1. Insight report aiming to help you better understand the current state of play
and pinpoint tablet specific opportunities including both servicing and sales
Tablet Banking Series:
Are you making the most of the tablet opportunity?
Mapa Insight Series
Find out more about our research:
www.maparesearch.com/research
Table of contents:
1. Report objectives and methodology (p.2)
2. Sample pages from the report (p.3)
3. Mapa Insight Series: Report schedule
2014 (p.10)
4. About Mapa (p.13)

2. Report structure:
A. Objectives and methodology
B. Executive summary
C. Conclusion
--------
1. Stats and trends
2. The tablet banking proposition
3. The browser experience after login
Sales monetisation
4. Browser
5. App
Objectives:
The objectives for this research was to:
• Provide stats around device uptake and consumer trends
• Summarise and exemplify current tablet banking propositions
• Examine browser experiences after login (as experienced on a tablet)
among leading retail banks across the globe
• Identify to what to extent banks have utilised the sales monetisation
opportunity that comes with tablets (browser and app)
• Highlight developments and key trends
This report will feed into internal planning processes by providing strategical
understanding of what is happening in the marketplace. Furthermore
innovative examples and approaches can be used to gain inspiration as well
as strengthening existing business cases.
Methodology:
We have conducted research utilising the portfolio of live accounts that we
have access to. In total we have researched 50 banks across 10 countries. In
addition we have conducted desk research related to user trends, stats and
other types of insight being relevant to the topic.
Our findings have been summarised in this report providing in-depth insight
including logged insight to a number of innovative banks across the globe.
© Mapa International LtdApril 2014 – Page 2
Report objectives and methodology1

3. © Mapa International Ltd
2. Sample
pages from the
report
April 2014 – Page 3

4. B Executive summary
1. Stats and trends
The tablet segment is growing and more diversified sales
• Global tablet sales grew by 68% in 2013
• Android: 62% market share (16% increase)
• iOS: 36% market share (17% decrease)
• iOS remains strong in the high end market
• Android’s success based introducing low cost devices
• Around a third of the population in France, Germany and UK
now use a tablet
• By 2017 more than half of the UK population will use tablets
Smartphones are getting bigger
The trend is that smartphones are going the way of TVs – bigger.
This is evident when looking at the number of big-screen
smartphone (phablet) introductions. Also, Apple is rumoured to
launch a phablet in 2014. Noticably Samsung Galaxy Note II
sales made the top 10 in both France and Germany last year.
Growth among elderly and common purchasing device
Tablet usage is becoming mainstream and recent stats and
forecasts point at a rise among younger and older segments.
Tablets have a substantial and growing share of browsing and
purchasing products usage rates.
Multi-screen is the new normal
According to a Q3 2013 Google study:
• The average Brit uses three connected devices.
• Desktops and laptops are still most commonly used.
• Smartphone usage continue to increase; tablet is growing the
fastest (up 19% in the UK over the last 12 months)
2. The tablet banking proposition
As communicated earlier tablet sales and usage is increasing, but
the uptake when it comes to banking is yet to take off. In relation
to mobile, the number of tablet banking users is substantially
lower, but increasing moderately. Below we highlight the current
state of play when it comes to the tablet banking proposition:
Key findings
• A clear majority of banks provide a tablet app
• Offering an iOS tablet app is the dominant approach
• A fair number of banks in selected countries offer Android tablet
apps in addition to iPad ones
• Mobile and tablet move towards offering the same level of
functionality as within internet banking
• Sales is the area still to come within mobile and tablet
April 2014 – Page 4 © Mapa International Ltd
Sample page from report

5. 1 Stats and trends: Tablet segment growing and more diversified sales
Mapa comments:
As the world wide market share leader switched to Android in
2013 and we also see improved sales for Microsoft tablets, it is
clear that, in addition to apps for iOS, a multi-platform offering is
essential. This also supports the argument for moving from apps
to device agnostic experiences. This is also taking into
consideration the trend for bigger smartphones (see next page).
Gartner stats and comments on worldwide tablet sales
• Globally, tablet sales grew 68% in 2013
• Android had 62% share of the market (a 16% increase)
• iOS had a 36% share of the market in 2013 (a 16.8% decrease)
• Microsoft's tablet volumes improved but share remained small
• iOS share remains strong in the high end market. Android’s
success is based on “being within the budget of mainstream
consumers while still offering adequate specifications”
Source: gtnr.it/1luM2Ta
Selected country stats and estimates by eMarketer
• One-third of the population now use tablets
• It is estimated that by 2017, more than half the population will use
tablets
• The growth rate in iPad is estimated to be a little over half that of
tablets overall
Source: bit.ly/1druDID
• 6 million tablet sales in 2013, 60.4% year on year increase
• 2014 estimates: 30% of the population will use a tablet
Source: bit.ly/1fjnqWf
• 26% (18 million) of consumers are tablet users in Germany in
2014 as opposed to 13% in late 2012.
Source: bit.ly/1fjF1NV
April 2014 – Page 5 © Mapa International Ltd
Sample page from report

