Rabo Mobiel - Product Development Overview


Published on

Overview of Rabo Mobiel, it's plan and positioning, banking and telco landscape, rationale and development goals, as well as some slides on the innovations projects carried out from 2007-09.

Published in: Business, Technology
1 Comment
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 28/11/09
  • 28/11/09 Introduction to Rabobank and Rabo Mobiel. Focus on tradition of innovation, cooperative bank history and local relevance (aangesloten banken). Rabo Mobiel planning from August 2005 t/m May 2006. Launched 15 November 2006. Rabo Mobiel is a pure GSM Enhanced Service provider (ESP), but with a focus on mobile financial services as a differentiator, for a number of reasons. Next slide with sketch the competitive landscape a bit, banking first, then mobile.
  • Rabobank is marktleider in: Hypotheken Sparen Lenen Verzekeren (schade) En tweede: Betalen Beleggen Postbank/ING is marktleider qua fullservicebank/all finanzbank -> huisbankier (3 diensten of meer) Zijstap: All finanz huisbankier zijn zit dus niet in een duur advieskanaal Daarnaast is Rabobank toonaangevend en wint diverse prijzen zoals Beste Website maar ook voor CRM(implementatie), beste lokale KCC, marketing, sponsoring, iDeal, Rabo Mobiel (bestellen&betalen in de Horeca) etc. 28/11/09
  • Three GSM “Mobile Network Operators” or MNOs (licence holders) 28/11/09
  • However, they also have alternate brands. There are many choices for Dutch mobile consumers. 28/11/09
  • All-in-all, the market in The Netherlands is an insanely competitive and commoditised market. Over 40 MVNOs/ESPs and MNO brands to choose from. Both positive and negative elements, naturally. Consumers are used to choosing alternate brands for mobile services, but it’s a noisy market. Differentiation is hard. Tariffs are very low. Handset subsidies still strongly define market offerings (consumers choose an operator based on the phone (free normally) and the in-bundle minute-pricing. 28/11/09
  • This is a brief breakdown of the MNOs and their MVNO/ESP customers. Independent ESPs are not using an “Mobile Virtual Network Enabler” (MVNE) service platform, but doing direct integration into the MNOs networks. 28/11/09
  • Why be an MVNO/ESP? There are a number of market models around the world. Most try to leverage these sorts of business cases: Telephony – either cheaper/targeted offerings, for students or minorities, roamers, business customers, or femto-cell picocell propositions (sometimes using GSM guardband frequencies, freely available / unlicensed) or carrier pre-selection / existing long-distance or international connectivity, VOIP, etc. – e.g. Tele2, Lebara, Lycamobile, Transatel Retail or other point-of-sale capabilities – Albert Heijn Mobiel, Tesco Mobile, AldiTalk, HEMA Mobile Big brand – Virgin, Disney, ESPN Machine-to-machine – RAM, Merrim, new energy company metre products, rekeningrijden, etc. Reinforce another core business – Rabo Mobiel 28/11/09
  • What do you get? Good GSM product, online self-care and management, cheap / cooperative prices, solid / reliable services and quality, plus commitment to mobile financial services. 28/11/09
  • Launch billboard ad. Pretty aggressive for a bank actually. Rabobank took Rabo Mobiel very seriously, in the formula, and above-the-line advertising too. 28/11/09
  • Some examples of what Rabo Mobiel looked/looks like. 28/11/09
  • Some examples of what Rabo Mobiel looked/looks like. 28/11/09
  • Some examples of what Rabo Mobiel looked/looks like.
