This document provides an overview and summary of a report by Mapa Research titled "SME Banking: How to win share through successful differentiation". The report examines how banks can differentiate their small and medium-sized enterprise (SME) banking offerings and explores potential disruptors in the SME segment. It contains sections on objectives and methodology, examples of bank differentiation strategies, profiles of non-bank disruptors in SME services, and a schedule of upcoming Mapa Insight reports.

1. SME Banking: How to win share through successful differentiation
Mapa Insight Series
Find out more about our research:
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Contents
1. Report objectives and methodology
2. Sample pages from the report
3. Mapa insight series: Report schedule 2015
4. Contact details
@ About Mapa

2. Report structure:
A. Objectives and methodology
B. Executive summary
--------
1. Banking current state of play
2. Differentiators
3. Disruptors
--------
C. Conclusion
Objectives:
The key objectives of the research was to:
• Demonstrate how banks are offering unique products and
services to differentiate themselves and win business in the
SME segment
• Explore non-bank potential disruptors and how these
players can hinder or aid banks in SME servicing.
This report will feed into internal planning processes by
providing strategic understanding of leading tablet banking
apps as well what is happening in the marketplace overall.
Furthermore innovative examples and approaches can be
used to gain inspiration as well as strengthening existing
business cases.
Methodology:
Mapa has recently undertaken a number of projects
exploring the SME banking space and as a result we have
developed a deep knowledge of key trends within sales and
services. We have used this knowledge in addition to our
access to SME accounts to highlight trends pertaining to the
platforms and services offered, found in the Banking Current
State of Play section. We then audited leading banks to
uncover products and services that can be considered
“differentiation” rather than true “innovation” as we believe
there is a distinct lack of innovation within this space from
the banking sector. Finally, we profiled a number of up and
coming non-banking solutions that we believe can potentially
disrupt banks initiatives in the SME segment.
Page 2
1 Report objectives and methodology
© Mapa Research March 2015

3. 2. Sample
pages from the report
Page 3

4. Page 4 © Mapa Research March 2015
Similar to the desktop channel, in some instances the mobile banking functionality and servicing is integrated into the consumer app.
NatWest (UK) Digital Banking Barclays (UK) and ABN AMRO (NL) business and personal accounts are integrated.
Banking current state of play: Mobile proposition2
When business customers login to
mobile app a list of both personal
and business accounts is
displayed. Customers can then
select to access any of the
accounts
Similar to the desktop site,
customers can toggle between
personal and business accounts
after log in
Business account information is
integrated within the consumer
mobile banking app

5. Page 5 © Mapa Research March 2015
Commonwealth Bank (AUS): launched an app called Daily IQ, an analytics app that gives SME customers access to insight into cash flow,
sales and the market they operate in. The service is free for existing customers. The iPad app uses transaction data to provide tailored analytics
across three core areas; cash flow, merchant, and customer insights. The app also has a media centre that provides industry and market
information to support decision making and planning.
Insight from the merchant sections
2 Differentiators: Convenience

6. Barclays (UK) The sole trader application informs sole proprietors applying for a business current account that the application
process can be completed in just 10 minutes and entirely online.
Page 6 © Mapa Research March 2015
Information regarding the credit check is
provided.
2 Differentiators: Convenience

7. © Mapa Research March 2015Page 7
Santander and iZettle (UK) launched a partnership in June of 2013, allowing small business owners to accept card payments with
smartphones and tablets.
In 2015 iZettle launched the first free-of-charge charge chip and PIN
reader, the iZettle Card Reader Lite. Using a cable, the reader connects to
a smartphone or tablet of the vendor. iZettle is able to provide a low cost
service due to the declining prices of hardware.
2 Disruptors: Partnerships - card payments

8. 3. Mapa insight series:
Reports schedule
2015
Page 8

9. 1. Tablet Banking Series: A deep dive into five standout
initiatives
2. SME Banking: How to win share through successful
differentiation
3. Mobile Banking Series: State Of The Market 2015 –
Part 1
4. Under Attack: Assessing The Disruptive Threat In
Retail Banking
5. Building A PFM With Mass Market Appeal
3 Mapa Insight Series: Report Schedule 2015
6. Mobile Banking Series: State Of The Market 2015 –
Part 2
7. The Digitization Of The Branch
8. The Promise Of Wearables: An Internet Of Things In
Banking
9. An Engagement Banking Master Class
10. Digital Banking Security Insight Series, 4th Edition
11. Ten Things Digital Teams Should Do In 2016
Page 9 © Mapa Research March 2015

10. 4. Contact details
Page 10

11. Contact Details
Authors
Meaghan Johnson
Associate Director, Consultancy
meaghan@maparesearch.com
Katie Nachshon
Senior Research Consultant
Katie.nachson@maparesearch.com
Management
Nicholas Coutts
Chairman
nick.coutts@maparesearch.com
Mark Pavan
Managing Director
mark@maparesearch.com
Clare Warren
Research and Operations Director
clare@maparesearch.com
Mapa Research HQ
4th floor
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London
EC1M 5QP
Tel: +44 207 566 3940
www.maparesearch.com
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Consultancy Enquiries
Ross Methven
Director of Consultancy
ross.methven@maparesearch.com
International Offices
Asia Pacific
Mark Donohue
Regional Director
Tel: +61 419 132 492
mark.donohue@maparesearch.com
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167 51 Stockholm
Sweden
Tel: +46 (0)8 509 074 05
nordics@maparesearch.com
UK Offices
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St Cuthbert's Churchyard
7A Lothian Road
Edinburgh
EH1 2EP
Tel: +44 (0)7710 305 112
ross.methven@maparesearch.com
4
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12. @ About Mapa
Page 12

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