MARKETING GUIDE This document is a summary of the AEVI brand, our solutions and the value we provide to our customers. The insight into the AEVI brand describes our internal values, how we wish to be perceived externally, and the tone of voice to be employed our communication. They set out the AEVI Corporate Vision and Mission, together with an overview of the solutions created to meet these. They then go on to articulate the value propositions for our target audience groups. 8 TH SEPTEMBER 2016 We are happy to answer any questions you may have. Please get in touch with: Martina Jeronski Global Marketing Manager P: +49 5251 693 3375 M: +49 151 21757990 E: martina.jeronski@aevi.com
MARKETING GUIDE  This document is a summary of the AEVI brand, our solutions and the value we provide to our customers. Th...
INTERNAL ETHOS The internal ethos is something we live by, rather than something we promote. To establish our internal ethos, we considered our idealistic vision of the future, rather than our specific corporate vision, together with our purpose and role in trying to turn this vision into reality. We then summarised our values and articulated what the essence of the brand would be. OUR VISION OF THE FUTURE OUR PURPOSE A world where all transactions, are simple, Ssecure and seamless . A world where all transactions, are SIMPLE, to help businesses consolidate and simplify the way they manage transactions and enable new levels of innovation, agility and efficiency. For this to happen, the industry needs to evolve and expand beyond finance. It needs to be more open and inclusive. It needs more agility and innovation. It needs AEVI. Our purpose is simple and single-minded, but that does not mean it’s easy. It has never been done and it requires us to break the unwritten rules. Things like: • It can’t be both open and secure • Competitors don’t collaborate • For it to work, we need to build it ourselves VALUES OUR ROLE To remove the barriers to collaboration, establishing the connections needed to create an open, neutral ecosystem that can securely support all types of interactions AEVI was created to facilitate change; to remove the barriers to efficiency and innovation. We achieve this by establishing new connections that encourage collaboration – thereby removing the barriers to enable new levels of innovation. This is not an easy task. We are faced with objections and barriers at every turn. People question the feasibility and the practicalities. They doubt us and we will doubt ourselves. But all pioneers face the same challenges and they overcome them because of their inherent spirit – a spirit that comes from the core values. As a brand, AEVI has internal values. They are: open, passionate, trustworthy and entrepreneurial. OUR ESSENCE A pioneering spirit AEVI embodies the desire to drive lasting change, to lead the way to a better future and to bring others along on the journey.
INTERNAL ETHOS  The internal ethos is something we live by, rather than something we promote. To establish our internal et...
EXTERNAL PERSONA Our external persona is how we would like to be perceived by the world around us. Accordingly, we build up messages to promote the brand that are derived from our promise, personality and brand idea. PROMISE “DO MORE “ As a bold pioneer that is challenging the status quo, we need a provocative promise. Ours is deliberately ambiguous and challenging. We DO MORE At the same time, we are challenging everyone to be less passive, to step up and DO MORE. Join us in our quest, to embrace the idea of an open, collaborative ecosystem that enables transactions in a simple, secure and seamless way. We enable you to DO MORE We are challenging everyone to step up and DO MORE and to embrace the idea of an open, collaborative ecosystem. IDEA PERSONALITY AEVI’s overarching idea for the business is openness in every way. Openness creates opportunities, which delivers choice: As an entrepreneurial company we are seen as: brave, open, passionate and smart • Open to all systems • Open to new ideas • Open to new business models • Open to new revenue streams • Open to sharing • Open to collaboration • Open to possibilities • Open to opportunities
EXTERNAL PERSONA  Our external persona is how we would like to be perceived by the world around us. Accordingly, we build ...
THE AEVI BRAND We DO MORE to consolidate all transactions, on any device, across all channels, countries and currencies in a simple, secure and seamless way. This enables faster, more impactful innovation and enhanced control and agility, combined with a reduced total cost of ownership. AEVI BRAND SUMMARY AEVI is building an ever-more open ecosystem to provide customers with choice, flexibility and strategic value. We need to embrace collaboration and adopt open solutions that have the power to deliver more value, resulting in enhanced customer relationships, bringing banks and merchant acquirers closer to their merchants, and merchants closer to their consumers. This opens up new business opportunities for payments, value-added services and beyond. We DO MORE to consolidate all transactions, on any device, across all channels, countries and currencies in a simple, secure and seamless way. This enables faster, more impactful innovation and enhanced control and agility, combined with a reduced total cost of ownership. CORPORATE MISSION CORPORATE VISION “Building an open ecosystem to provide customers with choice, flexibility and strategic value. “To be the number one ecosystem for secure transactions and high quality, value-added apps and services. We bring banks and acquirers closer to their merchants, and merchants closer to their consumers, while opening up new business opportunities.” Pioneering and leading the community through new ways of thinking and embracing collaboration to DO MORE”
THE AEVI BRAND  We DO MORE to consolidate all transactions, on any device, across all channels, countries and currencies i...
