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Ketharaman Swaminathan

Founder and CEO
GTM360 Marketing Solutions
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17 Apr 2009
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Ketharaman's opinions

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Ketharaman Swaminathan

ePayments Have A Long Way To Go

My stock trading account and the bank account to which it is linked are both held at the same bank which is a Top 3 private sector bank in India. Around five-six years ago, this bank changed all bank account numbers from 11 to 12 digits by adding a leading zero at the start of the old account number. Therefore, an old account number like 001 0400 ...

01 November 2011 /payments /retail

Ketharaman Swaminathan

How Banks Can Differentiate By Going The Extra Mile - Part 3

When I wrote Differentiate Your Product By Going The Extra Mile, I'd meant it to be the second and concluding post. But, I came across a few more updates on this subject recently that I thought I must share, hence this third part. Yes, as I'd guessed, recent realtime SMS alerts sent by banks in India for credit card transactions are the outcome of...

16 October 2011

Ketharaman Swaminathan

How Banks Can Differentiate By Going The Extra Mile - Part 2

In Part 1 of this blog post, we'd compared the realtime SMS alerts for credit card transactions sent out by two banks, BANK1 and BANK2. In this Part 2, we'll look at these SMS alerts as 'products' and see how well they work for the customer towards detecting and preventing fraudulent credit card transactions. Both banks permit the following modes...

18 September 2011 /payments

Ketharaman Swaminathan

How Banks Can Differentiate By Going The Extra Mile - Part 1

Credit card holders in India might have noticed of late that they’re receiving SMS alerts on their mobile phones each time they use their cards. I’m not sure if this is a bank/card-specific initiative or the outcome of some new government regulation applicable across the industry, but I’ve been receiving these notifications from the issuers of bot...

13 September 2011 /payments

Ketharaman Swaminathan

The Emergence Of ePayment Fraud Chasers

The jury's out – well, not even selected - on this latest one but, at 1:1, the verdicts on the two previous lawsuits around EFT and ACH frauds in the USA are matched evenly between corporates and banks. It seems fair to find in favor of corporates where banks haven't complied with FFIEC and other well-established security guidelines. Issued over fi...

21 July 2011 /payments /wholesale

Ketharaman Swaminathan

Why I Think EBA Clearing's myBank Will Be A Hit

No, not because it's innovative - it isn't. I can think of at least one provider of this type of alternative payment each in the USA, UK, Netherlands and India that has been around for several years. Called 'Secure Vault Payment' or 'SVP' in the USA, these payment methods connect online shoppers with Internet Banking portals of domestic banks se

17 June 2011 /payments

Ketharaman Swaminathan

Do Retailers Want To Have Their Cake And Eat It Too?

A month ago, when I read this news item on Finextra about ISIS ditching Discover and deciding to tie up with Visa and MasterCard, something didn't sound right. After all, creating another payment network seemed to be the raison d'être for the formation of this company. And, since it had the backing of Verizon Wireless, AT&T and other leading A...

20 May 2011 /payments

Ketharaman Swaminathan

NetSpend And Actiance Show Banks The Social Media Way To Go

Kudos to Actiance for coming up with a product like Socialite that grasps the nuances of social media usage and allows companies, even in highly regulated industries, to enjoy the benefits offered by social media and stay on the right side of the law at the same time. Although it’s not a bank, I hope Socialite’s implementation in such a marquee fi...

22 April 2011

Ketharaman Swaminathan

Shift From Credit To Debit And Prepaid Cards

The last year has been awash with news and analyst reports about how American consumers are forsaking credit cards and increasingly using debit and prepaid cards. Given that credit cards are a “pay after” instrument as against debit and prepaid cards that are “pay now” and “pay before” instruments respectively, pundits have concluded that the sh

18 April 2011 /payments

Ketharaman writes about

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