Banking on the Future of Mobile

BANKING ON THE FUTURE OF MOBILE CONRAD LISCO

STRATEGY DIRECTOR

5TH FINGER

@CONRADLISCO

Financial services worldwide are facing tough market conditions.

www.ickr.com/photos/7642964@N03/2872208724Â

trust and loyalty

demands and expectations

“

Financial services firms need to work hard to regain the trust of their constituents, and effectively communicating the steps they are taking to address their difficulties will help restore confidence in their institutions, according to a new survey by BackBay Communications, a strategic marketing and public relations firm focused on the financial services industry.

According to respondents, financial services companies have an opportunity to rebuild trust and differentiate themselves in the current difficult climate by being seen as financially sound (71%), honest and credible (69%), and having their customers' interests in mind (58%).

“Financial Services Communications Challenges, Opportunities Revealed in BackBay Communications and Marketwire Survey� www.msnbc.msn.com/id/29613959

Attracting and retaining customers is no longer just about what banks offer‌

But how s k n a b . t i r offe

Because its innovate or die.

www.ickr.com/photos/24327034@N08/2555639408Â

Mobile represents the future of banking services.

US Mobile Banking Users (thousands)

2007 2008

400

3,100

Source: ABI Research

Over 150 million mobile subscribers will access banking services on their mobile device in 2011.

22%

12%

3% 8%

41% 7%

2% 5%

Source: ABI Research

So, what is mobile banking?

Nope.

Yep. Features of Mobile Banking Access your checking, savings, credit card, mortgage, line of credit, loan, and other accounts Pay bills anywhere, anytime Transfer funds immediately Locate banking centers or ATMs, along with maps and directions

It didn’t just happen.

Remember when?

www.flickr.com/photos/33197303@N02/3095933420

Next.

www.flickr.com/photos/28978275@N06/3331832904/in/photostream/

Then.

too. n e th s n o ti s e u q y it r There were secu

Consumers got over it.

US Adult Online Bankers, 2000-2007 (% of Internet users and % of total population) % of Internet users % of total population

9%

18%

30%

18%

June 2000

27%

January 2002

Note: persons who have ever done any banking online Source: Pew Internet & American Life Project

39%

41%

February 2005

53%

September 2007

And got comfortable with advanced online services.

www.ickr.com/photos/31791250@N07/3307836899Â

NOW

There are some new considerations.

www.ickr.com/photos/the_colmans/498188691Â

TEXT

CON

MOTIVATION vs

SCREENSIZE

UTILIT

Y

Which means different things to different people.

http://www.flickr.com/photos/21795768@N05/3207476969

Transactional.

Location-based.

13 months after launch, they had 1 million mobile banking customers.

Over 100,000 users on peak high-usage days.

8 in 10 review transactions

8 in 10 review transactions 4 in 10 use their mobile phones to move money or pay bills

Right.

Of course America’s #1 bank offers mobile banking.

www.flickr.com/photos/22919290@N08/3328853599

Introducing Huntington. #25.

Mobile banking launched on June 30th 2008 and within just 30 days they surpassed 9,784 unique users.

(Interactions/user): 2.75 Balance Requests 2.03 History Requests 0.27 Branch/ATM Location Inquiries 0.14 Transfers 0.05 Bill Payments 5.24 average interactions/user Source: brandonmcgee.blogspot.com

Text banking launched on January 29th 2009 and achieved 17,118 unique users in just 30 days.

With the following interactions/user: 5.30 Balance Requests 0.50 History Requests 0.40 Service Requests 6.20 average interactions/user Source: brandonmcgee.blogspot.com

Mobile banking isn’t going anywhere.

Either you’ll lead the way…

Or risk becoming extinct.

“

Expect a growing polarization between leaders and laggards as visionary financial institutions rise to the challenge of calamity and move ahead of their weaker competitors.

- TowerGroup www.marketresearch.com/product/display.asp?productid=2063442&xs=r