STRATEGIC PARTNERS
May 5, 2003
MUMBAI, India -- India's IDBI Bank has created a new customer service application using Multimedia Messaging Service (MMS), that will allow consumers to download ATM location maps on their mobile phones.
The maps will be available to all mobile phone users irrespective of the mobile service provider, according to a report in the Financial Express. The only pre-requisite is an MMS-enabled handset and a GSM (Global System for Mobile Communications) data or GPRS (General Packet Radio Service) enabled SIM card.
Because the service is not restricted to IDBI Bank customers, it will enable all debit and credit card holders to locate IDBI Bank's ATMs.
"The bottom line is to empower the customer through technology, so that he can manage his relationship with the bank through the channel of his choice with utmost comfort," said Neeraj Bhai, the bank's chief technology officer. "You will soon see other applications like pre-approved property location photographs to help customers view the property, its surroundings and location maps, before short listing the ones to visit."
To download a map, a user first sends an SMS (Short Message Service) to a standard phone number. The keyword is ATM, then a space and the first four letters of the location. So, for example, to get a map for Nariman Point, one needs to send "ATM Nari" to the number. Sending a city name will bring up all available maps and keywords in a city.
With more mobile networks offering GPRS services and with prices of MMS-enabled color screen phones falling to 10,000 rupees (about $211 U.S.) or less, MMS-based services are ready for mass adoption, according to the Financial Express report.
According to IDBI Bank's head of delivery channels, IT, Amit Khorana, the service was made possible after IDBI Bank established its own MMSC (Multimedia Messaging Service Center). "With location-based service offerings from mobile operators around the corner, these kind of services will be the killer applications in the MMS world," Khorana said.
