Promotion and Product Enablement Plan for Digital Payments

Promotion and Product

Enablement Plan for

Digital Payments -

Haryana Public Health

Engineering Department

Strictly Private

and Confidential

27-April-2018

Promotion and Product Enablement Plan for Digital Payments - Haryana Public Health Engineering Department

2 | P a g e © 2018 PricewaterhouseCoopers Pvt. Ltd.

Haryana is one of the foremost States in the country to have the rare distinction of providing piped

water supply facilities in all its villages. The State achieved this feat through its Public Health

Engineering Department in 1992.

Haryana’s Public Health Engineering Department provides, piped drinking water supply in all of the

State’s villages and towns. Apart from this the department also provides sewerage facilities in all of the

State’s towns. Other services provided by the department are as follows -

Storm Water Disposal in Towns

Construction of Sewage Treatment Plants

Sanitary Amenities in Government Buildings

The purpose of this document is to enumerate the processes for enabling digital payments acceptance

infrastructure and subsequent promotion for creating awareness around Digital Payments for

Haryana’s Public Health Engineering Department. The given document covers the Standard

Operating Procedures that ‘Haryana’s Public Health Engineering Department’ may follow for

adopting and enabling digital payments products, promotion and the measures in order to ensure

high satisfaction level during the on-boarding of customers under the digital payment eco-system.

Broad Avenues Touchpoints Digital Product Enablement

Physical Collection

Points

All Department Bill Collection counters in Haryana State - Water Bill Payments - Sewer Bills - New Water and Sewer

Connections

PoS Machines

BHIM QR and UPI enablement

Bharat QR Enablement Required

Online Collections

Payment Collection on Department Websites - Water Bill Payments - Sewer Bills - New Water and Sewer

Connections

BHIM QR and UPI Enablement

Bharat QR on Online

PayGov Integration

Bharat Bill Pay (BBPS) Integration

* Please note w.e.f. 1st January, 2018, an MDR waiver is applicable to all digital monetary

transactions of value upto INR 2,000. This included payments made via credit and debit cards, BHIM

UPI, Bharat QR, Aadhaar payments, etc.



1. Digital Payment Enablement:

The below sections detail the digital product enablement process for Haryana State’s Public Health

Engineering Department at physical and online sales touch points.

Promotion Product Enablement at Citizen Touch Points

1. Bharat QR code Integration

NPCI in collaboration with RuPay, Mastercard and Visa has launched Bharat QR, an interoperable payment acceptance solution that supports Visa, MasterCard and RuPay cards for wider acceptance.

The enablement process is comprise for prominent display of printed static Bharat QR code at Haryana State’s Public Health Engineering Department payment collection touchpoints

and printing of Bharat QR code on the chargeslips, invoices etc.

2. BHIM/UPI Integration

BHIM QR and UPI is a platform that empowers multiple mobile apps like BHIM, BHIM Family Apps by participating banks and third party apps to provide seamless fund transfer and merchant payments. It also caters to the “Peer to Peer” collect request which can be scheduled and paid as per requirement and convenience. BHIM QR and UPI can be integrated into online payment systems of organisations, so that customer receives a payment request in his BHIM QR and UPI enabled App by entering mobile number or Virtual Payment Address (VPA) while making online payment. Customer just needs to approve the request to complete the payment transaction. BHIM QR and UPI can also be integrated with counter payment systems, whereby payment request (pull request) of required amount is sent to the BHIM QR and UPI enabled App of the customer.

Product solution is preferable

for enablement at Department’s citizen payment

collection touchpoints for digital payment acceptance

3. PayGov Integration

PayGov is an inititive by the Ministry of Electronics and Information Technology (MeitY), Government of India in collaboration with NSDL Database Management Limited (NDML). PayGov is a centralized platform that facilitates all Government departments and services to collect online payments from Citizens for Govt. services. It provides a ready infrastructure with pre-approved transaction costs and can be used to provide online payment services to citizens. MeitY has created the PayGov platform to facilitate widespread use of e-Governance in India. Intent is to facilitate online provision of all possible types of Government to Citizen Services. PayGov has a comprehensive range of payment modes to facilitate e-payment, namely -

Credit Cards (RuPay, Mastercard, Visa)

Debit Cards (RuPay, Mastercard, Visa)

Net Banking (Approximately 70 banks enabled)