TONE OF VOICE 1/2 The aim of this document is to help anybody communicating on behalf of AEVI to do so in a consistently distinctive way, thus reinforcing the desired perception of the brand in people’s minds. In short, we’ve defined what the brand is all about. Now we need to back it up with the way we communicate. There are two parts to this: Style: how we talk and write Content: what we talk and write about 1. TONE OF VOICE: STYLE The style of communication we use to talk about AEVI will reflect the brand positioning, promise, personality, and idea. These need not be used exactly, but should always be considered in any communications, whether written or spoken. We have translated these elements into four qualities that should be used to guide the way the AEVI brand communicates. The four qualities are: • Authentic • Bold •Inspiring • Knowledgeable Together, these elements of the tone of voice personify the pioneering spirit that is the essence of the AEVI brand. BE AUTHENTIC BE INSPIRING The use of personal pronouns such as “you”, “we” and “us” brings the reader into the conversation, as if speaking face-to-face. Injecting passion into what you are saying will conjure those emotions in the reader, without the need to tell them that they should or will have those feelings. Present the reader with objective, supplierneutral information, so they can make a decision without feeling they are being pressured. Avoid using exaggeration to add excitement to your writing, as this will lead the reader to question the authenticity of what you are saying. BE BOLD Rather than giving your audience information and hoping for results, ask them to take specific action to meet your objective. Adverbs such as “quite”, “like”, and “somewhat” soften the message that you are trying to communicate. Eliminating these adds confidence to what you are saying. Bold leaders take a stance on issues that they care about, rather than trying to please everyone. The same should happen with your writing – if there is a point to be made, it shouldn’t be diluted with too many explanations or alternatives. Use active verbs such as “achieve” or “complete” to give the sense that the reader is involved in the action, rather than passive to it. Use the present or future tense, rather than the past tense, to give the feeling that things are moving forward. BE KNOWLEDGEABLE Rather than using phrases such as “we believe” or “we think”, make statements with positive terms such as “we will.” These elements of the tone of voice personify the pioneering spirit that is the essence of the AEVI brand.
TONE OF VOICE  1 2 The aim of this document is to help anybody communicating on behalf of AEVI to do so in a consistently ...
TONE OF VOICE 2/2 2. TONE OF VOICE: CONTENT To project the right image when we communicate with people, we need to say the right things. It is up to you to find the words most of the time, but we can help with some ground rules, and there are times when we should use consistent words and phrases: THE WAY WE TALK ABOUT AEVI THE COMPANY NAME For our brand to grow and prosper, we need everyone to be clear about who we are, what we do and what value we add. It helps to have a consistent way of referring to AEVI, what the company does, and the benefits for the people who choose us. We have established guidelines to be used when we are referring to the company, describing who we are and what we do, and summarising our positioning. The company name is AEVI and it should always be referred to as such when we talk and when we write. When writing the name it should appear on its own, as follows: AEVI It should appear in the same font and format as the surrounding copy, unless the logo is being used. We should never: • write the name in bold to make it stand out: AEVI • write the name in italics to make it stand out: AEVI • write the name in sentence case: Aevi We want to avoid creating sub-brands: AEVI Pay , AEVI Wallet, AEVI Cloud, AEVI … Instead, we can say AEVI’s Marketplace or AEVI’s Wallet.
TONE OF VOICE  2 2  2. TONE OF VOICE  CONTENT To project the right image when we communicate with people, we need to say t...
