What if there was a unique idea in the field of consumer lending? Create your own retail bank - this is exactly what QIWI decided in the group, assessing the prospects for a fundamentally new niche for Russia - an installment plan. To launch a new product called Conscience, a new high-tech retail bank was created on the basis of the Kivi Bank infrastructure in the shortest possible time with the help of SAS. For the project "Conscience" all the processes were built "from scratch". Mikhail Zhigunov, director of marketing and product of the project "Conscience", Alexandra Kosenko, who headed the project of building the entire risk management system in the "Conscience", tells about the new product, and Alexander Churichev, senior consultant on solutions for risk management of SAS Russia / CIS.
What are the interest cards for the Russian market?
Mikhail Zhigunov: While its novelty, but mostly -
convenience for a wide range of people and companies. We were able to find a
new offer for the consumer lending market, although this is one of the most
thoroughly studied markets. It seemed that all the most interesting ideas have
already been expressed, all the products most needed for customers have already
been invented, the pool of players has developed, and no one can interfere with
their routine struggle for a share of the total "pie". But we decided
to change things.
For some reason, the well-established installment cards in
the world were practically unknown in Russia. Such cards combine products that
previously could be obtained only separately in different places - in a bank
and a store. That is, the bank gives you a loan, and the store provides
installments for the purchased goods. Now all this is available in one
installment card "Conscience", which was offered by "Kivi
Bank".
World practice has shown that for clients such cards are
beneficial and convenient, because a large percentage of people use credits and
interest-free installments - and Russia is no exception. For retail networks,
installment is one of the main sales drivers. But in the "classical"
form, each purchase in installments is accompanied by a separate contract and
red tape, in addition, installments in stores operate, as a rule, for a limited
range of goods.
Conscience, using the already familiar form factor of a bank
card, eliminates this inconvenience. Once the contract is signed, the client
receives a card with a revolving credit limit, which allows you to buy goods in
installments of partner networks by installments, without having to make out a
new contract each time. And it is more profitable for retailers not to store
goods in a warehouse, but to sell it right now, having deducted a small
commission "Kivi Banku". Thus, in this business model QIWI does not
earn on private clients, but at partner stores - this allows you to give the
client money without interest, while the price for it will be the same as when
paying in cash.
The installment card is a high-tech product that requires
the integration of many information systems and the active participation of
analysts. On what decisions is it built?
Alexandra Kosenko: IT-landscape of the bank is built in such
a way as to provide the fastest decision-making on the applications of
customers for the issue of cards. This is implemented primarily in the credit
line technology. The basis of the credit line and integration bus of the
decision-making unit was the Misys and SAS products, which were implemented by
specialists from OTP and SAS Institute. The SAS Real-Time Decision Manager
controls the decision-making process for applications. The bank's
infrastructure includes other systems: ABS Inversia, ITkey front office
systems, SmartVista processing and others. SAS in this set of solutions acts as
a "brain" that directly makes decisions and says what to do for
front-office systems.
Why did you decide to trust the analyst with SAS solutions?
Alexandra Kosenko: Starting the project to create the entire
IT infrastructure for a new retail bank from scratch, we started from two
facts: we had to do it quickly, and the result was to be uniquely the best
product on the market of Russian fintekh. Few integrators can provide
simultaneous fulfillment of these conditions. Moreover, the complexity of the
algorithms and the need to process huge amounts of data put us in front of the
fact that we will have to choose from a narrow range of companies.
In favor of SAS, they said ready-made developments in
integration with external data sources, which no one else could demonstrate.
Also, SAS solutions can support flexible strategies and processes. And, of
course, a lot means the reputation earned by the company in the retail lending
market. We chose from two suppliers, and, eventually turning to SAS, avoided
buying a "cat in a sack". In just two and a half months, we 100%
fulfilled all the planned plans, launched the product and further tuned the
system in the operating mode.
The project has something to develop and improve, but even
what has already been implemented for the market as a whole is still
underdeveloped
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