  • Some examples of what Rabo Mobiel looked/looks like. -  Rabo Mobiel is 4 things at the same time GSM ESP / MVN- makes money as all other ESPs do, funds the development in other areas Product – so channel/communication FROM banks, TO banks (from customers), BETWEEN customers, families, small businesses, leden. Instead of a crappy premium for starting a MKB account, why not get Rabo Mobiel GSM handsets and free Postpaid calling for a year as a premium? Mobiel Incubator (faster development of services, payments and banking applications, propositions and testing user interactivity, security, acceptance, etc.) IPR and knowledge centre, centre of mobile excellence 28/11/09
  • Core Rabo Mobiel infra strategy. 28/11/09
  • Some key Rabo Mobiel milestones ... But also these fit within the long-term Rabobank history of innovation (NEXT SLIDE) 28/11/09
  • Rabobank has been innovating for a long time. Highlights: First ATM in The Netherlands First Internet Banking product, pioneering internet banking in Europe First web portal First WAP site First mobile banking portal iDeal MiniTix First MVNO/ESP 28/11/09
  • Some examples of innovation products Rabo Mobiel brought to the market. ORANGE is mobile payments / banking and BLUE is NFC / contactless development. MyOrder – remote payment for terraces, cinemas, bars – with MiniTix & mobile phones (iPhone, Java, SMS) Albert Heijn To-Go NFC trial – using the mobile phone as a shopping list/tool, and payment without standing in a queue Carian NFC Cantina payments – schools, offices – MiniTix integrated into cash registers NFC bicycle storage programme (Tilburg, Eindhoven) Coca Cola NFC trial – mobile phones and Coca-Cola vending machines NFC mobile phones – American School of The Hague (NFC entrance, payments in the cantina, lockers, etc.) NFC ticketing (mobile phones) at Diergaarde Blijdoorp, NFC animal tours (Rotterdam Zoo) FEBO NFC trial – mobile phones and FEBO warm snack vending machines NFC payments (PIN, domestic debit) at C1000 supermarket, included NFC recycling interactive application and charity donations Mobile banking (IVR, SMS, WAP, iPhone, Java) Rabo SMS Betalen (person-to-person payments) with MiniTix, SMS, Java, iPhone, WAP MiniTix SMS / MiniTix Online Rabo Mobiel Parkeren (mobile parking, with partner Park-line) 28/11/09
  • Some details on mobile banking 28/11/09
  • MiniTix online (2004-06) one-click payments simple authentication payments to €150 automatic upload, customer sets all alerts, settings, etc. connection with current bank account works with all Dutch bank accounts MiniTix SMS (Aug 2007) Rabo SMS Betalen (P2P) (Jun 2008) Rabo SMS Betalen mobile application (Jun 2008) MiniTix NFC (2008-09) NFC cards, NFC mobile phones Being rolled out in schools, theatres, parking, bicycle storage, vending SMS Betalen was designed for P2P and merchants payments – directly to your mobile number Bank-independent and operator-independent payments for small and medium-sized transactions, based on MiniTix Automatic top-up , transferring money back to personal bank account Downloadable SMS Betelan Java Application for easy balance and transfer checks, sending money to friends, and a mobile shop that enables merchant content 28/11/09
  • Slide on MiniTix time-line. 28/11/09
  • Slide on SMS Betalen functionality. 28/11/09
  • SMS Betalen iPhone application 28/11/09
  • Some more details on the innovations / trials / product development projects of Rabo Mobiel. 28/11/09
  • Some more details on the innovations / trials / product development projects of Rabo Mobiel. 28/11/09
  • How to see if trials become products? Try things out, and make the business case based on lessons learned, and/or leverage larger roll-outs (e.g. OV-chipkaart) and create 1+1=3 opportunities. Other industries are KEY! Mobile operators, retail, public transportation, etc. 28/11/09
