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Camerjam mobile marketing finance masterclass yoc

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  • 1. Building a transactional mobile websiteMay 2012
  • 2. At a glanceFounded in 2000 and listed on theFrankfurt Stock Exchange since 2006230+ employees across 6 EuropeanofficesOver 40 employees in the UKEstablished in the UK in 2004Turnover £35m and EBITDA £2.8mCurrent Market capitalisation £30.5m
  • 3. Some of our Clients
  • 4. Agenda1. Mobile Stats (mobile optimisation)2. Finance Sectors a) Insurance b) Banking c) Investment3. Technology considerations4. Checklist1. Checklist 4
  • 5. Mobile Stats
  • 6. Industry statsEuropean Smartphone Market 32% own a smartphone - UK 75% predicted to own a smartphone by 2015Inflection Point Global Smartphone Sales Global Destkop & Notebook Sales Mobile browsing is projected to outstrip desktop browsing by 2014 ComScore 2011, Morgan Stanley 2010, 2011
  • 7. Industry statsUsage mobile websites8x more growth than apps + 22,4 % Mobile sites + 2,8 % Apps Tomorrow Focus Media 2011
  • 8. Industry statsMobile CommerceGrowth driver for mobile technology (in billion $) UK • Peoples’ average transaction value for purchases with a credit card/ bank details/ PayPal grew by 43% from 2010 to 2011 • 52% (25,2220,000) use mobile commerce • 45% use their mobile to conduct research for a purchase • 38% use mobile to find shop locations, opening hours, contact details, check prices • 54% would buy more on their mobile if websites were optimised for mobile Coda Research 2010, comScore 2011
  • 9. Industry statsEbay• $2.2 billion in 2010 – globally• £3.3 million in 2010 - UKAmazon• $1 billion in 2010 globallyAsos• £1 million within one month (December 2010)Air Berlin• £1 million within first 12 months NMA 2011
  • 10. Most common goals to implement a mobile strategy:1) Increase Acquisition2) Reduce Operational Cost3) Increase Customer Satisfaction 10
  • 11. While it might vary across sectors, the key to a successful mobilestrategy is to understand the customer journey and touch points SMS QR codes/SMS linking to mobile site Mobile Media Access to pricing, product info & reviews anywhere Intrigue AttractUse social mediaon mobile to ‘like’& recommend Awareness Promotional offers AdvocatePolicy renewal Consider Relationship Transaction Branch locator andAlerts via SMS and ATM machines onpush notifications mobile siteCross-selling Mobile banking Register or sync account Engage Convert Receive latest offers Add additional financial products And invitations to events Packaging QR codes linking to mobile Full quote and buy functionality site, adverts, info Transfer money on mobile (mCommerce) 11
  • 12. Let’s look at 3 finance sectors in a bit more details: 1) Insurance 2) Banking 3) Investment 12
  • 13. Insurance 13
  • 14. InsuranceAggregator Journey 14
  • 15. InsuranceAggregator Journey Web CTA leads to non-optimised desktop web page embedded in app Conversion will be poor as experience is so bad and journey difficult to complete 15
  • 16. InsuranceAggregator Journey 16
  • 17. CosmosDirekt case studyCosmosDirekt is one of Germany’s largestinsurers.They offer a full suite of financial servicesincluding banking, pensions, travel, car &home insurance.
  • 18. Business case for mobileWeb analytics showed 5% of traffic coming to CosmosDirekt’stravel insurance “quote & buy” website was coming frommobile90+% bounce rate from hoepage from mobileCosmosDirekt decide to develop a mobile solution to meetcustomer demand
  • 19. Analysis of requirementsHow did CosmosDirekt approachthe project: Competitor analysis Online content 1-2-1 customer assessment research Target market Evaluate behavioral technical analysis infrastructure
  • 20. Developing a mobile strategyThree phased mobile strategyDevelop “quote & buy” Develop a claims mobile site for their Develop “quote & iPhone app to enable buy” mobile sites for travel insurance customers to log & product to enable other insurance consumers to submit details of a categories & mobile purchase a policy on claim with their banking solution mobile. mobile
  • 21. Full “quote & buy” mobile siteProduct info page Data input Quote T&Cs Payment page
  • 22. How did we integrate? Dynamic Proxy Transcoding - use website as the content source No internal IT resource requirement Filter relevant content for display on mobile FIT ML PRESENTATION LAYERCONTEXT LAYER
  • 23. SEO, SEM, Email marketing80% of all traffic from searchSeamless mobile experiences fromsearch results and email campaignsProduct level mobile redirects ensurethat the user is automatically redirectedto the relevant mobile page (rather thanthe standard desktop version)
  • 24. Phase two iPhone applicationCosmosDirekt Help iPhone app developed enabling users to;Log & submit claim details. Users can take photos, voice recordings &mark the GPS location of an accident, then submit with one touchAlso includes emergency numbers & fuel calculator
  • 25. Results15,000+ travel policies purchasedsince launch in September 2010Thousands of downloads of iPhoneapp in first month700% increase in mobile web trafficsince launch of mobile siteWork under way to develop “quote &buy” mobile sites for home & carinsurance products
  • 26. Banking 26
  • 27. Deutsche Postbank Group is one ofGermany’s major financial servicesproviders.Its focus is on retail business with privatecustomers.
  • 28. Business case for mobilePostbank wanted to be among the first to offer mobile banking.YOC recommended to develop a mobile solution that• Reduces operational cost• Increases customer satisfaction• Integrate mobile into multi channel customer strategy
  • 29. PostbankPostbank• Full secure mobile banking solution• Business banking• Nearest branch and ATM finder• Investment services• Over 20% of Postbanks customers now regularly use the mobile service
  • 30. Results20% reduction in call volumes frommobile banking customersFollow-up surveys measured increasein customer satisfaction and highinterest in mobile solutions
  • 31. Investment 31
  • 32. Investment - Tools 32
  • 33. Investment – Corporate Home 33
  • 34. Build For The Future ProxyTranscoding vs. API Integration, Security, When To Develop In-House 34
  • 35. Ensure Secure Payment35% are concerned about security while shopping on a mobile device 35
  • 36. On-premise installation to ensure highest security standardsUse well-known payment options (i.e. PayPal ….)Do not link to non – mobile-optimized websites 36
  • 37. Use a platform to optimise for all devices 37
  • 38. Full-Service Option Consulting Concept Wireframing Implementation Programming DesignGo Live 38
  • 39. In-House Development + Support Consulting Concept Wireframing Support Implementation Programming Design Support Workshops SupportGo Live FITML Templates 39
  • 40. ChecklistThink Multi-Channel Works on all devices & operating systems Optimises content for each deviceEnsure Secure Payment Build for the Future On-Premise Installation Works with new and existing sources Use Established Payment Providers Use best technology to development in-house Only link to mobile-optimised sites External advice & support available if and when needed
  • 41. Thank You