PrivatBank expands self-service distribution channel
Ukrainian market leader pilots ATM-based advertising
PrivatBank, based in Ukraine, has further strengthened its self-service business with the purchase and installation of 3,100 ATMs for sites in Ukraine, Russia, Georgia, Cyprus and Latvia. In addition, the bank plans to test the use of ATM-based advertisements as part of an extensive pilot project. Alongside an application designed for personalized interaction with customers at the ATM, all systems will be equipped with special monitoring software.
The monitoring and IT service management software ProView connects the ATMs with the bank's IT management center, thus allowing PrivatBank to monitor its systems online around the clock and maintain maximum availability of the self-service network. Additionally, ProView is designed to provide a wide range of other useful features, such as the management of software updates and remote access to the ATMs.
In total, 100 systems within the network will be equipped with ProSales Marketing, a software developed specifically for direct marketing via self-service devices. Prior to this extensive pilot project, initial tests had been successfully completed on five systems. In addition to promoting bank-related products and services, the bank is also looking to implement a system that allows customers to provide direct feedback by means of response functions incorporated into the ATMs.
The approach pursued by PrivatBank is to evolve its self-service business into a fully fledged communication, sales and service channel. The bank already offers services such as the recharging of prepaid cards for cellphones, the payment of bills and international money transfers. The systems are also capable of processing banknote deposits.
In installing the new generation of ATMs, PrivatBank will phase out its portfolio of older systems supplied by other manufacturers and create a homogeneous network based on state-of-the-art technology developed by Wincor Nixdorf. The decision in favor of a consistent system platform will produce tangible benefits in the area of servicing and maintenance. At the same time, new products and services can be developed faster and more cost-effectively.
PrivatBank has issued a total of 16.6 million bank cards to its customers. It operates 2,910 bank branches and has a network comprising 4,700 ATMs.