vlerick mobile banking - thomas de vos
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Vlerick MFM Workshop 'Mobile Banking and Payments’TRANSCRIPT
It’s not just web/mobile, it’s your business
20/11/2012 Thomas De Vos
Who am I? Digital footprint -‐ Twi$er: @tdevos
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WORK • InnovaCon Manager at The Reference • Mobile competence center manager at Emakina group since 4 years LIFE • Digital semi-‐immigrant °1975 • Father of 3 digital naCve kids and 1 analogue wife • Very passionate technology geek SPEAKER at -‐ IAB -‐ PHL -‐ EHSAL CONTACT Linkedin: be.linkedin.com/in/devosthomas Email: [email protected] Mobile: +32 477 28 99 09 Twi$er: @tdevos
" Belgian full service digital agency since 1993
" +85 mulC skilled and cerCfied experts
" Serving over 150 clients
" Located in Ghent, Belgium serving European market
" Strongly integrated digital service offering 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
The Reference: quick facts
Emakina Group
" Service offering " Providing strategic advice and defining the Mobile Internet Roadmap for your company
" Deliver B2C -‐ B2B and B2E mobile services
" mobile websites (both markeCng and business use) in HTML5
" mobile specific 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 effort
" CreaCng a real brand experience on mobile and markeCng visibility
The mobile competence center
Mobile Expert Center clients
How are people looking at the digital revoluCon
A new world with new rules Internet everywhere
Genuine digital naCves
All media to become digital
" The rise of the real Cme web (Twiier, Facebook status, …)
" High speed connecCons (3G/4G)
" No Cme to waste (WE WANT IT NOW)
More real Cme
" Internet has no border
" A world of new markeCng possibiliCes thanks to geolocalisaCon of the user
" Google Maps, Google Earth, Bing Maps, Ovi Maps, …
More global but also more local
Business Model changes
" SubscripCon Model : rent access vs. buying items
" Digital consumpCon > Behavioral tracking, Targeted adverCsing
" PersonalizaCon
360 365
From 360° to 365 days
PC/Web MarkeCng
Media Television Agencies
Banking/payments
will change
And this device is driving the change
Why will people go mobile banking?
It saves them Cme
X Cmes
It takes away frustraCon
It takes away bad experiences
It gives only the informaCon they want
It gives them full control
It will assist and guide them in difficult decisions
Direct connecCon to their branch/specialist
Mobile banking is on the rise
" On-‐the-‐go consumers are turning more frequently to their devices to keep tabs on their money and conduct increasingly complex financial transacCons—simply because they can.
People do it because
" In the Belgian Appstores (Apple Appstore, Google Play)
" 14.053 financial applicaCons available / total 672.303 apps (iPad 39%)
" 54% French / 24% Dutch / 22% bilingual
" #1 Belgian financial app at the 53rd posiCon of the App Store (average posiCon 175th)
" High stability of the financial Top 5 over the last month.
" High saCsfacCon rate (3.1/5)
Mobile banking Belgian figures
Source: Storesly-cs – 12/11/2012
Belgian ranking
Mobilosor
Source: Storesly-cs – 12/11/2012
" 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
Belgian ranking
Source: Storesly-cs – 12/11/2012
Keytrade iPad app (7 days old)
Do’s and Don’ts
Consumers who strongly favor mobile banking are young (Gen Y or Gen X), tech-‐savvy and frequent branch users (2.5+ visits per month)
Mobilosor study (12/11/2012)
" Mobile website à It will be probably your first entry (gateway)
" Mobile naCve apps à best experience
" SMS / push noCficaCons à great call to acCons!
Think web first
Go for triple play
Offer the basics on mobile web
Offer the basics on mobile web
Offer the basics on mobile web
Promote your mobile channel
Print / Outdoor
Video"TV"
Radio"
Events
CRM en e-mail
Dev Community Press &
Magazine Search Engine"Marketing
App Stores
Websites Mobiele"
Marketing
Display"Advertising
Social"Media
Seeding on blogs exchange of visibility SEO
SEA iADS / Admob/…
Banners on own and Partner desktop sites
Direct mail to customers
SM connectors Facebook app?
CopywriCng, RaCng, tesCmonials
Digital signage in POS, QR code
editorial sponsoring
PromoCon in the Branches
Radio campaigns Your brand
SEO/SEM
App stores and adverCsing
Tablet
Tablet
Tablet
Use your current channels to redirect
Mobile Device
Alert
“There is also a mobile ApplicaCon/website available.
Do you want to visit/install it?”
