MOBILE APPS FOR BANKING Benchmarking - Best Practices - Strategies

Transcription

1 1 MOBILE APPS FOR BANKING Benchmarking - Best Practices - Strategies Report Extract Original Report with 271 pages plus comprehensive data appendix April 2013

2 EXTRACT - MOBILE APPS FOR BANKING CONTENTS 1 EXECUTIVE SUMMARY 6 2 RANKING TABLE (50 BANKS) 9 3 HOW A WINNING BANK APP STRATEGY SHOULD LOOK WHY EVERY BANK NEEDS A MOBILE APP STRATEGY QUALITATIVE INTERVIEWS- INSIGHTS FROM THE USER A WIDE FIELD: MANY TYPES OF BANK APPS BUT ONLY FEW CORE APPS CRITICAL FUNCTIONS SUPPORT FEATURES FOR CLIENTS CONTENT AND FEATURES FOR CUSTOMER RETENTION AND MARKETING COMMUNICATION FUNCTIONS ARE KEY FOR APP INTEGRATION WITH OTHER ONLINE MEDIA USER- FRIENDLINESS SECURITY THE FUTURE OF BANKING APPS 24 4 METHODOLOGY SELECTION OF BANKS AND APPS USE CASES AS GUIDELINE EVALUATION PROCEDURE DETERMINING THE CRITERIA 29 AVAILABILITY OF MOBILE APPS (MAXIMUM 4 POINTS) 29 CORE FUNCTIONS FOR CLIENTS (MAXIMUM 11 POINTS) 30 SUPPORT FEATURES FOR CLIENTS (MAXIMUM 6 POINTS) 30 CONTENT AND FEATURES FOR CUSTOMER RETENTION AND MARKETING (MAXIMUM 13 POINTS) 30 MEANS OF COMMUNICATION (MAXIMUM 7 POINTS) 31 INTEGRATION WITH OTHER ONLINE MEDIA (MAXIMUM 5 POINTS) 31 USER- FRIENDLINESS (MAXIMUM 8 POINTS) 31 SECURITY (MAXIMUM 5 POINTS) 32 BEST PRACTICES (MAXIMUM 1 POINT) 32 5 SUMMARY OF FINDINGS: BANKS MISS TO REALIZE FULL APP POTENTIAL AVAILABILITY LIMITED TO IOS AND ANDROID BANKING FUNCTIONS MOSTLY GOOD BUT WEAK IN BROKERAGE SUPPORT FEATURES ARE KEY FOR APP 36

3 EXTRACT - MOBILE APPS FOR BANKING CUSTOMER RETENTION AND MARKETING CONTENT - A LOT REMAINS TO BE DONE COMMUNICATION FEATURES REMAIN DISAPPOINTING INTEGRATION WITH WEBSITE MOSTLY GOOD BUT WEAK IN SOCIAL MEDIA GETTING IT RIGHT- NAVIGATION, STRUCTURE, STABILITY ALARMING WEAKNESS IN SECURITY COMMUNICATION DOMINATING BANKING APPS, WEAK IN BROKERAGE AND CONTENT 43 6 TOP THREE STAND- ALONE BANKING APPS 44 7 PROFILES OF BANK APP STRATEGIES ABN AMRO ANZ BANK BANCO DO BRASIL BANK OF AMERICA BANK OF CHINA (HK) BANK OF MONTREAL BARCLAYS BBVA BB&T BNP PARIBAS CAISSE D EPARGNE CAPITAL ONE CIBC CITI COMMERZBANK COMMONWEALTH BANK CRÉDIT AGRICOLE CREDIT SUISSE DBS DEUTSCHE BANK FIRST NATIONAL BANK HALIFAX HSBC (HONG KONG) HSBC (NORTH AMERICA) INDUSTRIAL AND COMMERCIAL BANK OF CHINA ING GROEP ITAÚ BANK J.P. MORGAN CHASE 156

4 EXTRACT - MOBILE APPS FOR BANKING KBC LLOYDS MERRILL LYNCH NATIONAL AUSTRALIA BANK NATWEST NORDEA PNC FINANCIAL GROUP RABOBANK ROYAL BANK OF CANADA ROYAL BANK OF SCOTLAND SANTANDER SEB BANK SCOTIABANK SOCIÉTÉ GÉNÉRALE STANDARD CHARTERED SUNTRUST TORONTO DOMINION BANK UBS UNICREDIT U.S. BANK WELLS FARGO WESTPAC BEST PRACTICE: THE BEST 26 MOBILE APPLICATION FEATURES SUPPORT FEATURES 249 SOPHISTICATED BRANCH FINDER: X BANK 249 CLEAR COMMUNICATION OF SECURITY FEATURES: X BANK 250 BUDGET OVERVIEW TO SUPPORT FINANCIAL MANAGEMENT: X BANK 251 SOPHISTICATED BRANCH FINDER: X BANK 252 DEMO MODE FOR PREVIEW OF ONLY- CLIENT FEATURES: X BANK 253 SPECIAL OFFERS IN AUGMENTED REALITY: X BANK INTERESTING CONTENT 255 RESEARCH DOCUMENTS WITHIN AN APP: X BANK 255 COMPREHENSIVE CORPORATE INFORMATION PRESENTED IN AN INNOVATIVE WAY: X BANK 256 GLOSSARY FOR FINANCIAL EDUCATION: X BANK 257 FINANCIAL EDUCATION PRESENTED IN A FUN WAY: X BANK 258

5 EXTRACT - MOBILE APPS FOR BANKING MOBILE APPLICATIONS FOR KIDS: ACHIEVE IT WITH SESAME STREET (X BANK) AND LEARNING MONEY WITH LEO (X BANK) 259 OVERALL INTEGRATION OF MOBILE APPS: X BANK PERSONALIZATION FEATURES 261 VISUAL BANKING: X BANK CONTACT FEATURES 262 DIRECT COMMUNICATION CHANNELS: X BANK 262 INTEGRATION OF MOBILE APP AND PERSONAL CONTACT IN THE BRANCHES: X BANK 263 STEADY IMPROVEMENT THROUGH FEEDBACK: X BANK PAYMENT SOLUTIONS 265 INNOVATIVE PAYMENT SOLUTIONS: X BANK 265 INTERAC E- TRANSFERS: X BANK 266 MOBILE PAYMENTS WITH QR CODE: X BANK 267 LOCATION BASED PAYMENT FUNCTION: GEOPAYMENTS BY X BANK INNOVATIVE APPROACHES 269 BANKING ON FACEBOOK: X BANK 269 PARTICIPATIVE PLATFORM FOR INNOVATIVE APP DEVELOPMENT: X BANK DISCLAIMER 271

6 EXTRACT - MOBILE APPS FOR BANKING EXECUTIVE SUMMARY «The banking industry still needs to catch up with recent developments in the world of mobile apps. Compared to last year s edition of this report, the sheer number of banking apps and their features have grown explosively. Whereas basic features are covered well in the mobile solutions of most banks, there is still a critical lack of more advanced, user- friendly features and content. This - in a nutshell - is the outcome of our benchmarking analysis of a total of more than 200 apps for private customers, offered by the 50 leading global banks» The world of mobile apps is a fast- paced environment with new features and technologies appearing constantly. Our analysis has shown that the banking industry is now at a stage where most players manage to cover basic requirements with regards to banking functions but their apps still lack advanced features and content. Out of the 204 mobile banking applications offered by the world s leading 50 banks, all banks offer basic account information and almost all banks also offer payment and transaction features. Yet only a handful of banks stands out with a comprehensive and user- friendly app portfolio. DBS Bank and Capital One, the winners of this year s app ranking achieve an overall score of 50 out of 60 points, Société Générale follows with 49 points and ABN AMRO and Westpac achieve 48 points for their excellent app offerings. Deutsche Bank, Société Générale and Bank of China win in the category of best stand- alone apps. All these banks succeed in providing more than just basic account information and transaction features. They offer well thought out, comprehensive app strategies that can keep up with the best app developers in the world. However, many of the other benchmarked banks fall short in providing content and features that use the full potential of app technology to deliver a highly user- friendly experience with features that are truly exciting for consumers. The biggest shortcomings in the app strategy of many or for some features - most banks are: App coverage for Android and tablet devices is still lacking. Coverage for iphone is at 100 % whilst Android coverage is only 90 %. Taking into consideration that app downloads for Android are expected to be 58 percent of smart phone app downloads in 2013, whilst ios will come in at just 33 percent, this is not acceptable. Another problem is the lack of mobile banking applications for tablet devices. Currently only 30 banks offer native tablet mobile banking applications. Banking apps offer only basic functionality, missing out on more advanced features. Whereas all banks provide account status via app and 96% offer some sort of online banking, other important functions are often missing. Credit card integration is only available for about 80 % of the banks and brokerage/trading features are only available for slightly less than half of the banks under review.