6. 2 The tablet banking proposition: Providing a better overview than mobile
April 2014 – Page 6
The tablet experience certainly provides a better overview compared to mobile. This is something that some, but not all banks take
advantage of. One of better examples we have come across is Standard Bank (ZA). The bank launched a new iPad app mid March
2014. Below we compare the iPad and iPhone app landing pages after login.
The tablet overview is positioned as ’My Personal Dashboard’ and customers can add, remove and move around different tiles. Letting
customers dictate the experience according to their needs has been at the heart of developing the app. Do note that you can swipe
sideaways to view additional content.
© Mapa International Ltd
Sample page from report

7. The browser experience after login: The OK one3
April 2014 – Page 7
The DNB (NO) have incorporated interactive
components for touch users to the desktop
experience. The overview has a modular based
approach which was introduced in 2013.
Users can drag and drop preferred modules by
pressing the top left part of each module.
In addition users can also swipe through recent
transactions and also the quick transfers facility
works well on a tablet.
Landing page after login (above and to the right)
Another point to make is that DNB make use of
sticky navigation. See screenshot to the right where
a user has scrolled down whilst the navigation
remains at the top. The different navigation tabs can
be expanded with one tap on the screen.
These are all good techniques to help improve the
user experience for tablet users.
Sample page from report
© Mapa International Ltd

8. 4 Sales monetisation: Browser – Block approach to improve experience
April 2014 – Page 8
Something we have noticed among the better experiences is the use of blocks or tiles as seen with Danske Bank (SE) and NAB
(AUS). Below we highlight the current account package and home loans section respectively. Using this approach pages comes
across as easier to read and navigate and furthermore it can help banks to make key messages stand out.
© Mapa International Ltd
Sample page from report

9. 5
A small number of banks researched such as USAA and Boursorama have dedicated product information sections as part of their app
navigation. This gives tablet app users the added convenience to apply for a product from within the app thereby enhancing customer
journey and providing the bank with a low cost sales conversion.
Sales monetisation: App – Tablet optimised product applications
Open an
account
Product options available:
Investments, current account,
savings, life insurance,
sharedealing, mortgages
Open account Form asks for personal
details, address and contact
information
‘Open an account’ section uses visuals of a rotating disc that is
segmented into different products & services offered. Clicking on a
product slides open an overlay of relevant product information and for
certain products a link to apply within the pre login section of the app.
April 2014 – Page 9
Mapa comment
Product applications are available before and after login.
A point to make is that personal details are prefilled if
applying after login, hence providing a slicker experience.
© Mapa International Ltd
Sample page from report

10. © Mapa International Ltd
4. New Dashboard
Service:
International Tablet
Banking
April 2014 – Page 10

11. UK Nordic Asia Pacific
Edward Chatham Niklas Olsson Mark Donohue
edward@maparesearch.com niklas@maparesearch.com mark.donohue@maparesearch.com
+44 (0)20 7566 3949 +46 (0)8 509 074 05
Mapa Research reveal exclusive unrivaled competitor insight
We show you the customer experience of your competitors
Our tablet dashboard monitors some of the most innovative banks from around the world, providing insight into
their tablet offerings, from both the public sites and within their secure areas. By covering a carefully chosen
selection of banks with existing tablet applications that stand out from the crowd, this service will allow you to
keep abreast of global best practice.
Banks we monitor:
• Barclays (UK)
• Santander (UK)
• Discover (US)
• USAA (US)
• Westpac (AU)
• DanskeBank (SE)
• BBVA (ES)
• Societe Generale (FR)
• Boursorama Banque (FR)
• ABN AMRO (NL)
Dashboard Service Subscribers receive quarterly updates
including a website functionality matrix, a full set of
accompanying screenshots, a news alert service and
consultant-led presentation
£3,150 off your
subscription
When purchased with the
2014 Tablet Report
4

12. © Mapa International Ltd
5. Mapa insight
series:
Reports schedule
2014
April 2014 – Page 12

