DBS Introduces Cross-Border Payment in Bangkok, Thailand

Top Ten Tourism Statistics In Thailand

As of 2022 visitors from Malaysia, India and Singapore make up the top 3 nationalities visiting Thailand. Prior to the pandemic the top 3 positions were occupied by China, Malaysia, and India. The biggest change was China falling from a 27.9% share of visitors to Thailand in 2019 to 2.6% in 2022 as the number of visitors from China traveling to Thailand fell drastically from its’ pre-pandemic peak of 11,138,657.

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The Most Visited Country in 2024

Covid: Thailand tourism up but still below pre-pandemic level

Tourism in Thailand

Thailand’s 2024 population

Thailand is the 8th most popular tourist destination in the world, thanks to its vibrant culture, mouth-watering food, and breathtaking landscapes. Though they suffered a dip in 2022 with only 11.8 million tourists, they recovered quickly. Tourism in Thailand is set to come back in 2023 with an estimated 25 million tourists projected to flock to the peninsula.​

A total of 25.8 million tourists visited Bangkok, Thailand’s capital city. 

Did you know that the average amount tourists visiting Thailand spend a day is 167 USD? In 2019, the contribution of travel and tourism to the GDP for Thailand was 117.5 billion US dollars. Between 2000 and 2019, the contribution of travel and tourism to the GDP of Thailand grew substantially from 21.9 to 117.5 billion US dollars rising at an increasing annual rate that reached a maximum of 24.70% in 2007.

There are over 40,000 temples in Thailand and a total of 3000 elephants are used for Thailand’s tourism purposes. In addition, Thailand is over 513,115 square km (198,115 square meter), Meaning you have a lot to explore!

DBS- Unveiling the Cross-Border Payment System

Yes! We can finally be a true local if we don’t open our mouths as we scan our phones confidently at more 8 million merchants across Thailand with PromptPay QR. using our DBS PayLah! App. No more being labeled as the Singaporeans that can be anyhow “chope like a carrot head” *smirk. DBS, a leading banking institution from Singapore, The land of smiles is now open to DBS PayLah! 

https://www.dbs.com.sg/personal/deposits/pay-with-ease/paylah-promptpay

In one of the most popular countries for Singaporean tourists, DBS had chosen the June and Dec travel peak periods during the Singapore’s school holidays to launch an advertising campaign for this cross border payment launch in Bangkok, Thailand. One of the key benefits using the DBS PayLah! is at the BTS stations where we can stop wasting time counting/ changing coins and hHead straight to the ticketing machine and purchase with PayLah! by selecting Thai QR on the payment page.With this added convenience and ease, no doubt DBS took the  strategic approach of using Out-of-Home (OOH) media across 21 BTS Skytrain stations in Bangkok to introduce and promote this service and reach out to Singaporean tourists traveling everywhere in Bangkok. 

DBS’s latest cross-border payment service offers a seamless and efficient solution for individuals and businesses seeking to conduct international transactions effortlessly. The emphasis on user-friendly features and robust security measures makes this system an appealing choice for anyone engaged in cross-border commerce or remittances.

The decision to focus on Singaporean commuters and passengers at these ubiquitous BTS stations signifies DBS’s intention to seamlessly integrate its service into the travel routines of individuals who rely on these transit hubs. The strategic placement of OOH media aims to captivate the attention of these individuals during their daily travels, effectively showcasing the benefits and convenience of the new cross-border payment system. Emphasizing the ease and efficiency of conducting international transactions, aligning with the needs of frequent travelers and individuals engaged in cross-border
commerce.

Why Cross-Border Payment Services and Companies on a Rapid Rise in Singapore?

Based on the Sept 2023 Citi’s (Future of Cross-Border payment) GPS: Global Perspectives and Solutions report titled “FUTURE OF CROSS-BORDER PAYMENTS Who Will Be Moving $250 Trillion in the Next Five Years?” – it is clear that the cross-border payment service sector is at a new threshold as new competition and technologies are creating increased customer value with increased speed, transparency and cost savings and convenience.

