Head of Retail & Mobile Strategy, Cards & Unsecured Loans, for DBS Bank, Paul Bedi's presentation deck during the CMO Mobile Summit 2014.

1. Disclaimer: The information contained in this document is intended only for use during the presentation and should not be disseminated or
distributed to parties outside the presentation. DBS Bank accepts no liability whatsoever with respect to the use of this document or its contents.
CMO Mobile Summit 2014
Mobile & Cards Loyalty
Nov 2014

2. DBS Cards:DBS Cards: An OverviewAn Overview
Super Affluent
By invite only
Mass
Min. $30K p.a.
Purpose Driven
Min. $30K p.a.
Affluent/Emerging Affluent
Min. $50K p.a.

3. The 4 Pillars of DBS Cards App
• QR Codes, BLE Tags
• In App, Pre-Order, Delivery, Gift
• eCoupons
• Flexible business rules
• Add value to a customer’s exp
• Reward customer’s loyalty
• Gamification , iBeacons
• Campaign Mgment & Analytics
• Powerful business rules = 1-to-1
• Gamification strategies to drive success
• Capture every tap, page view
• Cross behavior and preference
• Match behavior to promotions

4. DBS Mobile Apps:DBS Mobile Apps: At the forefront of technologyAt the forefront of technology
>600k Downloads>600k Downloads
DBS Shopper (launched Nov 2010)
• Retail & Lifestyle Deals
DBS Indulge (launched 2009)
• Dining Deals

5. • DBS Woman’s App
engages Cardmembers
with multiple functions:
o E-welcome pack with
product benefits and
mobile coupons
o Priority Cab Booking
o List of financial
products suitable for
women offered by
DBS
DBS Woman’s Card App

6. The DBS Rewards App
Real Rewards. Real Value. Now instantly at your fingertips.
Search by Points Search by Category
with over 1,000 outlets
Shuffle to RedeemRedeem Instantly
at over 300 outlets

7. Campaign Examples
7

8. 8
Mobile Coupons are
easy for consumers to
Understand. And
Redemptions are kept
EASY.
Most successful
program to date:
Petrol Coupon.
Campaign over 30 days
100 000 coupons
redeemed.

9. 9
DBS One.Tap – Into the Future
 Singapore’s first virtual credit card on a mobile handset
 Contactless payment via NFC technology
 Merchant coupons integrated with the wallet application
 Suited for high-volume, low-value repeat-purchase
transactions

10. MOCO Mobile Commerce - Appy Hour Sale
Appy Hour Sale!
8 – 10pm, Every Monday in August

11. 8 – 10pm
We are
offering exclusive discounts for
DBS/POSB Cardmembers
MOCO Mobile Commerce - Appy Hour Sale
Appy Hour Sale!
8 – 10pm, Every Monday in August

12. MOCO Mobile Commerce - ATL
5 Aug

13. MOCO Mobile Commerce - ATL
12 Aug 19 Aug

14. 14

15. 15
Results
The number of monthly App Downloads for DBS Indulge and Shopper apps more
than doubled (over 100% increase) in August alone, far surpassing the Download
numbers of all other months in 2013.
Active Unique users per month in August had over 50% increase compared to that
of September, further confirming the success of our launch campaign.

16. What Next ?

17. Time to Consolidate: Four to One
 Unified environment through synergy, while differentiating the unique selling
points of our different card products and offers for all cards
 Opportunity for a design refresh with innovative features to enhance
customer journey
 Effective Marketing

18. New Look & Feel

19. What’s New ?
 Use of Beacons
– User to only receive micro location or
in store notifications about deals
he/she may be interested in
– Maintain app’s relevance to user
– Ensure user does not feel spammed
 Gamification
– Games/Tasks for Users to complete
with DBS Coins or Coupons awarded
upon successful completion
– Coupons to be used in conjunction
with DBS cards
– Different challenge tactics to be
implemented to guard against
repetitiveness
– Sustain usage by continuously
capturing users’ attention

20. Predictive Behaviour
 Algorithm to determine the unique order of
deals/ banners each user will receive
 Each user’s browsing and redemption
history to be used as inputs to the get
personalized output
 Push Notifications for New Deals, Area
(within 300m) and in-store via iBeacons are
automatically set up the system and sent
out based on customers preferences.
Eg, If customer prefers Asian Dining, will
get Asian Dining push notifications.
Entries here will be different
for the different users

21. In mall, In store
 iBeacons then push more detailed and context-specific offers
– User to have the choice of switching bluetooth off
 iBeacons to be placed only at selected malls/stores
 iBeacons also used in interactive or loyalty user-engagement portion of
app
In particular shopIn vicinity of Mall

22. In Store Push Notifications (Beacons)

23. What is Gamification?
Gamification is the use of
game thinking and game
mechanics in non-game
contexts to engage users
in solving problems.
Gamification is applied to
improve user
engagement, return on
investment, data quality,
timeliness, and learning.

24. Gamification – Marketing Tactics
• Read a message, Visit a URL
• Visit stores
• Complete a quiz
• Share a photo on Facebook
• Find items in a store; Buy an item
• Redeem an item, Enter a referral code