Digital-Campus Day3 Module24 Mobile Def Lb

8/12/2019 Digital-Campus Day3 Module24 Mobile Def Lb

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Mobile:

A pocked-sized future

DIGITAL PASSPORT - DAY 3Paris - April 5, 2013

Guillaume CABRERE, CEO, Digital University

François ROUSSEAU, Academic Consultant, Digital University





BNP PARIBAS Perso

Agenda

1. The rise of mobile: what is at stake?

2. What does mobile change for consumers?

3. The golden rule for marketers

4. Developing a mobile strategy: priorities & chec



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Consumers in a multi-device environme

Mediascope, Pan European Study, April 2012.

!" #$ %& '& () &* &+ ," ,- -$

9 % 10 % 8 % 6 %2 % 4 % 6 % 4 % 3 % 4 %

15 %10 % 10 % 12 %

3 % 5 %8 %

5 % 3 % 3 %

35 % 33 %

17 % 19 %14 %

21 % 21 %

12 % 11 %15 %

88 %83 %

79 %75 %

70 %67 %

64 % 62 %57 % 57 %

Computer Mobile TabletWeekly Internet use by device

(%, 2012)

Netherlands France Belgium Germany Czech Rep. Spain Poland Portugal TurkeyEurope*

* Belgium, Denmark, France, Germany, Italy, Netherlands, Norway

Turkey, UK, Austria, Bulgaria, Croatia, Czech Republic, Finlan



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Europeans still mostly access the Inter

on their computer, but...

!" #$ %& '& () &* &+ ," ,- -$

35 % 33 %

17 % 19 %14 %

21 % 21 %

12 % 11 %15 %

88 %83 %

79 %75 %

70 %67 %

64 % 62 %57 % 57 %

Computer MobileWeekly Internet use by device

(%, 2012)

Netherlands France Belgium Germany Czech Rep. Spain Poland Portugal TurkeyEurope*

* Belgium, Denmark, France, Germany, Italy, Netherlands, Norway

Turkey, UK, Austria, Bulgaria, Croatia, Czech Republic, FinlanMediascope, Pan European Study, April 2012.



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...the growth of mobile Internet usage

is spectacular

Netherlands France BelgiumGermany Spain Portugal Italy Russia

+250% +200% +19%+171% +171% +120% +67% +13%+64%

Europe*

Weekly mobile Internet usage penetration* (mobile phones only)

(%, growth April 2010 to April 2012)

Mediascope, Pan European Study, April 2012.* Belgium, Denmark, France, Germany, Italy, Netherlands, Norway

Turkey, UK, Austria, Bulgaria, Croatia, Czech Republic, Finlan



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2014there should be more mobile Internet

users than desktop Internet users

Morgan Stanley Research, Worldwide, 2010.



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Mobile banking dramatically increase

! Most European banks have developed their mobile presenc

! 87% of banks propose SMS alert services

! 87% of banks propose smartphone apps

! 74% of banks offer mobile banking services through secured website

Berg Insight, 2010.

2009 2015

894

55 M

M

X16Mobile banking users(in million, Worldwide)



10,4 millionpeople

Ipsos & Google, «Our mobile planet», 2012.

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Europeans start using mobile banking ser

Poland Turkey Russia ItalyGermanySpainCzech Rep. NetherlandsFrance

Smartphone owners using their mobile for finance related activities"

(%, 2011)

25 %27 %

30 %32 %33 %34 %

36 %

41 %41 %

! Used their smartphone for financial activities at least once this year.



10,4 millionpeople

Ipsos & Google, «Our mobile planet», 2012.

BNP PARIBAS Perso

Europeans start using mobile banking ser

Poland Turkey Russia ItalyGermanySpainCzech Rep. NetherlandsFrance

Smartphone owners using their mobile for finance related activities"

(%, 2011)

25 %27 %

30 %32 %33 %34 %

36 %

41 %41 %

! Used their smartphone for financial activities at least once this year.

Forrester Research, Technographics Benchmark Survey Q2 2011.

9%of Western Europeans! use mobile banking regularly"

! EU-7, Western European adults with a mobile phone." Checked bank account balances, view transactions, or transfer money to another account using a mobile device in the past three mont



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21% of online Western Europeans (16

used mobile banking in 2011

Forrester Research, Technographics Financial Services Online Surveys.

14% use SM

alerts

9% access m

banking webs

5% use app

adoption is g

fast



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Mobile banking experience: still room for imp

Retail banking customers that have had a positive experience with...(%, Western Europe)

2011 2012

49 %47 %...online banking

2011 2012

28 %24 %

...mobile bankin

Capgemini and Efma, «World Retail Banking Report», April 2012.



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Improving the user experience on mobile

57%of users say they won’t recommen

business with a poorly-designed m

40%have turned to a competitor’s site

mobile experience.

