Mobile Banking: The 4 Cs 11 th June 2009

Key Learning's Mobile banking is a recent phenomenon, while usage is still growing, there are some learning's Positives: There is a propensity to use the product on a regular basis Customers appear to find it convenient, easy and fast Early adopters are internet users, urban, men 18-30, salaried and graduates + Want more value viz. rail, money transfer, trading Challenges Transfer limits, inhibits usage (consumers find it difficult to download an application only to conduct small value transactions) Lack of awareness & information on technology/security an inhibitor Registration process and multiple PIN nos remembrance also a barrier to adoption

Mobile banking is a recent phenomenon, while usage is still growing, there are some learning's

Positives:

There is a propensity to use the product on a regular basis

Customers appear to find it convenient, easy and fast

Early adopters are internet users, urban, men 18-30, salaried and graduates +

Want more value viz. rail, money transfer, trading

Challenges

Transfer limits, inhibits usage (consumers find it difficult to download an application only to conduct small value transactions)

Lack of awareness & information on technology/security an inhibitor

Registration process and multiple PIN nos remembrance also a barrier to adoption

Communication Customer Adoption Convenience n Comfort Concern n Curiosity The 4 Cs

Communication

Customer Adoption

Convenience n Comfort

Concern n Curiosity

Communication

All stakeholders to play active part Value proposition TG Marketing/Media Vehicles Strategy Branding Sweet Spot Airtel Created category awareness and benefits No Free Lunch

All stakeholders to play active part

Value proposition

TG

Marketing/Media Vehicles

Strategy

Branding

Sweet Spot

Airtel

Created category awareness and benefits

Customer Adoption

Slow Board all I-Banking customers first Get them to transact once ‘Experimentation n sampling’ All new customers’ automatic registration 10 percent of your registered base to be active customers for 6 -12 months Customer Adoption

Slow

Board all I-Banking customers first

Get them to transact once ‘Experimentation n sampling’

All new customers’ automatic registration

10 percent of your registered base to be active customers for 6 -12 months

Convenience

Ease of use Speed Anytime, Anywhere Benefits. Lifestyle Convenience

Ease of use

Speed

Anytime, Anywhere

Benefits.

Lifestyle

Mobile Banking & Payment Channels J2ME for GSM SMS/ IVR Brew for CDMA

Concerns

Security Privacy Speed Risk Concerns

Security

Privacy

Speed

Risk

Thank You