how do banks respond to the changing mobile environment? - mobile forum 2014

How do banks respond to the

changing mobile environment? Ine Hox, Head of Online Sales & User Experience

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Technology is changing faster than ever

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=7E3sHntvdrAMjM&tbnid=KEfA0X0VaFT81M:&ved=0CAUQjRw&url=http://www.buzzstream.com/blog/what-i-learned-at-mozcon-2013.html&ei=BKQsUr29GZD70gWvx4D4Ag&bvm=bv.51773540,d.ZGU&psig=AFQjCNG84QMzfH3zPZlEQIul1ouw-FgWQg&ust=1378743672921928

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Life

has

changed

Today, customers own multiple devices…

SMARTPHONES TABLETS LAPTOPS / DESKTOPS

More executives use a

mobile device than a

desktop for business

>30% of Belgian

households own a tablet

66% of employees now use two or more

mobile devices for work

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… prefer doing the things by their own …

And are constantly over-informed.

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SEARCH FOR

INFORMATION WAIT FOR

INFORMATION

TOO MUCH

INFORMATION

1990 2000 TODAY

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Online banking shows a continuous growth…

…tablets even created a new banking moment… N

orm

aliz

ed

nu

mb

er o

f vi

sits

ING online banking channel usagethroughout workweeks

Tablet PC Banking Smartphone

ING online banking usage throughout the day

(weekdays, relative distribution per channel)

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… and our hyper-connected customers…

…are more demanding than ever!

10

we all know!

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And still our digital channels look like this

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What have banks and coffee in common?

13

We need t o make i t

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Private Banking customers: ING Tablet app for easy portfolio overview

Nobody likes to look at boring numbers

15

Customers now check

their balance

multiple times a day

And even a banking app can become fun to use

16

Convenient

is the new

basic

17

MOBILE

BUSINESS CARD

BASIC MOBILE

INFORMATION

@ i

FULL MOBILE

INFO & SALES

● ●

2011 2012 2014

Forcing us to constantly change what we offer…

https://www.google.be/url?q=http://www.ideate.co.za/2012/03/06/demystifying-e-commerce/&sa=U&ei=avo8U8PrF8bEOdC_gNgJ&ved=0CEMQ9QEwCg&sig2=96WJhloTWhSOp_TEJn23mA&usg=AFQjCNFB_y-vCkxEUnjpgSSRQppu1YC0Pw

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… and where we appear

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easy

easier

easierst

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Buying a banking product in 3 clicks

21

CO

NV

ER

SIO

N R

AT

ES

Outperforming conversions of traditional channels

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MO

BIL

E S

HA

RE

in C

LIC

K S

ALE

S

Already representing an important part of the click sales shortly after launch

10%

+ 20%

SAVINGS GENERAL BANKING

focus

• Focus on richer user experiences thanks to new interaction mode

• Think mobile first and start with core functionalities

• Make everything you do fisherprice easy

Mobile offers a lot of opportunities…

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But don’t forget…

to put your customer at the center…