Compuware, «What Users Want From Mobile», 2011, in Google, «The Mobile Playbook».



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And mobile is a «small» personal worl

RussiaGermany Netherlands PolandSpainFrance Italy Czech Rep.

67777

99

11

15161616

19

2322

28Number of apps installed Number of apps used during the last 30 days

Ipsos & Google, «Our Mobile Planet», 2012.



BNP PARIBAS Perso

And mobile is a «small» personal worl

RussiaGermany Netherlands PolandSpainFrance Italy Czech Rep.

67777

99

11

15161616

19

2322

28Number of apps installed Number of apps used during the last 30 days

Ipsos & Google, «Our Mobile Planet», 2012.

26%of all apps downloaded are opened only once and then never u

Localytics, February 2011.



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Kill time Save tim /



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! Apple.com, March 2012, Worldwide.

All-time TOP 5most downloaded Apps

Free

1.

2.

3.

4.

5.

Paid

1.

2.

3.

4.

5.

Kill time



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Save time



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Save time



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Kill time Save tim

/

Added value



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Agenda

1. The rise of mobile: what is at stake?






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Trans

Loy

Mob

com

Inform



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Trans

Inform

Loy

Mob

com





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All your accounts in one place

ING delivers an overview of

multiple accounts, like credit

and savings, in one place



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BNP Paribas decided to develop an iPad App

an efficient and playful user experienc



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Trans

Inform

Loy

Mob

com



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Transactional functions are the second mos

of mobile banking

Forrester Research, European Technographics

Financial services online survey, Q4 2011.

Potential growth lever



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4 main families of mobile payment syste

Text message

SMS

NFC, RFID, and FeliCa (Sony)

CONTACTLESS

Payment through

mobile browser

WEB



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Google bets on NFC...



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... to totally replace your wallet

http://www.youtube.com/watch?v=cVDyd4G0

E b f th d ti ti f NFC

http://www.youtube.com/watch?v=cVDyd4G0uTU





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$5 billiontransactions processed per year

1 millionmerchants are using this techology

Square

Even before the democratization of NFC,

solutions to pay with mobile are already



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In the near future, all card

payments at Starbucks will be

processed through Square.

Will mobile replace cash registers?

Mobile payment will be

gradually implemented.

http://www.youtube.com/watch?v=W

http://www.youtube.com/watch?v=WqCdcgPKdFA







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Keep in touch with the customer between tw

Sephora To Go

http://www.youtube.com

http://www.youtube.com/watch?v=clUABxAAQik





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... and optimize the sales process in-sto

• When she scans the cu

loyalty card with her iP(equiped with this B2B

beauty advisor gets all

customer profile infos

in France):

• her amount of loyalty po

• her average basket,

• the kind of products she• the brands she buys the

• her personal info details

• The "Playlist", (a person

recommendations list, g

algorythm).

mySephora



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Brand utility can help build retention

Main menu Photo of damages Pre-declare form Rep



BNP PARIBAS Perso powered

by





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Passbook: the future Apple’s CRM platfo

Loyalty cards & coupons

Cinema tickets

Plane and train tickets

A central repository for:



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Amex has already integrated this new pla

- Account balance- Last transaction

- Push notification

http://amexpassbook.com

A d

http://amexpassbook.com/

http://amexpassbook.com/



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Agenda

1. The rise of mobile : what is at stake?






A mobile content should not simply mim



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A mobile content should not simply mim

one’s website content

A smaller screen Precise needs

Find

Book

Check

Specific

M bil b it A li ti



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Mobile website vs. Application

*: Localytics, May 2011.

• Compatibility

• Access

• Share

• Reach

• Time and cost

• Lifetime

• 100%online access

• Tracking method:Mostly JavaScript

tags and cookies

• Interactivity/gaming

• Frequent use/

personnalization

• Hardware functions

• Push alerts

• 15%

of apps are launchedwhile offline*

• Tracking method:Software

Development Kit (app

source code based)



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Think inside the boxes?

Th f t ti h d h



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The fragmentation headache

Responsive Web Design seems to be an a



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Responsive Web Design seems to be an a

• A consistent and optimized experience across all web-enabled touchpoints: a single code base and a single site for

all web experiences

• A reduction in maintenance risks and release cycle times

• A better marketing visibility thanks to a single « device-

agnostic » url structure.

• A way to size up as well as down

• One single web team with a breakdown of development silos

* Forreste r’s « Unde rstanding r e sponsive de sign”, Re port, July 2012

Agenda



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Agenda

1. The rise of mobile : what is at stake?




Two priorities



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Two priorities

FINDABILITY

1. Is your website optimized for mobile devic

BRAND

UTILITY

2. Could a mobile platform leverage a consumer insigh







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Questions?

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Digital-Campus Day3 Module24 Mobile Def Lb

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