1. June 2013 – Page 1 © Mapa
Mobile Banking 2013 – Are you
following or leading?
Insight report on the latest and most innovative mobile
banking solutions around the world today
June 2013

2. June 2013 – Page 2 © Mapa
Report structure:
A. Executive Summary
B. Introduction
C. Brands Featured
1. Devices and Banking Platforms
2. Mobile Banking - Current Provision
3. Mobile Banking Innovations
4. Case Study
5. What Does the Future Hold?
D. Conclusion
Methodology:
This report contains in-depth quantitative and qualitative research of 67 banks in 14 countries to
understand what the current state of the mobile banking market is. That scope was widened to
include other banks / new financial services providers around the world in order to find the best
and recent innovations in mobile banking.
See the very latest mobile banking
innovations from around the world
Objective:
The objectives of this report were to:
• To understand the current state of the
mobile banking market
• To identify areas and examples of recent
innovations
• To consider how mobile banking will evolve
in the coming years

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Executive SummaryA
The Mobile Banking market
• iOS and Android native apps clearly lead the way. All 67
banks analysed have both
• 3 in 5 banks have either a BlackBerry or Windows Phone
app. But, only 1 in 4 of these have both
• 2 in 5 banks automatically detect mobile visitors to their
website
• 3 in 4 banks have a mobile logon option on their website
Core banking functionality - separating fact from fiction
Myth #1: only crazed and risk- adverse banks give
customers information before login
Reality: 1 in 6 of some of the world’s largest banks let
customers see their balance with no login option.
Myth #2: Banks generally don’t let customers make
payments outside of the bank to new payees via mobile
Reality: Over half of banks we researched let customers
make payments to new payees.
Myth #3: Payments to mobile / email are great, but only
for the early innovators
Reality: More banks have this functionality than don’t.
• Despite numerous recent releases, PFM (15%) and secure
messaging (19%) are not common in mobile banking yet
• Around a third of banks use the smartphone camera for
importing information
• Around a third of banks allow customers to place share or
fund trades via mobile apps
Innovations
• Banks are investing in ways to help customers
understand their finances. For example: pre-login
information, transaction categorisation and future spending
analysis
• Development of transaction functionality is still centred on
traditional bank payments rather than point-of-sale. For
example, savings goals, share trading and bill payment
• Mobile is providing more options to contact the bank. For
example: push notifications, secure inbox and live chat
• Mobile banking is increasingly being integrated with online
banking and physical banking experiences.
• A number of banks let customers personalise their mobile
banking experience and have added social elements to
payments.
• Social media is still under-utilised by mobile banking apps.
• Online is utilised for account servicing more than mobile.
However, examples of mobile account servicing offer a
strong value proposition for the customer
• The mobile user experience is improving through
innovation in navigation techniques.
• To date loyalty and offers have been used as separate
apps instead of integrated into mobile banking
The future
• Innovations seen now will shape mobile banking in the
short term
• In the medium to long term, new players and devices
threaten to radically change financial services
Sample page from report

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Mobile Banking – Current Provision2
Transactions: Transactions are central to mobile offerings and hence most banks allow customers to make transfers and
payments to existing payees.
31%Of banks allow
customers to use their
smartphone camera to
import cheque or bill
information
34%Of banks allow
customers to place share
/ fund trades *
98.5
98.5
52.2
53.7
7.5
3.0
Internal transfers (own accounts)
External payments
External payments to new payee (using bank details)
To mobile number or email address
Via physical contact (e.g. QR code, bump, bluetooth)
To social media
Percentage of banks offering transaction type
Includes separate apps and sub-brands aimed
at retail customers
Sample page from report

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Understanding Finances: While banks have improved the speed of login to mobile banking, 18% have removed the need to login
at all to see account balances. All examples found require the customer to opt-in to this service.
Mobile Banking – Current Provision2
The Swedbank (SE) pre-login
landing page
When the customer shakes
their phone, the balance for
their selected account appears
BNZ (NZ) don’t show one account,
but all the customer’s accounts
Customer reception:
• Swedbank’s 1 million mobile banking customers used the shake feature 20 million times
in the first 3 months of operation
• Commonwealth Bank’s (AUS) pre-login balance was voted as customers’ favourite
feature of Kaching on a Facebook poll (see left)
Sample page from report

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Transactions: In the research for this report, Mapa encountered more banks who have a pay-to-mobile or email service than those
who don’t. A number of banks have used this payment method instead of allowing traditional payments to new payees.
Mobile Banking – Current Provision2
’Pay your contacts’ -
NatWest (UK). Service
integrated into existing
mobile banking app.
Payments to cards on the
Visa network.
PopMoney – Citi (USA).
Fiserv powered US
payments integrated into
mobile and/or online
banking. Allows payments
to any US mobile number
or email address.
Pingit - Barclays (UK).
Standalone app available
to Barcalys customers and
non-Barclays customers.
Payments to any mobile
phone number in the UK or
selected African countries.
Swish (SE). Joint venture
amoung Sweden’s largest
banks. Standalone app
allowing payments to any
Swedish mobile number
Sample page from report

