February 2012 – Page 1

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Tablet Banking Series: Branch on the go? Innovations within the tablet banking market Author: Meaghan Johnson Edited: Paul Merry March 2013

About the report This report is the Fourth Edition in Mapa Research’s Tablet Banking Series. The series is aimed at monitoring the innovations and evolution of banking services that are launched in relation to tablets - from products and features to the promotion of financial services products. This Edition covers a review of how the market has changed since the third Edition, and will give you an unrivalled insight into innovative features within tablet apps that have been launched by banks in a range of countries, and, of course, will include Mapa Research’s commentary on the key findings, trends and predictions for the future. A selected case study, and our Mapa Research blueprint for success is also provided.

If you have any questions regarding purchasing this report, please contact Edward Chatham on +44 (0) 20 7566 3940 or via email: edward@maparesearch.com

February 2012 – Page 2

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1. For the first time web traffic coming from tablets has pushed past smartphones in a number of markets including the US, UK, China, Australia France and Germany 1

2. The tablet channel can be utilised as an effective channel to both acquire new customers and increase

conversion levels within the existing customer base

3. Leading banks are frequently upgrading their tablet apps, increasing customer expectations surrounding services and functionality – understanding these upgrades it key to maintaining your competitive edge

4. Key features and examples can serve as inspiration for product and feature development

5. The tablet market is continuously growing, showing no signs of let-up

6. Consumers are expressing a shift in preference toward using tablet devices for banking

7. A number of “branch specific” features which may not be applicable to mobile apps can be implemented into a tablet app

8. An easy and intuitive tablet experience can shift traffic from the telephony channel

9. For those banks with an iPad only app, this report provides examples of development within the Android and Kindle spaces

10. This a truly unique look into the customer journey of a potential tablet banker

10 reasons why I should read this report, now

1 Adobe Digital Index, 2013

If you have any questions regarding purchasing this report, please contact Ed Chatham on +44 (0) 20 7566 3940 or via email: edward@maparesearch.com

March 2013 – Page 3

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What are the key platform trends?

The surge of the iPad – continuing to lead the tablet market • 84 million iPads have been sold in the 24 months since Apple’s tablet first

appeared. That makes it more successful in terms of sales rate than the iPhone (3 years to 55 million) and much more successful that the iPod 2

• Between April and June 2012, 17 million iPads were sold globally far surpassing the sales figures for Mac and iPhones 3

Expanding outside the iPad • Although the iPad continues to dominate the market, there has been

growth in Android-type tablet devices over 2012, as Mapa observed over the last year a spike in the number of apps for Android tablets. In Q4 of 2012, Android and Windows tablets outnumbered Apples sales, 22.1 million vs. 21 million 1

• However, Q1 of 2013 is expected to be very different, with relative sales of Android tablets down nearly 50%, largely driven by demand for the iPad mini 1

• In 2012 Citi became the first bank to release an app for the Kindle device. While the app has similar features to the iPad app, it was build exclusively for the Kindle Fire.

Household penetration • Penetration of tablets within households in developed countries ranges

between 7%-21%, with the US, Canada and Australia leading the way. While these statistics date from 2012, it is expected that this number is currently higher as a result of the holiday season. 4

.

The tablet market has continued to grow significantly since the last Mapa tablet report, with tablet sales in Q1 of 2013 up 75.8% year-on-year 1

The Demand (cont’d) 3

**

Engadget, 2013

Comscore, 2012

Sample page from report

March 2013 – Page 4

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The key areas covered in this section are described below and on the following page. These are areas in which Mapa has tracked significant development since the 3rd Edition.

