Case study - Ministry of Economic Development

This case study is part of the Government Use of Short Message Services (SMS) Web Guide.

Summary

The Ministry of Economic Development offer a service called TXTB4UBUY in which people can text in the number plate of a second-hand car before they buy it, to check if there are any unpaid fines or the like on the car. The text messages feed into a data base, and if there are any alerts on that plate, users need to log in to the Personal Property Security Register (PPSR) website to view the details. Searches cost $1 each. Approximately 130,000 TXTB4UBUY searches have been submitted to May 2009.

• On average, in 2008 there were 2500 text inquiries per month. This figure is the number of people logging on to the website and selecting SMS follow-up search. From Jan – Oct 2008 the lowest inquiries per month was 2300, with the highest inquires per month being 2700, so a fairly stable use of the system.
• Having the search available via text message makes it accessible when people need it the most – when they’re in car yards.
• MED really value the scheme, and see it as part of making the PPSR search service more accessible to the public. They definitely want it to continue, and would like to promote it more in the future.

Details

Starting off

Set up

In March 2003, the Business Services Branch of the Ministry of Economic Development (MED) launched TXTB4UBUY, a service where the public can enquire via text message as to whether a vehicle has a security interest registered against it.  The SMS service compliments the Personal Property Security Register (PPSR) website search, where the data is already being used for searching purposes.

Initial aim

MED wanted to promote the service to consumers and make them aware of the possible risk when buying a car privately.  A search of the PPSR may result in people avoiding buying a car that can be repossessed because a previous owner still owed money on it. 

MED saw SMS as another channel to access the existing service of the PPSR site and target consumers. Most people have cell phones with them all the time, and therefore this service would be accessible to people when they need it - right when they're about to buy a car.

Product

How the service works

Users can send a SMS text message containing a vehicle’s registration number, VIN and/or chassis number to FIND (3463). They are able to enter any combination of these by separating each with a ? (question mark,  for example: ABC123?12345678901234567?123456789 / (Rego?VIN?Chassis).

Incoming messages from clients are sent to the SMS provider which is then passed on to the MED system where a search is initiated against the PPSR database and a reply is sent. This is all done automatically.

The user will receive a SMS response that will indicate whether or not a security interest exists for the vehicle that they searched for. They will get one of two responses:

1. "There appears to be no security registered against <input value>. To complete the search go to www.ppsr.govt.nz with SMS ID: <SMS ID>"
2. There appears to be a security registered against <input value>. To complete the search go to www.ppsr.govt.nz with SMS ID: <SMS ID>"

If they wish to the user can then take the SMS ID issued in the response and enter it into the PPSR website to confirm their search results. If there is a security interest registered against the vehicle searched, they will be able to view full details of the financing statement online.  Completing the search online will not initiate a new search but it will confirm the SMS search results received. The search results will be correct as at the date and time that the SMS search was submitted using the mobile phone.

Costs

It costs NZD$1.00 per submitted search – the cost is the same regardless of whether the PPSR search is submitted via TXTB4UBUY or using the website.

It might be more accessible to enquire by text, as this is charged directly to the phone account, whereas online a credit or debit card or direct debit account is needed.

Marketing TXTB4UBUY 

The main promotion is done via the PPSR website and the monthly MED-wide electronic newsletter. There has been one major campaign promoting TXTB4UBUY online in 2007. This resulted in spikes in the usage levels when the campaigns were active but the usage levels did not sustain at the same peaked levels after the campaigns finished.

MED also promoted TXTB4UBUY at the three small business expos in April 2008, where they handed out key rings in the shape of number plates with TXTB4UBUY with instructions on the back.

Google AdWords are used to promote TXTB4UBUY and the PPSR online. A Google search of "TXTB4UBUY" brings up 984 search results, with a sponsored link up top to the TXTB4UBUY page on the PPSR website. The hyperlink is titled 1BADBUY

Record of outgoing texts

All outgoing texts are recorded, as part of the same system that saves all outgoing email. Thus, if customers ring up to enquire, there is a record that can be found with the SMS search that they performed.

Ongoing challenges

MED are continuously monitoring client feedback and looking to improve the service.  Some users have had trouble with the format to enter their SMS queries in, they are able to enter any combination of the car’s registration number, VIN number or Chassis number, but each must be separated with only a ? (question mark).

Support

Users are able to seek support by calling the PPSR contact centre 0508 PPSR INFO (277 746) or visit the TXTB4UBUY homepage.

Lessons learned

• Wearing the “Customer Hat”, thinking about using the service from the client’s perspective. MED started to learn how users were using the service. For example some clients were getting caught out by inputting spaces between characters when submitting their TXTB4UBUY search. The service is now set up to remove extra blank spaces. Special characters (other than the question mark) are also removed. The focus is to make the TXTB4UBUY service as user-friendly as possible.
• Service failure – MED have learnt it is important to have notifications in place when there are issues with the service. Sometimes it is difficult to identify where and who the problems lie with when there is an intermediary involved but it is important to be aware of current issues with the service rather than relying on clients to call and report them.

Best things about SMS

• Users do not need to register to conduct the search as they are required to do when using the PPSR website
• It is instantaneous, the service can be accessed from where the consumers are - they have cell phones with them when they need the service, when at the car fair or at someone's garage considering buying a vehicle.
• It opens the securities search up to another audience.
• It only costs $1 to use.
• It is charged directly to the phone account, whereas online a credit or debit card is needed.