MOBILE ENGAGEMENT FOR

FINANCIAL INSTITUTIONS

How Financial Services Can Create a Customer Centric Experience for

Increased Engagement on Mobile

| 2

Our Approach

mGage is a global mobile engagement provider. With more than 15 years of mobile marketing and customer care experience we deliver billions of

monthly mobile messages. Our SaaS, cloud-based technology, enables brands to intelligently personalise mobile communications for the omni-

channel consumer. Our platform provides reach across mobile touchpoints, including text message, app push notification, voice, and email

What we do

Reliable carrier grade

messaging solutions to

drive brand awareness,

improve customer

service or acquire new

customers

Customer

Management

mCRM &

Engagement

Customer

Acquisition

Mobile MessagingmCRM Payments

Create and manage your

own messaging campaigns

using Communicate Pro.

Track customer behaviour,

identify your valuable

customers and incentivise.

Unlock mobile

payments functionality

for your customers

with our suite of

mobile payment

products.

## / Page Title

Broadcast MessagingOpt-in Member

Management

2-way Campaigns

Message Delivery Platform

CommunicatePro Campaign Mgmt

- Multi-format messaging (SMS/MMS/IP)

- Connectivity Resource Management

- Service Subscription Management

- Message Queuing Management

- Aggregator Functionality

mGage API - Carrier/IP Messaging Connectivity

SMS MMS IP and OTT Messaging

Email Voice Out-dial Push

Connect APIs

Visualize Analytics and Retargeting

- Data visualisation and granular reporting - Behavioural retargeting

Access functionality

through easy,

modular GUI or

robust, open APIs

Effective and rich

engagement

mechanisms

Platform processes

2B global cross-

channel interactions

per month

Cross-channel view

and personalization

functionality

Multi-channel: 7

channels from 1

platform, including

carrier direct

connections (Tier 1)Social Media

Over 15 years of operation, we’ve built an enterprise-grade mobile engagement platform

that spans 7 channels

1 platform reaching 7

channels to ensure

you communicate

with your consumers

at the right time and

place

Easy-to-use interface

that supports complex

functionality from LBS

to List Management

to Passbook

distribution

Integrated reporting

for campaign

performance and

cross-channel

attribution and

optimisation

CUSTOMERMMS

RETAIL

LOGISTICS

FINANCE

TRAVEL

Marketing and

Customer CareConsumers

11

SMS

PUSHEMAIL

IP MESSAGE

VOICECOMMUNICATE

PRO/CONNECT

MOBILE

IDENTITY

LB

S

AN

ALY

TIC

S

Platform and Channels

SOCIAL

Our products enable enterprises to access 7 mobile channels with 1 platform

Visualize tracks end-to-end mobile engagement to provide actionable

insight

Custom and Manual report exports delivered right to

your email inbox.

Conversion attribution by Campaign which allows

Enterprises to allocate budget according to the

most effective channel.

Enterprises can view revenue generated as goals

are achieved

One dashboard with high level insights that enables

marketers to easily identify optimisation opportunities

| 7MOBILE CHANNEL ENGAGEMENT* British Bankers Association / Aimia, 2014

“Only 33% of bank customers find the offers received to be relevant,

compared with 60% of supermarket shoppers” *

David Hodgkinson, principal advisor for KPMG has said: As mobile

banking adoption accelerates, banks will need to work harder to develop

non-intrusive sales techniques through this channel or risk losing cross-

sales opportunities as customers shift much of their online and in-person

banking to mobile

“Customers now make 5.7 million transactions a day using smart phones

and mobile devices”*

How Financial Institutions can use closed loop tracking data, to build

engagement with consumers

Did you know?

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• PROVIDE OFFER VIA

SMS WITH LINK

• Track click-through rates on web links received via SMS

• PROMOTE MOBILE

COMMUNITY THROUGH

MOBILE SITE

• Incentivise customers to opt-in to receive personalised alerts and offers

• COLLECT

USER DATA

• On click, Visualize collects users’ handsets (among other data).

• SEND RELEVANT

MESSAGE

• Targeted campaigns lead

to higher engagement

Financial Institutions Can Use The Data To Build Engagement Resulting In Increased Roi

| 9

How Intelligent Retargeting Will Benefit Financial institutions

Sending relevant offers to bank customers should be a priority for banks and will help increase the level of

customer engagement.

Keeping personalised offers highly relevant to consumers is a key deliverable for mGage. Our solutions

enable financial institutions to intelligently personalise mobile communications for the Omni channel consumer

Ability to measure channel effectiveness

Ability to attribute conversions achieved by channel and by users

The ability to uniquely identify actions taken by all users

Unique identification of all users – it provides the foundation

for success

Actionable insights from your mobile data provide key information for effective optimisation and

retargeting.

