This document discusses the rise of mobile banking and how it is changing consumer behavior. It notes that mobile banking allows customers to access their accounts and conduct transactions anytime from their mobile devices, saving them time. Usage statistics for Belgium show strong growth in downloads and usage of banking apps. The document recommends that banks offer basic banking services on mobile web as a first step, along with developing native mobile apps and using push notifications to drive customer actions.

1. 20/11/2012
Thomas
De
Vos
It’s
not
just
web/mobile,
it’s
your
business

2. Who
am
I?
Digital
footprint
-­‐
Twi$er:
@tdevos
WORK
•
InnovaCon
Manager
at
The
Reference
•
Mobile
competence
center
manager
at
Emakina
group
since
4
years
LIFE
•
Digital
semi-­‐immigrant
°1975
•
Father
of
3
digital
naCve
kids
and
1
analogue
wife
•
Very
passionate
technology
geek
SPEAKER
at
-­‐ IAB
-­‐ PHL
-­‐ EHSAL
CONTACT
Linkedin:
be.linkedin.com/in/devosthomas
Email:
tdevos@reference.be
Mobile:
+32
477
28
99
09
Twi$er:
@tdevos
2

3. The
Reference:
quick
facts
" Belgian
full
service
digital
agency
since
1993
" +85
mulC
skilled
and
cerCfied
experts
" Serving
over
150
clients
" Located
in
Ghent,
Belgium
serving
European
market
" Strongly
integrated
digital
service
offering
with
a
performance
based
a_tude
and
approach
" Since
2007
part
of
the
Emakina
group
(350+
people,
listed
on
Alternext)
" Healthy
organisaCon:
9,7
MIO
€
turnover,
15%
EBITDA
in
2011

4. Emakina
Group

5. The
mobile
competence
center
" Service
offering
"
Providing
strategic
advice
and
defining
the
Mobile
Internet
Roadmap
for
your
company
" Deliver
B2C
-­‐
B2B
and
B2E
mobile
services
" mobile
websites
(both
markeCng
and
business
use)
in
HTML5
" mobile
specific
applicaCons:
eg.
iPhone/Android/Windows
Phone
applicaCons
" Tablet
opCmized
websites
and
applicaCons
" CreaCng
exciCng
mobile
content
appealing
to
your
target
audience
" Filling
in
the
need
to
publish
and
reuse
content
in
several
channels
with
a
minimum
of
effort
" CreaCng
a
real
brand
experience
on
mobile
and
markeCng
visibility

6. Mobile
Expert
Center
clients

7. How
are
people
looking
at
the
digital
revoluCon

8. A
new
world
with
new
rules
Internet
everywhere

9. Genuine
digital
naCves

10. All
media
to
become
digital

11. More
real
Cme
" The
rise
of
the
real
Cme
web
(Twiier,
Facebook
status,
…)
" High
speed
connecCons
(3G/4G)
" No
Cme
to
waste
(WE
WANT
IT
NOW)

12. More
global
but
also
more
local
" Internet
has
no
border
" A
world
of
new
markeCng
possibiliCes
thanks
to
geolocalisaCon
of
the
user
" Google
Maps,
Google
Earth,
Bing
Maps,
Ovi
Maps,
…

13. Business
Model
changes
" SubscripCon
Model
:
rent
access
vs.
buying
items
" Digital
consumpCon
>
Behavioral
tracking,
Targeted
adverCsing
" PersonalizaCon

14. From
360°
to
365
days
360
365

15. PC/Web
MarkeCng
Media
Television
will
change
Agencies
Banking/payments

17. And
this
device
is
driving
the
change

18. Why
will
people
go
mobile
banking?

19. It
saves
them
Cme
X
Cmes

20. It
takes
away
frustraCon

21. It
takes
away
bad
experiences

22. It
gives
only
the
informaCon
they
want

23. It
gives
them
full
control

24. It
will
assist
and
guide
them
in
difficult
decisions

25. Direct
connecCon
to
their
branch/specialist

26. Mobile
banking
is
on
the
rise

27. People
do
it
because
" On-­‐the-­‐go
consumers
are
turning
more
frequently
to
their
devices
to
keep
tabs
on
their
money
and
conduct
increasingly
complex
financial
transacCons—simply
because
they
can.