(Citi GPS Cross Border Payments – Infographic – Customers’ Pain Points)

Fintech players are new start-ups that paved the way with their new way of fulfilling customers’ needs, and cross-industry players such as Telcos and Super apps are joining the bandwagon, while the traditional banks, which took some time to update their infrastructure and UX to adapt, are also revving up their roll-out.

(Caption:Citi GPS Cross Border Payments – Infographic – Banks’ Key Ways to Overcome Blocks)

In Singapore, there is a fierce level of competition in cross-border payments, which is unsurprising given the rewards on offer and Singapore’s high propensity for travel. The race is emerging between new entrants and existing players. Multi-currency e-wallets, such as YouTrip, Revolut, and Wise, have become increasingly popular over the years as they offer competitive exchange rates compared to traditional banks or moneychangers and, furthermore, charge lower or no transaction fees compared to standard credit cards for overseas transactions. Since the recent changes to regulatory limits on December 15, 2023, the maximum limits stipulated by the Monetary Authority of Singapore (MAS) are now between S$5,000 and S$30,000. YouTrip made the first move when the Singapore-based app announced on January 3, 2024, that its users can now hold up to S$20,000 (US$15,025) in their e-wallets at any point and have an annual spending limit of S$100,000.

(Higher E-wallet limits Revolut wise Singapore)

This is indeed exciting news, thanks to the increasing demand to pay using such services for higher-ticket items such as flight tickets and hotel stays. It also means that users have a high trust factor. Other players include Singtel’s DASH, Malaysia’s DuitNow, and Singapore’s NETS

(Malaysia launched person-to-person money transfers by the end of 2023)

as well as traditional bank banks such as DBS’s PayLAH! UOB TMR Paynow, Citi, and DCS (Formerly known as Diner’s Club) as it pivots to Fintech and Crypto 

(Diners Club Singapore is on its pivot to Fintech and Crypto

This is an evolving landscape that is driven by changing behaviors and heightened expectations, with consumers seeking a streamlined, transparent, 24×7 real-time experience, both domestically and across borders. These expectations have crossed over to the corporate and institutional client markets as well, and business users are expecting the same with the payment options offered now by Airwallex in Singapore and Panda Remit.

https://www.pandaremit.com/en/sgp/about

Outdoor Advertising and Transit Media Campaign in Bangkok Details

DBS’s strategy to introduce its cross-border payment service in an overseas location in Bangkok, Thailand, involves a strategic focus on bustling car traffic and the multitude of passengers frequenting the 21 BTS Skytrain stations’ main streets. Across these pivotal stations, DBS has maximum exposure on 90 screens to effectively showcase the service, ensuring high visibility to the targeted Singaporean audience.

The stations encompass key locations such as Siam, Mo Chit, Victory Monument, Phrom Phong, and many others, covering a diverse range of commuters and travelers across Bangkok.

The Key BTS Skytrain Stations:

  • Siam Station: Renowned as the heart of Bangkok’s shopping district, Siam Station stands adjacent to iconic malls like Siam Paragon and CentralWorld. For Singaporean tourists, this station offers a gateway to a plethora of shopping opportunities, luxury boutiques, and vibrant entertainment options.

     

  • Mo Chit Station: Positioned near Chatuchak Weekend Market, Mo Chit Station beckons Singaporean tourists with its vibrant and expansive market, featuring a diverse array of local goods, handicrafts, and delectable street food. It’s a haven for travelers seeking authentic Thai experiences.

     

  • Victory Monument Station: Serving as a major transportation hub, Victory Monument Station not only commemorates Thailand’s past but also acts as a gateway to various attractions. For Singaporean tourists, it’s an access point to historic sites, local eateries, and nearby cultural landmarks.

     

  • Phrom Phong Station: Situated in the upscale Sukhumvit area, Phrom Phong Station appeals to Singaporean tourists seeking luxury experiences. This station offers access to high-end shopping malls, sophisticated dining options, and a glimpse into Bangkok’s cosmopolitan lifestyle.

     

  • Other Stations: The diverse range of stations, such as Ratchathewi, Asok, and Phra Khanong, among others, cater to different interests. They offer access to cultural landmarks, culinary delights, and vibrant neighborhoods, providing Singaporean tourists with an extensive range of experiences.