PORTFOLIO We have brought together key existing products to provide a cohesive set of solutions that represent real value to our external audience. YOUR FUTURE-PROOF SOLUTION HOW AEVI CAN HELP YOU DO MORE: • Increase your customer retention and conversion rates. Generate new revenue streams and business models. Go beyond payments with value-added apps and services and an own-branded experience. • Extend your cross-border capabilities by processing F2F payments through your store networks worldwide – all with just one integrated solution. • Be independent in your choice of hardware through our multivendor approach. Select your preferred provider or choose from a white label product portfolio, to keep your brand the centre of attention • Consolidation brings all of your data together in one place, putting you back in control and giving you the flexibility to react to what the data tells you • Third party or proprietary applications are installed on your choice of managed devices, delivered either as a totally outsourced service or through open collaboration with other members of the community FLEXIBLE
PORTFOLIO  We have brought together key existing products to provide a cohesive set of solutions that represent real value...
PORTFOLIO 1/2 Secure Transactions Value-Added Apps & Services 1. SECURE TRANSACTIONS A white-label end-to-end (E2E) software as a service (SAAS) solution for accepting and processing secure transactions, such as face-to-face (F2F) payments, providing a centralised cross-border payment solution that is independent of hardware and operates on a worldwide basis. AEVI routes transaction data from all channels and countries through a single gateway, making it more accessible. This provides the capability to enable bespoke realtime reporting of consolidated transactional data in a single place. USP BENEFITS A payment gateway that is truly multi-device, multi-country, multi-currency and multiprovider. Bespoke real-time reporting of consolidated transactional data in a single place. • Providing payment solutions based on a centralised, white-label platform that integrates all existing transaction channels into one simplified solution • Secure PCI DSS-certified solution with high availability • Reconciliation and settlement services • Generic terminal management system for all supported devices • Cross-border payment transactions: Merchants with wide sales networks need only one solution and a single integration for all channels and all countries in which they operate • Consolidate reporting as AEVI routes transaction data from all channels and countries through a single gateway, making it more accessible. • Cross-border terminal management • Operate logistics and delivery processes • Speed up and simplify network operations
PORTFOLIO  1 2  Secure Transactions Value-Added Apps   Services  1. SECURE TRANSACTIONS A white-label end-to-end  E2E  sof...
PORTFOLIO 1/2 SECURE TRANSACTIONS: POWERFUL TOOLKIT Secure Transactions Value-Added Apps & Services CENTRALISED, WHITE-LABEL PAYMENT PLATFORM (SAAS) EFT POS Tablet Albert MULTI-DEVICE APPROACH. YOU CHOOSE YOUR OWN HARDWARE Consolidate Worldwide Control Performance CONSOLIDATE REPORTING OF TRANSACTION DATA FLEXIBILITY & CHOICE + + =
PORTFOLIO  1 2  SECURE TRANSACTIONS  POWERFUL TOOLKIT  Secure Transactions Value-Added Apps   Services  CENTRALISED, WHITE...
PORTFOLIO 2/2 Secure Transactions Value-Added Apps & Services 2. VALUE-ADDED APPS AND SERVICES (VAAS) VAAS is the first white-label business-to-business (B2B) app store and cloud platform delivering value-added apps and services to merchants and consumers, generating new revenue streams, and opening up new business opportunities. USP BENEFITS An ultimate collection of business-standard, high-quality apps and services delivered through a white-label marketplace to the point of sale, in a secure environment. . • Powerful tool to increase retention rates • Establish entirely new business models, opening up attractive new revenue streams • Uniquely branded app store, tailored to merchants’ needs • Merchants can streamline back-office tasks, focus more on core business tasks, and increase conversion rates • High-quality apps: a brand new channel for developing and distributing apps for the next generation of payment devices • AEVI works with app solution providers to develop high-quality apps.
PORTFOLIO  2 2  Secure Transactions Value-Added Apps   Services  2. VALUE-ADDED APPS AND SERVICES  VAAS  VAAS is the first...
PORTFOLIO 2/2 VALUE-ADDED APPS & SERVICES: POWERFUL TOOLKIT Secure Transactions Value-Added Apps & Services B2B app store Admin portal B2B WHITE LABEL APP STORE, OFFERING A WIDE SELECTION OF HIGH-QUALITY APPS & SERVICES WITH 24/7 REPORTING EFT POS Tablet Albert MULTI-DEVICE APPROACH. YOU CHOOSE YOUR OWN HARDWARE Consolidate Worldwide Control Performance CONSOLIDATE REPORTING OF TRANSACTION DATA NEW BUSINESS MODELS & REVENUE STREAMS + + =
PORTFOLIO  2 2  VALUE-ADDED APPS   SERVICES  POWERFUL TOOLKIT  Secure Transactions Value-Added Apps   Services  B2B app st...
