The document presents a research report by Mapa Research that explores how banks are leveraging mobile-optimized sites and apps for enhancing sales opportunities, particularly in account opening and mobile banking. It details findings from over 40 banks across 10 countries, examining best practices in mobile experiences and identity verification processes. The report aims to provide insights and innovative examples to support banks in improving their mobile offerings and strategic planning.

1. Mapa Insight Series
Find out more about our research:
www.maparesearch.com/research
Mobile Sales: Leveraging Sales Opportunities in Mobile Browsers and Apps

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Objectives
The key objectives of the research were to:
• Examine how banks utilize mobile optimised, adaptive or responsive
sites for “welcoming“ potential customers. The focus being on
becoming a customer / opening up a current account. Stand out
examples of sales in other areas in the mobile web browser have also
been included.
• Highlight methods being employed by banks to leverage the sales
opportunity within mobile banking apps, both pre- and post-login.
This report will feed into internal planning processes by providing a
strategic 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 using the portfolio of live accounts that
we have access to. We have researched more than 40 banks across 10
countries. In addition, we have conducted desk research to uncover
other initiatives of interest and insights relevant to the topic. Our
findings are summarised in this report, providing in-depth insight into
number of innovative banks and initiatives from across the globe.
Chapters covered
The executive summary provides you with a quick
digest of the key findings from the report.
In Chapter 1 we highlight the current state of play in
terms of sales in the mobile browser, including best
practice examples.
In Chapter 2 we took a closer look at mobile ID
verification solutions, highlighting examples that have
been launched by banks as well as leading vendors in
this space.
In Chapter 3 we move on to examine the extent to
which, and how, banks across the globe utilised the
sales opportunity as part of apps (pre and post login).
What’s next?
Please make sure to look at the list of coming reports
for the 2015 Mapa Insight Series (see end of this
report). Next, we look at the Digitization of the Branch.
Stay tuned!
Objectives and MethodologyA

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Sample Slides

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BMO (CA): The chequing account application allows customers
to select from a number of preferences, including price plan,
rewards and ID check options. This helps to ensure that the
applicant ends up with the most suitable account and that it is
completed in the most convenient manner possible.
Including price plan options and pricing within the application in
this way makes it easier and more convenient for applicants to
understand the options available to them and can help reduce
call centre volumes.
Navigation is enhanced with tabs
throughout allowing applicants to scroll to
top and apply as an existing customer
Applicants can select how they
want to complete ID checks.
Selecting either option displays
how it will be completed via the
chosen channel
Applicants link their
existing air miles plan
to their account as part
of the application
Drop down menu displays
discounts applicable for
certain customers
Mobile Browser Experience: Mobile Optimised Applications1

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Amex (US): A sales led landing page that groups cards in tabular layout allows users to
browse products by popularity or by different types of rewards available. Additional options
allow users to view and compare all cards available or to take a card quiz that can help
potential customers decide what the best cards for them are. Continued on next page.
1
Landing screen
The categorisation of products on the landing page in
addition to the product selection tool means potential
customers can more easily find what they are looking for, no
matter what their needs are. Additionally, the overall layout of
the site, with its large tactile buttons, minimal text and use of
images and infographics makes it eye catching and easy to
use on mobile devices.
Mobile Browser Experience: Product / Search Comparison

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DKB (DE): New customers can verify their identity for a current account application via video call that can be made from their
computer, tablet or mobile device. Applicants first need to fill out the online application form (note that the application form is not
optimised for mobile devices) after which they receive an email with a reference number and a WebID form. The video call can be
carried out through Skype or WebRCT and identification verification consists of the customer service representative taking photos of
both the applicant and their ID through the webcam. Applicants may also be asked to tilt the photo ID to reveal holograms.
DKB-Cash Current Account product page
Call to action: Apply for DKB-Cash Now
As the applicants identity is verified via a webcam, it can be
carried out using any device with a camera. Web chat
verification can be arranged at a time that is convenient for the
customer and should take around 5 minutes.
ID Verification: Banks1

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Mapa Insight Series:
Report Schedule 2015

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4 Mapa Insight Series: Report Schedule 2015
1. Tablet Banking Series – 7th edition: A deep dive
into five standout initiatives
Published: February
2. SME Banking: How to win share through
successful differentiation
Published: March
3. Mobile Banking Series: How to successfully
implement increased app functionality
Published: April
4. Bank Disruption: Assessing the Disruptive Threat in
Retail Banking
Published: May
5. Building PFM With Mass Market Appeal
Published: July
6. Mobile Sales: Leveraging Sales Opportunities
in Mobile Browsers and Apps
Published: August
7. The Digitization Of The Branch
Due: August
8. The Promise Of Wearables: An Internet Of
Things In Banking
Due: September
9. An Engagement Banking Master Class
Due: October
10. Digital Banking Security Insight Series, 4th
Edition
Due: November
11. Ten Things Digital Teams Should Do In 2016
Due: December

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Contact Details
Author
Katie Nachshon
Research Manager
katie.nachshon@maparesearch.com
Management
Mark Pavan
Managing Director
mark@maparesearch.com
Chris Guerin
Business Development Director
chris.guerin@maparesearch.com
Jane Collins
General Manager
jane.collins@maparesearch.com
Mapa Research HQ
4th floor
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Tel: +44 207 566 3940
www.maparesearch.com
Subscription and
Consultancy Enquiries
Ross Methven
Director of Client Services
ross.methven@maparesearch.com
Meaghan Johnson
Associate Director, Consultancy
meaghan@maparesearch.com
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ross.methven@maparesearch.com
C

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