vlerick mobile banking - thomas de vos

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Vlerick MFM Workshop 'Mobile Banking and Payments’


  • 1.20/11/2012 Thomas De Vos Its not just web/mobile, its your business

2. Who am I? Digital footprint - Twi$er: @tdevos WORK InnovaCon Manager at The Reference Mobile competence center manager at Emakina group since 4 years LIFE Digital semi-immigrant 1975 Father of 3 digital naCve kids and 1 analogue wife Very passionate technology geek SPEAKER at - IAB - PHL - EHSAL CONTACT Linkedin: be.linkedin.com/in/devosthomas Email: tdevos@reference.be Mobile: +32 477 28 99 09 Twi$er: @tdevos 2 3. The Reference: quick facts " Belgian full service digital agency since 1993 " +85 mulC skilled and cerCed experts " Serving over 150 clients " Located in Ghent, Belgium serving European market " Strongly integrated digital service oering with a performance based a_tude and approach " Since 2007 part of the Emakina group (350+ people, listed on Alternext) " Healthy organisaCon: 9,7 MIO turnover, 15% EBITDA in 2011 4. Emakina Group 5. The mobile competence center " Service oering " Providing strategic advice and dening the Mobile Internet Roadmap for your company " Deliver B2C - B2B and B2E mobile services " mobile websites (both markeCng and business use) in HTML5 " mobile specic applicaCons: eg. iPhone/Android/Windows Phone applicaCons " Tablet opCmized websites and applicaCons " CreaCng exciCng mobile content appealing to your target audience " Filling in the need to publish and reuse content in several channels with a minimum of eort " CreaCng a real brand experience on mobile and markeCng visibility 6. Mobile Expert Center clients 7. How are people looking at the digital revoluCon 8. A new world with new rules Internet everywhere 9. Genuine digital naCves 10. All media to become digital 11. More real Cme " The rise of the real Cme web (Twiier, Facebook status, ) " High speed connecCons (3G/4G) " No Cme to waste (WE WANT IT NOW) 12. More global but also more local " Internet has no border " A world of new markeCng possibiliCes thanks to geolocalisaCon of the user " Google Maps, Google Earth, Bing Maps, Ovi Maps, 13. Business Model changes " SubscripCon Model : rent access vs. buying items " Digital consumpCon > Behavioral tracking, Targeted adverCsing " PersonalizaCon 14. From 360 to 365 days 360 365 15. PC/Web MarkeCng Media Television will change Agencies Banking/payments 16. And this device is driving the change 17. Why will people go mobile banking? 18. It saves them Cme X Cmes 19. It takes away frustraCon 20. It takes away bad experiences 21. It gives only the informaCon they want 22. It gives them full control 23. It will assist and guide them in dicult decisions 24. Direct connecCon to their branch/specialist 25. Mobile banking is on the rise 26. People do it because " On-the-go consumers are turning more frequently to their devices to keep tabs on their money and conduct increasingly complex nancial transacConssimply because they can. 27. Mobile banking Belgian gures " In the Belgian Appstores (Apple Appstore, Google Play) " 14.053 nancial applicaCons available / total 672.303 apps (iPad 39%) " 54% French / 24% Dutch / 22% bilingual " #1 Belgian nancial app at the 53rd posiCon of the App Store (average posiCon 175th) " High stability of the nancial Top 5 over the last month. " High saCsfacCon rate (3.1/5) Source: Storesly-cs 12/11/2012 28. Belgian ranking Mobilosor Source: Storesly-cs 12/11/2012 29. Belgian ranking " Trading applicaCons are sCll missing " Only see a few available in the app stores " 1st app at the 11th posiCon " No Belgian pure player trading app Source: Storesly-cs 12/11/2012 30. Keytrade iPad app (7 days old) 31. Dos and Donts 32. Consumers who strongly favor mobile banking are young (Gen Y or Gen X), tech-savvy and frequent branch users (2.5+ visits per month) 33. Mobilosor study (12/11/2012) 34. Go for triple play " Mobile website It will be probably your rst entry (gateway) " Mobile naCve apps best experience " SMS / push noCcaCons great call to acCons! Think web rst 35. Oer the basics on mobile web 36. Oer the basics on mobile web 37. Oer the basics on mobile web 38. Promote your mobile channel PromoCon in the editorial Branches sponsoring Print / Events OutdoorSM connectors Video"Radio Your brand TV"campaigns Facebook app? Social"MediaRadio" Direct mail to Display" Advertisingcustomers CRM en e-mailDigital signage in POS, QR code App StoresCopywriCng, Dev CommunityRaCng, tesCmonials Press &Magazine Search Engine"Marketing Seeding on blogs Websites exchange of visibility Mobiele"Banners on own and SEO Marketing Partner desktop sites SEA iADS / Admob/ 39. SEO/SEM 40. App stores and adverCsing 41. Use your current channels to redirect Tradional media Mobile Landingpage/ Tablet Device campaign website NoCcaCon Mobile Tablet e-mail Device SMS Mobile site Hybrid Mobile Desktop site Tablet Device Alert There is also a mobile ApplicaCon/website available. Social media Do you want to visit/install it? 42. Show the end user there is an (web) app 43. Link between print and digital Mobile Site Or ApplicaCon DEVICE DETECTION redirect Tablet Site Or ApplicaCon 44. Security and accessibility " Bank in one hand, coee in the other yeah right! " Oer an easy, straigh{orward log in mechanism without making it too complex or generaCng frustraCon. 