Mobile Banking Update

Planning Committee Meeting

13 April 2010

Mar 19th, 2009Mobile Project Began

The Mobile Banking Timeline

In under a year, we launched a brand new delivery channel!

Nov. 24th, 2009Employee Pilot

begins

Jan. 12th, 201010,000 Members

Signed-up

Jan 10th, 2010Mobile rolled out to

Members

140k Members

Enrolled

April 12, 2010

Feb 1st, 2010Mobile marketing

initiatives begin

What’s offered?

Mobile Web Text MessagingAlerts

• Deposit Confirmation

• Low Balance

• Payment Due Reminder

• Overdrawn Account

• Security Alerts

Alerts

• Withdrawal Threshold

Exceeded

• Change in contact info

• New Credit Card Account

Opened

• Change in Account Access

Sign-on Credentials

Security Bundle Alerts

• Bal = Balance inquiry

• Last = Displays details of

the last transaction

• Tra = Transfer funds between

enabled accounts

• Go = Takes the member to a

targeted WAP page

• Help = Retrieves a list of

features and phone numbers

2-way Text Messaging

• View enabled accounts via

mobile browser from any

handheld device

• Pending transactions

• Transfer funds

Mobile Web Page

Show me the numbers!

The Mobile Banking Enrollments

0

500

1000

1500

2000

2500

3000

3500

4000

1/9/2010 1/16/2010 1/23/2010 1/30/2010 2/6/2010 2/13/2010 2/20/2010 2/27/2010 3/6/2010 3/13/2010 3/20/2010 3/27/2010 4/3/2010

Mobile Banking Daily Enrollments

1. In the 1st week of operation just over 22,000 members signed-up!

2. In the first month, more than 66,000 members signed up.

3. On average 1,496 members sign up per day.

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

2/28/2010 over 100,000 enrolled

Week 9 Week

10

Week

11

Week

12

Week

13

2/1/2010 Marketing Started

4/12/2010 – 140k Members Enrolled

What are Members doing?

Of the 3 different mobile functions, here’s what

our members did in March 2010:

Activity Mar ’10

Sign On 70,636

History 49,436

Transfers 6,788

Most popular pages?

Bal and History

Mobile Web

Most common alerts?

Low Bal and Deposit

Alerts

Most texted commands?

Bal and Last

Text Messaging

Activity Mar ’10

Low Bal 150,027

Deposit 86,931

Security 5,171

Activity Mar ’10

Bal 374,869

Last 24,716

Tra 17,370

Who’s using it?

35-44 Year Olds

24-34 Year Olds18-23 Year Olds

How old are they?

45-54 Year Olds

Length of Membership

5-9 YearsUnder 5 Years

Employment Status

Non

Wage Earner

7% Regular

Active Duty

43%

Emp. Outside

of Government

36%

Active

DoD US Gov.

6%

Retired Still Emp

4%

Retired recv. annuity

2%

Reservist

1%

Interesting Factoid

Description Online Only Mobile Member

Average # of Products 2.4 3.3

Average # of Accounts 2.84.4 4.137

Average Contribution $309.00 $606.00

Average # of Loans 1 2

Active Duty 25% 43%

Have DDNP 38.23% 84.7%

Have VISA Check Card 51.30% 94.04%

POS Usage 36.38% 86.79%

ATM Usage 15.24% 39.07%

How active are mobile bankers?

*Of the total number of Navy Federal members

Interesting Factoid

How engaged are mobile bankers?

*

Description Online Only Mobile Member

Avg. # of NFOAA Log-ons Per Month 5 25

Avg. POS $ amt per Member $300.00 $1189.00

Web Bill Pay User 10% 42%

Checking Acct 64% 96%

What’s next?

More Alerts

eMail

Mobile Banking Phase II

Web Bill Pay

iPhone App

Mobile Banking Phase II

Questions?