Visibility of pre-click and post-click information is key. It provides accurate view of how campaign

is performing

Financial Institutions

Case Studies

Communicate Pro – mCRM Programme

Objective

mGage was tasked to deliver an innovative campaign

aiming to create customer convenience and migrate

AMEX’s service calls to SMS to lower the cost through the

mobile channel

Solution

mGage successfully delivered an ongoing mCRM

programme providing AMEX customers with

• Payment acknowledgements & Reminders

• Credit limit threshold reminders & Spend tracking alerts

• Gift card payment reload confirmations

• Fraud protection alerts

• Irregular charge alerts

• Balance tracking alerts

Result

Reduction in costs through SMS deflection

Increase in customer engagement via on-going mCRM

Customer Care

Objectives

To provide various SMS alerts like Card Swipe, ATM transactions, One-Time-Passwords, Weekly balance updates to customers

To provide Information on Demand services to Banking and Credit Card customers.

Solution

API integrations for critical messaging alerts like OTP, ATM transactions, Card swipe have been implemented

mGage has integrated Citibank’s APIs to query user account related information within the USSD Menu

ResultsCitibank is able to provide on the go transaction information to their customers

Approximately 6-8 million messages are processed through the mGage platform monthly

Reduced calls to the Citibank Call center

Customer Care

Objectives

To provide various SMS alerts like card swipe, ATM transactions, one-time passwords, weekly balance updates to customers holding bank/card/loan accounts with the bank

To promote ICICI Bank services and offers to their customer base

Solution

API integrations for critical alerts like OTP, ATM transaction, card swipe have been implemented

Bulk messaging campaigns through mGage’s upload desk are conducted for various departments within ICICI to promote the latest offers on ICICI products

Results

ICICI Bank is able to provide on the go transaction information to their customers

50+ million alerts are sent through the mGage platform every month

Closed Loop Tracking for Mobile

Re-targeting

| 15

Objective: Understand topics of interest of registrants and generate awareness about SMS

Retargeting

KPIs: Number of $300 Amazon GC Giveaway Entrants Number of Infographic Downloads

Campaign Flow:

• Acquire mobile opt-in of lunch attendees

• Send SMS with call to action to visit our microsite

• Collect and measure behavioural data from the SMS & site interactions

• Create behavioural segments

• Retarget the selected segments based on data collected

Financial Sector Marketing Campaign

16

SMS With A URL Link

Track click-through rates on web links received via SMS

Mobile Website Browsing

Determine mobile web consumer behavior for targeted marketing

Promote Conversion/Offer

Use mobile web data to customize communication based on user behavior

and other demographic info.

Drive ConversionIncrease response rates and ROI through customer centric

experiences

Based on User Activity

ONE

Understanding User Interactions Post Sms To Drive Conversion

mGage: We can't wait to see

you at NetFinance! To get info

on the latest industry trends for

your company, go to:

http://netfinance.mgage.com

ONE mGage: Complete our survey

to help us tailor a learning

experience for you and enter

the drawing to win a $300

Amazon Gift Card!

http://a2w.mobi/sy/t8

RetargetRetain

Behaviour

Data

SMS With A URL Link

Track click-through rates on web links received via SMS

Mobile Website Browsing

Determine mobile web consumer behavior for targeted marketing

ONE

mGage: We can't wait to see you

at NetFinance! To get info on the

latest industry trends for your

company, go to:

http://netfinance.mgage.com

ONE

Retain

Behaviour

Data

61%Of Users

clicked based

on the initial

SMS

Of those 65% clicked within the first 10

minutes

Understanding User Interactions Post Sms To Drive Conversion

Retain

Behaviour

Data

24%Of Users

that clicked, Entered the

Contest

&

20%Of Users that

clicked, Downloaded

the Infographic

Understanding User Interactions Post Sms To Drive Conversion

SMS With an Alternative Incentive

to Visit the site

SEGMENT 1

those that did not click after the first

message

mGage: You signed up for our

session! Tell us what you want

to hear and win a $300

Amazon Gift Card.

http://a2w.mobi/sy/t8

SMS With Incentive to go back and enter to

win the GiftCard

SEGMENT 2those that

clicked after the first

message but DID NOT enter

to win the GiftCard

mGage: Complete our survey

to help us tailor a learning

experience for you and enter

the drawing to win a $300

Amazon Gift Card!

http://a2w.mobi/sy/t8

ONEtrends for your company, go to:

http://netfinance.mgage.comtrends for your company, go to:

http://netfinance.mgage.com

Identified Two Segments To Retarget

SMS With A URL LinkTrack click-through rates on web links received via

SMS

Drive ConversionIncrease response rates and

ROI through customer centric experiences

Mobile Website BrowsingDetermine mobile web consumer behavior for targeted marketing

Promote Conversion/OfferUse mobile web data to customise

communication based on user behavior and other demographic

info.

Based on User Activity

ONEONE mGage: Complete our

survey to help us tailor a

learning experience for

you and enter the

drawing to win a $300

Amazon Gift Card!

http://a2w.mobi/sy/t8

RetargetRetain

Behaviour

Data

Increased # of

giveaway entrants by 100%

Increased # of

infographicdownloads

by 50%

mGage: We can't wait to

see you at NetFinance!

To get info on the latest

industry trends for your

company, go to:

http://netfinance.mgage

.com

Results

THANK YOU

To find out more, be sure to email me at mbolsover@mgage.com or call me on: 0207 921 5396.

Alternatively visit www.mgage.com for more information and learn more from our mobile marketing insights.