45. Security fears are sCing mobile banking adopCon in the UK " Explain mobile banking is secure and make them aware of the potenCal risks. 46. Example to explain: " Mobile reduces fraud, since users typically monitor their account more frequently. Banks can also set alerts that immediately noCfy an account holder as transacCons occur. " Celent research suggests that there is up to a 25% reducCon in fraud losses for mobile users, depending on the breadth of account alerts. 47. Stay true to the device " Try to make the smartphone/tablet stand alone. You must be able to handle everything on the device. " Dont let the user swap devices to execute a task. " Eg. " You have to switch to PC to create a new beneciary so you can make a transacCon to him on mobile. " Dont send SMS with an OTP to your smartphone to log in on the iPad. 48. Smartphone versus tablets " Oer both pla{orms. People are asking for it. Smartphones Tablets Liile bit less funcConality Full desktop funcConaliCes then the desktop but with an ulKmate experience. website. You can consider them as desktop Context related funcConaliCes replacements Alerts + CTA Instant acCons Person 2 Person payments GeolocaCon 49. Widget based approach Desktop website Tablet applicaCon Desktop Desktop Desktop Desktop iPad only iPad OpCm. iPad OpCm. only widget widget widget widget widget widget widget Desktop iPad OpCm. iPad OpCm. iPad OpCm. Desktop Desktop only widget widget widget widget widget widget ... Smartphone applicaCon backend Widget iPhone OpCm. widget data and logics Device DetecCon System ... 50. CommunicaCon channel: Make use of the alerts! 51. SMS/Push approach Your xMS Outbound Call? backend sms GATEWAY Recommended situaCon: xMS = noCcaCon + call to acCon to trigger the applicaCon or mobile website Download/Launch sms app Execute Your xMS + CTA specic acCon backend GATEWAY Open mobile site 52. TransacCons " TransacCons between dierent accounts. " Also to external accounts! " Avoid P2P payments only between a specic bank " Live transacCons 53. Flexible, experimental a_tude " Create room & organizaCon for out of the box ideas Idea Lab " Organize for short cycle Execute PrioriCze " If it works, do it more, if it doesnt work, drop it 54. Content : exible, experimental " Create room & organizaCon for out of the box ideas 4 weeks Idea Lab 2 weeks " Organize for short cycle Execute PrioriCze 8 weeks " If it works, do it more, if it doesnt work, drop it Include measurement & analyCcs 8 weeks from the very start 55. Make banking fun experience! Paper Payment form Electronic Payment form 56. Keytrade drag and drop bank transfer 57. Life stage planning 58. Add real added value " Personal nance management (PFM) " Goal based savings " Wealth management " Risk management " Etc 59. Keep an eye on social networking " Smartphone users and members of Gen Y are more likely to be both mobile bankers and social media enthusiasts. " Eg. IncorporaCng links into mobile banking that allow a user to connect with the nancial insCtuCon on social sites and post raCngs/reviews. " Social media will clearly play an important role in our future mobile strategies, but approach this segment very cauCously. 60. Read the reviews! " These people write reviews: " The client and developers who created the applicaCon " People who love the apps " People who are disappointed " (People who are being paid to write reviews) 61. It is not a markeCng only channel " A mobile channel is not a one shot campaign " Involve " IT " Business " Security " CommunicaCon " All other involved departments Time for a CMO? (Chief Mobile Ocer) 62. Mobile analyCcs " Track " # applicaCon downloads " Loyalty (Frequency of use) " What works what not " Smartphone usage versus tablet usage " %Android versus %iOS " ConnecCvity (online/oine) " Conversion CTA response etc 63. Keep them loyal! 64. Mobile steps to take AcCvaCon + Get the app installed/site visited AcCvaCon Campaign Convert to install Grow criCcal mass SCmulate usage Educate users Follow up strategy IncenCve Program Maximize natural spread Measure, Measure, Energize the usage Stay Fresh Measure 65. Mobile best pracCces conclusions SKmulate your current clients to explore the mobile channel. Show them the added value. Enrich your current markeKng eorts by integraCng mobile calls to acCon eg. E-mail/banners on desktop/print catalogues, QR codes etc.