© 2011 Computer Sciences Corporation. All Rights Reserved.

Building the Killer Insurance Marketing App

Bob Evans

Director, Mobile Insurance Solutions

bevans26@csc.com

205-259-6513

Session Objective

Explore the general capabilities of mobile devices and how they can be exploited to provide business value for insurance, and some techniques for doing so.

Growth of Desktop, Laptops, Smartphones, and Tablets

Source: IDC and Gartner

Computing HAS BEEN Going Mobile!

Consumers and Employees are Demanding It…

• In today’s “on-the-go” world, insurance consumers demand reliability, transparency, and ease of communication from their insurance provider– 1 out of 5 US online adults affirm that the ability to check policy information or to pay bills using a

mobile phone influences their decision regarding a provider

– 1 in 10 online Generation Y insurance owners have connected with their insurer through their mobile device in the past year

– Consumers top desired functions from their mobile phone are: being able to report an accident, locate an agent, track a current claim, access their insurance policy, and pay their bill on their mobile phone

• Claims adjusters are demanding wireless devices and applications, which is driving Tier 1 and Tier 2 insurers to invest in these technologies– Mobile solutions can drive an efficiency gain of up to 30% in

claims processing

– Arming adjusters with mobility enablers can contribute to operational excellence, cost savings, and superior customer service

– Insurance CIO’s are investing in wireless solutions for claims handling

…and Insurers are Responding

• Insurers are considering or piloting customer-facing mobile applications to help consumers access policy/account information, file claims, pay premiums, locate offices/agents, and access financial tools and calculators

• Now almost every top insurance carrier has one, showing that the apps race is definitely on

• Insurers are also investing in mobile apps that improve the productivity of company resources such as mobile e-mail services, sales force apps, and field service apps

• Insurers continue to emulate the mobile tech adoption path of banking peers

Mobility Challenges

Missing necessary tech and business skills Missing necessary tech and business skills

Supporting numerous platformsSupporting numerous platforms

Security exposuresSecurity exposures

Delivering on end user experienceDelivering on end user experience

Required infrastructure investmentRequired infrastructure investment

Identifying meaningful process improvementsIdentifying meaningful process improvements

Supporting B.Y.O.T. (Bring Your Own Technology)Supporting B.Y.O.T. (Bring Your Own Technology)

Developing acceptable ROI Developing acceptable ROI

Impediments To Successful Adoption

What Can These Devices Do?

Device Level

• Picture

• Video

• Audio

• GPS

• Accelerometer

• Magnetometer

• Orientation

• Wi-Fi

• Wireless (Edge, 3G, 4G, …)

• Keyboard/Touch

• Gyro

Feature Level

• Personal Information Management (PIM: email, calendar, contacts, To-Do, etc.)

• Phone (voicemail, conference, Caller ID, etc.)

• Mobile-Browser

• Native Application

• Location-based services

• Data tethering

• SMS/MMS

• Music/Video Player (some with radio)

• Push/Notification

Mobile Brings Intersection of Medium and Context

Sensors

Personal Inform

ation Mgmt

Por

tabl

e

Touch

GP

SPhysical Awareness

Intimate and Interactive

Location Aw

are

Personal, Social, C

onnected

Rel

evan

t whe

re n

eede

d

Always onAlways on us

© 2011 Computer Sciences Corporation. All Rights Reserved.

MobileConnected, Located & Pervasive

Copyright © 2004-2009 dragonlordwarlock.com

The Mobile Device Wars: Wild West of Mobility

• The mobile rEvolution is big business, on a global scale

– Fragmented

– No dominant set of standards

– Major players battle for supremacy.

• Comparable to browser wars – but at a much more sophisticated level with more players and big dollars at stake.

• This fragmentation make designing content for mobile problematic

– Do you design high-quality content optimized for each device?

– Or, design for a single lowest common denominator?

– Difficult questions that drive the design and architecture of most mobile solutions today

Mobile Development Considerations

• Mobile application requirements

– Rich UI

– Utilize on-device capabilities

– Responsive and touch-friendly

• Native development for multiple devices is expensive

– May require new skills

– Vary across mobile platforms

• Web technologies

– Normally use existing skills

– Portable across devices

– Offer limited capabilities as compared to Native apps

– HTML5 and CSS3 provide improvements

Designing for Tablets

• Enabling technologies

– HTML5

– CSS3

– Javascript libraries

• Solution – hybrid web + native offer best of both

• Native mobile development frameworks

– Phonegap

– BlackBerry WebWorks

– Appcelerator

Solution: Hybrid Web + Native Apps

Designing for Tablets

• Both Mobile and HTML5 are relatively new, so legacy support is not a concern

• HTML5 capable devices

– iPhone, iPad, iPod Touch

– Blackberry PlayBook, BB6, BB7

– Android Phone and Tablets

– Windows Phone

– WebOS

– Most modern desktop browsers

• HTML5 APIs

– Geolocation

– Databases, files and storage

– Drawing and charting

HTML5 + Mobile = Perfect Fit

Adapting for Different Form Factors

Screen1 Screen 2 Combined Activity

Better

Other Considerations

• Dynamically adapt to available real-estate and form factors

• CSS3 Media Queries

• Custom CSS

– Form-factor specific

– Device specific

• Device specific UI adaptations

– Back buttons

– Rotation

– Context menus

– Hardware buttons

Good

Core Insurance SolutionsCore Insurance Solutions

PolicyPolicy

PolicyPolicyPolicyPolicy

BillingBillingPolicyPolicy

FundsFundsPolicyPolicy

ClaimsClaims

Security Integration

Mobile Enabled Applications

Multi-Channel Delivery

Native Devices Mobile Web

Services

RoadmapRoadmap

ConsultancyConsultancy

DevelopmentDevelopment

Example Mobile Insurance FrameworkExtending the reach of business assets into the mobile space

Mobile FrameworkHosted or On-Premise

Broker/AgentBroker/Agent2Work™2Work™Consumer Consumer

CloudCloud

ManageManage

TestingTesting

PolicyPolicy

OtherOther

AdaptersAdapters

Putting the App in the Ecosystems

• Privacy policy

• EULA

• Distribution

– App Store or Enterprise deployment for iPhone

– App World or OTA for Blackberry

– Market for Android including OTA capabilities

• Gathering data

– Ecosystems include online tools for monitoring downloads

– Web application monitoring tools for browser access