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Mapa Insight Series Find out more about our research: www.maparesearch.com/research Mobile Sales: Leveraging Sales Opportunities in Mobile Browsers and Apps
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Mapa Insight SeriesFind out more about our research:www.maparesearch.com/research
Mobile Sales: Leveraging Sales Opportunities in Mobile Browsers and Apps
Page 2 © Mapa Research August 2015
Objectives
The key objectives of the research were to:
• Examine how banks utilize mobile optimised, adaptive or responsive sites for “welcoming“ potential customers. The focus being on becoming a customer / opening up a current account. Stand out examples of sales in other areas in the mobile web browser have also been included.
• Highlight methods being employed by banks to leverage the sales opportunity within mobile banking apps, both pre- and post-login.
This report will feed into internal planning processes by providing a strategic understanding of what is happening in the marketplace. Furthermore innovative examples and approaches can be used to gain inspiration as well as strengthening existing business cases.
Methodology
We have conducted research using the portfolio of live accounts that we have access to. We have researched more than 40 banks across 10 countries. In addition, we have conducted desk research to uncover other initiatives of interest and insights relevant to the topic. Our findings are summarised in this report, providing in-depth insight into number of innovative banks and initiatives from across the globe.
Chapters covered
The executive summary provides you with a quick digest of the key findings from the report.
In Chapter 1 we highlight the current state of play in terms of sales in the mobile browser, including best practice examples.
In Chapter 2 we took a closer look at mobile ID verification solutions, highlighting examples that have been launched by banks as well as leading vendors in this space.
In Chapter 3 we move on to examine the extent to which, and how, banks across the globe utilised the sales opportunity as part of apps (pre and post login).
What’s next?
Please make sure to look at the list of coming reports for the 2015 Mapa Insight Series (see end of this report). Next, we look at the Digitization of the Branch. Stay tuned!
Objectives and MethodologyA
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Sample Slides
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BMO (CA): The chequing account application allows customers to select from a number of preferences, including price plan, rewards and ID check options. This helps to ensure that the applicant ends up with the most suitable account and that it is completed in the most convenient manner possible.
Including price plan options and pricing within the application in this way makes it easier and more convenient for applicants to understand the options available to them and can help reduce call centre volumes.
Navigation is enhanced with tabs throughout allowing applicants to scroll to top and apply as an existing customer
Applicants can select how they want to complete ID checks.
Selecting either option displays how it will be completed via the
chosen channel
Applicants link their existing air miles plan to their account as part of the application
Drop down menu displays discounts applicable for certain customers
Mobile Browser Experience: Mobile Optimised Applications1
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Amex (US): A sales led landing page that groups cards in tabular layout allows users to browse products by popularity or by different types of rewards available. Additional options allow users to view and compare all cards available or to take a card quiz that can help potential customers decide what the best cards for them are. Continued on next page.
1
Landing screen
The categorisation of products on the landing page in addition to the product selection tool means potential customers can more easily find what they are looking for, no matter what their needs are. Additionally, the overall layout of the site, with its large tactile buttons, minimal text and use of images and infographics makes it eye catching and easy to use on mobile devices.
Mobile Browser Experience: Product / Search Comparison
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DKB (DE): New customers can verify their identity for a current account application via video call that can be made from their computer, tablet or mobile device. Applicants first need to fill out the online application form (note that the application form is not optimised for mobile devices) after which they receive an email with a reference number and a WebID form. The video call can be carried out through Skype or WebRCT and identification verification consists of the customer service representative taking photos of both the applicant and their ID through the webcam. Applicants may also be asked to tilt the photo ID to reveal holograms.
DKB-Cash Current Account product page
Call to action: Apply for DKB-Cash Now
As the applicants identity is verified via a webcam, it can be carried out using any device with a camera. Web chat
verification can be arranged at a time that is convenient for the customer and should take around 5 minutes.
ID Verification: Banks1
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Mapa Insight Series: Report Schedule 2015
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4 Mapa Insight Series: Report Schedule 2015
1. Tablet Banking Series – 7th edition: A deep diveinto five standout initiativesPublished: February
2. SME Banking: How to win share throughsuccessful differentiation Published: March
3. Mobile Banking Series: How to successfully implement increased app functionality Published: April
4. Bank Disruption: Assessing the Disruptive Threat in Retail BankingPublished: May
5. Building PFM With Mass Market Appeal Published: July
6. Mobile Sales: Leveraging Sales Opportunities in Mobile Browsers and AppsPublished: August
7. The Digitization Of The Branch Due: August
8. The Promise Of Wearables: An Internet Of Things In Banking Due: September
9. An Engagement Banking Master Class Due: October
10. Digital Banking Security Insight Series, 4th Edition Due: November
11. Ten Things Digital Teams Should Do In 2016Due: December
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Contact Details
Author
Katie NachshonResearch [email protected]
Management
Mark PavanManaging [email protected]
Chris GuerinBusiness Development Director [email protected]
Jane CollinsGeneral [email protected]
Mapa Research HQ4th floor 101-102 Turnmill streetLondonEC1M 5QP
Tel: +44 207 566 3940www.maparesearch.com
Subscription and Consultancy Enquiries
Ross MethvenDirector of Client [email protected]
Meaghan JohnsonAssociate Director, [email protected]
NordicGustavslundsvägen 143 5tr167 51 StockholmSwedenTel: +46 (0)8 509 074 [email protected]
Offices
The WatchtowerSt Cuthbert's Churchyard7A Lothian RoadEdinburghEH1 2EP
Tel: +44 (0)7710 305 [email protected]
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