Case Study. Phoenix Push Solution for

Transcription

1 Case Study Phoenix Push Solution for

2 Background BC Card is South Korea s biggest payment processing company; and like most financial institutions, and SMS were the marketing channels traditionally utilized. As smart phone and mobile apps became increasingly popular, the need to place more focus into mobile marketing methods became more evident. However there are inherent weaknesses to SMS marketing, for example being recognized as spam by receivers or cost increase. As app activation increased, a plan to fully utilize the app was needed. It was concluded that push message should go beyond just delivering simple information and play an essential role in directing customers to specific pages in the app. BC Card is unlike ordinary card companies in that it has "member companies, they are usually regional banks, small banks that issue BC cards. Prior to implementing mobile push messages, BC Card generated annual revenue exceeding 10 billion Won (~US$10 million) through sending SMS on behalf of member companies when requested. However it was only around 4 billion Won (~US$4 million) after deducting SMS cost. In order to maximize the rate of return, BC Card decided to replace SMS with push messages which costs little. Although their app had an existing push system, it only allowed for simple text push, while targeting and analysis did not function properly. Furthermore sending speed was slow and lacked a variety of add-on features. This lead BC Card to replace the push system.

3 Challenge BC Card s requirements could be divided into marketing and operational management. In particular, not just simple marketing but marketing associated with the app was considered important. Some of the important requirements are as follows: 1. System need to support a structure in which revenue can be generated from member companies. 2. Integrated management of multiple service apps BC Card wanted Phoenix Push integrated to 4 apps they were servicing. Therefore a feature to enable monitoring of the status of 4 apps on one screen was required. 3. Message recall feature When BC card previously attempted to do marketing via SMS, incorrect contents were frequently sent by mistake by SMS operators. To mitigate this issue, features to stop or recall push message after sending was needed.

4 Solution Various push solution providers were contacted, however the majority only emphasized on sending speed and sending methods. On the other hand humuson proposed with marketing plans and strategies to boost revenue via push messages. The proposed plans are as follows: 1. Reliable sending and tracking via private push servers Ensuring fast and secure sending. Detailed tracking information like push message arrival, open, click times etc. Analyzed results available for future marketing activities. 2. Targeting feature suggestions for mass push message sending Targeting is the fundamental element to enhance marketing effectiveness. Targeting made available for detailed items, not just simple broadcast sending. 3. Auto/real-time push feature for transactional message as well as marketing Though push solution was introduced for marketing purposes, app activation can be raised by providing transactional information (e.g. payment information, receipt, stamps, points etc.) via push messages.

5 Solution 4. Add-on features for efficient operation and management Account grants and rights management, features that can measure sending volume so that member companies can send push message directly. Improving the reliability by sending after switching to SMS, in case the message is under duty to disclosure. 5. Message recall feature Pop-up message can t be recalled, but should incorrect information been sent, the message can be deleted as long as the receiver have not opened the message box. 6. SMS conversion sending feature As a financial institution, there will be messages with duty to disclosure, for example payment information and mobile receipt. At times push message can't be delivered to clients due to the status of clients mo bile phone network. Therefore the conversion sending feature was developed so that push messages that failed to be delivered would be sent through SMS.

6 Solution 7. Banner area of push message This feature was developed in response to BC Card s request for an extra revenue generating structure. Banner area can be placed in push messages so that additional revenue can be obtained via push messages in addition to conveying the message to clients. BC Card legacy systems load push messages with personalized banner advertisement and deliver the message. Example: Mobile credit card statement

7 Result Prior to adopting humuson s Phoenix Push to send push messages, there had not been cases where large number of clients connected to BC Card s service page via web or app at any given time. But through the switch to push notifications, many BC Card clients began to frequently use their app to the point where there were more than 2000 connections per second. As most financial app users are loyal, their responses were high enough to make app server extension an issue. The success of this project has led BC Card to propose a new revenue stream through sending push messages to its app user base on behalf of its member companies. It is expected to make 3~5 times more revenue than their existing SMS sending service.

8 Company Profile

9 Humuson Overview Established in August No.1 marketing technology and services company in South Korea with over 70% market share. Servicing enterprise clients for the past 15 years from financial to ecommerce industries. Leader in customer experience solutions, facilitating stronger connections for our clients customers across multiple channels from mobile push to . We enable the world s best brands to use data-driven insight to create relevant interactions in real-time. Offices in Hong Kong, Beijing, Shanghai, Seoul, Singapore, Seattle and Sydney.

10 What We Do Digital Marketing Cross Channel Campaign Management Mobile PushNotification Engagement Mobile Optimized Our market share in Korea 90% for mobile push. 70% for marketing.

11 Serving Top Brands

12 Recent Phoenix Push Signings Client Name Meritz Insurance Samsung Property Insurance Project Period Customization (M/M) App Download PMS(Public, Private, Rich) Solution ~ M/M 500,000 PMS(Public, Private, Rich)Solution ~ M/M 50,000 PMS(Public, Private, Rich) Solution ~ M/M 100,000 PMS (Public, Private, Rich) Solution ~ M/M 600,000 PMS(Public, Private, Rich) Solution ~ M/M 2 million KT Media Hub Push System ~ M/M 2 million Hyundai Credit Card PMS, TMS System ~ M/M 2 million ebay Korea Push Notification Sending System ~ M/M 7.2 million PGS System (Push to replace SMS) ~ M/M 300,000 PGS System (Push to replace SMS) ~ M/M 50,000

13 Thank You

14 Contact Us humuson (Hong Kong) 8F Admiralty Centre Tower 2, 18 Harcourt Road, Admiralty, Hong Kong Tel: Fax: Website: