Mobile Banking and Payments Emerging Trends and Opportunities

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1 Mobile Banking and Payments Emerging Trends and Opportunities

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3 Introductions Barry O Connell Banking and Payments Strategy Barry focuses on customer, product and channel strategy for banks and payments providers in North America. Additionally Barry has helped clients develop value-propositions in mobile and digital services. Contact: Barry.j.oconnell@accenture.com Neil Hickey North American Lead - Mobile Commerce Neil has spent the last 18 years in mobile services leading and supporting next generation mobile application development and innovation for Financial Service Institutions, Retailers and Mobile Network Operators in Asia, Europe and North America. Contact: Neil.hickey@accenture.com 3

4 Contents Accenture Research Retail Smartphone Study Mobile Banking Technology Forwards Client Experiences and Insights Leading System Integration and Consultation firm for Banks and Mobile Network Operators 4

5 The Exploding Market for Mobile Commerce is a complex ecosystem with many stakeholders and new entrants. Combining loyalty cards with mobile stored value services and mobile offers and vouchers; redemption at POS Handset Manufacturers Leading global handset manufactures are building out assets and services around mobile wallet / commerce; New patent filings; aggressive hiring Retailers m-commerce Service Mobile Network Provider Developing mobile technology that transforms smart phones into a payment device / PoS terminal Consumer reaction among smartphone users: Use your phone at checkout to make Payment; Consumers Mobile operators are uniting to offer differing flavors of mobile commerce applications and support OS specific apps as well Pure-play start-ups and evolving payment systems gain traction in emerging marketing 5

6 Retailing in an Era of Mobility Results of early adopters of smart phones July ,000 online interviews with consumers who use both home computers and cellphones with emphasis on smartphone users (700 interviews) Online Survey Panel 85% Use Home Computer 76% Use Smartphone Use Conventional Cellphone Only Sample 70% 30% Respondents evenly divided by gender and age ( 35 <) across 10 countries United States Great Britain India Italy Japan China France Spain Brazil Germany Interviews conducted in May 2010 by Lightspeed Research 6

7 Mobility is helping make coupons a currency for in-store purchases Smartphone users express strong interest in money-off coupons 48% Have downloaded a retailer s money-off coupon from their home computer 79% 73% Useful to download a money-off coupon to smartphone Useful to get instant money-off coupon as pass by item in store Consumers who have downloaded coupon varies by country 71% 58% 52% 44% 41% 41% 49% 49% 39% 36% Coupon Downloads Popular Coupon Downloads Less Popular 7

8 Consumers express interest in other in-store productivity applications Useful Not Useful 70% 68% 66% 66% 62% 26% 27% 19% 28% 32% Use smartphone to scan the product barcode to obtain more information about that item Use smartphone to scan each item as you add it to your basket instead of at checkout Use smartphone at checkout to register your loyalty program ID Use smartphone at checkout to pay for purchases and bill them to credit or debit card Say a word or phrase into your smartphone and get directions to where this item is located in store 8

9 Key Findings Globally, the most common computer based retail tasks are Checking prices Visit a manufacturer s website to learn about products, Comparing similar products Locating a store and getting directions Consumers can most easily envision themselves doing with a smartphone while in a store. Downloading money-off coupons from retailers or manufacturers are perhaps better suited to smartphone delivery than through computers US consumers do not vary significantly from the global total in terms of the tasks consumers can envision doing through a smartphone 9

10 Tech Forward Study Focuses on consumer practices and attitudes relevant to mobile commerce January 2011 Tech Forwards: Early adapters at the forefront of consumer trends & attitudes Online study fielded by Lightspeed Research in January 2011 Year-two of tracking study 1,100 respondents across 11 countries US, China, India, Japan, Brazil, UK, Germany, France, Italy, Spain, and Korea Must own at least 4 networked devices and use at least 4 Internet services Incidence of about one-third of all online survey respondents Evenly divided by gender and age (18-35/>35) 10

11 Attitudes towards making purchases with a mobile phone Globally, tech forwards express significant worries about privacy and risk of identity theft or fraud with regard to cell phone purchasing, even as they express openness to aspects of mobile commerce that would ultimately save them money. Strongly agree Somewhat agree Not sure Somewhat disagree Strongly disagree Top 2 Box (labeled) 73% Using my mobile phone for payments makes me worry about my privacy Mobile phone payments increase the risk of identity theft and other fraudulent activities I would gladly accept mobile phone ads if this agreement means lower mobile phone usage fees I would be more likely to use money-off coupons if they were delivered directly to my mobile phone 70% 69% 64% 59% I would welcome receiving personalized mobile phone money-off promotions based on my past purchases I would welcome receiving personalized mobile phone ads when I m within a few steps of the promoted product or service I welcome the day when I will make most of my payments through my mobile phone I would welcome receiving personalized mobile phone ads based on my past purchases 47% 45% 45% 44% The mobile phone is more convenient than other forms of payment 0% 20% 40% 60% 80% 100% Q: To what extent do you agree or disagree with the following statements about the use of mobile phones (both cell phones and smartphones) to make purchases? Global sample n=1,122 11

