camerjam mobile marketing finance masterclass yoc

Building a transactional mobile website

May 2012

At a glance

Founded in 2000 and listed on the Frankfurt Stock Exchange since 2006 230+ employees across 6 European offices Over 40 employees in the UK Established in the UK in 2004 Turnover £35m and EBITDA £2.8m Current Market capitalisation £30.5m

Some of our Clients

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1. Mobile Stats (mobile optimisation) 2. Finance Sectors

a) Insurance b) Banking c) Investment

3. Technology considerations 4. Checklist

1. Checklist

Agenda

Mobile Stats

European Smartphone Market

ComScore 2011, Morgan Stanley 2010, 2011

Global Smartphone Sales

Global Destkop & Notebook Sales

Mobile browsing is projected to outstrip

desktop browsing by 2014

Inflection Point

32% own a smartphone - UK

75% predicted to own a smartphone by 2015

Industry stats

Usage mobile websites 8x more growth than apps

Tomorrow Focus Media 2011

+ 22,4 % Mobile sites

+ 2,8 % Apps

Industry stats

Mobile Commerce Growth driver for mobile technology (in billion $)

Coda Research 2010, comScore 2011

UK

• Peoples’ average transaction value for purchases with a credit card/ bank details/ PayPal grew by 43% from 2010 to 2011

• 52% (25,2220,000) use mobile commerce

• 45% use their mobile to conduct research for a purchase

• 38% use mobile to find shop locations, opening hours, contact details, check prices

• 54% would buy more on their mobile if websites were optimised for mobile

Industry stats

NMA 2011

Industry stats

Ebay

• $2.2 billion in 2010 – globally

• £3.3 million in 2010 - UK

Amazon

• $1 billion in 2010 globally

Asos

• £1 million within one month (December 2010)

Air Berlin

• £1 million within first 12 months

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Most common goals to implement a mobile strategy:

1) Increase Acquisition 2) Reduce Operational Cost 3) Increase Customer Satisfaction

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While it might vary across sectors, the key to a successful mobile strategy is to understand the customer journey and touch points

Awareness

Transaction

Advocate

Intrigue Attract

Engage Convert

Relationship Consider

Access to pricing, product

info & reviews anywhere

Promotional offers

QR codes/SMS linking

to mobile site

Branch locator and

ATM machines on

mobile site

Mobile banking

Receive latest offers

And invitations to events

Full quote and buy functionality

Transfer money on mobile (mCommerce)

Use social media

on mobile to ‘like’

& recommend

Mobile Media

Register or sync account

Add additional financial products

Packaging QR codes

linking to mobile

site, adverts, info

SMS

Policy renewal

Alerts via SMS and

push notifications

Cross-selling

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Let’s look at 3 finance sectors in a bit more details:

1) Insurance 2) Banking 3) Investment

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Insurance

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Insurance Aggregator Journey

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Insurance Aggregator Journey

Web CTA leads to non-optimised desktop web page embedded in

app

Conversion will be poor as experience is so bad and journey

difficult to complete

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Insurance Aggregator Journey

CosmosDirekt case study

CosmosDirekt is one of Germany’s largest insurers. They offer a full suite of financial services including banking, pensions, travel, car & home insurance.

Web analytics showed 5% of traffic coming to CosmosDirekt’s travel insurance “quote & buy” website was coming from mobile 90+% bounce rate from hoepage from mobile CosmosDirekt decide to develop a mobile solution to meet customer demand

Business case for mobile

Competitor analysis

1-2-1 customer research

Evaluate technical

infrastructure

Target market behavioral analysis

Online content assessment

How did CosmosDirekt approach the project:

Analysis of requirements

Three phased mobile strategy

Develop “quote & buy” mobile site for their

travel insurance product to enable

consumers to purchase a policy on

mobile.

Develop a claims iPhone app to enable

customers to log & submit details of a

claim with their mobile

Develop “quote & buy” mobile sites for

other insurance categories & mobile

banking solution

Developing a mobile

strategy

Full “quote & buy” mobile site

Data input

Quote

T&Cs

Payment page

Product info page

Dynamic Proxy Transcoding - use website as the content source No internal IT resource requirement Filter relevant content for display on mobile

How did we integrate?

FIT ML

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80% of all traffic from search

Seamless mobile experiences from

search results and email campaigns

Product level mobile redirects ensure

that the user is automatically redirected

to the relevant mobile page (rather than

the standard desktop version)

SEO, SEM, Email marketing

CosmosDirekt Help iPhone app developed enabling users to; Log & submit claim details. Users can take photos, voice recordings & mark the GPS location of an accident, then submit with one touch Also includes emergency numbers & fuel calculator

Phase two iPhone application

15,000+ travel policies purchased since launch in September 2010

Thousands of downloads of iPhone app in first month

700% increase in mobile web traffic since launch of mobile site

Work under way to develop “quote & buy” mobile sites for home & car insurance products

Results

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Banking

Deutsche Postbank Group is one of Germany’s major financial services providers. Its focus is on retail business with private customers.

Postbank wanted to be among the first to offer mobile banking. YOC recommended to develop a mobile solution that • Reduces operational cost • Increases customer satisfaction • Integrate mobile into multi channel customer strategy

Business case for mobile

Postbank

Postbank • Full secure mobile banking solution • Business banking • Nearest branch and ATM finder • Investment services • Over 20% of Postbanks customers

now regularly use the mobile service

Results

20% reduction in call volumes from mobile banking customers

Follow-up surveys measured increase in customer satisfaction and high interest in mobile solutions

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Investment

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Investment - Tools

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Investment – Corporate Home

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Build For The Future ProxyTranscoding vs. API Integration, Security, When To Develop In-House

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35% are concerned about security while shopping on a mobile device

Ensure Secure Payment

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On-premise installation to ensure highest security standards

Use well-known payment options (i.e. PayPal ….)

Do not link to non – mobile-optimized websites

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Use a platform to optimise for all devices

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Full-Service Option

Consulting Concept

Wireframing

Implementation Programming Design

Go Live

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In-House Development + Support

Consulting

Support Workshops FITML Templates

Consulting

Support

Implementation Programming Design

Support

Go Live

Concept

Wireframing

Think Multi-Channel

Works on all devices & operating systems

Optimises content for each device

Checklist

Ensure Secure Payment

On-Premise Installation

Use Established Payment Providers

Only link to mobile-optimised sites

Build for the Future

Works with new and existing sources

Use best technology to development

in-house

External advice & support available if and when needed

Thank You