have been ap developed unique solutions for re provie an additional impact on the
preciated by the leading Turkish banks mote sales of credit products exclu credit card recipient, such as SMS
— in 2009 Aktif Ileti has delivered over sively for Russian banks. Company Marketing and E mail marketing
35 million shipments. Most of the ma actually serves here as a mobile that can significantly increase the
jor credit cards players in Turkey are bank branch, not only delivering activations rate, through enhanced
among the company’s customers: credit card to the recipient, but also interactive communication with
Yapi Kredi, Akbank, Garanti Bank, organizes and coordinates the the bank’s client and transparent
Finansbank, Isbank, HSBC, Citi whole process, including delivery of reporting. These solutions enable
bank, ING, Dexia and many others, card application forms, making sure real time notifications of the bank’s
while the first six banks hold almost that they are correctly filled in, customers both upon the card de
85% of the total market. Turkey, signed by the recipient, collected livery when the customer is guided
meanwhile, has proved its position and returned to the bank . In addi for activation steps or failed deliv
among the fastest growing credit card tion, specially for the Russian and ery attempt shall the customer be
markets in Europe. So, according to Ukrainian market, company has absent at the provided address.
In a very short period of time
Aktif Ileti
since its expansion Aktif Ileti has
I s the first private postal distribution company in Turkey, specializing in the
delivery of bank cards. The company was founded in 1993 in Istanbul and
currently serves a number of major banks in Turkey, Romania, Northern
already covered 12 major cities in
Russia and 4 in Ukraine. The com
Cyprus, Ukraine and Russia. pany plans to cover all towns with a
In 2010, Aktif Ilet was awarded the prestigious LOGITRANS 2010 award, as population of over 250 thousand in
the best private postal distribution company in Turkey. the next few years. In September
The company was one of the first in the industry (since 2005) to implement
2010, Aktif Ileti launched several
mobile hand terminals, transmitting delivery status in a real time via GPRS.
Nowdays over 2 thousand couriers are equipped with mobile hand termi projects with leading Russian banks
nals, GPS coordinates of each delivery are recorded in real time and com are more than 30 projects are on the
pared with the coordinates of the actual address of the recipient. way. Given the increasing interest
In 2010 the company launched a project to introduce digital pen converters
of banks in remote sales, the com
MagicPen, that allows converting of handwritten text into electronic format
and transmit it in real time to the bank. Thus, all the information recorded pany hopes to establish solid pres
by the bank’s customer in the application form is received by the bank ence in this niche area and bring
within a few seconds after the form is collected by the courier. the volumes in Russia and Ukraine
Aktif Ileti serves Russian and Ukrainian customers through its subsidiaries
up to the level comparable to the
headquartered in Moscow and Kiev.
parent company in Turkey.
миркарточек112010 27