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Kuala Lumpur, November 18 - CASSIS Services Sdn Bhd, a smartcard solution and service provider, has implemented the First-in-the-World download of electronic Coupon via satelite TV into the chip of a payment smartcard.

CASSIS, in colloboration with one of its client, a large Malaysian Bank, provide this additional channel to promote the usage of their credit cards. "Since the Bank has invested heavily to migrate all its credit cards to chip last year, it is wise and beneficial for the Bank to provide this value-added service as a way to obtain return on its investment." says Chua Thian Yee, CEO of CASSIS.

"This is another channel for the Bank to reach out to its customers and it is a replacement of the traditional cut-out coupons by maximising the capability of the chip in the smartcard." he says.

"The TV-Coupon program is very simple: the cardholder tunes into a dedicated TV channel and selects the offers he wants. He then inserts his smartcard credit card into the setup box and download the electronic coupon into his smartcard. When he is at the merchant outlet to purchase and pay for the item, the terminal automatically deducts the discount from his credit card." Chua explains.

All Card Issuers in Malaysia have migrated their entire card base to chip card last year as a mandate by the Central Bank of Malaysia, Bank Negara.

"We have seen many Card Issuers in Malaysia to be issuing smartcards with high memory chips but how many of them actually utilise the additional space on the chip. Hence, we work and advise our clients on how to maximise this extra memory space by providing various value-added services such as Loyalty and this TV-Coupon download." Chua says.

As the business environment becomes more competitive, with Card Issuers waiving annual fees and giving free gifts, Card Issuers have to differentiate themselves in the marketplace by providing more and varied services to cardholders. "Based on proven trends, the more services a cardholder subscribes the less likely he will churn." Chua added.

This TV-Coupon program can be seen as both Customer Acquistion and Retention strategy to promote more services to the Bank's cardholders.

For more information on this TV-Coupon program, please kindly contact us at +603.7490.4500.

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About CASSIS International
CASSIS International is a leader in providing intelligent business process outsourcing, consulting services and relationship brokering services to card issuers, device issuers and service providers. CASSIS builds application environments and solutions for our clients to register and process smart cards and other chip-enabled portable devices so that cardholders and users can dynamically and securely access multiple applications offered by service providers. Working with leading card and device issuers, payment associations and service providers, CASSIS enables its clients to exploit the multi-application chip platform, helping them in the creation of new revenue streams, growing transaction volume and customer acquisition and retention. The company is a partner of VISA International and MasterCard International for the provision of EMV project services to their members.

For more information, please contact info@cassis-intl.com or visit www.cassis-intl.com.


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