28. Mobile
banking
Belgian
figures
" In
the
Belgian
Appstores
(Apple
Appstore,
Google
Play)
" 14.053
financial
applicaCons
available
/
total
672.303
apps
(iPad
39%)
" 54%
French
/
24%
Dutch
/
22%
bilingual
" #1
Belgian
financial
app
at
the
53rd
posiCon
of
the
App
Store
(average
posiCon
175th)
" High
stability
of
the
financial
Top
5
over
the
last
month.
" High
saCsfacCon
rate
(3.1/5)
Source:
Storesly-cs
–
12/11/2012

29. Belgian
ranking
Mobilosor
Source:
Storesly-cs
–
12/11/2012

30. Belgian
ranking
" Trading
applicaCons
are
sCll
missing
" Only
see
a
few
available
in
the
app
stores
" 1st
app
at
the
11th
posiCon
" No
Belgian
pure
player
trading
app
Source:
Storesly-cs
–
12/11/2012

31. Keytrade
iPad
app
(7
days
old)

32. Do’s
and
Don’ts

33. Consumers
who
strongly
favor
mobile
banking
are
young
(Gen
Y
or
Gen
X),
tech-­‐savvy
and
frequent
branch
users
(2.5+
visits
per
month)

34. Mobilosor
study
(12/11/2012)

35. Go
for
triple
play
" Mobile
website
à
It
will
be
probably
your
first
entry
(gateway)
" Mobile
naCve
apps
à
best
experience
" SMS
/
push
noCficaCons
à
great
call
to
acCons!
Think
web
first

36. Offer
the
basics
on
mobile
web

37. Offer
the
basics
on
mobile
web

38. Offer
the
basics
on
mobile
web

39. Promote
your
mobile
channel
PromoCon
in
the
editorial
Branches
sponsoring
Print /
Events
Outdoor
SM
connectors
Video" Radio
Your
brand
TV"
campaigns
Facebook
app?
Social"
Media
Radio"
Direct
mail
to
Display"
Advertising
customers
CRM en e-mail
Digital
signage
in
POS,
QR
code
App Stores
CopywriCng,
Dev Community
RaCng,
tesCmonials
Press &
Magazine
Search Engine"
Marketing
Seeding
on
blogs
Websites
exchange
of
visibility
Mobiele" Banners
on
own
and
SEO
Marketing
Partner
desktop
sites
SEA
iADS
/
Admob/…

40. SEO/SEM

41. App
stores
and
adverCsing

42. Use
your
current
channels
to
redirect
Tradional
media
Mobile
Landingpage/
Tablet
Device
campaign
website
NoCficaCon
Mobile
Tablet
e-­‐mail
Device
SMS
Mobile
site
Hybrid
Mobile
Desktop
site
Tablet
Device
Alert
“There
is
also
a
mobile
ApplicaCon/website
available.
Social
media
Do
you
want
to
visit/install
it?”

43. Show
the
end
user
there
is
an
(web)
app

44. Link
between
print
and
digital
Mobile
Site
Or
ApplicaCon
DEVICE
DETECTION
redirect
Tablet
Site
Or
ApplicaCon

46. Security
and
accessibility
" “Bank
in
one
hand,
coffee
in
the
other”
–
yeah
right!
" Offer
an
easy,
straigh{orward
log
in
mechanism
without
making
it
too
complex
or
generaCng
frustraCon.

47. Security
fears
are
sCfling
mobile
banking
adopCon
in
the
UK
" Explain
mobile
banking
is
secure
and
make
them
aware
of
the
potenCal
risks.

48. Example
to
explain:
"
Mobile
reduces
fraud,
since
users
typically
monitor
their
account
more
frequently.
Banks
can
also
set
alerts
that
immediately
noCfy
an
account
holder
as
transacCons
occur.
" Celent
research
suggests
that
there
is
up
to
a
25%
reducCon
in
fraud
losses
for
mobile
users,
depending
on
the
breadth
of
account
alerts.

49. Stay
true
to
the
device
" Try
to
make
the
smartphone/tablet
stand
alone.
You
must
be
able
to
handle
everything
on
the
device.
" Don’t
let
the
user
swap
devices
to
execute
a
task.
" Eg.
" You
have
to
switch
to
PC
to
create
a
new
beneficiary
so
you
can
make
a
transacCon
to
him
on
mobile.
" Don’t
send
SMS
with
an
OTP
to
your
smartphone
to
log
in
on
the
iPad.

50. Smartphone
versus
tablets
" Offer
both
pla{orms.
People
are
asking
for
it.
Smartphones
Tablets
Liile
bit
less
funcConality
Full
desktop
funcConaliCes
then
the
desktop
but
with
an
ulKmate
experience.
website.
You
can
consider
them
as
desktop
Context
related
funcConaliCes
replacements
Alerts
+
CTA
Instant
acCons
Person
2
Person
payments
GeolocaCon
…

51. Widget
based
approach
Desktop
website
Tablet
applicaCon
Desktop
Desktop
Desktop
Desktop
iPad
only
iPad
OpCm.
iPad
OpCm.
only
widget
widget
widget
widget
widget
widget
widget
Desktop
iPad
OpCm.
iPad
OpCm.
iPad
OpCm.
Desktop
Desktop
only
widget
widget
widget
widget
widget
widget
...
Smartphone
applicaCon
backend
Widget
iPhone
OpCm.
widget
data
and
logics
Device
DetecCon
System
...

