The Homexpress experiment

By Jahanzaib Haque

(Published in the Nov-Dec 2009 issue of Aurora)

While the print media struggle globally to stay competitive against the onslaught of free information on the internet, a number of business models have emerged which take a different approach to the problem.

In Pakistan, one such local venture is Homexpress – a 100% ad based free monthly magazine delivered direct to households (in fact, similar to a shopping catalogue); the ads being mainly local retailer (shops, restaurants) driven.

Since its Karachi launch in September 2004, Homexpress has grown from a four-page issue circulating to 10,500 homes in DHA and Clifton, to six different monthly issues (up to 32 pages in size) circulating to 63,000 homes in neighbourhoods across Karachi and Lahore.

Easypaisa for the unbanked

By Jahanzaib Haque

(Published in Nov-Dec 2009 issue of Aurora)

In a synergy of telecom and banking, Telenor Pakistan and Tameer Micro Finance Bank have launched ‘Easypaisa’ – a financial service which promises to introduce ‘true branchless banking’ to the unbanked majority of Pakistan.

Accoding to Yassir Shafi, Account Director, Adcom (the creative agency for Easypaisa), “Previously, branchless banking offerings were for inter-bank customers only, but the Easypaisa concept makes these financial services open to everyone.”

Banking beyond branches

By Jahanzaib Haque

(Published in Nov-Dec 2009 issue of Aurora)

The banking sector in Pakistan has been abuzz with the terms, ‘branchless banking’ and ‘ADCs’ (alternate delivery channels) of late, as a wave of interest has arisen in bringing new, technology based offerings to the market this year.

The term branchless banking refers to giving customers the option to access banking services without physically entering a branch. The four major ADCs in the market which allow such access include call centres, ATMs, internet banking and the up and coming, mobile banking.

Consequently, multiple players have opted to develop and market these services, and a number of mass media campaigns, including the most recent MCB Mobile Banking and HBL Technology campaigns have underscored this trend.

Lay off!

(Published in Aurora, September-October 2009 issue)

By Jahanzaib Haque

What are the odds that one fine day Junaid Jamshed would appear on national TV to endorse a brand of chips as being halal? For some, this could be the Twilight Zone of advertising, but the reality behind the facts that drove Frito Lays Pakistan into taking such a step could well be every brand’s worst nightmare: an emotive rumour that spreads like wild fire through the power of word-of-mouth.

Three banks in search of an image

(Published in Aurora, September-October 2009 issue)

By Jahanzaib Haque

Pakistan’s banking sector has long been a cutthroat market, with many players (small and large; multinational and national) competing for a broad range of customers. In such an environment, it’s not just the products and services that draw people to one bank or another – it’s also the perceived image which determines where one will bank.

Given the economic downturn and the public’s increasingly cautious approach to financial matters compared to the economic boom of 2005-06, this issue of leveraging a strong image to attract and retain customers is especially important for those banks that have recently entered the market or changed ownership within the last few years.