Case Study
Phoenix Push Solution
BC Card is South Korea’s biggest payment processing company; and like most financial institutions, e-mail 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.
Background
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.
Challenge
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 canbe raised by providing transactional information (e.g. payment information, receipt, stamps, points etc.) via push messages.
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.
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.
Solution
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.
Result
• Established in August 1998.
• 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 email.
• 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.
Digital
Marketing Cross Channel Campaign Management
e-mail Mobile
Push-Notification Engagement Optimized Mobile e-mail
Our market share in Korea
90%
for mobile push.
70%
for email marketing.
Client Name
Project
Period
Customization (M/M)
App Download
PMS(Public, Private, Rich) Solution
01.2014 ~ 02.2014
3M/M
500,000
PMS(Public, Private, Rich)Solution
01.2014 ~ 03.2014
4M/M
50,000
Meritz Insurance
PMS(Public, Private, Rich) Solution
12.2013 ~ 02.2014
2M/M
100,000
PMS (Public, Private, Rich) Solution
09.2013 ~ 11.2013
6M/M
600,000
PMS(Public, Private, Rich) Solution
07.2013 ~ 12.2013
6M/M
2 million
KT Media Hub Push System
08.2013 ~ 12.2013
4M/M
2 million
Hyundai Credit Card PMS, TMS
System
04.2013 ~ 09.2013
6M/M
2 million
ebay Korea
Push Notification
Sending System
01.2013 ~ 03.2013
4M/M
7.2 million
PGS System
(Push to replace SMS)
06.2012 ~ 08.2012
8M/M
300,000
Samsung Property
Insurance