AEVI COMMUNITY Our aim is to enable, challenge and inspire businesses with one solution, with one goal. AEVI will always DO MORE, to empower the business community to DO MORE. TOGETHER WE DO MORE AEVI is enhanced by the involvement of a community which consists of merchants, merchant banks, merchant acquirers, payment providers, service providers and app partners. They are ready to collaborate to DO MORE and achieve more. Banks App partners Merchants Merchant acquirers
AEVI COMMUNITY  Our aim is to enable, challenge and inspire businesses with one solution, with one goal. AEVI will always ...
VALUE PROPOSITIONS The target audiences can be divided into three groups. Direct Channel - Merchant Acquirers/ Banks/ISOs - App Solution Providers Indirect Channel: - Merchants TODAY’S OBSTACLES As merchant acquirers and merchant banks are battling with shrinking scheme fees, feeling constrained by limitations imposed by service providers; being restricted by the regulatory complexities of face-to-face payments across different markets, the temptation is to retrench and fight your corner by reducing margins and battling for market share. It feels like a day doesn’t go by without another fintech business being launched, one that’s built for purpose, app-based, easy to integrate and cheap to use. Each one is created to make life easier for the consumer, chipping away at your revenues and fracturing the foundations of your merchant relationships. You need a way to respond. You need a future-proof solution – to go beyond payments and to DO MORE. The target audiences can be divided into three groups. We differentiate between direct and indirect sales channels, as we are not targeting merchants directly.
VALUE PROPOSITIONS  The target audiences can be divided into three groups. Direct Channel - Merchant Acquirers  Banks ISOs...
VALUE PROPOSITIONS 1/3 1. OUR VALUE PROPOSITION TO MERCHANT ACQUIRERS/BANKS Enhance your offering by connecting to AEVI’s central platform. It offers seamless processing of F2F payment transactions, loyalty transactions and value-added services using vendor-independent EFT-POS, mPOS and also ATMs. Because AEVI routes all transactions through a single gateway, all data is consolidated, making it easier to access. OPEN UP NEW BUSINESS OPPORTUNITIES AND REVENUE STREAMS WITH A FUTURE-PROOF SOLUTION • Extend your cross-border capabilities – start processing F2F payments worldwide – all completely white-labelled. • Be independent in your choice of hardware with AEVI’s multi-vendor software, enabling you to select your preferred payment service provider or even choose from a white-label product portfolio, keeping your brand at the centre of attention • Consolidation brings together all your data in one place, putting you back in control, giving you the flexibility to react to what the data tells you • Generate attractive new revenue streams, while strengthening your merchant relationships by helping them to step into the value-added services world, so they can go beyond payments. • Third-party or proprietary applications delivered across your choice of managed devices, delivered either as a totally outsourced service or through open collaboration with other members of AEVIs community • Significantly reduce the cost of servicing and make previously unprofitable markets an opportunity to expand
VALUE PROPOSITIONS  1 3  1. OUR VALUE PROPOSITION TO MERCHANT ACQUIRERS BANKS Enhance your offering by connecting to AEVI ...
VALUE PROPOSITIONS 2/3 2. OUR VALUE PROPOSITION TO APP SOLUTION PROVIDERS We offer a new channel for developing and distributing apps for the next generation of payment devices. We facilitate an open community, allowing you and our merchant bank/acquiring partners to directly connect, engage and contract with each other. Our goal is to create customer intimacy by turning transactions into enriched customer interactions. EXPLOIT NEW OPPORTUNITIES • Access to a new premium sales channel • Be introduced to millions of merchants • Instantly multiply your sales force • Exponentially grow your revenue • Expand your business into new territories on your own terms
VALUE PROPOSITIONS  2 3  2. OUR VALUE PROPOSITION TO APP SOLUTION PROVIDERS We offer a new channel for developing and dist...
VALUE PROPOSITIONS 3/3 3. OUR VALUE PROPOSITION TO MERCHANTS Merchants might feel sometimes that it’s the consumer who has all the power in this increasingly mobile, omni-channel world. They are probably right. The answer is not to fight it and limit choices, but to embrace the idea of openness and collaborate with others who are adopting technologies to drive efficiencies and accelerate innovation around customer experience. GO BEYOND PAYMENTS, INCREASE CUSTOMER RETENTION AND CONVERSION RATES, AND ALLOW FOR NEW BUSINESS MODELS AND REVENUE STREAMS THAT GO BEYOND • future-proof solution for enriching payments • extend your cross-border capabilities by processing F2F payments through your store networks worldwide – all with just one integrated solution • an open system that offers the flexibility to form new business partnerships with other retailers and payment solution providers • offer my customers choice through various payment methods and enrich payments with value-added apps and services. • be independent in your choice of POShardware • increase your customer retention and conversion rates. Generate new revenue streams and business models.