  • Some lessons learned. Key take-aways: Too many products = too much confusion for consumers. Too many channels = also too much confusion. Bank = trust. Key point to always remember for new products. Security is cool, but perception of security is probably more important. 28/11/09
  • Do consumers want everything in their mobile phone in the future? Dunno. Maybe, maybe not --- that’s what we’ve been trying to figure out. How far do they want to go? 28/11/09
  • But look at all the different phone types / operating systems / etc. Hmmmmm The consumer experience will likely be very different on different phones. The Rabo Mobiel mobile centre of excellence is all about bring that sort of knowledge into the Rabobank. 28/11/09
  • Rabo Mobiel - Product Development Overview

    1. 1. Rabo Mobiel The Bank in Your Pocket Dan Armstrong Rabo Development Pan-African Conference Lusaka, Zambia, 30 November – 01 December 2009
    2. 2. About Rabobank / Rabo Mobiel <ul><li>Rabobank </li></ul><ul><li>NL: 3,7 mln internet banking customers, 7 mln customers overall </li></ul><ul><li>180 local banks and 1400 locations </li></ul><ul><li>NL population: 16,5 mln </li></ul><ul><li>Strong loyalty, broad national customer coverage, key segments: consumers and small business </li></ul><ul><li>Tradition of innovation </li></ul><ul><li>Rabo Mobiel </li></ul><ul><li>Started in mid-2005, market launch in Nov 2006 </li></ul><ul><li>Postpaid/prepaid, ZZP, all customer segments, regions. </li></ul><ul><li>2 Roles: MVNO and Mobile Financial Services Incubator </li></ul>
    3. 3. Rabobank and the NL Banking Landscape <ul><li>Mortgages (1) 27% </li></ul><ul><li>Savings Accounts (1) 41% </li></ul><ul><li>Loans (1) 22% </li></ul><ul><li>Insurance (1) 13% </li></ul><ul><li>Payments (2) 30% </li></ul><ul><li>Investment (2) 16% </li></ul>Marktpositie als huisbankier 2008 <ul><li>Rabobank has the highest trust rating of all NL banks with 42%; #2 is 17% </li></ul><ul><li>AAA rating (Moody's, Standard & Poor's), top-15 world financial institution </li></ul><ul><li>Year-on-year, Rabobank ranks with the best bank website, customer service centre, CRM implementation, marketing and sponsorship programmes </li></ul>With such strong performance, was starting Rabo Mobiel a risky proposition?
    4. 4. NL Mobile Marketplace (2009) – MNOs
    5. 5. NL Mobile Marketplace (2009) – MNO Brands
    6. 6. NL Mobile Marketplace (2009) – many choices Telecombination
    7. 7. Breakdown of Different Types of NL Mobile Players Mobile Operators & Branded Offers Full Consumer-Facing MVNOs B2B MNVEs Service Providers/ Resellers ESPs (via MVNEs) ESPs (independent) Telecombination acquired in 2008
    8. 8. A Few MVNO Models <ul><li>Telephony </li></ul><ul><ul><li>Cheap (SIM only, large bundles, no-frills, VoIP) </li></ul></ul><ul><ul><li>Target segments (youth, minorities, cheap international destinations) </li></ul></ul><ul><ul><li>Cheap roaming (multi-IMSI, international players) </li></ul></ul><ul><li>Leverage point-of-sales locations or distribution </li></ul><ul><ul><li>Existing telecommunications retailers </li></ul></ul><ul><ul><li>Strong retailers in other branches </li></ul></ul><ul><ul><li>Alternate distribution channels </li></ul></ul><ul><li>Leverage powerful brand </li></ul><ul><li>Reinforce core business in other areas </li></ul><ul><li>M2M/network utilisation </li></ul>
    9. 9. Rabobank GSM MVNO & Value-Added Bank Product <ul><li>Great, Core Mobile Telecommunications Product </li></ul><ul><li>Rabobank Values – trust, security, quality, easy-to-use services, cooperative value </li></ul><ul><li>Online Self-Care Environment </li></ul><ul><li>Secure Mobile Banking </li></ul><ul><li>Commitment to Applications Innovation (Mobile Financial Services) </li></ul>
