Yes Bank Transformation Series

TAISYS YES BANK CASE

Team: RedPainters
Ankit Kumar Tiwari
V V B Satyanarayana

Increasing commercial usage:

1. Tie-up with e-commerce companies targeting the villages to set-up a
payment gateway using SIM-sleeve
2. Provide personal finance advices to SIM-Sleeve users
3. Set-up ecosystem to facilitate local transaction (daily purchases) through SIMSleeve

Having tie-ups with e-commerce platforms such as Storeking which target rural
India enables to increase the usability of SIM-Sleeve with mutual benefit for both the
organizations. The synergy of reaching out to rural population also reduces the
marketing and advertisement costs for each.
Personal Finance Advices:
There are many individuals in the villages and rural population who have no idea of
the kind of financial services available in the country to secure their future. Through
a series of SMS based communications, the individual can be educated on these
aspects and can be given personalized advices suitable for them. This would help
increase financial awareness, build brand value and also increase a potential
customer base for the banks services.
Promotional activities can be conducted in few villages with large population base to
increase awareness and help set-up a local transaction system using SIM-Sleeve.
This can be done by giving out SIM-Sleeve for free or a discounted price as a trial for
the locality. The customers and local vendors both have SIM-Sleeve and accounts
with YES Bank. For any transaction, both parties can use P2P transfers facility
available. This would help in secure transactions safe from threat of theft, and also
help in paying the exact amount instead of a rounded payment that is usually in
practice. This would also increase the popularity of the product.
Based on the above results of the trail, the marketing promotions can be built to
highlight the advantages and usage of the product in the other smaller villages.
Also, having a previous user base adds to the credibility of the already existing YES
Bank.
Other Commercial Avenues:

Based on usage and spending patterns of the customers, we can push in

relevant SMS advertisements which will add to the revenue stream of the
program.
Tie-ups with other banks to provide SIM-Sleeve services to their customers.
This service can be provided at a charge (charged either from bank on a
monthly or annual basis or from the customers as rental service)

Socio-commercial usage:
Information access

Usage of the product can be increased if we can use it as information devise which
given the customer various information like government subsidy schemes and
others.
Research has shown that each additional 10 percentage points of internet
penetration adds 1.2 percentage points to per capita GDP growth in emerging
markets, and each additional 10 percentage points of broadband penetration adds
1.38 percentage points of per capita GDP growth.
Research by The Boston Consulting Group shows that people in emerging countries
are more frequent and active users of online government services than those in
developed countries and they are particularly heavy users of services with a
significant impact on life and livelihood, such as those related to healthcare and
education. Emerging market consumers are embracing the web as much more than
a purveyor of convenience; they are using it to improve their well-being, intellect
and earning ability.
Emerging markets actually have the opportunity to adopt new and in many ways
more versatile technology without having to support legacy infrastructures.

The development of local digital service markets can be a big step towards
addressing local problems. In many rural areas, mobile phones can help people run
businesses, find jobs, pay their bills, transfer money, learn, share, bank, and
connect with family and friends.
Free internet access for selected groups of public and private secondary-school
students across the country can help in increasing the quality of education in the
country along with literacy rate.
Local app development is beginning to take hold in a few countries, where they
provide important local language resources for local users. Local digital ecosystems

are vital developments for serving local needs and boosting competition in an
increasingly international digital service market. By maintaining a free and open
internet, governments have a role to play in fostering future development of these
ecosystems and enabling compelling app development within them.
Enable marketing & sales
Nearly half the $12 billion in yearly online sales in India takes place through mobile
phones, which are set to overtake PC-based sales in 2016. Mobiles will play a major
role in driving this growth. At present, mobile commerce represents nearly 50% of
online retail sales in India, compared with around 48% in China and 34% in the US.
The demand for cellphones is coming mainly from rural consumers, who typically
earn less than $1,000 a year. These buyers haven't been affected by plunging stock
and real-estate prices or tighter bank lending since they typically don't own land
and don't borrow. A large majority of them don't have access to regular landline
phone networks -- there are only about 40 million landline subscribers in India -- so
once cellular coverage comes to their towns or villages they scramble to get their
first phones.
While the way farmers threshes rice -- crushing it with a massive stone roller -hasn't changed for generations, his phone has changed the way he farms. He uses
it to decide when to plant and harvest by calling other farmers, to get the best
prices for his rice, coconuts and jasmine by calling wholesalers, and to save hours of
time waiting on the road for deliveries and pickups that rarely come on time.
Even in villages which are not accessible by vehicles, farmers make around $80 a
month. He/she doesn't have to walk into the market to find out the price of produce,
he now just dials friends at the market from his phone. And he can easily call his son
from the fields when he is out grazing his herd.
A rural person has to spend 300 rupees and three hours on a bus to visit his
daughter and grandchildren. Now he can catch up with them for one rupee a
minute.
In fact, research has shown that the most effective way to significantly expand poor
peoples access to formal financial services is through digital means. In addition to
cost savings, digital financial services offer a wide array of benefits:
They connect poor people to the formal financial sector and enable them to become
customers and suppliers within the wider economy.
Financial flows can be accurately tracked, resulting in safer and speedier
transactions as well as less corruption and theft.
Providers can use financial histories to develop products that are better suited to
customers needs, cash flow, and risk profiles, including fee-for-service offerings and
smaller-unit transactions.

Direct deposits (including wages and government assistance) allow money to

bypass the home, helping users save rather than spendwhich often gives
women more financial authority within the family.
Automatic reminders, positive default options, and other choices offered via mobile
phone menus offer convenience and save time.

Weather Forecasting
While the way farmers threshes rice -- crushing it with a massive stone roller -hasn't changed for generations, his phone has changed the way he farms. He uses
it to decide when to plant and harvest by calling other farmers, to get the best
prices for his rice, coconuts and jasmine by calling wholesalers, and to save hours of
time waiting on the road for deliveries and pickups that rarely come on time.