Mobile & MarketingAntonio Addario

Overview

The purpose of this presentation is to define a set of guidelines to leverage the Mobile platform to promote and sell your products, engage your customers & meet your organisational requirements

2

1. Deep dive

2. Look around

Tip Calculator 3%

Other Calculators

30%

Personal FinancialManagement 3% Stock Market 17%

Online Banking 40%

Income Tax 3%

3.a Know your customer

Starting out• Online: for all banking, information,

statements etc• Mobile: would like to pay, get their balance,

look for a property etc• Email: for when online doesn’t work and for

non-emergency issues; • CC: for when something goes wrong. They

expect friendly, empathetic, yet facts driven communication

• Post: likely to disregard as ‘Marketing’• Branch: Irrelevant except for mortgage

3.b Know your customer : Technology

SavingsGoal Research Apply Welcome 1st

Deposit1st

StatementReach

Savings Goal

Close

Customer journey from first interaction to account closure

4. Know your customer : “moments of truth”

Car

House

Ring

3rd party

Friends

Advertising

ID Check

Welcome Pack

Reference

Change Details

5. Define successVision Goals Objectives

Increase Acquisitions1

Increase X-Sell2

Increase Stickiness3

…4

Acquire Customers Innovatively

Instant Cross Selling

Seamless Multi-Chanel

Increase Customer Control

Loyalty

Form Strategic Partnerships

Your Corporate

Vision

Capabilities

…

Open Account via Mobile

Mobile Payment Supplier

One-Click Mobile Cross Selling

…

Personalized Experience

Mobile Vouchers

…

6. Identify key capabilitiesA

cces

s M

odes

Func

tions

&

Serv

ices

Dev

ices

Dumb Phones

FeaturePhones

SmartPhones

Tablets ConnectedDevices

Sales Services Value AddFeatures Differentiators

Support Services

Payments & TransactionsAccount Mgmt.

Security Shared Services

InformationServices

SMS M-Web Native AppsVoice

7. Select capabilities and features

Value Add Features CustomerFit Objective Alignment

Immediacy Simplicity Context

Currency Exchange

Stock MarketIncome tax filing … … … … …

… … … … … …

Selection Criteria

8.a Evaluate options: reuse / buy / build

Reuse Buy Build

• If you work for a global company there might be a chance that another country has what you are already looking for

• Buy to quickly reach parity on commoditised services like SMS Banking

• Potential for global deals

• Consider building global products

• Tap into international skill sets

• Build to differentiate

8.b Evaluate options : Technology

Native Apps

M-Site

Functional Hybrid

Launcher Apps

8.c Evaluate options : Hybrid the silver bullet?

Time -to-Market

2 Months !

9. Feel the water before you commit

ExecutivesChannel Staff

Agencies

VendorsIT

Start-Ups

Inform

InfluenceOptimiseAlign

LeverageExploit

Energise

Customers

10. Get out there

SMS

iPhone App M-Site Home Loan Toolkit iPhone App

Notifications

X-Selling

Login to Online BankingInterest ratesContact UsHelpGo to Ingdirect.com.au

11.a Promote products and services

11.b Promotion channels : The winner is…?

12. Get mobile to sell for you

Product Acquisition Product Tease SM Integration

Banner Log-Off Promotion

ProductPages

Device Detection

Big Ticket Items Evaluation

13. Measure Success

KPI‘s AdoptionCustomer Reviews

14. Listen to your customer and improveFeedback from AppStores Research similar applications or projects

Focus Groups Work with internal or external focus groups

Web Forms / Forums Consider creating a web based community or forum where you can encourage your members to get involved in the idea and decision making process

Social Media Following social media platforms (i.e. Facebook, blogs, etc.) for user experience. Engage clients in an open two-way discussion. Social Mention, Twitter Sentiment

Analytics Analytic tools helps us to learn about user behaviors

Surveys Conducting surveys by e-mail/SMS and improve according to the survey results

Application Sharing Get feedback from other business units and leverage features that has already been created

15. Mobile & Beyond

Connected Devices

Social-Local-Mobile Convergence

Connected TV

Commerce 3.0

Thank You!