VALUE PROPOSITIONS  3 3  3. OUR VALUE PROPOSITION TO MERCHANTS Merchants might feel sometimes that it   s the consumer who...
VALUE PROPOSITIONS AEVI offer an E2E software solution for F2F payments. We want to bring the traditional payment industry back to business, instead of being a competitor for the major players. While others are facing a closed business approach, we are opening up new business opportunities for payments, valueadded services and beyond. AEVI is providing opportunities for all businesses to grow, develop and be brave in their ventures, by embracing collaboration to drive innovation to the market faster. WHAT MAKES AEVI DIFFERENT TO THE COMPETITION? WHITE LABEL ACQUIRER INDEPENDENT Most of the competitors focus on hardware and software and stick to their own branded solutions. AEVI is completely white- labelled to keep the customers brand in the centre of attention. AEVI’s dynamic acquirer switching makes it easy to change acquirers, whenever the need arises. Customers can enjoy greater flexibility to choose acquirers according to the country of operation. HARDWARE INDEPENDENT VALUE-ADDED APPS AND SERVICES (VAAS) TO GO BEYOND PAYMENTS AEVI’s multi-vendor software enables customers to choose the hardware provider they prefer, or alternatively, select from AEVIs white-label product portfolio. CROSS-BORDER With AEVI, your cross-border capabilities extend to accepting and processing F2F payments worldwide. You profit from a centralised cross-border payment solution, managing your sales networks across countries, channels and currencies. AEVI routes transaction data from all channels and countries through a single gateway, making it more accessible. AEVI is the first white-label B2B marketplace linking banks, acquirers and app solution providers. AEVI enables its customers to improve merchant retention and generate new revenue streams via new business models that go beyond payments. CUSTOMISATION
VALUE PROPOSITIONS  AEVI offer an E2E software solution for F2F payments. We want to bring the traditional payment industr...
COMPANY PROFILE The company boilerplate is a special version of the company description, which is used on press releases only and is written to serve that specific purpose. BOILERPLATE AEVI has developed a unique, open ecosystem to bring merchant banks and merchant acquirers closer to their merchants, and merchants closer to their consumers. AEVI provides a global gateway for secure payment transactions together with a marketplace for high-quality value-added apps and services (VAAS) providing new business opportunities beyond payments, which enables fast and effective innovation, plus enhanced control and flexibility. This combination delivers a reduced total cost of ownership for clients. AEVI works with customers to help them embrace collaboration and adopt open solutions that have the power to deliver more value and better meet the needs of today’s consumer. In short, AEVI enables businesses to DO MORE.
COMPANY PROFILE  The company boilerplate is a special version of the company description, which is used on press releases ...
SUMMARY OUR COMMUNICATION NEEDS TO BE REGULAR AND CONSISTENT TO TURN POTENTIAL AND EXISTING CUSTOMERS, PARTNERS, AND EMPLOYEES INTO BRAND ADVOCATES. LIVE THE BRAND VALUES AND SHARE THEM!
SUMMARY  OUR COMMUNICATION NEEDS TO BE REGULAR AND CONSISTENT TO TURN POTENTIAL AND EXISTING CUSTOMERS, PARTNERS, AND EMPL...
YOUR TEAM The company boilerplate is a special version of the company description, which is used on press releases only and is written to serve that specific purpose. WE’RE HERE TO HELP HANS LANGENHUIZEN MARTINA JERONSKI SARAH KOCH RICHARD VAN UFFELEN JAN JACOBI NINA WEIDMANN SALES & MARKETING DIRECTOR EVENTS / FAIRS & MARKETING SUPPORT Copyright 2016 AEVI International GmbH, Paderborn, Germany MARKETING SUPPORT – SOCIAL MEDIA GLOBAL MARKETING MANAGER ART DIRECTION / BRAND IDENTITY MARKETING SUPPORT – AEVI NEWSLETTER
YOUR TEAM  The company boilerplate is a special version of the company description, which is used on press releases only a...