12 Tech Forwards look to Mobile Operators along with credit card, software and other companies to enable the mobile phone to make payments and process coupons Would expect to play major role in enabling mobile phone to make payments and process coupons Payment Networks Amex, Mastercard and Visa 59% Mobile network operators 54% Software companies such as Apple or Google 52% Large retailers 48% Device makers such as Nokia or Samsung 48% Large international banks 41% Local banks 37% The government 23% Small retailers 15% 12

13 Key Findings Mobile operators are well-positioned to benefit from growth of mobile commerce Tech Forwards expect operators (along with credit card and software companies) to play the major role in enabling payment and couponing Uniquely qualified to address security and privacy concerns that about three-fourths of Tech Forwards voice Consumers have many unmet needs related to mobile commerce that mobile operators and banks could address profitably through Payment systems that integrate traditional and alternative currencies Exchanges that enable the trading of alternative currencies Recasting internal billing system as an alternative payment system Facilitating coming-generation of mobile commerce applications such as ticketing, smart posters, and mobile advertising 13

14 Mobile Banking ROI Global case studies of best-in-class mobile banking and payments July to September 2010 Ten case studies of implementations of mobile banking were researched, with a particular focus where possible on the economics of these implementations. The case studies were developed by TowerGroup using a data request followed by an in-depth telephone interview with the appropriate bank executive; finally, banks were asked to validate all information in the case study and provide their approval for release. Banks and executives agreed to participate on condition of the case studies being blinded. 14

15 Sophistication / Diversification Mobile maturity curve developed for mobile banking and commerce Banks are approaching mobility in four stages of development High ROI Mobile Strategy Channels Segmentation Platforms Mobile Banking Balances Alerts Mobile Payment Bill payment Remittances Mobile POS Mobile Commerce Mobile payment ecosystem Customertargeted rewards and promotions Service Maturity Legacy Position Informational Transactional Orchestrative 15

16 The Ten Case Studies 1. A Middle East/Africa Region pacesetter bank, penetrating deep into orchestrative functionality with value-added services. 2. A Middle-East/Africa Region bank approaches mobile as the right technology at the right time with a customer centric approach. 3. A major Western bank with high mobile adoption only after 2.5 years of offering mobile services 4. A European bank with a focus on technology innovation becomes a mobile banking pacesetter. 5. A recent Middle East mobile banking entrant rapidly moving towards becoming a future pacesetter through a focus on registration and evolving functionality. 6. A South Asia bank with an extensive history of mobile banking accelerates customer acquisition, and moves into orchestrative functionality. 7. A European bank focuses on meeting the needs of a demanding customer base through excellence in delivery of mobile banking services. 8. A recent Pacific Rim mobile banking entrant up-shifting from its initial mobile entry into a significant expansion of capability. 9. A Western bank with no mobile functionality undertakes a low-investment introduction of new capability. 10. A Western bank with no mobile functionality undertakes a conservative introduction of new capability and measures the effects. 16

17 Key Findings 1. Mobile banking investments have very high ROIs 2. Measurement matters 3. Minimizing fees drive greater engagement from customers 4. Banks can be successful being technologically strong, or functionally strong but the pacesetters are both. 5. The mobile channel is still early in its maturity 6. Staff engagement widely cited as critical, and a far better investment than in external marketing 17

18 Summary and Take-Aways Combining Payments with Loyalty Mobile payment solutions are riding the success of mobile loyalty and couponing solutions Implement payment solutions to seamlessly integrate loyalty / couponing and payments Payment Security 73% of consumers consider security to be the most important factor when adopting mobile payments 94% of consumers would make a mobile payment if they knew it was secure Making Payments Social P2P mobile payment solutions are seamlessly integrating with social networking capabilities providing payment tracking tools to enable better tracking of payments based on geo-tagging Micropayments in Brick and Mortar and Online Tapping into $1.7 trillion in transaction volume (under $5) Developing a value proposition in mobile that is compelling to the consumers, merchants and payment networks?