KBank focuses beyond digital banking
Kasikornbank next year will go beyond "digital banking" to offer "SoLoMoCo" services under a strategy to integrate the trend technologies of social media, localised marketing, mobile and commerce.
“We aim to be a ‘lifestyle’ bank,” executive vice president Pakorn Partanapat said yesterday.
KBank aims to grow its digital banking division by more than 40 per cent and expand its customer base to 6.5 million people next year.
Under the SoLoMoCo strategy, social media will be the key element that will integrate the bank’s online marketing activities such as the launch of “Anything can happen with KBank Digital Banking” to support all demand in the digital world.
Localised marketing integrates the various marketing activities designed to fit specific customer demands or areas of services such as check-in service or cross-promotions with business partners.
Mobile features services such as the “K-Merchant on Mobile” in partnership with Nok Air to provide ticket reservations and payment services via smartphones anytime and anywhere.
And commerce allows access to the online market in the form of “everywhere commerce”, such as the partnership with Clinique to provide payment via KBank’s K-Payment Gateway system using KBank’s Internet credit cards or debit cards.
“We are No 1 in digital banking with a digital service strategy that helps us fit into our customers’ busy, ‘on-the-go’ lifestyles where electronic devices such as smartphones, tablets and notebooks have become important assets in our lives, and in our banking needs,” he said.
KBank was the first to develop Internet banking in Thailand in 2005 and SMS Service alerts for its customers’ mobile phones in 2008. It was the first bank offering SIM banking in Thailand by launching ATM SIM with DTAC in 2009.
“We are also the first to introduce a mobile application called ‘K-Mobile Banking PLUS’ that is a mobile banking service across all networks, OSs and phone devices. And, we are also the first to open a banking search engine web portal, askKBank.com, this year,” he said.
Recently, KBank kicked off its “Anything can happen with KBank Digital Banking” campaign backed by a complete Bt40-million integrated marketing plan to inspire all to make their dreams come true with support from the bank’s digital services.
A commercial entitled “The White Witch” will be aired on TV and online media.
According to Bank of Thailand data, at least eight million accounts have registered for digital banking. KBank is the top player with 4.6 million accounts, making up 60 per cent of all digital-banking accounts.
About half of all online financial transactions are conducted with KBank. KBank also holds 70 per cent of the online shopping market.
“Our social media, such as KBank Live information platform on Facebook, has 340,000 members, making it the industry’s most active in terms of online and social media engagement,” he said.
“This strategy will help cement the bank’s leadership in digital ‘lifestyle’ banking” services that give customers from all walks of life ‘anytime-anywhere’ access to their accounts. Next year, the bank expects its digital banking division to grow by 40 per cent, with 6.5 million accounts,” he said.
Besides primary products and services like money transfers, payments or top ups, KBank delivers innovative products, services and lifestyle-oriented activities, as well as marketing communication strategies to target different online social networks, providing maximum convenience to customers.
“We also highlight security services to enhance the consumer’s experience and involvement with our upcoming activities,” he added.
