1. Visit us online at www.eFunds.com Confidential www.tekchand.com 1 A RANDOM WALK DOWN ATM Advertising By Rajeev Bahri, CFA TEKchand LLC

2. Visit us online at www.eFunds.com Confidential www.tekchand.com 2 ATM Advertising  The “Lassi” Principle  An ATM Advertising Framework  The ATM “Real-Estate”  Limitations & Challenges  If We Build it Will They Come?  Open for Discussion Talking Points

3. Visit us online at www.eFunds.com Confidential www.tekchand.com 3 The Lassi Principle  India Example: Making Lassi in a GE Washing Machine Indigenous Ingenuity Coining a new principle

4. Visit us online at www.eFunds.com Confidential www.tekchand.com 4 ATM Advertising Framework INFORMATIONAL (Passive content | Inform the ATM User)  Mass vs. Targeted (Up-to-date and Contextual)  Brand vs. Product Marketing  ISO Model- where there is Info, there are sponsors, where there are sponsors, there is advertising $ ACTIONABLE (Interact with the ATM User)  Reward Behavior (coupon)  ATM Personalization  Generate Leads get Phone Number, respond to survey, etc  Contextual (real-value) information (you qualify for LOC loan, your Mortgage payment is due, etc) ATM Commerce = ATM Advertising?  Where there is commerce, there are sponsors, where there are sponsors, there is advertising $$$  ISO vs. Bank Define it

5. Visit us online at www.eFunds.com Confidential www.tekchand.com 5 Advertising “Real-Estate”  Physical Device Skins  ATM Toppers  Key ATM Screens Mass Marketing Screens> Welcome & Out of Service Targeted Marketing Screens> Wait & Thank You  Receipt  Header & Trailer  Transaction Menu  Add A New Transaction (Enable and Label a button/FDK)  Opt-in Coupon (award user), Opt-in Poll (solicit user input)  Transaction Flow (during or at termination of transaction)  Insert a new transaction upon Termination of main transaction  Opt-out Coupon, Opt-out Poll Where Can You Advertise on the ATM? INFORMPROMOTE REWARDCOLLECTSELL PassiveInteractive

6. Visit us online at www.eFunds.com Confidential www.tekchand.com 6 The Players Advertiser / Bank Marketing Dept Getting An Ad on the ATM and making it Succeed ATM Owner Retailer ATM Driver Feedback Loop Determinant of Success Enablers ATM User ATM Hardware & Application Vendor

7. Visit us online at www.eFunds.com Confidential www.tekchand.com 7 Challenges & Limitations Perception  One trick pony Real (Inherent to Device)  provides a critical function that can’t be compromised  Limited time, small screen, someone is watching me Regulatory  No advertising and solicitation of customers on Bank ATMs Legacy  Device is underpowered and no bandwidth  Legacy Applications not designed with Advertising as a feature Imposed  Technical challenges of advertising on multi-vendor ATM  Fragmented Decision Making (ATM Owner, Driver, Retailer)  No advertising network or “aggregator” (no central negotiating party that represents a big foot print) What if Yahoo wanted to say “Do You Yahoo?” on all the ATMs in ASIA? Not Perceived by Traditional Advertisers as a Viable Medium Not Organized by ATM Owners & Drivers as a Viable Medium If we BUILD IT it, will they come? Not Promoted by the ATM Industry as a Viable Medium

8. Visit us online at www.eFunds.com Confidential www.tekchand.com 8 How do we Build it? What if Yahoo wanted to say “Do You Yahoo?” on all ATM Receipt Headers in Asia? ATM Host EFT Network VISA Member Banks ATM Advertising Network Member Advertisers Serving the Content: Textual Content via “hooks” in existing Host Systems/ Device handlers (ex: Connex, Base24, IST) Multi-Media Content via Client-Server file distribution servers. Managed by ATM Drivers? Distribution Servers Multi- Vendor ATMs Distribution Servers ATM Drivers/EFT take ownership to provide a multi-vendor content distribution solution… as already w/ financial transactions.

9. Visit us online at www.eFunds.com Confidential www.tekchand.com 9 Technical Challenges  Installed ATM base  Legacy vs. Next Generation  Vendor Differences  Hardware and Application Vendors  Application Vendors  Operating System Differences  OS/2 vs. Windows  Solutions are designed as tools for ATM Operations  Application are not intuitive  Bank IT Role or Bank Marketing Dept. Role? How do I build it?

10. Visit us online at www.eFunds.com Confidential www.tekchand.com 10 Technical Challenges  Installed ATM base  Legacy vs. Next Generation  Vendor Differences  Hardware and Application Vendors  Application Vendors  Operating System Differences  OS/2 vs. Windows  Solutions are designed as tools for ATM Operations  Application are not intuitive  Bank IT Role or Bank Marketing Dept. Role? How do I build it?

11. Visit us online at www.eFunds.com Confidential www.tekchand.com 11 Appendix: SOLUTION PROVIDERS OPEN FOR DISCUSSION Overcoming the Technical Challenge

12. Visit us online at www.eFunds.com Confidential www.tekchand.com 12 Appendix ATM Ad Space  Suitable Content  Technical Requirements Ad Space Suitable ContentTechnical Requirements Welcome Screen (Attract Sequence) Rotating Marketing Screens  Simple: Graphic Images or Text Messages  Advanced: Auto-updating News & Mass Information Complex Multi-Media (images, video, animation) For Graphic content need REMOTE DISTRIBUTION SOLUTION For State-Screen ATMs, for textual content changes, need INTERFACE WITH ATM HOST SYSTEMS to auto change Load File. For XFS, web-based ATMs, need web service or other client-server solution. Wait & Thank You Screens Wait Screens can be rotating like Welcome with the added advantage that they can contain DYNAMIC, REAL-TIME, and PERSONALIZED text messages that are overlaid on pre-stored graphic images. Thank You Screen is a simple screen that can contain Dynamic and Personalized information, but generally the ATM user is looking to GO For DYNAMIC, REAL-TIME, and PERSONALIZED text messages on State-Screen ATMs need INTERFACE WITH ATM HOST SYSTEMS or Windows based ATM applications (ex: 912 ) have exit routines to link with a CRM system. Receipt Logos, REAL-TIME and PERSONALIZED textInterface with ATM Host Systems or ATM Applicatin that permits ‘exits’ or ‘call-outs’ to a content/crm server Banner SMS (ex: Need LOC? Call Sandy at 1888 990 1234) Transaction Menu & Transaction Flow Interactive Content ( xxxx…Please input your phone #) Coupon (coupon with text and/or bar code)