Implementing a Successful Mobile Phone Banking Services Phone Banking/MPB... · Implementing a Successful Mobile Phone Banking Services . ... • Bank to conduct User Acceptance Test

Microenterprise Access to Banking Services Program

Implementing a Successful

Mobile Phone Banking Services

Implementation Process

Microenterprise Access to Banking Services Program www.rbapmabs.org

Step 1 – Accreditation

•  Bank to apply for accreditation with RBAP and Globe. Bank has to comply and submit accreditation requirements to RBAP. No objection notice required from the BSP.

Step 2 – Activation

•  Globe activates and deploys SIMs and/or mobile phones; SIMs can be plan zero.

Step 3 – Conduct UAT

•  Bank to conduct User Acceptance Test (UAT).

•  The bank should perform stress test e.g. GCASH pre-funding, Cash In & Cash Out, settlement using the SIMs provided by GXI.

Step 4 – Pilot

•  Bank to conduct pilot on selected branches for the various mobile phone banking services.

•  Bank should plan to use GCASH in releasing salaries or at least allowances (Text-A-Sweldo)

Step 5 – Evaluation

•  Evaluate Results and Performance of MPB implementation

•  MPB core group to prepare rollout plans

•  Recommends rollout plan

Step 6 – Roll-out

•  Roll-out MPBS to other branches and sub-offices

Step 7 – Monitoring

•  Monitor MPBS performance by branch and type of transaction

•  MPBS activities must be monitored continuously

Accreditation Requirements for Rural Banks:


Attend Accreditation Training (conducted by RBAP, MABS and Globe)

Secure “No Objection” Notice from BSP (please see request letter template provided)

Submit Accreditation Requirements to RBAP (please refer to the accreditation kit provided)

Key Factors to Ensure Successful Implementation:


Clarify bank objectives in adopting Mobile Phone Banking technology and services: WHAT FOR AND HOW WILL IT HELP BANK?

Know what Mobile Phone Banking Services are demanded in the service areas by clients and potential customers

Senior Management commits and champions the adoption of the technology….

And provides the resources and PUSH to make it happen.

Strategies and Success Factors


Top Management

Recognizes MPBS as one of income generating

services of the bank

Requires middle management to be

actively involved in the implementation of MPB

services

Include MPBS as one of the targets and/or

performance indicators

Provides Incentive to MPB top recruiters or

branches

Designates a full-time in-charge to handle and monitor MPB services and provide support

Top Management Commitment



Implementation Plan

Anchored on good market research

Use Market Research to determine service/s most needed; Monitor Client

Feedback

Mobile Phone Banking Services

Starting Point To offer Remittance

Services – Cash-in/out and GCASH Remit (TAR)

Full Implementation Build cash-in cash-out locations, OFFER TAP, TAW, TAD, TAB & TAS

Incentive Scheme for Performing Branches

and/or Recruiters

Evaluate against targets (in terms of income

generation)

Effective Implementation Plan



Text-A-Sweldo (TAS)

Makes Employees more familiar with the

technology and helps train back office staff

Employees become effective agents of “word of mouth marketing” and

tellers learn how to handle transactions

Increase employees earning

Employees can sell airtime load (w/ 10%

rebate)

Cost savings and convenience for

employees

Employees who are sending money regularly

to family members, friends and relatives

Save the bank from maintaining large ADB

requirement in commercial banks for ATM payroll servicing

Employees will receive their salaries and

allowances through GCASH with no minimum

ADB required

Introduction of MPBS to Employees through TAS



Monitoring MPBS

Income and Expenses

Income (from 1% (or 10P) for cash in/out; P50 on GCASH Remit; 1% on Billspayment) and Expenses on MPB Staff/

incentives for branches or recruiters

Transaction Volume (number and value) and Transaction

Type

To determine if wallet limit needs to be increased; limit

defines exposure of the bank for risk management and

further market study

Revenue Sharing

Sharing with Head Office and Branches

(depending on the bank’s policy)

Feedback, Lessons Learned, Issues, Concerns, Disputes

and Fraud

Build on successful experiences and learn from concerns and other issues.

Focus on improving and expanding MPBS operations

Efficient Monitoring of Mobile Phone Banking Performance



Training

Front-liners and

Back office operations

Training on: GCASH Basics; MPB Process Flow; Customer

service, Back-office Settlement and Recon and

Field Validation

Clients

Client Type Loan Borrower, Depositors on the go, Merchants, Suppliers

GCASH Resellers & Recruiters

Education and Demo Technology needs to be used at least 3 times for client to

be comfortable using it

Continuous Training and Education

How to Market Mobile Phone Banking Services


• Display MPBS and GCASH services marketing collaterals (banner, posters, etc) in branches and sub-offices

• Provide brochures and other informational materials and make them accessible to clients inside the bank

Visibility of MPB services

• Conduct Survey of bank employees on to find out where how they use their money – remittances, bill payments, regular spending

• Activate merchants with co-branding based on the result of the employees survey

• Activate GCASH Resellers • Work with merchants to

provide ready to buy SIM for clients

• Encourage repeat borrowers to pay their loans through GCASH with the incentive of reduced interest rates/ service fees.

Develop GCASH

Ecosystem

• Participate or sponsor community events such as fiesta, bazaar, festival, beauty pageant, etc. and promote products and services including MPBS. Ensure use of co-branding by the bank.

• Coordinate with with Globe/GXI for possible partnership in promoting MPBS/ GCASH services in the bank’s areas of operations

• Advertise SUCCESS and ANECDOTAL experiences of clients/businesses using the bank’s Mobile Phone Banking services.

Continuously Promote MPB Services

End of Presentation


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Implementing a Successful Mobile Phone Banking Services Phone Banking/MPB... · Implementing a Successful Mobile Phone Banking Services . ... • Bank to conduct User Acceptance Test