IMPS (Immediate Payment Services)

Cash-card / Prepaid Card/ Wallets

NEFT/RTGS



# Integration Steps

Steps Applicable To

Estimated Timelines

Bharat QR BHIM QR and UPI

1 Internal discussions within department for appropriate approvals regarding integration/installation of payment acceptance mode at citizen touchpoints

` `

T0

2 Department to initiate discussions with their Payment Enabler (Acquiring Banks/Payment Aggregators/NDML/NPCI) to facilitate the mode of digital acceptance

` `

T0 + 3

3 Department and Payment Enabler to agree upon the commercials and technical parameters for installation/integration of the digital payment mode. For either Bharat QR or BHIM QR /UPI integration, department will integrate with the respective application for settlement.

` `

T0 + 7

4 Payment Enabler to initiate for any procurement, if required (example - where necessary, hardware like PoS machine, etc.) ` `

T0 + 20

5 IT Team/ Technology Service Provider of the Department to conduct a test transaction ` `

T0 + 30

6 After successful test transaction, Department’s online payment server will be ready to integrate and accept Digital Payment at desired citizen touchpoint

` `

T0 + 45

7 Capacity building and knowledge transfer to respective staff (Activity to be driven by the Department)

` `

T0 + 15

8 Department/ Payment Enabler to take initiatives to educate the customers as well as their staff to pay and accept transactions through the integrated digital payment mode ` `

T0 + 45



Step 6 After successful test transaction Department ready to accept digital payment at touchpoint

Step 7 Capacity building and knowledge transfer to respective staff

Step 8 Department/ Payment Enabler to educate the customers and staff

Step 1 Internal discussions within department for appropriate approvals

Step 2 Department to initiate discussions with their Acquiring Banks/Payment Aggregators/NDML/NPCI

Step 3 Department and payment enabler to agree upon commercials and technical parameters

Step 4 Payment Enabler to initiate for any procurement

Step 5 IT Team or the Technology Service Provider to conduct a test transaction

Steps for Digital Payment Integration with Department

1 2 3 4 5

6

7

8



Bharat Bill Payment System (BBPS) Integration

Procedure for On-boarding on BBPS Timelines

1 Default BBPOUs: The Dept. has to select maximum of two authorized BBPOUs/entities authorised by RBI for participating in the BBPS Scheme (BBPOUs list - Annexure 1)

T0

2 Biller Consent: Dept. must submit the Biller Consent Form (Form where the Biller/Utility gives consent to an entity to participate in BBPS) to the concerned or default BBPOUs/NPCI (Format delineated in Annexure 2)

T0 + 2

3 Communication: Integration with chosen entity and ensure communication with BBPOU over secure channel.

T0 + 11

4 Bill Information: The Dept. to provide bill information parameters to the chosen entity/BBPOU.

T0 + 21

After On-boarding Timelines

5 Bharat Bill Pay Brand: The Biller must advertise the Bharat Bill Pay logo on their Bills and on their website as per format shared in Annexure 3

T0 + 30

6 Credit Account: Credit the Customer account on the day of payment transaction receipt

NA

Step 6 Credit the Customer account on the day of payment transaction receipt

Step 1

Department to select authorized

BBPOUs/entities to participate in BBPS Scheme

Step 2 Submit the Biller Consent to the concerned BBPOUs/NPCI

Step 3 Integration with chosen entity

Dept. to ensure communication with BBPOU over secure channel

Step 4

Department to provide bill information parameters to the chosen Entity/BBPOU

Step 5 The Biller must advertise the Bharat Bill Pay logo on their Bills and on their website

Steps for BBPS Integration

1 2 3 4 5

6

7



2. Digital Payment Product Promotion:

This section details the promotional initiatives which the Power Department can take in order to

cascade the awareness for digital payments among all stakeholders.

Please note that the all suggested promotion modes and costings mentioned are

indicative. Departments may choose to add or subtract outreach modes based on their

discretion. Departments are advised to devise with their own incentive schemes

specific to their industry so as to effectively promote digital payments in their

respective dominion.

All costs are based on DAVP rates. All costings pertain to a single unit of advertisement

collateral. Assumptions, if any, are mentioned along with the costing. All DAVP rate

cards are attached in Annexure 4.

Promotional Descriptions Indicative Costing (Unit Cost)

Print Media Advertisements in Newspaper dailies and Magazines, promoting already existing Digital Payments.