7 EXTRACT - MOBILE APPS FOR BANKING Important support features are lacking. Banks rarely offer tools to encourage financial self- management and personal financial assessment. Banks are weak in providing interesting features and content for customer retention and marketing. Lack of multimedia content. Security and privacy are weak spots. The overall finding of our analysis is that most banks are still not making use of the full potential of mobile applications to engage clients, market their products, strengthen their brands and provide more corporate information. The winners in our benchmarking, Capital One and DBS Bank, for their feature- rich portfolio of apps, and Deutsche Bank, for the single best banking app, show how important a comprehensive, strategic approach to app development is: First of all, banks must listen better to their app users....(more in full version of report) Banking, brokerage, corporate information and a digital client magazine are must- haves for a banking app portfolio. A bank should concentrate its efforts and set priorities....(more in full version of report) International banks must think globally about their app strategy....(more in full version of report) The mobile app revolution is happening fast. The number of logins with mobile banking is already higher than the number of logins in online banking for some banks, increasing the overall customer contacts to their bank considerably. Mobile apps are becoming increasingly important and will be a deciding factor when choosing a bank. The challenge for banks now is to offer, across multiple access channels, a platform that allows clients and others to bank, transact, trade and be entertained wherever and whenever they wish. ABN AMRO, for instance, is showing a great understanding of this by integrating several channels and even offering their mobile app features via normal desktop browsers. This shows how personal interaction, telephone, online banking and mobile media will increasingly merge into a unified service platform. Banking apps are the strategic key for this new platform as they will be the dominant interface at home, in the office, on the move and even in the branch office of the bank. For instance, DBS has introduced specific tablet apps, which are only availbale on tablets in the DBS branch offices, to redefine the branch experience. Apps are not a gimmick, but a game changer. Banks that miss out will lose out.

8 EXTRACT - MOBILE APPS FOR BANKING RANKING TABLE (50 BANKS) Rank 2013 Rank 2011 Bank Total (max 60 points) Availa- bility of Apps (4) Core functions (11) Support features (6) Content features for marketing (13) Means of comm- unication (7) Inte- gration of other online media (5) User- friend- liness (8) Security (5) Best Practices (1) 1 na Capital One DBS Société Générale ABN Amro 48 4 na Westpac na na na na na na na na na na Average Points

9 EXTRACT - MOBILE APPS FOR BANKING All analyzed banks (all apps for retail customers of the home market of the following banks are included): ABN Amro ANZ Bank Banco do Brasil Bank of America Bank of China Barclays BB&T BBVA BMO BNP Paribas Caisse d Epargne Capital One CIBC Citi Commerzbank Commonwealth Bank Credit Agricole Credit Suisse DBS Deutsche Bank First National Bank Halifax HSBC HK HSBC North America ICBC ING Itáu J.P.Morgan Chase KBC Lloyds TSB Merrill Lynch NAB NatWest Nordea PNC Rabobank RBC Santander Scotia SEB Société Générale Standard Chartered SunTrust TD Bank UBS UniCredit US Bank Wells Fargo Westpac

