tablet banking series: your key to a successful tablet banking proposition

© MapaNovember 2013 –

About the report

Every month new reports indicate the rapid growth of not onlygeneral tablet adoption, but also the propensity of consumersto use the tablet for a range of banking needs from paymentsto decision making.

As a result, a steadfast tablet strategy is essential for any bankto ensure they are not left behind. The development in thetablet banking sector varies widely and this report aims toexplore how banks develop their tablet offering in relation tomobile and online channels, what new features are beingimplemented by market leaders to provide a good userexperience, a glimpse into what new to market propositionslook like, and how banks are developing what we consider tobe “tablet specific functions” namely investment and PFMfunctionalities.

This report will provide you with a clear and uniqueunderstanding of the steps required in order to ensure yourinvestment in the tablet space is worthwhile.

Tablet Banking Series: Your key to asuccessful tablet banking proposition

Author: M. JohnsonEdited: E. ChathamNovember 2013

If you have any questions regarding this report, please contact Meaghan Johnson +44 07739 752 442 or via email: [email protected]

© Mapa

1. Tablet adoption is growing at a rapid pace globally

2. There is a growing propensity amongst customers to use tablet devices for a range of banking needs frompayments to decision making

3. Leading banks are frequently upgrading their tablet apps, increasing customer expectations surroundingservices 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. Uncover best in class examples of how banks are innovating payments within the tablet channel

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

7. Banks are increasingly innovating their tablet app to incorporate features generally confined to online andtelephone banking, such as card management

8. Learn how to incorporate investment functionality into a stand alone tablet app or within a day to day bankingapp

9. See what the latest new to market apps look like

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

10 reasons why I should read this report, now

If you have any questions regarding purchasing this report, please contact Meaghan Johnson on +44 7739 752 442 or via email: [email protected]


Are banksrolling outdedicatediOS tablet

apps?

Do banksalso developa dedicated

Androidtablet app?

Can the appbe viewed inboth portrait

andlandscape?

How oftenare banksupdating

their tabletapps?

What typesof updatesare these?

Are thesechanges inline with themobile appchanges?

IntroductionB

The report will help you understand your positioning relative to other retail banks around the world. It will also provide an inputinto the internal planning and decision making process providing scenarios and best case examples to strengthen the planningand business case design process.

This report aims to understand what types of strategic considerations banks are taking when developing their respective tablet propositions.It contains a quantitative study to understand how banks develop their proposition, specifically in relation to mobile. The report also includesdetailed insights into innovation trends around various types of functionalities from payments to PFM, as well as a deep dive into what new tomarket tablet propositions look like, and finally best in class examples of multi-device journeys.

What do they key innovation trends look like?Focusing on the same banks, but supplemented by additional research, see Section 4

• Payments• Account management

• PFM• Investment functionality

• New to market propositions• Multi-device journeys

What does a tablet banking proposition look like?We conducted a quantitative study of 49 banks across 11 countries see Section 3

Sample page from report


Brands FeaturedC

SwedenDanske BankHandelsbankenLänsförsäkringarNordeaSEBSkandiabankenSwedbank

SpainBBVALa CaixaSantander

UKAmerican ExpressBarclaysCitibankHSBCSantander

USAAmerican ExpressBank of AmericaBB&TChaseWells FargoUSAA

NorwayDNBSparebank 1Skandiabanken

DenmarkDanske BankJyske BankNordeaNykreditSydbank

NetherlandsABN AMROINGRabobankSNS Bank

AustraliaANZCommonwealth BankNABWestpac

GermanyCommerzbankDeutsche BankPostbankSparkasse

Forty Nine banks were researched in depth, providing the basis for the data presented throughout the report.

BelgiumBelfiusBNP Paribas FortisKBC

FranceBoursoramaBNP ParibasSociété Générale


© Mapa

1 Lessons From Previous EditionsThe purpose of this section is to put this report into the context of findings in previous editions.

• Developmentpioneered byAustralia, the USand Spain

• Launches typicallywhere banks had"front doorways",which were simpleapplications that ledthe user back totheir public website

Edition 1 “EarlyAdopters”

2010

Edition 2 “Evolution andcustomer profile”

• Development largelyfocused on enhancingthe ease of consuminginformation on a tablet

• The tablet bankermatched the profile of awhite collar worker, aged25 to 44 ,comfortablewith all things online andinterested in buying otherFS products via thedevice. The TabletBanker was also likely tobe male

2011

• More banks areinvesting in a tabletbanking offering.While apps for theiPad continue todominate there is ashift towards a deviceagnostic strategy

• An increased focuson design andusability with banks

Edition 3 “Continuedevolution and non-iPad

innovations”

2012

Edition 4 “Branch onthe go?”

• Banks are utilising thetablet to tailor thebanking experienceprimarily throughpersonalisation andenhancing PFMfeatures, adding valueto the UX

• The tablet experience iswell suited toincorporate manyaspects of the branchexperience

2013

This Edition “Keyconsiderations for asuccessful strategy”

• This report aims toexplore how banks aredeveloping their tabletproposition in relation tomobile and whatfeatures are beingimplemented by marketleaders to provide abest in class userexperience

2013


November 2013 –

© Mapa

Android version: Bank of America (US) offer both a tablet version of their app for iOS and Android. The navigation between the Android tabletand mobile app is similar, providing users of both apps with a good sense of familiarity when switching across devices.

November 2013 –

Strategic considerations

Tablet version, Android

Tablet version, iOS

Mobile version, Android

3 Sample page from report

November 2013 – © Mapa

Barclays (UK) updated its iPad app that includes a Service Centre in the left hand side navigation. The update is in line with the mobilebanking update and provides an easily link to manage accounts and statements.

Tablet banking innovation: account management4 Sample page from report

November 2013 – © Mapa

Postbank (DE): Within the tablet banking app has a dedicated tab for savings goals, Sparziele (see screenshot on the left). On the accountsummary screen (right hand screenshot) customers can view a potential balance at the end of a month based on outgoings which must bemanually inputted by the customer.

Tablet banking innovation: PFM functionality

Once a customers outgoings are inputted into thePFM feature, they are provided with an amount

(€12.46) that they have which can be safely put intoone of their savings goals

The PFM feature has a “future looking”features that shows the balance at the end ofthe month based on standing orders, direct

debits and expenses that customers canmanually input. Note these numbers are thesame as the customer has not inputted any

data.

4 Sample page from report

© Mapa

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 – 3rdedition

5. Digital innovations: engaging and onboarding businessbanking 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 – 2ndedition

2013 Reports 2014 Reports

Mapa Reports on the hottest topics in Digital Banking

1. Cross channel experiences – state of the market 2014

2. Digital innovations: Selling within digital banking channels

3. Mobile banking – state of the market 2014

4. The evolution of PFM and money management tools – 4thedition

5. Digital innovations: Engaging and onboarding businessbanking customers – 2nd edition

6. Tablet banking report series – 6th edition

7. Digital banking security report – 3rd edition

8. The evolution of point-of-sale mobile payment services – 3rdedition

November 2013 –

© Mapa

About Mapa Research

Mapa specialise in digital and mobile retailFinancial Services research. We have a globalreach and are experts in our field.

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The best way to get in touch:Edward Chatham, Managing [email protected] +44 (0)7912 180 061Meaghan Johnson, Senior [email protected] +44 (0)7739 752 442

November 2013 –

tablet banking series: your key to a successful tablet banking proposition

Economy & Finance