    10. 11. Rabo Mobiel in the Marketplace
    11. 12. Rabo Mobiel in the Marketplace
    12. 13. Rabo Mobiel and Local Rabobank Partners
    13. 14. Rabobank GSM MVNO - Telecommunications Services (voice, SMS, VAS, Prepaid/Postpaid, MKB) - Mobile Internet Access (GPRS, UMTS, HSDPA), Portals and Self-Care <ul><li>Value-Added Bank Product - Banking “On the Go” </li></ul><ul><li>Premium Product / Combination </li></ul><ul><li>Communications Channel for Local Banks, Leden and Customers </li></ul>Mobile Incubator - Product/Business Development for Mobile Financial Services and Products - Launch of Remote and Contactless Payments and Partnerships Mobile Knowledge Centre - NFC, Consumer Behaviour & Usability - Encryption, Mobile Business Rules - Mobile Low-Value Payments - Standards, Retail/Consumer Acceptance, Security, Sustainability
    14. 15. Rabo Mobiel High-Level ESP Architecture <ul><li>Core ESP business maintained in-house , e.g. billing, customer management and support, sales and marketing. </li></ul><ul><li>Telco with MNO , which provides telco services, switching, core, transmission and radio network, some VAS. </li></ul><ul><li>Close Rabobank partnership and cooperation with local banks, but Rabo Mobiel is an independent company - for speed, innovation, customer experience trials </li></ul>LOGISTICS DELIVERY RETURNED GOODS REPAIRS CUSTOMER SERVICE BACK-OFFICE IN-BOUND HELPDESK NUMBER PORTABILITY LAWFUL INTERCEPTION CONTENT PARTNERS INFRASTRUCTURE OTA, WAP, VAS PARTNERS SYSTEMS SUPPORT IT SUPPORT MNO
    15. 16. Rabo Mobiel Milestones Date Milestone August 2005 Begin feasibility phase, market survey, business planning ( MVNO ) Jan 2006 Rabobank gives “green light” for Rabo Mobiel build ( MVNO ) May 2006 Company begins official operation ( MVNO ) Nov 2006 Nation-wide launch of Postpaid services ( MVNO ) Mar 2007 Launch of segment propositions and packages ( MVNO ) May 2007 Launch of NFC payment vending trials (Coca-Cola, FEBO) ( MFS ) Jun 2007 Nation-wide launch of Prepaid services, retail operations ( MVNO ) Dec 2007 Sales growth, pilot group (30) local banks actively selling ( MVNO ) Jan 2007 Completed successful C1000 mobile payments trial (debit) ( MFS ) Feb 2008 First NFC ticketing roll-out (Diergaarde Blijdoorp) ( MFS ) Apr 2008 Transition from Orange network to KPN network, > 100k active clients ( MVNO ) May 2008 Launch Postpaid services in retail ( MVNO ) Jun 2008 Nation-wide launch of Rabo SMS Betalen (P2P payments), AH To-Go Shopping Trial ( MFS ) Jul 2008 120 local banks actively selling ( MVNO ) Dec 2008 >180.000 customers milestone ( MVNO )
    16. 17. Rabobank Banking & Payment Innovation 1980 1990 2000 2010 1981 – First ATM in NL 1986 – Pin Retail PoS 1989 – Telebanking 1994 – 1st web portal www.tref.nl 1995 – “Rabofoon” IVR Banking 1996 – Internetbankieren launched 1999 – 1st bank WAP site launched (mmm.rabobank.nl) 2003 – Mobielbankieren on i-Mode 2004 – Mobielbankieren launched on Vodafone Live!, Orangeworld, T-zones 2004 – MiniTix Online Launched 2007 – MiniTix SMS 2006 – Open Mobile Internet (OMI) programme launched 2006 – Rabo Mobile launched (world’s first bank MVNO) 2007 – Rabobank / Rabo Mobiel NFC Trials Kick-Off 2008 – Mobielbankieren up to €50k (RR) 2009 – NFC Payments Roll-Out 2008 – SMS Betalen Launched 2005 – Rabo tv 2007 – Rabo Schoolbank NFC Cashless Schools 2006 2007 2008 Postpaid Launch Launch of Segment Packages NFC Trials: Coca-Cola, FEBO Prepaid Launch C1000 NFC Trial 30 Banks Online Diergarde Blijdorp NFC Ticketing Retail Launch Postpaid Retail Launch Orange -> KPN 180k + customers 100k + customers 120 Banks Online SMS Betalen Launch AH To-Go Trial MyOrder Terrace Betalen MIB 6.0 (OMI) MIB 4.1 (RR) Senioren Youth MKB/ZZP Rabo Mobiel B.V.