52. CommunicaCon
channel:
Make
use
of
the
alerts!

53. SMS/Push
approach
Your
xMS
Outbound
Call?
backend
sms
GATEWAY
Recommended
situaCon:
xMS
=
noCficaCon
+
call
to
acCon
to
trigger
the
applicaCon
or
mobile
website
Download/Launch
sms
app
Execute
Your
xMS
+
CTA
specific
acCon
backend
GATEWAY
Open
mobile
site

54. TransacCons
" TransacCons
between
different
accounts.
" Also
to
external
accounts!
" Avoid
P2P
payments
only
between
a
specific
bank
" Live
transacCons

55. Flexible,
experimental
a_tude
" Create
room
&
organizaCon
for
out
of
the
box
ideas
Idea
Lab
" Organize
for
short
cycle
Execute
PrioriCze
" If
it
works,
do
it
more,
if
it
doesn’t
work,
drop
it

56. Content
:
flexible,
experimental
" Create
room
&
organizaCon
for
out
of
the
box
ideas
4
weeks
Idea
Lab
2
weeks
" Organize
for
short
cycle
Execute
PrioriCze
8
weeks
" If
it
works,
do
it
more,
if
it
doesn’t
work,
drop
it
Include
measurement
&
analyCcs
8
weeks
from
the
very
start

57. Make
banking
fun
–
experience!
Paper Payment form Electronic Payment form

58. Keytrade
drag
and
drop
bank
transfer

59. Life
stage
planning

60. Add
real
added
value
" Personal
finance
management
(PFM)
" Goal
based
savings
" Wealth
management
" Risk
management
" Etc…

61. Keep
an
eye
on
social
networking
" Smartphone
users
and
members
of
Gen
Y
are
more
likely
to
be
both
mobile
bankers
and
social
media
enthusiasts.
" Eg.
“IncorporaCng
links
into
mobile
banking
that
allow
a
user
to
connect
with
the
financial
insCtuCon
on
social
sites
and
post
raCngs/reviews.”
" Social
media
will
clearly
play
an
important
role
in
our
future
mobile
strategies,
but
approach
this
segment
very
cauCously.

62. Read
the
reviews!
" These
people
write
reviews:
" The
client
and
developers
who
created
the
applicaCon
" People
who
love
the
apps
" People
who
are
disappointed
" (People
who
are
being
paid
to
write
reviews)

63. It
is
not
a
markeCng
only
channel
" A
mobile
channel
is
not
a
one
shot
campaign
" Involve
" IT
" Business
" Security
" CommunicaCon
" All
other
involved
departments
Time
for
a
CMO?
(Chief
Mobile
Officer)

64. Mobile
analyCcs
" Track
" #
applicaCon
downloads
" Loyalty
(Frequency
of
use)
" What
works
what
not
" Smartphone
usage
versus
tablet
usage
" %Android
versus
%iOS
" ConnecCvity
(online/offline)
" Conversion
–
CTA
response
etc…

65. Keep
them
loyal!

66. Mobile
steps
to
take
AcCvaCon
+
Get
the
app
installed/site
visited
AcCvaCon
Campaign
Convert
to
install
Grow
criCcal
mass
SCmulate
usage
Educate
users
Follow
up
strategy
IncenCve
Program
Maximize
natural
spread
Measure,
Measure,
Energize
the
usage
Stay
Fresh
Measure

67. Mobile
best
pracCces
conclusions
• SKmulate
your
current
clients
to
explore
the
mobile
channel.
Show
them
the
added
value.
• Enrich
your
current
markeKng
efforts
by
integraCng
mobile
“calls
to
acCon”
eg.
E-­‐mail/banners
on
desktop/print
catalogues,
QR
codes
etc...
• Assure
yourself
that
the
mobile
experience
is
relevant
for
your
client
and
product.
Ask
the
quesCon:
Which
acCon
would
you
like
your
mobile
clients
take
in
the
applicaCon.
What
is
the
most
essenCal
informaCon
you
want
to
offer?
• Use
mobile
to
fulfil
the
instant
demands
and
needs

68. Mobile
best
pracCces
conclusions
" Go
for
an
integrated
strategy,
it
should
support
your
overall
business
objecCves
(app
or
website).
" Apps
should
provide
added
value
that
isn’t
available
on
your
web
site
(could
be
experience).
" Be
flexible
and
respond
fast
to
analyCcs.
" The
mobile
market
is
very
young
and
in
full
development.
New
advances
change
how
people
use
the
web.

69. Contact
our
Mobile
Expert
Center
Follow
us
on
Twiier
Thomas
De
Vos
-­‐
tdevos@reference.be
Twi$er:
@tdevos
Linkedin:
be.linkedin.com/in/devosthomas
Mobile:
+32
477
28
99
09