camerjam mobile marketing finance masterclass yoc
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Building a transactional mobile website
May 2012
At a glance
Founded in 2000 and listed on the Frankfurt Stock Exchange since 2006 230+ employees across 6 European offices Over 40 employees in the UK Established in the UK in 2004 Turnover £35m and EBITDA £2.8m Current Market capitalisation £30.5m
Some of our Clients
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1. Mobile Stats (mobile optimisation) 2. Finance Sectors
a) Insurance b) Banking c) Investment
3. Technology considerations 4. Checklist
1. Checklist
Agenda
Mobile Stats
European Smartphone Market
ComScore 2011, Morgan Stanley 2010, 2011
Global Smartphone Sales
Global Destkop & Notebook Sales
Mobile browsing is projected to outstrip
desktop browsing by 2014
Inflection Point
32% own a smartphone - UK
75% predicted to own a smartphone by 2015
Industry stats
Usage mobile websites 8x more growth than apps
Tomorrow Focus Media 2011
+ 22,4 % Mobile sites
+ 2,8 % Apps
Industry stats
Mobile Commerce Growth driver for mobile technology (in billion $)
Coda Research 2010, comScore 2011
UK
• Peoples’ average transaction value for purchases with a credit card/ bank details/ PayPal grew by 43% from 2010 to 2011
• 52% (25,2220,000) use mobile commerce
• 45% use their mobile to conduct research for a purchase
• 38% use mobile to find shop locations, opening hours, contact details, check prices
• 54% would buy more on their mobile if websites were optimised for mobile
Industry stats
NMA 2011
Industry stats
Ebay
• $2.2 billion in 2010 – globally
• £3.3 million in 2010 - UK
Amazon
• $1 billion in 2010 globally
Asos
• £1 million within one month (December 2010)
Air Berlin
• £1 million within first 12 months
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Most common goals to implement a mobile strategy:
1) Increase Acquisition 2) Reduce Operational Cost 3) Increase Customer Satisfaction
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While it might vary across sectors, the key to a successful mobile strategy is to understand the customer journey and touch points
Awareness
Transaction
Advocate
Intrigue Attract
Engage Convert
Relationship Consider
Access to pricing, product
info & reviews anywhere
Promotional offers
QR codes/SMS linking
to mobile site
Branch locator and
ATM machines on
mobile site
Mobile banking
Receive latest offers
And invitations to events
Full quote and buy functionality
Transfer money on mobile (mCommerce)
Use social media
on mobile to ‘like’
& recommend
Mobile Media
Register or sync account
Add additional financial products
Packaging QR codes
linking to mobile
site, adverts, info
SMS
Policy renewal
Alerts via SMS and
push notifications
Cross-selling
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Let’s look at 3 finance sectors in a bit more details:
1) Insurance 2) Banking 3) Investment
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Insurance
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Insurance Aggregator Journey
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Insurance Aggregator Journey
Web CTA leads to non-optimised desktop web page embedded in
app
Conversion will be poor as experience is so bad and journey
difficult to complete
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Insurance Aggregator Journey
CosmosDirekt case study
CosmosDirekt is one of Germany’s largest insurers. They offer a full suite of financial services including banking, pensions, travel, car & home insurance.
Web analytics showed 5% of traffic coming to CosmosDirekt’s travel insurance “quote & buy” website was coming from mobile 90+% bounce rate from hoepage from mobile CosmosDirekt decide to develop a mobile solution to meet customer demand
Business case for mobile
Competitor analysis
1-2-1 customer research
Evaluate technical
infrastructure
Target market behavioral analysis
Online content assessment
How did CosmosDirekt approach the project:
Analysis of requirements
Three phased mobile strategy
Develop “quote & buy” mobile site for their
travel insurance product to enable
consumers to purchase a policy on
mobile.
Develop a claims iPhone app to enable
customers to log & submit details of a
claim with their mobile
Develop “quote & buy” mobile sites for
other insurance categories & mobile
banking solution
Developing a mobile
strategy
Full “quote & buy” mobile site
Data input
Quote
T&Cs
Payment page
Product info page
Dynamic Proxy Transcoding - use website as the content source No internal IT resource requirement Filter relevant content for display on mobile
How did we integrate?
FIT ML
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PR
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80% of all traffic from search
Seamless mobile experiences from
search results and email campaigns
Product level mobile redirects ensure
that the user is automatically redirected
to the relevant mobile page (rather than
the standard desktop version)
SEO, SEM, Email marketing
CosmosDirekt Help iPhone app developed enabling users to; Log & submit claim details. Users can take photos, voice recordings & mark the GPS location of an accident, then submit with one touch Also includes emergency numbers & fuel calculator
Phase two iPhone application
15,000+ travel policies purchased since launch in September 2010
Thousands of downloads of iPhone app in first month
700% increase in mobile web traffic since launch of mobile site
Work under way to develop “quote & buy” mobile sites for home & car insurance products
Results
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Banking
Deutsche Postbank Group is one of Germany’s major financial services providers. Its focus is on retail business with private customers.
Postbank wanted to be among the first to offer mobile banking. YOC recommended to develop a mobile solution that • Reduces operational cost • Increases customer satisfaction • Integrate mobile into multi channel customer strategy
Business case for mobile
Postbank
Postbank • Full secure mobile banking solution • Business banking • Nearest branch and ATM finder • Investment services • Over 20% of Postbanks customers
now regularly use the mobile service
Results
20% reduction in call volumes from mobile banking customers
Follow-up surveys measured increase in customer satisfaction and high interest in mobile solutions
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Investment
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Investment - Tools
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Investment – Corporate Home
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Build For The Future ProxyTranscoding vs. API Integration, Security, When To Develop In-House
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35% are concerned about security while shopping on a mobile device
Ensure Secure Payment
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On-premise installation to ensure highest security standards
Use well-known payment options (i.e. PayPal ….)
Do not link to non – mobile-optimized websites
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Use a platform to optimise for all devices
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Full-Service Option
Consulting Concept
Wireframing
Implementation Programming Design
Go Live
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In-House Development + Support
Consulting
Support Workshops FITML Templates
Consulting
Support
Implementation Programming Design
Support
Go Live
Concept
Wireframing
Think Multi-Channel
Works on all devices & operating systems
Optimises content for each device
Checklist
Ensure Secure Payment
On-Premise Installation
Use Established Payment Providers
Only link to mobile-optimised sites
Build for the Future
Works with new and existing sources
Use best technology to development
in-house
External advice & support available if and when needed
Thank You