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MTAC Innovation Symposium August 11, 2010. 1.  The Future of the USPS and Mail are Not Exactly the Same. Presented by: Maynard Benjamin eServices Consumer –create secure email linked to physical address Create a secure email certification service Create secure postal email box

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1 the future of the usps and mail are not exactly the same
1.  The Future of the USPS and Mail are Not Exactly the Same

Presented by: Maynard Benjamin

  • eServices
    • Consumer –create secure email linked to physical address
      • Create a secure email certification service
      • Create secure postal email box
    • Business-create known sender/receiver verification service
      • Develop identity authentication and address verification service
      • Develop hybrid mail service/system open to business
      • Improve Ad/DM ROI by linking addresses and enabling multi-channel marketing
  • Retail Footprint Expansion
    • Provide banking, financial services, payment services
    • Provide other government services (e.g. social security, dmv)
    • Enable other retailers to use post office locations and manage post offices in ther locations
    • Create a communications / community hub with wi-fi, desks, starbucks, etc.
  • Leverage “Last Mile” and delivery capability
    • Deliver/pick-up other goods and services, recycling
    • Grant license for other firms to use mailbox
    • Census, other government agencies
2 extending the role of usps in payments system
2. Extending the Role of USPS in Payments System

Presented by: Charles Howard (Harte-Hanks)

  • Create Electronic Payment and Presentment
    • Similar to Paypal model
    • Micropayments
  • Hybrid Services
    • Postal Scanning Center
    • Unique personal ID
    • Notification to consumers
    • USPS eReaders – portable mailbox
  • Split FCM into FCM “lite” (commercial vs. consumer)
    • Kiosk: flat rate envelope or box
    • Drop ship commercial
    • Fractional pricing – preserves consumer FCM
leveraging data to create solutions and value
Leveraging Data to Create Solutions and Value

Presented by: Bob Rosser, IWCO Direct

  • Sell New Data Sources
    • Leverage value of information surrounding the mail stream
      • Customer Profile Information
      • Operational Data
  • IMb Innovation
    • Adding delivery confirmation to letters & flats; Certified mail to “ the next level”
    • Leveraging USPS as “trusted source”
    • Digital inbox
    • IMb app developer’s toolkit; outside sources drive innovation
  • Customization
    • Service based pricing
    • Corporate wide view of Customers – reward corporation based on total value of portfolio
    • Customer scorecard per vertical/industry; benchmarking success
4 apply technology to improve effectiveness
4. Apply Technology to Improve Effectiveness

Presented by: David Robison, Pitney Bowes

Lee Garvey, Click2Mail

Challenge: USPS Needs to Rebrand

  • Cross link physical and electronic address; Leverage USPS as the trusted agency (secure)
  • Leverage richness of Imb information, ie. Secure destruction of UAA mail, appeals to customers.
  • Increase business: remove postal barriers; Leverage technology to increase mail; customer engagement
5 restructuring the postal retail network and improving alternate access
5. Restructuring the Postal Retail Network and Improving Alternate Access

Presented by: Ernie Rojas

  • Broadening the USPS Retail Role in Parcels
    • Return solution
    • Parcel lockers
    • “Doorman”
    • Access to PO boxes to FedEx and UPS
  • Rent Out Retail Space
    • Utility companies
    • Government agencies – Federal, state and local
    • Cell phone tower locations
  • USPS Franchiser
    • Control Cost
    • Control Service
    • Expand Service

** Must have the communications/education/marketing for any of these ideas to be successful.

6 improving partnerships
6. Improving Partnerships

Presented by: Wanda Senne

  • Create a new product development organization that engages industry and creates customer-centric growth initiatives
  • Create a USPS “geek squad” (sales) organization that will create tools and resources that industry can use to sell mail
  • Create a program that develops and sustains enterprise-wide understanding of the mailing industry supply chain.
7 the package market growth market share
7. The Package Market – Growth & Market Share

Presented by: Jody Berenblatt

  • “Fun & Easy”
    • Remove ridiculous rules and regulations (when do you want to get it there ? perfume hazmat)
    • Market to the next generation and to business
    • Everyone else offers payments terms/invoices – close the gap to compete
    • Create consistency in implementing shipper release options
    • Brand Management – Communicate postal strengths (we love our postwoman)
    • We could go on … but we won’t
  • Bundle front-end promotion with backend fulfillment across all existing USPS mail products
    • Cataloguer agrees to use USPS to fulfill orders – offer an incentive
  • Launch Green Initiatives – Recycling Product Offerings
    • Small consumer electronics (Cell phones), ink cartridges
    • Rebate program
    • Flat rate box or bag protective for recycling
8 the future of the usps and mail are not exactly the same
8.  The Future of the USPS and Mail are Not Exactly the Same

Presented by: Steve Lopez

  • Collaboration for Public/Private Partnerships (PPP)
    • (transportation, gov’t services/retail)
  • Direct Mail (DM) Growth
    • (targeted to include digital to physical and physical to digital, more two-way communication, recipient creates demand for DM, focus on parcels, focus on Flats growth, creative formats cut bureaucratic process for new ideas)
  • Customer Total Value
    • (USPS value prop to new clients, use technology to drive personalized messages on USPS website, & all product classes – price by total value to the USPS,)
  • Parcels
    • (Saturday delivery, negotiated pricing , total wave of the future – “New Mail Moment”)
9 enhancing the mail moment by delivering what customers want
9. Enhancing the Mail Moment by Delivering what Customers Want

Presented by: Dennis Farley, Red Tag News

  • Advertising campaign to describe unique advantages of mail vs. alternatives (IPost)
  • Leverage physical and online retail space to generate mail volume (Best Buy kiosk; periodicals/catalog kiosk)
  • Offer prospecting rates
10 improving innovation at usps
10.  Improving Innovation at USPS

Presented by: Chuck Chamberlain & Ty Taylor

Idea : Create a culture of innovation










  • Community Involvement
  • Employee
  • Customer
  • Partner


Identify &








(Components of Culture)