Visit us online at Confidential 1 A RANDOM WALK DOWN ATM Advertising By Rajeev Bahri, CFA TEKchand LLC

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Confidential www.tekchand.com 1

A RANDOM WALK DOWN

ATM Advertising

By Rajeev Bahri, CFA

TEKchand LLC



ATM Advertising

The “Lassi” Principle An ATM Advertising Framework The ATM “Real-Estate” Limitations & Challenges If We Build it Will They Come? Open for Discussion

Talking Points



The Lassi Principle

India Example: Making Lassi in a GE Washing Machine

Indigenous Ingenuity

Coining a new principle



ATM Advertising Framework

INFORMATIONAL (Passive content | Inform the ATM User) Mass vs. Targeted (Up-to-date and Contextual) Brand vs. Product Marketing ISO Model- where there is Info, there are sponsors,

where there are sponsors, there is advertising $

ACTIONABLE (Interact with the ATM User) Reward Behavior (coupon) ATM Personalization Generate Leads get Phone Number, respond to

survey, etc Contextual (real-value) information (you qualify for

LOC loan, your Mortgage payment is due, etc)

ATM Commerce = ATM Advertising? Where there is commerce, there are sponsors, where

there are sponsors, there is advertising $$$ ISO vs. Bank

Define it



Advertising “Real-Estate”

Physical Device Skins ATM Toppers Key ATM Screens

Mass Marketing Screens> Welcome & Out of Service Targeted Marketing Screens> Wait & Thank You

Receipt Header & Trailer

Transaction Menu Add A New Transaction (Enable and Label a button/FDK)

Opt-in Coupon (award user), Opt-in Poll (solicit user input)

Transaction Flow (during or at termination of transaction) Insert a new transaction upon Termination of main transaction

Opt-out Coupon, Opt-out Poll

Where Can You Advertise on the ATM?

INFORMINFORM

PROMOTEPROMOTE

REWARDREWARD

COLLECTCOLLECT

SELLSELL

PassivePassive

InteractiveInteractive



The Players

Advertiser /

Bank Marketing Dept

Getting An Ad on the ATM and making it Succeed

ATM OwnerRetailer

ATM Driver

Feedback Loop

Determinant of Success

Enablers

ATM User

ATM Hardware & Application Vendor



Challenges & Limitations

Perception One trick pony

Real (Inherent to Device) provides a critical function that can’t be compromised Limited time, small screen, someone is watching me

Regulatory No advertising and solicitation of customers on Bank ATMs

Legacy Device is underpowered and no bandwidth Legacy Applications not designed with Advertising as a

featureImposed

Technical challenges of advertising on multi-vendor ATM Fragmented Decision Making (ATM Owner, Driver, Retailer) No advertising network or “aggregator” (no central

negotiating party that represents a big foot print)

What if Yahoo wanted to say “Do You Yahoo?” on all the ATMs in ASIA?

Not PerceivedNot Perceived by Traditional by Traditional Advertisers as a Advertisers as a Viable Medium Viable Medium

Not OrganizedNot Organized by ATM Owners by ATM Owners & Drivers as a & Drivers as a Viable MediumViable Medium

If we BUILD IT it, will they come?

Not PromotedNot Promoted by the ATM by the ATM Industry as a Industry as a Viable Medium Viable Medium



How do we Build it?What if Yahoo wanted to say “Do You Yahoo?” on all ATM Receipt Headers in Asia?

ATM Host

ATM Host

EFT Network

VISA

Member Banks

ATMAdvertising

Network

Member Advertisers

Serving the Content:

• Textual Content via “hooks” in existing Host Systems/ Device handlers (ex: Connex, Base24, IST)

• Multi-Media Content via Client-Server file distribution servers. Managed by ATM Drivers?

Distribution Servers

Multi- Vendor ATMsDistribution Servers

ATM Drivers/EFT take ownership to provide a multi-vendor content distribution solution… as already w/ financial transactions.



Technical Challenges

Installed ATM base Legacy vs. Next Generation

Vendor Differences Hardware and Application Vendors Application Vendors

Operating System Differences OS/2 vs. Windows

Solutions are designed as tools for ATM Operations Application are not intuitive Bank IT Role or Bank Marketing Dept. Role?

How do I build it?



Technical Challenges

Installed ATM base Legacy vs. Next Generation

Vendor Differences Hardware and Application Vendors Application Vendors

Operating System Differences OS/2 vs. Windows

Solutions are designed as tools for ATM Operations Application are not intuitive Bank IT Role or Bank Marketing Dept. Role?

How do I build it?



Appendix: SOLUTION PROVIDERS

OPEN FOR DISCUSSION

Overcoming the Technical Challenge



AppendixATM Ad Space Suitable Content Technical Requirements

Ad Space Suitable Content Technical Requirements

Welcome Screen

(Attract Sequence)

Rotating Marketing ScreensSimple: Graphic Images or Text MessagesAdvanced: Auto-updating News & Mass Information

Complex Multi-Media (images, video, animation)

For Graphic content need REMOTE DISTRIBUTION SOLUTION

For State-Screen ATMs, for textual content changes, need INTERFACE WITH ATM HOST SYSTEMS to auto change Load File. For XFS, web-based ATMs, need web service or other client-server solution.

Wait & Thank You Screens

Wait Screens can be rotating like Welcome with the added advantage that they can contain DYNAMIC, REAL-TIME, and PERSONALIZED text messages that are overlaid on pre-stored graphic images.

Thank You Screen is a simple screen that can contain Dynamic and Personalized information, but generally the ATM user is looking to GO

For DYNAMIC, REAL-TIME, and PERSONALIZED text messages on State-Screen ATMs need INTERFACE WITH ATM HOST SYSTEMS or Windows based ATM applications (ex: 912 ) have exit routines to link with a CRM system.

Receipt Logos, REAL-TIME and PERSONALIZED text Interface with ATM Host Systems or ATM Applicatin that permits ‘exits’ or ‘call-outs’ to a content/crm server

Banner SMS (ex: Need LOC? Call Sandy at 1888 990 1234)

Transaction Menu & Transaction Flow

Interactive Content ( xxxx…Please input your phone #)

Coupon (coupon with text and/or bar code)

Documents

Visit us online at Confidential 1 A RANDOM WALK DOWN ATM Advertising By Rajeev Bahri, CFA TEKchand LLC