Recommended Newspaper spreads – Full, Half Page, Quarter Pager in Regional and National dailies basis Department Budgets

Magazine advertisements employing the above mentioned theme newspaper creative collaterals. Recommended Size – Full page or half page on front or back cover

Distribution of product pamphlets, brochures, in local and English language, re-instating benefits of digital payments - For consumption by department staff and local citizens Digital Payment creatives at the back of each of the payments receipt

Newspaper Advert DAVP Cost Per One Half Page Advert for 100000 Circulation National Daily (33 cm * 25 cm) is INR 31.68 per sq. cm Estimated DAVP Cost for printing brochure with three folds (1000 copies) – INR 1280 Estimated Cost for Printing Creatives behind receipts – INR 200 per 400 receipts.

Digital Promotions

Promotion on Department’s Websites and on Payment Collection Portals https://phedharyana.gov.in/ https://services.phedharyana.gov.in/

Banner Advertisements promoting cashless payments and showcasing incentivisation schemes

Promotion on Social Media

Creation of Social Media Page

Insertion of Creatives on Department’s Social Media Pages

Regular engagement with users SMSes to registered user on bi-weekly basis

Banner Placement on Websites Creation of Banner – INR 5000 for 150 cms Placement of Banner on Website - No Cost Banner Placement on Websites Creation of Banner – INR 5000 for 150 cms Placement of Banner on Website - No Cost Creation of Social Media Page @ Zero Cost Promotion on Social Media @ One Social Media Resource Person Salary – INR 12000 onwards per Month

https://phedharyana.gov.in/

https://services.phedharyana.gov.in/



Posts on MyGov @ Zero Cost SMS @ 9 Paise per SMS

Outdoor Promotions

Standees with Digital Payment Promotions at all physical citizen payment collection touchpoints

Banner for Digital Payments Promotions near all physical citizen payment collection touchpoints

Standee @ INR 3400 per Standee for 6 feet Banner @ INR 20000 for 350 cms

TV Radio Promotions

TV Advertisements – 30 - 45 Seconds in select local and national channels. (Hindi/English Language)

Radio Jingles – 60 Seconds on all local and national stations (Hindi/English Language)

Single TV Advertisement Video for less than 60 Seconds @ INR 350000 Single Radio Jingle, 60 Seconds @ INR 15000



