The Development Bank of Singapore (DBS) is a multinational banking and financial services corporation based in Singapore, boasting over 280 branches across 18 markets and total assets of $340 billion. DBS introduced 'digibank,' a mobile-only banking service in India, that is paperless, signatureless, and branchless, utilizing advanced technologies like biometrics and AI to enhance customer experience and offer features such as 24/7 virtual assistance. The bank's innovative marketing strategy has led to over a million app downloads since its launch, promoting a tech-savvy banking solution amidst digital transformation in financial services.

1. The Development Bank of Singapore Limited is a Singaporean multinational
banking and financial services corporation headquartered in Singapore, with over
280 branches across 18 markets and a total asset base of $340 Bn.
DBS provides a full range of services in consumer, SME and corporate banking
activities. The bank has also been named “Safest Bank in Asia” by Global Finance for
seven consecutive years from 2009 to 2015.
Prepaired By: Pyarimohan Mohapatra

2. DBS International operations
DBS has branches and offices in China, Dubai, Hong Kong, India, Indonesia, Japan,
South Korea, Malaysia, Myanmar, Philippines, Taiwan, Thailand, Vietnam, United
Kingdom and United States.
Prepaired By: Pyarimohan Mohapatra

3. DBS India
Headquartered in the commercial capital of Mumbai, DBS operates via a network of
12 bank branches across India in Bangalore, Chennai, Cuddalore, Hyderabad,
Kolhapur, Kolkata, Moradabad, Mumbai, Nashik, New Delhi, Pune, Salem and Surat.
Prepaired By: Pyarimohan Mohapatra

4. Accolades
ASIAN BANK OF THE
YEAR
IFR ASIA
2015
BEST RETAIL BANK OF
ASIA PACIFIC
THE ASIAN BANKER
2016
SAFEST BANK IN ASIA
GOLBAL FINANCE
2009-2015
Prepaired By: Pyarimohan Mohapatra

5. DBS Bank on 26 April 2016 officially unveiled digibank a ‘mobile-only bank’ in India.
The ‘digibank’ uses technologies, such as biometrics and artificial intelligence, to
enable paperless, signature-less and branchless bank.
The bank will leverage biometrics-enabled ID and Aadhaar card to ensure that that
there is no paperwork. It will provide customer service via a 24x7 artificial intelligence-
driven virtual assistant, which understands natural language and has learning ability,
so that it is able to respond in real-time.
Prepaired By: Pyarimohan Mohapatra

6. Start with an e-wallet, and convert
to a full bank account at any time!
Enjoy paperless, signatureless, branchless banking.
digibank is India’s first paperless, signatureless &
branchless bank. You can open a digibank e-wallet in 90
seconds flat to make bill payments. And convert to a zero
balance digiSavings account.

7. There is no minimum balance requirement, no fees for non-
maintenance of any average monthly or quarterly balance.
Offers 7℅ interest rate every 3 months on the money that you
have deposited.
24×7 virtual assistant powered by Kasisto’s
artificial intelligence (AI) platform.
A revolution in the banking sector
DigiBank also offers Debit Card with unlimited ATM transactions
from any ATM & free Immediate Payment Service (IMPS)
DigiBank is completely application based, just
download the application from your playstore or
Apple store and start banking.

8. The latest innovation in VISA
payments that let’s you make
cashless, contactless, PIN less
payments. Yep, you just have
to wave your digibank debit
card at a payWave enabled
terminal to pay for
transactions up to Rs. 2,000.
No swiping or dipping is
required as your digibank
debit card is enabled with
VISA payWave.
Say Hello to payWave.

9. Approach / Strategy adopted by DBS
A DBS Digibank wallet can be opened by downloading an app in 90 seconds. For a
savings account one has to provide a fingerprint authentication over a coffee at any
one of the 500 designated Cafe Coffee Day outlets across the country. The bank is in
talks to have more centres for biometric authentication.
DBS will provide customer service through a 24×7 artificial intelligence-driven virtual
assistant, which understands natural language and has learning ability, in order to
respond in real-time. The digital bank will also come equipped with an intuitive budget
optimiser that will enable customers to do their budgeting, track expenses, analyse
purchasing trends and also give investment advice.

10. The brand ambassador for digibank is the respected cricket icon, Sachin Tendulkar. The
association intended is safety and reliability. The Digibank mascot, Digor, is a Dino that
has adapted to change and is thriving in the new digital age.
SACHIN TENDULKAR
BRAND AMBASSADOR
PIYUSH GUPTA
CEO DBS BANK

11. It gives the customer the impression that banking can be fun, easy and simple not
tedious, boring and complicated. The website alone is a winner in digital marketing
implementation.
Above The Line marketing (ATL) awareness though print and television commercials
were done on a national scale to target the mobile, technology friendly mass affluent
segment.

12. Results Achieved
The marketing implementation did well to launch, generate interest, explain features / benefits
and convert that interest into app downloads and potential customers.
The initiative has achieved 10,00,000 downloads since March’16 and counting.
The buzz around #LiveMore.BankLess is gaining momentum on social media by the day and
adding customers to the learn about the digibank platform.

13.  Very good use of the marketing mix with
traditional and digital channels being
allocated to what they do best.
 Timing of the offering ideal with a first
mover digital advantage.
 Risks mitigated as the market has been
tested for safety in digital and mobile
banking channels.
 Persistent, educational, interactive use of social media and post sign-up e-mail
marketing to deepen the relationship.
 Even traditional sectors like banking will benefit if they step up on the digital
platform and not treat it as a add-on channel.
 Real time feedback on offerings and providing customers relevant discounts and
deals for a fast conversion turn around.
Learning
# LiveMore.BankLess

14. Reference
https://www.dbs.com/in/index/default.page
https://www.dbs.com/digibank/in/index.html
http://www.digitalvidya.com/blog/case-study-digibank-from-dbs-live-more-bank-less/
http://www.thehindubusinessline.com/money-and-banking/dbs-launches-mobile-only-bank-in-india/article8523963.ece
Photo Credits : DBS website, DBS FB page
THANK YOU
PPT BY
PYARIMOHAN MOHAPATRA