10 EXTRACT - MOBILE APPS FOR BANKING HOW A WINNING BANK APP STRATEGY SHOULD LOOK

11 EXTRACT - MOBILE APPS FOR BANKING METHODOLOGY 4.1 SELECTION OF BANKS AND APPS This study analyzes the apps of 50 leading global banks that serve private/retail clients and offer apps for their private clients (some banks did not provide apps at all and were therefore removed from the analysis). The group of the 50 providers that were analyzed.includes the 35 biggest banks in terms of retail customers worldwide (provided they offered apps), ranked by total assets. The remaining 15 banks are banks that don't have such a strong global presence, but are among the leading providers in their national or regional markets. Excluded are apps exclusively for wealth management clients, institutional clients or commecial clients. MyPrivateBanking is going to release a benchmarking report on wealth management apps in June For all banks all mobile apps on the Apple, Android, BlackBerry and Windows Mobile platforms were identified globally. One app was identified as each bank s primary app. In principle, this app was the main banking app for the home market of the bank. For instance, for Deutsche Bank the app Meine Bank, targeted at German clients, was chosen as primary app. In each profile the primary app is highlighted. Besides the primary app other apps of the bank were also included in the analysis if they met the following criteria: App is available for the home market or (in a few cases) home markets where the bank has a significant presence. App is available to retail customers App is related to banking/brokerage As a first step the primary app was analyzed and rated using our list of criteria (detailed explanation of the criteria see below, chapter 4.2.). A perfect app could score a maximum of 60 points. If the primary app did not reach the maximum number of points (none did), all other relevant apps were included in the next stage of the analysis. In this process a bank could gain additional points against those criteria where the primary app had not reached the maximum number of points. In this way, other apps could contribute to the overall score of a bank, up to the maximum of 60 points. We choose this method to allow for the fact that some banks had comprehensive apps covering many different functions (e.g. banking, brokerage, ATM search etc.) but other banks employ many different apps, in extreme cases providing one app for every single function (one app for ATM search, one for currency conversion, one for account status etc.). To take into consideration both approaches we included all available and relevant apps for every bank in the ranking.

12 EXTRACT - MOBILE APPS FOR BANKING Throughout, it was important for us not to view only the collection of single apps a bank offers to clients and public but to take into account the overall app strategy of a bank. In many cases, banking and brokerage apps were only accessible with specific log- in credentials. We have contacted all banks for whom we did not possess log- in credentials via in order to get access to a test (sample) account. Some of the banks actually offered a test (sample) account within their app for non- clients to test- drive their functionality. In some cases it was not possible for our analysts to test the full functionality of an app as there was no response to our request for log- in credentials from the banks in question. In these cases we have evaluated the functionality of the app that was behind the log- in wall based on the app description, user feedback in the various app stores and screen shots of the app from various sources.

13 EXTRACT - MOBILE APPS FOR BANKING USE CASES AS GUIDELINE Prior to the analysis of the apps, MyPrivateBanking Research conducted qualitative, in- depth interviews with banking clients and app users. Based on these interviews five core use cases were developed. The term 'Use case' originated as a software and systems engineering term to signify the actions a user must take to achieve a specific result. The term can also be applied to user interfaces in website tests and comparisons. By use case we mean a typical scenario of how and why certain user groups use the app. We have derived our detailed evaluation criteria and their weightings directly from these use cases: Use Case User Group Objective Banking or brokerage transaction Search for financial information Search for contact or local information Search for information about bank including products and services Interactive support tools...(more in full version of report)...(more in full version of report) 4.3 EVALUATION PROCEDURE Every app was analyzed by two analysts, independently of each other, and the analysis and evaluation was repeated after an interval of six weeks. This was done to minimize the probability of wrong evaluations due to a purely subjective point of view and accidental network problems at a certain point in time. Given the quantity of information that had to be analyzed, the possibility of not finding all the information in individual cases cannot be ruled out. The evaluation was done on the basis of 45 different criteria that were divided into nine main categories. Care was taken to keep the definition and allocation of points as free as possible from all subjective influences, thus ensuring a high level of objectivity in the benchmarking process. In addition to the apps themselves, other sources of information were also included in the analysis: user feedback and ratings in the appstores (Apple, Android), information from the website of the banks (often the banks displayed additional information about their apps on the website such as privacy policy, FAQs or a video tutorial), occasionally also other sources like Twitter feeds, blogs etc. were included.

