App aims to cut card clutter

Metamedia Technology, a Thai-owned software developer, has launched the Longdo Cards app, which aims to help consumers cut down on card clutter, allowing them to store all their loyalty and membership cards on their mobile phones.

“With consumers i ncreasingly frustrated with their bulky wallets carrying so many cards, we developed the app to let them gather all their cards in a single app on their phone,” said Pattara Kiatisevi, general manager of Metamedia Technology.

An internal survey in May found that 60% of the 2,069 respondents had fewer than five membership cards and 31% said they never redeem the collected points on their cards.

Half of the respondents were aged 21-40 and work for private companies, with a monthly income of over 20,000 baht.

The top five membership cards are The 1 Card, Lotus Club, MK, M Card and Se-Ed.

Special promotions, discount coupons and reward points are the top three privileges that respondents want from membership cards, Mr Pattara said.

The survey also found that 23% of respondents always forgot their membership cards when they wanted to use them for special privileges.

Companies with more than 1,000 members are charged an annual fee of 4,900 baht for the Longdo Cards app, while those with fewer than 1,000 members can sign up free of charge.

Previously, Metamedia Technology produced the Longdo Dictionary and digital maps for the corporate and public sectors.

Mr Pattara said the company aims to attract 10% of the 2 million small and medium-sized enterprises to sign up for the app, especially restaurants and online merchants, as well as those in the healthcare, cosmetics and technology sectors.

He said now is the ideal time for electronic-membership cards in Thailand due to the availability of high-speed wireless networks and the proliferation of smartphones.

In the first half of the year, 170 companies used the Longdo Cards app and the number is expected to reach 300 by the year-end.

“We expect revenue to grow by 10% this year, up from 27 million baht in 2015,” he said.