1. Tablet banking series:
A deep dive into five standout initiatives
Mapa Insight Series
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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. Statistics and trends
2. Deep dive into five standout initiatives
2-1 Barclays (UK)
2-2 Westpac (AUS)
2-3 BNP Paribas (FR)
2-4 Danske Bank (DK)
2-5 Standard Bank (ZA)
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C. Conclusion
Objectives:
The key objectives of the research was to:
• Provide statistics and trends on device uptake and consumer
usage trends
• Do a deep dive into five standout initiatives considering
proposition, features and user experience
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:
Based on our existing knowledge of tablet banking app
offerings in the market coupled with complimentary research
to uncover other initiatives we have selected five standout
initiatives. In order to communicate a full picture about each
app we have utilised the portfolio of live accounts that we
have access to. Where possible we have engaged with the
banks highlighted asking them to provide insight related to
their tablet banking app. In addition we have conducted desk
research related to user trends, statistics and other types of
insight being relevant to the topic.
Page 2
1 Report objectives and methodology
© Mapa Research February 2015

3. 2. Sample
pages from the report
Page 3

4. Barclays (UK)
• More traditional design and approach to appeal a wider base
• Use ‘Digital Eagles’ to help get ‘silver surfers’ bank via tablet
• Barclays Features Store including CRM based offers
Westpac (AUS)
• Unique design in relation to other channels
• Internet banking taking inspiration from tablet app
• Focus put on making transfers and payments quick and easy
BNP Paribas (FR)
• Highly engaging and appealing design
• Extensive use of seamlessly integrated PFM features
• Support options including secure messaging and live chat
Danske Bank (SE)
• One of the pioneering tablet banking apps
• Advanced functionality: sharedealing and signing agreements
• Ongoing improvements – shows commitment
Standard Bank (ZA)
• Multiple personalisation options including a tile approach
• Very feature rich and possible to view all products held
• Has just launched a responsive internet banking service
Deep dive: Introduction2
Introduction:
We have identified five standout tablet banking app initiatives.
Key criteria's for making the selection:
• Unique design, not just replicating the mobile experience
• Feature richness
• Unique and innovative features
• Regular developments over time- showing commitment
• Interesting overall digital banking proposition
• Finding a good regional split among the apps
For each app we reviewed the following details:
• Quick facts
• Key features
• Key reasons for inclusion
• Timeline- showing key developments over time
• Statistics and other insight providing further understanding
To the right we detail the five tablet banking apps included in the
deep dive.
Page 4 © Mapa Research February 2015

5. Barclays (UK): Digital Eagles use tablets with silver surfers2
Tablets are at the heart of Barclays’ new Digital Eagles initiative designed to give elderly people practical advice on all online issues, including
setting up smart devices. The bank already has more than 12,000 Digital Eagles across their UK branch network and will soon roll out the
service to day centres and community groups using tablets to deliver a “virtual branch”.
Mapa comment
Barclays is cleverly using tablets as a “digital gateway” experience
to entice less confident users to access the bank’s full digital
service suite. The tablet’s larger screen size, portability and
intuitive interface makes it an excellent educational device.
Page 5 © Mapa Research February 2015

6. Westpac (AUS): Focus on making transfers and payments easy2
Westpac has deliberately used the tablet app to make a limited set
of features extremely quick and easy to use, rather than offer the
widest range of features. Customers can:
• Use drag and drop to initiate a transfer or payment
• Tap the ‘To’ icon top left to view a list of payees and billers and
add new payees and initiate transactions or payments.
• Quickly overview upcoming transactions by tapping the
‘Upcoming’ icon top right.
Page appearing upon dropping a ‘From’ account
Mapa comment
The overwhelming majority of log-ins are still driven by the most basic
tasks (e.g. transfers and payments), so its critically important to make
those especially quick and easy like shown here.
A question to consider?
Does big increases in volume come from making the very basic tasks
that drive most log-ins even more simple, or by enabling customers to
do a greater variety of tasks through mobile?
Page 6 © Mapa Research February 2015

7. BNP Paribas (FR): Full demonstration mode2
BNP’s tablet app includes a full demo version available pre log-in. The option is prominently displayed on the app start page (below, left). Users
access all content and features but with dummy transaction data. This approach could help attract net new business to the bank, encourage
existing customers to try the service and enable sales reps to deliver more compelling tablet demos in branch.
Mapa comment
Demo functionality in apps, or product selector tools
optimised for public sites accessed on tablets can help
branch staff deliver more compelling demos without the
cost of developing enterprise apps.
Page 7 © Mapa Research February 2015

8. Danske Bank (SE): Interactive account transactions page
Danske Bank has created a highly interactive account transactions page. Customers can use the intuitive slider feature (top of the screen) to
set date parameters. The centre of the page presents spend / income by category, and can be collapsed or expanded as preferred (1).
Customers can search transactions using natural word and integers (2), and flick between regular view (below) or balance developments and a
calendar view (see next page) by tapping the icons top right (3).
2
Mapa comments
Danske’s tablet app provides the most interactive and visually rich transaction history
functionality across all the bank’s digital touchpoints. Following strong adoption, the
slider feature has been extended to internet banking. This is one example of how tablet banking
design sets the precendent for other channels.
2
31
Page 8 © Mapa Research February 2015

9. Standard Bank (ZA): Tailored experience through personalised Dashboards2
Customers can create personalised Dashboards representing different parts of their financial life (e.g. products, activity feed, recipient
management and savings goals). Individual tiles have different layout and design options. Tapping on a given tile provides more detailed
information.
Mapa comments
More banks, like Barclays in the UK (internet banking), are
taking this tile based approach to deliver content and
functionality in a more customer centric way. Standard Bank
reports better than average use of the feature by making it
available on tablet devices, rather than just the desktop.
Page 9 © Mapa Research February 2015

10. 3. Mapa insight series:
Reports schedule
2015
Page 10

11. 1. Tablet Banking Series: A deep dive into five standout
initiatives
2. More Than Money: Next Generation Digital Banking
For SMEs
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 11 © Mapa Research February 2015

12. 4. Contact details
Page 12

13. Contact Details
Author
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Chairman
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Managing Director
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Clare Warren
Research and Operations Director
clare@maparesearch.com
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