Case Detail

Case Summary

Fiserv Takes on the E-Billing Market: How Can We Get Them to Turn Off Paper?

Case Number: 5-309-506, Year Published: 2009, Revision Date: January 08, 2011

HBS Number: KEL487

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Authors: Kent Grayson; Eric Leiserson; Sachin Waikar

Key Concepts

Segmentation, Targeting, Positioning, Segment Profitability, Business to Business


Fiserv, a pioneer in electronic payments, would like to increase the number of consumers who receive bills electronically. Currently, adoption is relatively low. To help guide their efforts, Fiserv managers have done extensive customer research and have segmented the market based on customer perceptions of e-billing. Students must recommend which segments to target and why. To support their recommendations, students must calculate the likely financial costs and benefits of adoption, estimate the likely returns for targeting different segments, and make targeting and positioning recommendations based on these calculations. Because Fiserv’s direct customers are billers (such as utilities and credit card companies) and its end users are individual consumers, the case allows a focus on both B2B and B2C issues.

Learning Objectives

This case gives students the opportunity to estimate the relative profitability of different segments and to make targeting and positioning recommendations based on these calculations. It highlights the importance of assessing segments based on both quantitative and qualitative considerations. It also emphasizes the potential difficulties associated with targeting multiple segments at once.

Number of Pages: 10

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: Financial Services

Organization Name: Fiserv

Organization Department: Marketing

Organization Size: Medium

Decision Maker Position: Senior VP of Marketing and Product

Decision Maker Gender: Male

Year of Case: 2009