13. Introduction to the reports:
These eight reports (two per quarter) are aimed to cover key hot topics within the field of digital financial services. The reports have
a global emphasis providing insight into the latest trends and developments.
The reports aims to support investment decisions within the field providing an independent view. In addition they provide as an
inspirational resource as well as it helps to increase your overall understanding and awareness of different topics.
3. Mobile banking – state of the market 2014
Three key questions to ask as part of the research
1. What is the current state of play?
2. What innovative ways have banks developed for mobile
banking users in the last 12 months?
3. What are the key trends and what does the future hold?
Three key points for the reader to take away:
1. Up-to-date view on developments within the mobile banking
2. Understand where developments take place and key trends
3. Insight into leading initiatives
4. The evolution of digital PFM – 4th edition
Three key questions to ask as part of the research
1. What new digital PFM tools have been implemented in the
last 12 months?
2. What have leading vendors accomplished over the last 12
months and where do they see the market going?
3. What are the key trends and what does the future hold?
Three key points for the reader to take away:
1. Up-to-date view on developments within digital PFM
2. Understand where developments take place and key trends
3. Insight into leading initiatives
1. Cross channel experiences- state of the market 2014
Three key questions to ask as part of the research
1. To what extent are experiences aligned (look and feel,
functionality, security and communication)?
2. What is the current state of play including key challenges?
3. What are the key trends and where are we moving?
Three key points for the reader to take away:
1. Up-to-date view on the current state of play
2. Understand where developments take place and key trends
3. Insight into leading initiatives
2. Tablet banking report series – 6th edition
Three key questions to ask as part of the research
1. What are the current tablet banking propositions
2. What are current browser experiences after login like?
3. Are banks utilising sales opportunities at hand?
Three key points for the reader to take away:
1. Understanding of tablet banking propositions
2. A feel for current browser experiences after login
3. Identify to what extent banks have utilised the sales
monetisation opportunity that comes with tablets
April 2014 – Page 13
5 Mapa insight series: Reports schedule 2014
© Mapa International Ltd

14. 5. Digital innovations: Selling within digital banking
channels – 2nd edition
Three key questions to ask as part of the research
1. How do banks utilise the different channels from a sales and
marketing perspective?
2. How have approaches evolved over the last 12 months?
3. What are the key trends and what does the future hold?
Three key points for the reader to take away:
1. Understanding of different techniques and approaches used
2. Get a feel for where the market is moving
3. Insight into leading initiatives
6. Digital innovations: Engaging and onboarding
business banking customers – 2nd edition
Three key questions to ask as part of the research
1. What are banks doing to segment their offerings and make
them more relevant and appealing to customers/prospects?
2. What are banks doing to engage customers/prospects and by
that draw them into the website?
3. How have techniques and approaches in relation to point 1-2
evolved over the last 12 months?
Three key points for the reader to take away:
1. Understand how retail banks worldwide try to engage
prospects in the digital space
2. A review of niche features available to business banking
customers
3. Insight into how retail banks worldwide utilise the digital
channels to generate new customers
7. Digital banking security report – 3rd edition
3 key questions to ask as part of the research
1. What innovative and different initiatives are currently
available?
2. How will these initiatives affect the customer experience?
3. What are the key trends and what does the future hold?
3 key points for the reader to take away:
1. Up-to-date view on developments within the field
2. Understand where developments take place and key trends
3. Detailed insight into activity from banks worldwide
8. The evolution of point-of-sale mobile payment
services – 3rd edition
3 key questions to ask as part of the research
1. What is the current state of play of the mobile payments
market in relation to edition 1-2?
2. What new services have come to market (and being
scrapped) in the last 12 months?
3. What are the key trends and what does the future hold?
3 key points for the reader to take away:
1. Up-to-date view on developments within the mobile payments
sphere (point-of-sale only)
2. Understand where developments take place and key trends
3. Insight into a range of innovative and different initiatives
April 2014 – Page 14
Mapa insight series: Reports schedule 20145
Next steps:
If you are interested in finding out more about the reports
including purchasing options please do get in touch with
Niklas Olsson: niklas@maparesearch.com
© Mapa International Ltd

15. © Mapa International Ltd
About Mapa
April 2014 – Page 15

16. © Mapa International Ltd
Our Clients
April 2014 – Page 16

17. UK Nordic Asia Pacific
Edward Chatham Niklas Olsson Mark Donohue
edward@maparesearch.com niklas@maparesearch.com mark.donohue@maparesearch.com
+44 (0)20 7566 3949 +46 (0)8 509 074 05
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