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 2014Mobile & Cards Loyalty

Nov 2014

DBS Cards: DBS Cards: An OverviewAn Overview

Super AffluentBy invite only

MassMin. $30K p.a.

Purpose DrivenMin. $30K p.a.

Affluent/Emerging AffluentMin. $50K p.a.

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

DBS Mobile Apps:DBS Mobile Apps: At the forefront of technology At the forefront of technology >600k Downloads>600k Downloads

DBS Shopper (launched Nov 2010)• Retail & Lifestyle Deals

DBS Shopper (launched Nov 2010)• Retail & Lifestyle Deals

DBS Indulge (launched 2009)• Dining Deals

DBS Indulge (launched 2009)• Dining Deals

• 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

The DBS Rewards AppReal Rewards. Real Value. Now instantly at your fingertips.

Search by PointsSearch by Points Search by Categorywith over 1,000 outlets

Search by Categorywith over 1,000 outlets

Shuffle to RedeemShuffle to RedeemRedeem Instantlyat over 300 outletsRedeem Instantlyat over 300 outlets

Campaign Examples

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Mobile Coupons are easy for consumers to Understand. And Redemptions are kept EASY.

Most successful program to date:

Petrol Coupon.

Campaign over 30 days100 000 coupons redeemed.

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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

MOCO Mobile Commerce - Appy Hour Sale

Appy Hour Sale!

8 – 10pm, Every Monday in August

8 – 10pmWe are

offering exclusive discounts for DBS/POSB Cardmembers

MOCO Mobile Commerce - Appy Hour Sale

Appy Hour Sale!

8 – 10pm, Every Monday in August

MOCO Mobile Commerce - ATL

5 Aug

MOCO Mobile Commerce - ATL

12 Aug 19 Aug

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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.

What Next ?

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

New Look & Feel

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

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

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

In Store Push Notifications (Beacons)

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.

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