 

These BTS Skytrain stations not only serve as transportation hubs but also serve as gateways to the rich tapestry of experiences that Bangkok offers. For Singaporean tourists exploring Thailand’s capital, these stations act as convenient access points to various attractions, ensuring a seamless and enjoyable travel experience.

By strategically showcasing DBS’s cross-border payment system at these stations, DBS not only targets Singaporean travelers but also aligns its services with the pulse of Bangkok’s vibrant cultural and commercial landscape, catering to the needs of tourists seeking convenience in managing their finances while exploring the city’s diverse offerings.

 

DBS’s new cross-border payment service brings an array of benefits to Singaporean users. It facilitates swift, secure, and hassle-free international transactions, making cross-border payments as easy as a few taps on a smartphone. The introduction of such a service aligns with the evolving needs of consumers who seek efficient and user-centric financial solutions.

Advantages of Placing DBS’s Cross-Border Payment Advertisement at BTS Street Locations:

  • Maximized Exposure to Commuters and Passersby: By strategically positioning advertisements along the streets adjacent to BTS Skytrain stations, DBS ensures significant visibility not only to commuters using the stations but also to a broader audience of pedestrians, drivers, and individuals passing by the vicinity. This expanded reach allows DBS to capture the attention of a larger demographic, including potential users who might not necessarily enter the stations.

     

  • Increased Brand Recall and Awareness: The prevalence of traffic congestion in Bangkok results in extended dwell times for vehicles in proximity to BTS stations. Placing advertisements in these areas capitalizes on the prolonged exposure opportunities created by the traffic conditions. The repeated exposure to these ads while navigating through congested streets reinforces brand recall and heightens awareness about DBS’s innovative financial solutions.

     

  • Targeting Diverse Audiences: The extended dwell time because of traffic congestion offers a unique advantage for DBS to target a diverse audience beyond regular BTS commuters. Tourists, residents, and individuals from neighboring businesses often spend more time navigating through the areas surrounding these stations, presenting an opportune moment to engage and capture their interest in the cross-border payment service.

     

  • Strategic Placement for Capturing Attention: The high foot traffic and vehicle congestion in the streets adjacent to BTS stations create an ideal environment for DBS’s advertisement to attract attention. The prolonged exposure to these ads due to the slower movement of vehicles and increased pedestrian activity allows for a greater chance for the message about the cross-border payment service to resonate with individuals.

     

  • Enhanced Engagement and Interaction: The longer duration of exposure resulting from traffic conditions encourages more extended and repeated interactions with the advertisements. Passersby and commuters, because of prolonged wait times, may engage more actively by scanning QR codes or seeking further information about the service, fostering real-time engagement opportunities.

     

  • Complementing the Station Experience: Leveraging the extended dwell time created by traffic congestion, these advertisements also complement the overall station experience. They serve as a prelude or extension of the station experience, reinforcing the convenience and accessibility of DBS’s cross-border payment service even before entering or exiting the stations.

 

DBS’s strategic initiative to introduce its cross-border payment advertisement along the bustling streets adjacent to 21 BTS Skytrain stations marks a pivotal step in revolutionizing financial accessibility and convenience for Singaporean travelers and a diverse range of individuals navigating through Bangkok’s vibrant cityscape.

By leveraging the prime locations surrounding these stations, DBS maximizes exposure, enhances brand awareness, and engages a broader demographic beyond regular commuters. The deliberate placement of these advertisements takes advantage of Bangkok’s notorious traffic conditions, capitalizing on extended dwell times to deliver repeated and impactful messaging about the bank’s innovative cross-border payment service.

As these advertisements capture attention amidst the bustling activity, they serve as a gateway to a world of convenience, empowering Singaporean travelers and visitors to engage effortlessly in cross-border transactions while navigating Bangkok’s vibrant streets.

In essence, DBS’s placement of cross-border payment advertisements at BTS street locations embodies a fusion of innovation, strategic marketing, and a keen understanding of the diverse audience dynamics in Bangkok. This approach underscores the bank’s dedication to pioneering accessible, user-centric financial solutions that seamlessly integrate into the daily lives of consumers.

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2019 TPM

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