Issue 5

2009 is set to be another big year for BPAY's e-presentment service BPAY View, as more and more Australians look for ways to simplify and 'greenify' their lives. Launched in 2002, the BPAY View service allows customers to receive electronic bills and statements from more than 40 billers, including Origin Energy.

As one of Australia's leading energy companies, Origin Energy provides gas and electricity to over three million homes and businesses across the country.

Origin Energy is also Australia's leading provider of green energy and energy-related products, with its 100 per cent Green Power range rated by Green Electricity Watch as the top three in Australia for the past four years.

In keeping with its sustainability focus, Origin was quick to recognize the economic and environmental benefits of electronic bill presentment, but did not have the internal systems to support it. Origin chose to partner with BPAY View as the system was already established and BPAY had proven success in electronic bill delivery.

Origin launched BPAY View across four biller codes in June 2008; Origin Energy Electricity, Origin Energy Queensland Gas, Origin Energy South Australia and Origin Energy Victoria.

There were four main reasons behind Origin's decision to launch BPAY View:

• The program provided significant cost reduction benefits due to reduced printing and postage expenses;
• From a marketing and branding perspective, it aligned perfectly with Origin's strong environmental credentials;
• BPAY View enabled Origin to deliver bills in a timely manner, which meant it could reap the full financial gain of early customer payments;
• Customer satisfaction: offering a hassle free payment option which enables bills to be paid without complaint or delay has led to strong customer retention.

To support the launch, Origin conducted a joint six-month marketing campaign with BPAY in the second half of 2008. The multimedia campaign included a number of online and offline activities, including web banners, a dedicated BPAY View page on the Origin site, call centre activity, bill, on hold and envelope messages, and statement inserts.

Origin anticipated that a targeted marketing campaign towards existing BPAY users would successfully draw customers across to BPAY View. This proved to be true, with the campaign prompting high levels of consumer activity, resulting in a significant number of BPAY View registrations.

In just seven months, close to 17,000 Origin bill recipients have signed up to BPAY View for their electricity and gas accounts. In addition, the number of customers choosing to pay via electronic methods has risen by ten per cent, from 37.7 per cent to 47.9 per cent.

Origin's marketing department has plans to launch a second promotional campaign to coincide with their next bill cycle in Spring 2009. It is expected that the number of BPAY View registrations will increase significantly in line with this continued marketing focus.

If a BPAY Biller is interested in learning more about BPAY View or potential joint marketing opportunities, please contact the BPAY marketing office via email: marketing@bpay.com.au.