Desktop site
Mobile Device
Landingpage/ campaign website
Mobile Device
NoCficaCon
e-‐mail SMS
Tradional media
Social media
Hybrid Mobile site
Show the end user there is an (web) app
Link between print and digital
DEVICE DETECTION
redirect
Mobile Site Or
ApplicaCon
Tablet Site Or
ApplicaCon
" “Bank in one hand, coffee in the other” – yeah right!
" Offer an easy, straigh{orward log in mechanism without making it too complex or generaCng frustraCon.
Security and accessibility
" Explain mobile banking is secure and make them aware of the potenCal risks.
Security fears are sCfling mobile banking adopCon in the UK
" 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.
Example to explain:
" Try to make the smartphone/tablet stand alone. You must be able to handle everything on the device.
" Don’t let the user swap devices to execute a task.
" Eg.
" You have to switch to PC to create a new beneficiary so you can make a transacCon to him on mobile.
" Don’t send SMS with an OTP to your smartphone to log in on the iPad.
Stay true to the device
" Offer both pla{orms. People are asking for it.
Smartphone versus tablets
Smartphones
Liile bit less funcConality then the desktop
website.
Context related funcConaliCes Alerts + CTA Instant acCons
Person 2 Person payments GeolocaCon
…
Tablets
Full desktop funcConaliCes but with an ulKmate experience.
You can consider them as desktop
replacements
Tablet applicaCon
Desktop website
Desktop only
widget
Desktop widget
Desktop widget
Desktop only
widget
Desktop widget
Desktop widget
Desktop widget
iPad only
widget
iPad
OpCm. widget
iPad
OpCm. widget
iPad
OpCm. widget
iPad OpCm. widget
iPad OpCm. widget
Smartphone applicaCon
iPhone OpCm. widget
...
...
backend Widget data and logics
Device DetecCon System
Widget based approach
CommunicaCon channel: Make use of the alerts!
SMS/Push approach
Your backend
xMS
GATEWAY
Recommended situaCon: xMS = noCficaCon + call to acCon to trigger the applicaCon or mobile website
sms + CTA
Your backend
xMS
GATEWAY sms
Download/Launch app Execute
specific acCon
Open mobile site
Outbound Call?
" TransacCons between different accounts.
" Also to external accounts!
" Avoid P2P payments only between a specific bank
" Live transacCons
TransacCons
" Create room & organizaCon for out of the box ideas
" Organize for short cycle
" If it works, do it more, if it doesn’t work, drop it
Idea Lab
PrioriCze Execute
Flexible, experimental a_tude
" Create room & organizaCon for out of the box ideas
" Organize for short cycle
" If it works, do it more, if it doesn’t work, drop it
Content : flexible, experimental
Idea Lab
PrioriCze Execute
2 weeks
8 weeks
4 weeks
8 weeks Include measurement & analyCcs from the very start
Make banking fun – experience!
Paper Payment form
Electronic Payment form
Keytrade drag and drop bank transfer
Life stage planning
" Personal finance management (PFM)
" Goal based savings
" Wealth management
" Risk management
" Etc…
Add real added value
" 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 financial 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.
Keep an eye on social networking
" 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)
Read the reviews!
" A mobile channel is not a one shot campaign
" Involve
" IT
" Business
" Security
" CommunicaCon
" All other involved departments
Time for a CMO? (Chief Mobile Officer)
It is not a markeCng only channel
" Track
" # applicaCon downloads
" Loyalty (Frequency of use)
" What works what not
" Smartphone usage versus tablet usage
" %Android versus %iOS
" ConnecCvity (online/offline)
" Conversion – CTA response etc…
Mobile analyCcs
Keep them loyal!
Mobile steps to take
AcCvaCon Campaign Convert to install Grow criCcal mass
Educate users Follow up strategy IncenCve Program
AcCvaCon + Get the app installed/site visited
SCmulate usage
Maximize natural spread
Energize the usage Stay Fresh Measure, Measure, Measure
Mobile best pracCces conclusions
• SKmulate your current clients to explore the mobile channel. Show them the added value.
• Enrich your current markeKng efforts by integraCng mobile “calls to acCon” eg. E-‐mail/banners on desktop/print catalogues, QR codes etc...
• Assure yourself that the mobile experience is relevant for your client and product. Ask the quesCon: Which acCon would you like your mobile clients take in the applicaCon. What is the most essenCal informaCon you want to offer?
• Use mobile to fulfil the instant demands and needs
" Go for an integrated strategy, it should support your overall business objecCves (app or website).
" Apps should provide added value that isn’t available on your web site (could be experience).
" Be flexible and respond fast to analyCcs.
" The mobile market is very young and in full development. New advances change how people use the web.
Mobile best pracCces conclusions
Thomas De Vos -‐ [email protected] Twi$er: @tdevos Linkedin: be.linkedin.com/in/devosthomas Mobile: +32 477 28 99 09
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