    17. 18. A few trials and products 2007-2009 1 2 3 4 5 6 7 8 9 10 12 11 13
    18. 19. Rabobank Mobile Banking <ul><li>Mobielbankieren enables transfers to known parties and payments up to €50.000 with Random Reader </li></ul><ul><li>Saldo Direkt provides 1-click account balances on all your accounts </li></ul><ul><li>Rabofoon telephone banking (IVR) </li></ul><ul><li>SMS Alerts for banking, transfers, payments, telco spending alerts </li></ul><ul><li>Mijn Mobiel telecommunications spending alerts, history and invoices </li></ul><ul><li>Rabo Financial Services Portal with financial services info., current stocks and financial news </li></ul><ul><li>Mobiel Parking in 19 NL cities </li></ul>SMS SMS WAP WAP WAP IVR WAP WEB SMS IVR
    19. 20. Mobile Applications Projects MiniTix Online (2004-06), MiniTix SMS (2007), SMS Betalen (2008), MiniTix NFC (2008-09) SMS Betalen : Launch of P2P payments directly to/from MSISDNs, Java midlets, iPhone application, online website, MiniTix Merchants (2008) Customer bank account
    20. 21. MiniTix 2008 <ul><li>MiniTix online (2004-06) </li></ul><ul><ul><li>one-click payments </li></ul></ul><ul><ul><li>simple authentication </li></ul></ul><ul><ul><li>payments to €150 </li></ul></ul><ul><ul><li>automatic upload, customer sets all alerts, settings, etc. </li></ul></ul><ul><ul><li>connection with current bank account </li></ul></ul><ul><ul><li>works with all Dutch bank accounts </li></ul></ul><ul><li>MiniTix SMS (Aug 2007) </li></ul><ul><li>Rabo SMS Betalen (P2P) (Jun 2008) </li></ul><ul><li>Rabo SMS Betalen mobile application (Jun 2008) </li></ul><ul><li>MiniTix NFC (2008-09) </li></ul><ul><ul><li>NFC cards, NFC mobile phones </li></ul></ul><ul><ul><li>Being rolled out in schools, theatres, parking, bicycle storage, vending </li></ul></ul>Customer bank account
    21. 22. Mobile as Payment Device: SMS Betalen <ul><li>SMS Betalen was designed for P2P and merchants payments – directly to your mobile number </li></ul><ul><li>Bank-independent and operator-independent payments for small and medium-sized transactions, based on MiniTix </li></ul><ul><li>Automatic top-up , transferring money back to personal bank account </li></ul><ul><li>Downloadable SMS Betelan Java Application for easy balance and transfer checks, sending money to friends, and a mobile shop that enables merchant content </li></ul>
    22. 23. SMS Betalen iPhone application
    23. 24. Mobile Applications Projects NFC Mobile Ticketing: Diergaarde Blijdoorp (2008-09) NFC Fietsenstalling : Eindhoven, Tilburg (2008-09) Rabobank Rotterdam NFC Cashless Schools : kassa’s and vending, ASH, HHS/Redbird (2007-09) NFC Cantina Trials & Roll-Out: Carian/MiniTix (2008-09) NFC Vending Trials: Coca-Cola, FEBO (2007-08) NFC Mobile Domestic Debit Card and Shopping Tool: C1000 (2007-08)
    24. 25. Mobile Applications Projects Mobile Health: Stichting Diabeter, Health Agency, Achmea (2008-09) Mobile Terrace Payments: MyOrder at various locations (2008-09) Albert Heijn To-Go NFC Shopping : Amsterdam Amstel (2008-09) MiniTix Mobile Merchants: SMS Betalen Java Midlet (2008-09) Mobile Parking: Park-Line (2007) Rekeningrijden: with Rabobank (2008-09)
