ICICI Bank

Mumbai, India
Project Goal

Investigate the advantages and disadvantages of implementing a smartcard based micro-payment ecosystem

Project Detail

The Delhi Metro is one of the largest metro systems in the world. It consists of 143 stations and 2.5 million rides are taken per day.

The MAP student team was asked to research and analyze the challenges of extending Delhi Metro's transit smart card to retail purchases. The team gained consumer and merchant value insight by conducting interviews around Delhi and Mumbai. These insights informed strategic recommendations they made to ICICI. Their recommendations spanned ways to increase value to customers by offering loyalty points and negotiating pass-through discounts, steps to offer greater personalization and security, and product positioning strategies.

Project coordinated in partnership with the C.K. Prahalad Initiative.

Faculty Advisors
M.S. Krishnan
M.S. Krishnan
Accenture Professor of Computer Information Systems
Professor of Technology & Operations
Dr. M. S. Krishnan (“Krishnan”) is the Accenture Professor of Computer Information Systems and Professor of Technology and Operations at the Ross...
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Paul Clyde
Paul Clyde
President, William Davidson Institute at the University of Michigan
Tom Lantos Professor of Business Administration
Movses and Maija Kaldjian Collegiate Lecturer of Business Economics and Public Policy
Paul Clyde is President of the William Davidson Institute at the University of Michigan, the Tom Lantos Professor of Business Administration, the...
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MAP Type
Full-Time MBA MAP
Industry
Financial Services
Function
Strategic Planning
Marketing/Sales
Region
India
Class Year
2014
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