Brian Pearce

SVP, Head of Retail Mobile Channel and Digital Innovations

Mobility – A Large FI perspective

Mobility: the ability to move or be moved freely and easily (Oxford Dictionary)

With new emerging trends and technologies, customer interaction with their

finances is going to change.

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Changing Expectations

Social

Always On

New Devices

Unique

Technology trends impacting all

Mobile: the ongoing development and usage of a

variety of devices like mobile phones and tablet

computing.

Social: rapid adoption of new communication

vehicles, networks and techniques to connect.

Digitization: the ongoing transformation of

formerly physical media (documents, music, video,

books, payments, etc.) into digital format.

New data technology: significant improvement to

targeted marketing, selling and servicing

customers.

Cloud computing: enabled an explosion in new

companies, capabilities, and apps

These trends are

changing how

customers interact

with just

about…everything

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Lies, Damn Lies and Statistics… Mark Twain

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Use of Wi-FI Data

80%

60% 49%

21%

Send or receive text messages

Access the internet

Get directions or location based info

Video chat or call4

% of cell phone owners use their

cell phone to...

Cell Phone Activities 2013” – Pew Research Center

278M mobile users in the US as of 2013 1

Cisco VNI Global Mobile Data Forecast Update (2013 – 2018) 1Comscore – June 2013

Wells Fargo Response

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Multi-channel distribution is at our core

Our best customers are multi-channel

Wells Fargo Internal data

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The Third Wave of Mobile in Financial Services

Early adoption of the channel

Learnings about customer

engagement, working with

networks and security

Not many customers

Improved web browser

experience and popularity

of SMS spurred

reintroduction

Smartphone/App revolution

drove adoption

We found customers!

Mobile lifestyle emerges and

customer expectations shift

Surge in demand for

delivering mobile functionality

from partners

Need to scale delivery

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2001 - 2002 2007 - 2012 -

Experimentation Foundations Mobility

Wells Fargo uses mobile to engage customers

Mobile delivers on the

Anytime, Anywhere

commitment we make to

our customers

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Our mission

Deliver “best-in-class” mobile

financial services across devices

and modes that delight and empower

our customers

Our strategy

Unified mobile experience

Value for Wells Fargo through

engagement

Create channel capabilities

Sales and marketing opportunity

Experiment and innovate

Mobile Website (wf.com) (Launched July 2007)

Customer Services

Text Banking (93557) (Launched October 2007)

Smartphones & Feature Phones Internet-enabled phones

Mobile Applications (Launched May 2009)

iPhone, Android, Blackberry and Palm

SMS-enabled phones

Mobile channel has grown to 12mm active users

iPad, Android

Tablets (Launched December 2012)

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Top Line Stats

90 Day Active 12.1MM

Online Pen. 56%

Mobile Only 1.4mm

Sessions/Mo 13.1

Texts/Mo 27.7

Android Tablet

New Home Page

Text Banking Transfers

Add Payees

Check Images

2013 Key Projects

Mobility Framework

Enhance the journey across customer paths by applying mobile capabilities through interaction patterns.

• Mobile is the first “AND” channel where a customer can be in multiple channels at once Simultaneous

• Introduces new ways to message and interact with customers Communicate

• A standalone channel that’s on the go and always on Portable

Inte

racti

on

Patt

ern

s

Customer Paths

Research Strategize Track Transact Resolve/ Manage

Onboard

Mobile Capabilities Connected Devices Internet Access

Maps + GPS Messaging

Camera/Video

Gesture Input

Org Tools

Accelerometer

HD Display

Cell Network

Phone NFC

Speech input

Bluetooth

Gyroscope

Vibrate

Audio In/Out Offline Features

View Modes

Appliances

Smart TVs

Gaming Systems

Car Telematics

Wearables

Tablets

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Focus for Retail Mobile Banking in the U.S.

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Extending Sales and Marketing to Mobile Users

• Customers are starting the sales journey on their mobile device

Adding mobile unique feature

• Delight customers with special mobile experiences

Multi-channel capabilities and new distribution points

• Customers are adding new devices to their lives and want to use them in new ways

Messaging

• Leverage the power of 2-way messaging

The “Long Tail”

• Customers want everything to be accessible on their mobile device!

Key Insights from 7 years of Mobile

Mobilize don’t miniaturize

Just porting desktop experiencing to mobile won’t meet customer

expectations. Rethink the experience for mobile.

Remember context

Mobile can be “on the go” or “on the couch”. Design for both.

Your competition is different

Customers compare you to other experiences that they have on

their phone, not necessarily your competitors.

Customers tasks don’t change

Mobile provides new ways to help customers, but doesn’t change

their fundamental needs.

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Thank you!

Wells Fargo

For further information, please contact:

Brian Pearce

SVP, Head of Retail Mobile Channel

Phone: 415.222.3824

Email: pearcebm@wellsfargo.com

Twitter: @WFMobileBrian