DIGITAL TRANSFORMATION IN FINANCIAL SERVICES

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1 DIGITAL TRANSFORMATION IN FINANCIAL SERVICES Global Priorities, Progress, and Obstacles Insights from business and IT executives at financial services institutions worldwide reveal that while digital transformation is well underway, strategies are being executed at different paces around the globe. In all regions, customer experience and security are the highest investment priorities as financial institutions look increasingly to digital technology to help them win and keep customers in an environment of increasing competition and growing cyber threats. In the years that followed the global financial crisis, financial institutions have had to focus on cutting costs and boosting efficiency in order to drive new revenue and profits. In North America, this often meant shifting focus away from technological innovations. Europe was even more measured in restructuring, with key regulations taking a relatively long time to emerge, while in Asia-Pacific, youthful, tech-savvy populations and deep mobile penetration bred ideal conditions for the wave of new FinTech startups that emerged in the wake of e-commerce. Customers worldwide now expect fast, personalized financial services on any device, anywhere, at any time and have plenty of options. Incumbent institutions are under pressure to execute their digital strategies faster, even while some are still retrenching. Akamai commissioned TechValidate to conduct a survey of 136 business and technology executives at financial services institutions worldwide to understand how digital transformation is progressing which areas are further along and which still need more work, how organizations are prioritizing their investments, and the biggest barriers financial services institutions face in executing their digital strategies. DIGITAL STRATEGIES ARE LARGELY IN PLACE, WITH MUCH WORK TO BE DONE IN EXECUTION. Unsurprisingly, an overwhelming majority (92%) of financial services executives surveyed worldwide say that digital technology is an extremely important or very important driver for their business. Of those surveyed, 84% say that digital technology has already disrupted their business to some degree, and nearly 90% report having either a full or limited digital strategy already in place. Regionally, 51% of respondents from North America have full digital strategies in place, compared with of executives in both the Asia-Pacific and European regions.

2 WHICH OF THE FOLLOWING BEST DESCRIBES YOUR COMPANY S DIGITAL STRATEGY? 43% Full strategy 51% 45% 46% Limited Strategy 46% 54% Developing a Strategy 0% 7% 6% 17% Global Asia-Pacific 4% North America No Strategy 3% 6% Europe 3% Globally, financial services executives agree that providing a fast, personalized digital experience is one of the key factors in determining the future success and growth of their business. The importance that financial services institutions place on user experience is also evident in what executives report to having already addressed with their digital strategies 55% saying they turned their earliest attention to mobile delivery, followed closely by customer acquisition, expanding into new markets with new products, and customer retention.

3 REGARDING YOUR DIGITAL STRATEGY, WHAT CHALLENGES HAVE YOU ADDRESSED? 55% Mobile 60% 64% 52% Customer Acquisition 46% 50% 64% New Markets / Products / Services 47% 48% 64% 43% Customer Retention 37% 42% 56% 33% Social Media 32% 31% 36% Global NOTE: This is multiple-choice question response percentage may not add up to 100. Asia-Pacific North America Europe

4 WHAT AREAS OF DIGITAL STRATEGY DO YOU BELIEVE YOU NEED TO IMPROVE TO MEET BUSINESS EXPECTATIONS? High-Performance & Availability 56% Everything Over Digital 53% Cybersecurity 32% Infrastructure 26% Reporting 24% % Of financial services organizations that reported user experience and mobile application development as their key investment priorities, have yet to incorporate mobile as a delivery channel. USER EXPERIENCE AND SECURITY ARE THE TOP PRIORITIES FOR DIGITAL INVESTMENT. Worldwide, executives report that their top focus when investing in digital innovation is user experience (70%) with security close behind (66%), followed by mobile application development and social media. In Asia-Pacific, priorities mirror the global ranking, while Europe rates user experience and security evenly at the top, and North America prioritizes security ahead of user experience. DIGITAL INVESTMENT PRIORITIES GLOBAL ASIA- PACIFIC NORTH AMERICA EUROPE User Experience 70% 79% 70% 72% Security 66% 61% 55% 72% Mobile Apps 50% 50% 45% 59% Social Media 32%

5 Digging deeper into security, data theft is the primary security concern, with 80% of financial services executives worldwide identifying that as the top issue ahead of their own reputation damage, compliance, revenue loss, and system downtime. The priority on cybersecurity is not surprising, as it will be impossible for financial institutions to have any kind of a digital strategy if it is not based on a strong security posture. The challenge most often faced is balancing IT spend from the ever-changing regulatory landscape to one that includes protection against the largest and most sophisticated attacks. It s also worth noting that even while cybersecurity is a top investment priority, more than half (52%) of financial institutions believe they need to improve in that area to meet business objectives. 52% Of financial institutions who said cybersecurity is an investment priority believe they need to improve in that area in order to meet business objectives. BARRIERS TO DIGITAL INNOVATION INVESTMENT 47% Regulatory Spend 53% 35% Cyber and Data Security Spend 26% 50% Rapidly Changing Trends 18% 23% 35% Staffing 26% 45% 36% Global Lack of Leadership 17% 15% 19% 28% Asia-Pacific North America 0 Europe