    25. 26. Rabo Mobiel and NFC <ul><li>Question: What role doe mobile operators or banks want to play in brokering a customers’ identity? </li></ul><ul><li>Establish a federation model? Include major players in key B2C sectors: </li></ul><ul><li>Note: All this can’t be only technology-led … consumers must get benefit, receive logistic value and cost savings . </li></ul><ul><li>2007-08: </li></ul>STAND-ALONE FULLY-INTEGRATED TRIAL FULL PRODUCT LAUNCH Utilise lessons learned & successes to move into larger collaborations / partnerships. Utilise trials to define the business case for full product roll-outs & partnerships. 2009-10 INTEGRATION WITH PRODUCTS AND PARTNERSHIPS 2010-12 FULL NFC PRODUCTS + COMPLETE INTEGRATION WITH PARTNERS 2009-10 PRODUCT ROLL-OUT OPPORTUNITIES, EMERGING STANDARDS, CONSUMER SUCCESS 2007-09 TRIALS / FIRST PRODUCTS
    26. 27. Some Challenges <ul><li>In NL, electronic payments are a mature model. 98% debit card penetration , ubiquitous usage and availability, low cost </li></ul><ul><li>Do consumers identify the NFC phone as a payment device? </li></ul><ul><li>Weaknesses in mobile and banking industries applicable . </li></ul><ul><li>Rabobank’s brand / trust critical to protect . Bank = perception of trust </li></ul><ul><li>“ Security” is always a balance between high levels of protection and usability . </li></ul><ul><li>Mobile security will never match secure, tamper-evident devices. </li></ul>Even more financial services online, or via mobile internet Random Reader + Debit Card + knowledge (PIN) Internet Banking Subset of financial services (authorisation) Knowledge (TIN) Mobile Phone (IVR) Subset of financial services (authorisation) Online Authentication (various GSM/IP) + knowledge (TIN) Mobile Phone (browser) Large amount of financial services (includes signing) Offline Token (Random Reader) + Bank Pass + knowledge (PIN) Television and PC All financial services Passport, Driver’s Licence + Bank Pass Physical Person Authorisation Authentication Method Medium
    27. 28. Will the current “issuer-centric” world become a “customer-centric” world? Customer needs to go to the bank, request PIN pass, credit cards, changes… Travel to NS for an OV-chipkaart, apply for personalised OV-chipkaart… Pick up loyalty cards at supermarkets and retail locations Different cards, chips for different services… Office Entrance Rabo Mobiel wants to move customers themselves to the centre of the card ecosystem. A connected device, card/ID with a screen and keyboard can help do that… Rabo Schoolbank Public Transport Debit Card Sport Pass Loyalty Credit Cards Member- ship
    28. 29. Mobile Transactions in 2012? Transactions Menu PIN Menu Back Info 1. USABILITY? - cross-platform - NFC behaviour 2. SECURE TRANSATION KEYS? 3. HARDWARE SECURE ELEMENT? - UICC (SIM card) - hardware - removable memory card 4. SEPA
    29. 30. <ul><li>http://www.rabomobiel.nl/innovaties </li></ul><ul><li>http://www.youtube.com/RaboMobielNFC </li></ul>Thank You Dan Armstrong Takashi Mobile [email_address] +31 652 085 071