Vlerick mobile banking - Thomas De Vos

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Vlerick MFM Workshop 'Mobile Banking and Payments’

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Vlerick mobile banking - Thomas De Vos

  1. 1. 20/11/2012   Thomas  De  Vos  It’s  not  just  web/mobile,  it’s  your  business  
  2. 2. Who  am  I?  Digital  footprint  -­‐  Twi$er:  @tdevos    WORK  •   InnovaCon  Manager  at  The  Reference  •   Mobile  competence  center  manager  at  Emakina  group  since  4  years    LIFE  •   Digital  semi-­‐immigrant  °1975  •   Father  of  3  digital  naCve  kids  and  1  analogue  wife  •   Very  passionate  technology  geek    SPEAKER  at  -­‐  IAB  -­‐  PHL  -­‐  EHSAL    CONTACT  Linkedin:  be.linkedin.com/in/devosthomas  Email:  tdevos@reference.be  Mobile:  +32  477  28  99  09    Twi$er:  @tdevos   2  
  3. 3. The  Reference:  quick  facts  "  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  
  4. 4. Emakina  Group  
  5. 5. The  mobile  competence  center  "  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  
  6. 6. Mobile  Expert  Center  clients  
  7. 7. How  are  people  looking  at  the   digital  revoluCon  
  8. 8. A  new  world    with  new    rules    Internet    everywhere  
  9. 9. Genuine  digital  naCves  
  10. 10. All  media  to  become  digital    
  11. 11. More  real  Cme  "  The  rise  of  the  real  Cme  web  (Twiier,  Facebook  status,  …)  "  High  speed  connecCons  (3G/4G)  "  No  Cme  to  waste  (WE  WANT  IT  NOW)  
  12. 12. More  global  but  also  more  local  "  Internet  has  no  border  "  A  world  of  new  markeCng  possibiliCes  thanks  to  geolocalisaCon  of  the  user  "  Google  Maps,  Google  Earth,  Bing  Maps,  Ovi  Maps,  …  
  13. 13. Business  Model  changes  "  SubscripCon  Model  :  rent  access  vs.  buying  items  "  Digital  consumpCon  >  Behavioral  tracking,  Targeted  adverCsing  "  PersonalizaCon  
  14. 14. From  360°  to  365  days   360   365  
  15. 15. PC/Web   MarkeCng   Media   Television   will  change   Agencies    Banking/payments      
  16. 16. And  this  device  is  driving  the  change  
  17. 17. Why  will  people  go  mobile   banking?  
  18. 18. It  saves  them  Cme   X  Cmes  
  19. 19. It  takes  away  frustraCon  
  20. 20. It  takes  away  bad  experiences  
  21. 21. It  gives  only  the  informaCon  they  want  
  22. 22. It  gives  them  full  control  
  23. 23. It  will  assist  and  guide  them  in  difficult  decisions  
  24. 24. Direct  connecCon  to  their  branch/specialist  
  25. 25. Mobile  banking  is  on  the  rise  
  26. 26. People  do  it  because  "  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.  
  27. 27. Mobile  banking  Belgian  figures  "  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)   Source:  Storesly-cs  –  12/11/2012  
  28. 28. Belgian  ranking   Mobilosor   Source:  Storesly-cs  –  12/11/2012  
  29. 29. Belgian  ranking  "  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     Source:  Storesly-cs  –  12/11/2012  
  30. 30. Keytrade  iPad  app  (7  days  old)  
  31. 31. Do’s  and  Don’ts    
  32. 32. Consumers  who  strongly  favor  mobile  banking  are  young  (Gen  Y  or  Gen  X),  tech-­‐savvy  and  frequent  branch  users  (2.5+  visits  per  month)  
  33. 33. Mobilosor  study  (12/11/2012)  
  34. 34. Go  for  triple  play  "  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  
  35. 35. Offer  the  basics  on  mobile  web  
  36. 36. Offer  the  basics  on  mobile  web  
  37. 37. Offer  the  basics  on  mobile  web  
  38. 38. Promote  your  mobile  channel   PromoCon  in  the   editorial   Branches   sponsoring   Print / Events OutdoorSM  connectors   Video" Radio   Your  brand   TV" campaigns  Facebook  app?   Social" Media Radio"      Direct  mail  to   Display" Advertising customers   CRM en e-mailDigital  signage  in  POS,  QR  code   App Stores CopywriCng,   Dev Community RaCng,  tesCmonials   Press & Magazine Search Engine" Marketing Seeding  on  blogs   Websites exchange  of  visibility   Mobiele" Banners  on  own  and   SEO   Marketing Partner  desktop  sites   SEA   iADS  /  Admob/…  
  39. 39. SEO/SEM  
  40. 40. App  stores  and  adverCsing  
  41. 41. Use  your  current  channels  to  redirect   Tradional  media   Mobile   Landingpage/  Tablet   Device   campaign  website       NoCficaCon     Mobile  Tablet   e-­‐mail   Device   SMS     Mobile  site   Hybrid   Mobile   Desktop  site  Tablet   Device   Alert     “There  is  also  a  mobile     ApplicaCon/website    available.   Social  media     Do  you  want  to  visit/install  it?”    