6 INCONSISTENT INTERNAL COMMITMENT HINDERS DIGITAL TRANSFORMATION. When asked what organizational barriers stand in the way of their investing in new digital technologies, executives worldwide cited IT spend being focused on regulatory efforts (47%) and security initiatives () as the biggest obstacles. Regionally, however, the key obstacles differ. In North America, executives cite insufficient staffing (45%) as their top barrier, while executives in Europe report that their ability to keep up with trends in innovation most stands in the way of their investing in new digital technologies. In Asia-Pacific, where the regulatory environment varies widely by country, it s no surprise that executives there spoke even more strongly to competing with both regulatory and security programs for IT budget as the top factors limiting investment in new digital technologies. Financial institutions own organizational readiness also factors into how rapidly they re able to introduce technological innovations. Worldwide, while more than 90% of executives believe that digital technology plays an important role as a major driver of their business, only say their CEOs have set a clear vision for digital with even fewer saying their institutions have the necessary processes (29%) and technology (31%) in place to execute their digital strategies. 29% Just 29% of companies who believe digital is a major driver of business believe they have the necessary processes in place to execute their digital strategies. TAKEAWAYS AND TIPS FOR FINANCIAL INSTITUTIONS User experience is critical to keeping and winning customers in an increasingly competitive environment. Whether it s digital-native financial institutions like Fidor and BNP Paribas Hello Bank serving customers across Europe and branching into America, the rapid adoption of financial services from China s Alibaba and Tencent, global payment services like PayPal, Bitcoin, and Klarna, or new digital offerings from traditional retail banks, investment banks, and insurance providers large and small, the rise of e-commerce-like services in the banking sector has changed the competitive landscape dramatically. For the first time, customers are driving change in financial services, and their loyalty is no longer a given. Their expectations are being set by the totality of their digital experiences, not just their online financial experiences, and traditional financial institutions that are weighed down by legacy back-end systems will struggle to provide the flawless web experiences customers demand. To reduce churn as consumer choice grows, financial institutions must provide fast, reliable web performance. As e-commerce has proven, by improving response time, companies can increase conversion and decrease visitor abandonment. Akamai can help, with web and mobile performance solutions that optimize experiences for mobile users regardless of their device, connection, network speed, or location, on a platform with the scale to deliver fast, always-available web experiences even during times of peak demand, without the expense of building out costly data centers.

7 Cybersecurity must be an integral part of the customer experience. Financial institutions are increasingly vulnerable to cybersecurity threats that continue to grow in volume and sophistication. The frequency and intensity of cyberattacks on financial institutions continues to increase, putting even more strain on consumer and regulatory confidence around cybersecurity. Financial services organizations need to increase cyber vigilance to protect not just their businesses, but national infrastructures as well. Building customer and regulator trust in security on every device, across every transaction and geography is critical to successful digital transformation. DDoS, web application, and DNS infrastructure attacks represent some of the most critical threats today, and they can easily overwhelm traditional defenses. Financial services institutions migrating to hybrid and private cloud infrastructures need security services that work across their combined data center and hosting environments, with a focus on performance and resiliency. Akamai can help here too, with sophisticated, cloud-based security solutions that mitigate data and infrastructure security threats without sacrificing the web performance that is so critical to user experience. IT and business teams must drive digital initiatives together from strategy through execution. It s not uncommon that while IT and business teams goals and key initiatives are built into digital strategies at a high level, the groups are siloed during execution, which can lead to competing priorities and even competing solutions. Financial services institutions that work effectively across the organization are able to be more agile and drive the kind of innovation that wins and keeps customers. To navigate this process, having a partner expert in digital transformation can help. Akamai has guided all of the top 15 U.S. banks, 8 of the world s top 10 asset managers, 4 of the top 10 exchanges, 6 of the top 10 FinTech firms, all of the top 10 P&C insurers, and many more leading financial services institutions in digital transformation all using Akamai s cloud-based web performance and security solutions to deliver fast, available, and secure digital experiences to their customers. As the global leader in Content Delivery Network (CDN) services, Akamai makes the Internet fast, reliable, and secure for its customers. The company s advanced web performance, mobile performance, cloud security, and media delivery solutions are revolutionizing how businesses optimize consumer, enterprise, and entertainment experiences for any device, anywhere. To learn how Akamai solutions and its team of Internet experts are helping businesses move faster forward, please visit or blogs.akamai.com, and on Twitter. Akamai is headquartered in Cambridge, Massachusetts in the United States with operations in more than 57 offices around the world. Our services and renowned customer care are designed to enable businesses to provide an unparalleled Internet experience for their customers worldwide. Addresses, phone numbers, and contact information for all locations are listed on Akamai Technologies, Inc. All Rights Reserved. Reproduction in whole or in part in any form or medium without express written permission is prohibited. Akamai and the Akamai wave logo are registered trademarks. Other trademarks contained herein are the property of their respective owners. Akamai believes that the information in this publication is accurate as of its publication date; such information is subject to change without notice. Published 03/16.

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