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Mobile Banking Innovations3
Understanding Finances: Rather than letting customers analyse their past situation, some providers have started to help
customers make spending decisions by analysing future transactions. Simple’s (USA) safe-to-spend shows customers their
balance less future transactions. Customers can alter their current safe-to-spend by spending from their future goals. GoBank
(USA) tell customers whether they can afford to make a purchase based on their future budget.
Goals by Ian Collins, Front-End Engineer at Simple
“My favorite way of describing Goals is comparing it to its antithesis: credit cards.
Credit card[s] require no thought or planning up front–you can swipe to your heart's
content. The planning part usually comes well after the money is already gone. This
sort of reverse financial planning can be tricky, especially when it turns out you've
spent more than you'll earn before the payment is due. We wanted to turn that idea
on its head…That's why, in order to inspire and facilitate saving, we wanted to make
something encouraging, something effortless and automatic.” bit.ly/OVEPw2
Safe-to-spend expands at
the top of the page
Customers can choose to divert funds from a goal
to pay for a transaction
After GoBank customers manually
create a budget (not shown) they can
'Ask the Fortune Teller' whether they
can afford to spend a certain amount.
They either get the thumbs up or
thumbs down
Sample page from report

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Personalisation: BNP Paribas (FR) customers can personalise their mobile banking app by creating a personal profile.
Customers can tailor both the pre-login and secure environment. This profile approach is one more commonly adopted in tablet
banking services as banks have attempted to create a perception of a personalised portal into the bank.
'My profile' after login.
Customers create their
profile by adding a photo,
editing their notification
settings and information as
well as choosing whether
to view their balance
without logging in.
Pre-login page. The
weather background
represents the customer’s
balance. A tap on the
photo reveals their exact
balance.
After login customers see a
dashboard
This can be modified by
the user – add / remove
and reposition dashboard
elements
Mobile Banking Innovations3 Sample page from report

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4
Account Servicing: Barclays was relatively late to release a smartphone banking
application (July 2012), instead relying on a mobile web solution. When it arrived, the
app focused on providing a simple and clean user experience for customers across a
broad range of platforms (iOS, Android and BlackBerry). A separate app and login
exists for Barclaycard customers, although Barclaycard balances appear in the Barclays
app.
Case Study
Mobile Banking Functionality
• Register phone and account and
login with a 5 digit passcode
• Access the app on multiple
devices
• View both personal and business
account in one place, as well as
Barclaycard accounts
• Make transfers and payments to
existing payees
• Real-time refresh balances
• Hide and reorder accounts
• Mobile PINsentry (see section 3)
• Find branches / ATMs
• Links to download other Barclays
apps
• Suggest ideas / give feedback
• Cancel registration
• Choose statement preferences
• ISA sales messages
Customer adoption
It took 13 years for Barclays Internet
Banking to reach 2 million users. It
took two months to reach that on
mobile.
Swipe or ’Facebook’ style naviation
menu
Account summary screen
Sample page from report

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What Does the Future Hold?5
1st generation mobile banking
Mobile logon option
Mobile apps
View balances, transactions
Make transfers, make payments
Simple contact information
2nd generation mobile banking
Improved authentication and registration
P2P payments
Bill payments / camera scanning
Notifications
Personalisation
PFM
Social elements
Social media read-only
Secure inbox
Account servicing
Improved UX and ‘wow’ factors
Rich media / graphics
Simple revenue builders: mobile top-up, non-
targeted offers
View loyalty information
View all bank products
Next generation mobile banking
Alternative security solutions
Point -of-sale payments
Mobile bill invoices
Actionable notifications
‘Future’ PFM / prediction
Two-way social media conversation
Personalised contact options
Manage / service all bank products
Engagement with other bank channels
Mobile wallet and mCommerce
Advances revenue builders: targeted offers
Travel and charity
Redeem and trade loyalty
International payments
Segment specific mobile propositions
‘The pack’ is entering or
in this phase
Leaders are entering this
phase
Future mobile
banking?
See next pages…
Where are we now?
Innovative leaders of the pack - many of whom we have seen in
this report - are entering the next generation of mobile banking.
Sample page from report

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The best way to get in touch is to email the authors: Joshua Grant
and Alexander Hertzell or Edward Chatham, Managing Director:
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edward@maparesearch.com
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