  42. 42. Show  the  end  user  there  is  an  (web)  app  
  43. 43. Link  between  print  and  digital   Mobile   Site     Or       ApplicaCon   DEVICE     DETECTION     redirect   Tablet   Site     Or     ApplicaCon  
  44. 44. Security  and  accessibility  "  “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.  
  45. 45. Security  fears  are  sCfling  mobile  banking  adopCon  in  the  UK  "  Explain  mobile  banking  is  secure  and  make  them  aware  of   the  potenCal  risks.    
  46. 46. Example  to  explain:  "   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.  
  47. 47. Stay  true  to  the  device  "  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.    
  48. 48. Smartphone  versus  tablets  "  Offer  both  pla{orms.  People  are  asking  for  it.   Smartphones   Tablets         Liile  bit  less  funcConality     Full  desktop  funcConaliCes   then  the  desktop   but  with  an  ulKmate  experience.   website.       You  can  consider  them  as  desktop  Context  related  funcConaliCes   replacements   Alerts  +  CTA   Instant  acCons   Person  2  Person  payments   GeolocaCon   …  
  49. 49. Widget  based  approach   Desktop  website   Tablet  applicaCon       Desktop   Desktop     Desktop   Desktop   iPad   only       iPad   OpCm.     iPad   OpCm.       only   widget   widget   widget   widget   widget   widget   widget           Desktop       iPad   OpCm.     iPad   OpCm.   iPad   OpCm.   Desktop   Desktop   only   widget   widget     widget   widget       widget   widget      ...   Smartphone   applicaCon       backend   Widget     iPhone   OpCm.   widget   data  and   logics   Device   DetecCon   System    ...    
  50. 50. CommunicaCon  channel:  Make  use  of  the  alerts!  
  51. 51. SMS/Push  approach   Your   xMS   Outbound  Call?   backend     sms   GATEWAY    Recommended  situaCon:  xMS  =  noCficaCon  +  call  to  acCon  to   trigger  the  applicaCon  or  mobile  website   Download/Launch   sms   app   Execute   Your   xMS   +  CTA   specific     acCon  backend   GATEWAY   Open  mobile  site  
  52. 52. TransacCons  "  TransacCons  between   different  accounts.  "  Also  to  external  accounts!  "  Avoid  P2P  payments  only   between  a  specific  bank  "  Live  transacCons  
  53. 53. Flexible,  experimental  a_tude  "  Create  room  &  organizaCon  for  out  of  the  box  ideas   Idea  Lab  "  Organize  for  short  cycle   Execute   PrioriCze    "  If  it  works,  do  it  more,  if  it  doesn’t  work,  drop  it  
  54. 54. Content  :  flexible,  experimental    "  Create  room  &  organizaCon  for  out  of  the  box  ideas   4  weeks   Idea  Lab   2  weeks  "  Organize  for  short  cycle   Execute   PrioriCze   8  weeks  "  If  it  works,  do  it  more,  if  it  doesn’t  work,  drop  it   Include  measurement  &  analyCcs   8  weeks   from  the  very  start  
  55. 55. Make  banking  fun  –  experience!  Paper Payment form Electronic Payment form
  56. 56. Keytrade  drag  and  drop  bank  transfer  
  57. 57. Life  stage  planning  
  58. 58. Add  real  added  value   "  Personal  finance  management  (PFM)   "  Goal  based  savings   "  Wealth  management   "  Risk  management   "  Etc…    
  59. 59. Keep  an  eye  on  social  networking  "  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.  
  60. 60. Read  the  reviews!  "  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)  
  61. 61. It  is  not  a  markeCng  only  channel  "  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)  
  62. 62. Mobile  analyCcs  "  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…  
  63. 63. Keep  them  loyal!  
  64. 64. Mobile  steps  to  take   AcCvaCon  +  Get  the  app  installed/site  visited     AcCvaCon  Campaign   Convert  to  install   Grow  criCcal  mass   SCmulate  usage   Educate  users   Follow  up  strategy   IncenCve  Program   Maximize  natural  spread   Measure,  Measure,   Energize  the  usage   Stay  Fresh   Measure  
  65. 65. 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  
  66. 66. Mobile  best  pracCces  conclusions  "  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.    
  67. 67. Contact  our  Mobile  Expert  Center   Follow  us  on  Twiier    Thomas  De  Vos    -­‐  tdevos@reference.be  Twi$er:  @tdevos  Linkedin:  be.linkedin.com/in/devosthomas  Mobile:  +32  477  28  99  09  

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