Annexure 1

List of BBPOUs

# BBPOU Name

1 A.P. Mahesh Co-operative Urban Bank Ltd.

2 Airtel Payments Bank

3 Allahabad Bank

4 Andhra Bank

5 AU Small Finance Bank

6 Axis Bank Limited

7 Bandhan Bank

8 Bank of Baroda

9 Bank of India

10 Canara Bank

11 Capital Small Finance Bank Ltd.

12 CC Avenues

13 Central Bank of India

14 City Union Bank Limited

15 Common Service Centres (CSC)

16 Corporation Bank

17 DBS Bank Ltd.

18 DCB Bank

19 Dhanlakshmi Bank

20 Dombivili Nagari Sahakari Bank Ltd

21 Equitas Small Finance Bank

22 Euronet Services India Private Limited

23 Federal Bank

24 Gopinath Patil Parsik Sahakari Bank Limited

25 HDFC Bank Limited

26 ICICI Bank Limited

27 IDBI Bank Ltd

28 Idea Payments Bank

29 IDFC Bank

30 IndiaIdeas.com (Bill desk)

31 Indian Bank

32 Indian Overseas Bank

33 IndusInd Bank Limited

34 ITZ Cash Card Ltd.

35 J&K Bank Ltd

36 Janata Sahakari Bank

37 Jio Payments Bank



38 Karur Vysa Bank (KVB)

39 Kerala Grameen Bank

40 Kotak Mahindra Bank Limited

41 Lakshmi Vilas Bank Ltd.

42 One 97 Communications - Paytm

43 One MobiKwik Systems Pvt Ltd.

44 Oriental Bank of Commerce (OBC)

45 Oxigen Services (India) Pvt Ltd. Gurgaon

46 PayU Payments Private Limited

47 Pragathi Krishna Grameen Bank

48 Punjab & Maharashtra Co-Operative Bank Limited

49 Punjab & Sind Bank

50 Punjab National Bank

51 RBL Bank Limited

52 South Indian Bank Ltd

53 Spice Digital Limited, Noida (UP)

54 Standard Chartered Bank

55 State Bank of India

56 SVC Co-operative Bank Limited

57 Syndicate Bank

58 Tamilnadu Mercantile Bank

59 Tech Process

60 The Catholic Syrian Bank Limited

61 The Kalupur Commercial Co-operative Bank Ltd.

62 The Saraswat Co-op Bank Ltd

63 TJSB Sahakari Bank Limited

64 UCO Bank

65 Union Bank of India

66 United Bank of India

67 Utkarsh Small Finance Bank

68 Vijaya Bank

69 Yes Bank

70 ESAF Small Finance Bank



Annexure 2

Biller Consent Form

Consent of the Biller for Authorisation of the default BBPOU (On Biller’s letter Head) To The Head, Bharat Bill Payment System (BBPS), National Payments Corporation of India, Unit 302, 3rd Floor, Raheja Titanium Off Western Express Highway Goregaon-East, Mumbai-400 063 Dear Sir, We___________________________ (Name of the Biller) with Registered Office at ___________________________________have agreed to participate in the Bharat Bill Payment System under National Payments Corporation of India (NPCI), with registered office at The Capital,1001 A, B-Wing,10th floor, Bandra Kurla Complex, Bandra East, Mumbai 400051, a) We hereby authorise <name of BBPOU>___ to act as our default Bharat Bill Payment Operating Unit in compliance with BBPS Procedural Guidelines for ALL transactions across all payment modes and channels as decided by us in consultation with the BBPOU. Billers have the option of routing either ALL payment transactions or only OFF US transactions through Bharat Bill Payment Central Unit (BBPCU). AND / OR b) We hereby authorise <name of BBPOU>___ to act as an additional default Bharat Bill Payment Operating Unit in compliance with Bharat Bill Payment System Procedural Guidelines for ALL transactions across all payment modes and channels as decided by us in consultation with the BBPOU. Billers have the option of routing either ALL payment transactions or only OFF- US transactions through Bharat Bill Payment Central Unit (BBPCU). We understand and agree that ALL / OFF-US transactions will be dynamically routed between the default BBPOUs by BBPCU. We also understand that “ALL” transactions mean that 100% of the ON-US and OFF-US transactions will pass through BBPCU and “OFF-US” means transactions that are not done at the default BBPOU’s own touch points. {Note: Fill in ‘a’ and delete ‘b’ if only one default BBPOU is being authorized; Fill in ‘b’ and delete ‘a’ if another BBPOU is being authorized as default BBPOU in addition to the existing default BBPOU} Fill in ‘a’ and ‘b’ if both BBPOUs are being authorized as default BBPOUs c) All complaints relating to processed transactions received by BBPCU and/or above-said BBPOU(s) or Customer side BBPOUs would be attended to expeditiously by us and all possible help will be provided to the BBPOUs in this regard. d) Any change in the default / additional default BBPOU would be intimated to you in writing in advance in accordance with the Bharat Bill Payment System Procedural Guidelines and the change in default/ additional default BBPOU would only be effected after all pending complaints and disputes in relation our bills that pertain to the BBPOU being replaced are resolved.



e) Various digital players (“RBI approved BBPOUs and their digital service providers; the approved players are responsible for the latter”) who are live with National Payments Corporation of India (“NPCI”) on Bharat Bill Payment System platform can use/adopt the Brand Logo/Image of our company, only for digital transactions on Bharat Bill Payment System screens for easy identification by the customer; in line with our Trademark/Brand usage guidelines and specifications. NPCI shall not in any manner whatsoever be responsible and/or be held responsible for any misuse of any of the Brand Image/Logo by any of the BBPS players. Yours faithfully, Authorized signatory (Name :) (Designation :) (Contact no :) (Email :) Date:



Annexure 3

Bharat Bill Pay Logo



Annexure 4

DAVP Rates for various IEC Activities. All rates have been obtained from the DAVP website. For more

information, please visit - http://www.davp.nic.in

a. Rate Card for Creating Print Collaterals

http://www.davp.nic.in/



b. Newspaper Advertisement Rates



c. Rate Card for Print and Personal Media







d. Rate Card for Video and Radio Spots



Documents

Promotion and Product Enablement Plan for Digital Payments