The Supply (cont’d) 4

Tailored experience Personalisation Perhaps the most evident focus for innovation. Personalisation is used to achieve a number of aims, including the reduction of time taken to undertake transactions, and greater organisation through personal reminders. Personal Finance Management (PFM) PFM tools continue to be an area for significant development. The key innovation around PFM is certainly the level of personalisation which ranges from adding photos, customising spend categories and tracking spend by geography. Furthermore, banks are keen to emphasise data visualisation Incorporating the branch Advisor and customer support access Integrating this core function, generally confined to the telephone and branch channels, provides assurance to customers who are increasingly transacting in the tablet channel. Increasing revenue Banks are now leveraging cross-selling opportunities, primarily in the form of discounts and information on other products or services both (in the secure and public space). Previously Mapa reported a lack of product and service marketing

Tailored experience ·Personalisation

·Personal Finance Management (PFM)

Design and usability ·Use of native tablet features ·Rich graphics and icons ·Help and guidance ·Social media integration ·Increasing functionality in the public space

Incorporating the

branch ·Advisor and customer

support ·Increasing revenue

Sample page from report

March 2013 – Page 5

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Jyske Bank (DK): In the secure space, customers can personalise widgets on the left-hand side. The bookshelf design similar to iBooks –with each icon resembling a feature (e.g. accounts, transfer money, pay a bill and sharedealing). If swiping to the right the full widget layout becomes visible. (See full widget layout on next page). If tapping the bank logo bottom right they are directed to the desktop site which is built using responsive design, hence a very good tablet experience.

Customers can choose from several different widgets. Examples to the right include: • Account balance • Latest transactions • Upcoming

transactions • Quick link to pay a

favourite payee

Image of personal advisor. Upon tapping the image customers are direct to a page where they can view contact details and directly send email to the advisor

Receive money – quick link to page where customers can choose to send account details via email or iMessage

Customers tapping the logo are directed to the desktop site which is built using responsive web design

The Supply – Personalisation 4 Sample page from report

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Jyske Bank (DK): The app has dedicated advisor information including an image and contact details. This page includes a ’send email’ option, opening up the email client. Furthermore customers can find contact numbers for blocking a debit or credit card. This is another example of providing reassurance that access to a dedicated advisor is available. Furthermore, by providing a direct email address it provides the user with an extra layer of convenience.

The Supply – Advisor access 4 Sample page from report

BNP Paribas (FR): Customers can now personalise their home screen with pictures from their iPad photo library. In addition, customers can categorise their transactions over a period of more than 3 months and segment their transactions into 27 different categories.

© Mapa March 2013 – Page 7

Add photo from library

Categorise transactions – choose period

The Supply – Personalisation 4 Sample page from report

March 2013 – Page 8

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Westpac (AUS): The iPad app has incorporated a drag and drop feature which allows customers to drag the account they wish to transact from and drop it into a transaction category (transfer funds and external payments).

Customers touch, hold and drag the account they would like to either transfer

funds or make payments from

Customers can chose their payee either by typing their name of accessing their payee

book

Customers payee book is similar to that of an address book

The Supply – Native tablet features 4 Sample page from report

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Selected case study: Citibank apps PFM: Customers can compare personal spending habits with general consumer data, filtering by location, age, group, income bracket and purchase category. This is a unique feature catering to those who use tablets for “browsing.”

5 Sample page from report

March 2013 – Page 10

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1. Tablet Banking Report Series 3rd Edition 2. Mobile Promotion: selling on mobile 3. PFM Tools: worth the investment? 4. Mobile User Experience. The Good the Bad and the Ugly 5. Security: managing the balance 6. Mobile Apps: 10 non-core mobile banking apps 7. Mobile payments: Top 10 global innovations 8. (Bank) Simple and new the disruptors

1. Tablet Banking report series – 4th edition 2. Digital innovations: selling within digital banking channels 3. Mobile banking – state of the market 2013 4. The evolution of PFM and money management tools – 3rd edition 5. Digital innovations: engaging and onboarding business banking customers 6. Tablet banking report series – 5th edition 7. Digital banking security report – 2nd edition 8. The evolution of point-of-sale mobile payment services – 2nd edition

2012 Reports 2013 Reports

Mapa Reports on the hottest topics in Digital Banking

March 2013 – Page 11

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