14 EXTRACT - MOBILE APPS FOR BANKING DETERMINING THE CRITERIA In this study, the main evaluation criterion for the apps is the extent to which they fulfill the use cases described above, from the point of view of various user segments. We measured usability in terms of the nine overarching parameters: Availability of mobile apps Core functions for clients Support features for clients Content and features for customer retention and marketing Means of communication Integration with other online media User friendliness Security Best practices What follows contains the descriptions of these parameters with the detailed criteria and maximum achievable points. In comparison to last year s report edition there have been some small changes in our rating scheme. The main change is that only apps that are produced for the home market(s) of a bank are included in the evaluation. This excludes the possibility of earning a significant number of points with an app that was published only in a peripheral market for a specific bank. As most banks usually have their best and most comprehensive apps in their home market(s) this leads to a more objective comparison of the banks app portfolio. Availability of Mobile Apps (Maximum 4 points) Core functions for clients (Maximum 11 points) Support features for clients (Maximum 6 points) Content and features for customer retention and marketing (Maximum 13 points) Means of communication (Maximum 7 points)

15 EXTRACT - MOBILE APPS FOR BANKING Integration with other online media (Maximum 5 points) User- friendliness (Maximum 8 points) Security (Maximum 5 points) Best practices (Maximum 1 point)

16 EXTRACT - MOBILE APPS FOR BANKING SUMMARY OF FINDINGS: BANKS MISS TO REALIZE FULL APP POTENTIAL

17 EXTRACT - MOBILE APPS FOR BANKING TOP THREE BEST STAND- ALONE BANKING APPS

18 EXTRACT - MOBILE APPS FOR BANKING PROFILES OF BANK APP STRATEGIES

19 EXTRACT - MOBILE APPS FOR BANKING BEST PRACTICE: THE BEST 26 MOBILE APPLICATION FEATURES

20 EXTRACT - MOBILE APPS FOR BANKING DISCLAIMER No Investment Advice This report is not an offer to sell or the solicitation of an offer to buy any security in any jurisdiction where such an offer or solicitation would be illegal. This report is distributed for informational purposes only and should not be construed as investment advice or a recommendation to sell or buy any security or other investment, or undertake any investment strategy. It does not constitute a general or personal recommendation or take into account the particular investment objectives, financial situations, or needs of individual investors. The price and value of securities referred to in this report will fluctuate. Past performance is not a guide to future performance, future returns are not guaranteed, and a loss of all of the original capital invested in a security discussed in this report may occur. Certain transactions, including those involving futures, options, and other derivatives, give rise to substantial risk and are not suitable for all investors. Disclaimers There are no warranties, expressed or implied, as to the accuracy, completeness, or results obtained from any information set forth in this report. MyPrivateBanking GmbH will not be liable to you or anyone else for any loss or injury resulting directly or indirectly from the use of the information contained in this report, caused in whole or in part by its negligence in compiling, interpreting, reporting or delivering the content in this report. Copyright MyPrivateBanking GmbH's Products are the property of MyPrivateBanking GmbH, Switzerland, and are protected by Swiss and international copyright law and other intellectual property laws. Customers are prohibited to copy, forward or store MyPrivateBanking Products outside of the legal entity that has made the purchase. MyPrivateBanking GmbH All rights reserved. MyPrivateBanking GmbH Weinbergstrasse 9 CH Kreuzlingen Switzerland Tel For our latest reports please check: