Innovation in Channels: Driving a successful mobile and web strategy

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1 Innovation in Channels: Driving a successful mobile and web strategy By Bertrand BORE Executive Vice President In charge of Business Development for France Generali France 8 th April 2011

2 Do French man talk and dream about other things?

3 Yes we can 66 mio inhabitants 52 mio mobile users 75% of household connected to internet high speed access 2nd major market for the iphone after the US 3rd most active country in terms of bloggers

4 Agenda Innovation in Channels: Driving a successful mobile and web strategy 1. Mobile and web context in France 2. Success factors 3. Generali s mobile initiatives 4. Impact on the new customers generation 5. Key challenges 4 I Generali France Strictement Confidentiel

5 Innovation in Channels: Driving a successful mobile and web strategy 1.Mobile & web context in France 5 I Generali France Strictement Confidentiel

6 1. Context : the French mobile market All French industries jump into the market with their apps A mature Market: 90% of french people has a mobile phone High customers Interest & media convergence Rapid & significant growth X 8 in 4 years (nbers of users) 3 Major Telco Players challenged by web access providers and Virgin User friendly Intuitive design French urban lifestyle connected 2 High tech major actors with proven technology

7 1. French market : from a geek market to a mass market in one year only 2009: Geek market 2010: Mass market Who are they? 60% are male & have higher jobs What are their needs? promotions services What do they do? 7 I Generali France Strictement Confidentiel mobile is a complementary service to other media

8 8 I Generali France Strictement Confidentiel 2. Success factors

9 2.What could make a mobile application succesful? Experience & Entertainement playable look and feel useful delightful quick easy Ergonomics & functionality Content daily update or longevity content updates social media connected Problem solving oriented 9 I Generali France Strictement Confidentiel Innovative Originality or niche appeal

10 2. Experience : Savoir Inutile Savoir inutile App («useless knowledge») Miscellaneous and funny informations about anything New inputs directly from the users Rating system Facebook is ranked n 1 and is the most used App in France The funny App «Savoir inutile» is part of the Top 10 French Apps 10 I Generali France Strictement Confidentiel

11 2. Content : Le Monde French Newspaper Time to time news! Customised latest news alerts Live Flash info Possibility to read the latest news updates while disconnected Customised access to favorite topics TV and Radio zapping available New business model : 1- flash info for free 2- analysed info : fees to be paid X80 users than the website 11 I Generali France Strictement Confidentiel

12 2. Originality : Nouvelles Frontières a mobile travel Agency App Following bids when mobile : Daily Push alerts for bidding Contact : locate travel agencies click to call bids call center travel booking On-line payment : Increase sales on another channel Win younger and technophile customers Enhancement of the traditionnal business model : 1- the more users are online the higher the bids are 12 I Generali France Strictement Confidentiel X 40 users than the website

13 2. Usability : Train tickets App 40% of the customers buy their train tickets 2 hours before the train leaves Buy last minutes Train Tickets! Customised Push alerts on preferred destination Buy Trains tickets Time to Time Railway station infos Match customer buying s new habits = new business x 100 users than the website

14 2.What makes a succesful app? Match customers new expectations WHERE AND WHEN I WANT Experience & Entertainement Users drafting and sharing content EGO TRIP Use, ergonomics & functionality Content evolution or longevity Time to time bids system Originality or niche appeal Live push infos THE BEST DEAL ONLINE - ALIVE 14 I Generali France Strictement Confidentiel

15 How those mobile models could be applied to the French Insurance market? 15 I Generali France Strictement Confidentiel

16 Insurance Aps Market evolution in France States owned industry with business model established Internet revolution in France: small impact on insurance market New insurance pure player Specific mobile strategy First Direct Insurance tests Several insurers developp a webstrategy All the industry involved in the the web business Boom of the Mobile channel : native applications 40 insurance Apps 80% dedicated to car and health markets + Mobile apps : fashionable trend or new business model? 16 I Generali France Strictement Confidentiel

17 2. Experience : relevant Apps cases Alcool prevention Conductor control Communication or gadget service = one shot use Image Prevention Mobile policies subscription Claim management Customer relationships 17 I Generali France Strictement Confidentiel

18 2. Insurance App cases : managing policies and global services Assistance accident Manage policies = low frequency If claim Image Prevention Mobile policies subscription Claim management Customer relationships 18 I Generali France Strictement Confidentiel

19 2. New development axis in Insurance market : customer relationships Apps Manage accidents Informations Contact proximity Customer relationships oriented = meaningful mix Experience & Entertainement Ergonomics & functionality Business & customer driven Content update or longevity Originality or niche appeal Image Prevention Mobile policies subscription Claim management Customer relationships

20 2. Key Takeaway : what could make a successful App? Our analysis Policyholders needs Relevance of the channel Information News Frequency of use Alerts Knowledge recognition Interaction with the insurer Prevention Advice/coaching Policy management Policy s monitoring = = Adequacy of the mobile channel Frequency of use Relevant formula? Relevance of the functionalities Compliance with the 4 key elements : Experience, Content updated, Originality, ergonomics

21 3. Generali s mobile projects

22 3. Generali France, a multi-specialist, with a significant Life savings business activity Who we are in France? 23% 15.9 billion of premiums of Generali worldwide activity 6 millions of individual customers Professional customers employees Areas of leadership Generalist insurer with : Life Insurance expertise Protection Professional and SME market targeting Life insurance on the web Our convictions regarding cross channel Web : Pure online business still limited Key role of distributors Development of Web to shop approach with distributors 22 I Generali France Strictement Confidentiel Mobile : Test learn approach for creating New Business model Distributors involvement key Compliance with the 3 or 4 key success factors

23 Captive distributors Non captive distributors 3.Generali en France: a multi distribution business organisation 1500 regular Brokers Independant Financial Advisors 70% of premiums Private and Investment bank Partnerships tied Agents / 1400 agencies Internet & Mobile business unit 30% of premiums Generali s advisors

24 Generali Web services for clients and distributors Since 2007: Generali develops Web services for tied Agents Video : e-agency 24 I Generali France Strictement Confidentiel

25 3. Generali s web strategy 800 IFAS tied agents 500 Salariés Direct channel enovline.fr E-agency Dedicated website Generali.fr On-line Information On-line Sales On-line Customer account Customer webservices Simulators Phone appointments Web callback Local action kit ing models Affiliate Network Distributor webservices Webmarketing actions (SEO, ing..) Social media training Leads purchase Web sponsorship actions Webmarketing actions Social media

26 3. Generali s mobile services 800 IFAS Agents 500 Salariés Direct channel Mobile channel enovline.fr E-agency Dedicated website Generali.fr On-line Information Push info On-line Sales On-line Customer account Customer webservices Simulators Web callback Emergency Phone appointments Distributor webservices Local action kit Webmarketing actions (SEO, ing..) Social media training ing models Affiliate Network Webmarketing actions Social media Manage customers Create guest clients lists Leads purchase Web sponsorship actions Manage policies

27 Generali Web services for clients and distributors 2011 Target: Generali develops mobile services for Brokers and customers Video : igenerali, life insurance mobile App 27 I Generali France Strictement Confidentiel

28 igenerali iphone App Follow your savings wherever you are with igenerali iphone App

29 Login Access your life-insurance contract for free at all time using your web user name and password

30 Stocks and contracts alerts Set up alerts to follow your stocks

31 Stocks and contracts alerts Set up alerts to follow your stocks, Alerts on available stocks

32 Stocks and contracts alerts Set up alerts to follow your stocks, Alerts on available stocks

33 Stocks and contracts alerts Set up alerts to follow your stocks, Alerts on available stocks, And on your contracts

34 Stocks and contracts alerts Alerts upwards or downwards, in euros or in percentage

35 Stocks and contracts alerts Alerts upwards or downwards, in euros or in percentage

36 Stocks and contracts alerts Receive your alerts by push notification

37 Stocks and contracts alerts Receive your alerts by push notification

38 Stocks and contracts alerts View all alerts

39 Stocks and contracts alerts View all alerts, And related informations

40 News View all news (Generali, market, ) related to your lifeinsurance contract

41 News View all news (Generali, market, ) related to your lifeinsurance contract

42 News And share them on Facebook, Twitter or by !

43 Contract view The contract view displays the daily total contract amount, and your contract s stocks list

44 Stock informations Basics informations are displayed for every stock

45 Stock allocation Stock allocation is shown using graphs

46 Contract overall performances graphs This screen shows performances since subscription. You choose the time period (since 1 year, 3 years, the 1st January or the subscription). A pin shows when the you acted on the contract

47 Contract overall performances graphs The touch function display the exact contract value at a chosen date

48 Contract overall performances graphs The multi-touch function shows the evolution trend on a period of time

49 Contract informations Miscellaneous information about your contract (option, duration, )

50 Contact Keep in touch with Generali

51 igenerali iphone App igenerali is available on AppStore for iphone, ipad and ipod Touch. iphone, ipad et ipod Touch are registered trademarks of Apple Inc.

52 3.Generali mobile approach: expertise + Test & learn approach Beta-test groups Internal Mobile Expertise: SEO, webmasters Ergonomist, designers.. Customer research Development : Scrum methodology 52 I Generali France Strictement Confidentiel

53 3.Generali s mobile approach: a customer centered strategy Our distributors BtB 90% of brokers used the App Customers distributors Satisfied! BtBt C Our customers years With savings potential & on-line life insurance contract 75% of direct customers used the App BtC Proposing a real time, mobile and cross channel relationships

54 3.Generali mobile strategy : Key Takeaway DISTRIBUTOR PROXIMITY OUTLINED CROSS CHANNEL CONTACT EMPHASIED FREE SERVICE FOR CLIENTS AND DISTRIBUTORS Experience & Entertainement DAILY INFORMATION CONTENT MAIN INSURANCE POLICIES ONLINE ONLY USEFUL FEATURES Ergonomics & functionality Mon Generali Content update or longevity SOCIAL MEDIA CONNECTED Originality or niche appeal TEST & LEARN LOGIC LIFE INSURANCE MARKET TARGETED 54 I Generali France Strictement Confidentiel

55 Innovation in Channels: Driving a successful mobile and web strategy 4. Impact on the new generation of customers 55 I Generali France Strictement Confidentiel

56 The customer is more and more connected the whole day Mobile Subscribers average AM PM 56 I Generali France Strictement Confidentiel

57 Everywhere, more and more at home and at work! Mobile Subscribers average Smartphones users At home Moving At work In the street Outside At Friends home In a Mall 57 I Generali France Strictement Confidentiel

58 4. Smartphones do have a signifiant impact on the customer way of life Without smartphone With smartphone Keep in touch ( , tweet, Facebook Shopping Entertainment News informed Moving Travelling Working * Etude TNS Sofres Oct % of smartphone users says that it changed their lifestyle

59 4. Customers expectations: more and more information linked with context and place Expectations on geolocalization services Good ideas in the locality All Smartphones users Neighbourhood information Immediate contact possible Other 59 I Generali France Strictement Confidentiel

60 4. Impact on customers: key challenges Web channel Mobile channel Connected at a specific time in a dedicated place : home, office, hot spots Discontinuous time Discontinuous relationship with customer in business : acquisition, product use and churn Connected all the time and almost everywhere Continuous time On-going relationships opportunities A Challenge : How to adapt our business model to this trend? How to keep in touch with our customer? How to keep in How touch to propose with our customer? How relevant to be relevant services, in information this new Time and to solutions? market?

61 5.Key challenges in future 61 I Generali France Strictement Confidentiel

62 5. Key challenges in future for Insurers It s more a relationships channel than a business channel yet 1. Word Of Mouth Power If Web on computer is outdated Word of mouth will be more important to buy insurance! 2. Hard Challenge Client s experience CRM intelligence Client s reflex : «My insurer = My security partner in my pocket» 3. New Business? Pocket products sold with partnerships as Nouvelles Frontières? Free Aps vs paying Aps? Free services vs paying services? On going pricing linked to location, use, level of risk? Mobile channel could be the opportunity to create another link with the end customer 62 I Generali France Strictement Confidentiel

63 63 I Generali France Strictement Confidentiel Q& A

64 64 I Generali France Strictement Confidentiel THANK YOU!

65 igenerali : Points techniques Les applications iphones sont développées en Objective C (language natif ios) Les briques serveur middle et front sont développés en Java Remarque concernant les notifications Apple ne fournit aucune garantie sur le service de notification : attention aux problématiques juridiques pouvant être liées à la non réception d une alerte Les serveurs Apple bloquent les serveurs distants tentant d accéder à leurs services de manière trop excessive : attention particulière sur la solution d envoi de notifications aux serveurs Apple La taille maximale d une notification Apple est limitée à 256 bytes. Cohérence avec le reste des front Epargne : les services utilisés par l iphone sont les même que ceux utilisés sur les front Front Epargne. Ils sont donc mutualisés en terme de développement et apportent un cohérence d information entre les différents front Les services Java du SI sont exposés au protocole REST/JSON spécifiquement pour les applications iphone dans un soucis de performance optimale en temps de réponse. Il ne s agit que d une exposition technique (pas d intelligenc métier)

66 igenerali : Synthèse architecture Client Apporteur Apporteur Client Notification iphone* Notifications igenerali inomineo Front Iphone (REST/JSON) Nomineo Boutiques Virtuelles Batch des alertes Q Récupération des alertes Récupération de l EA du contrat dans derby (alerte sur contrat) Récupération des informations sur les fonds via F2B (alerte sur fonds) Récupération des informations sur les OST et les fonds fermés Pose de Flags dans pour les alertes franchies Notifications pour les alertes franchies Middle Front Epargne (WebServices / SOAP) F2B Stockage des alertes pour tous les canaux de distribution Derby Valeur EA 1 jour Applications Front Epargne Batch fonds-gb-f2b Q Mise à jour des informations sur les OST et les fonds fermés Batch derby Extraction des informations GB modélisées dans Derby (EA) Q Back Office GB

67 igenerali Notifications iphone Client Batch des alertes Notifications Q 1. Récupération de la liste des abonnements obsolètes igenerali Demande d inscription aux notifications igenerali Serveur Batchs Certificat Apple Front Iphone (REST/JSON) Serveur Apple Module d envoi d une notification (JAR) Module d inscription au notifications (JAR) 2. Envoi des notifications pour les alertes déclenchées Stockage des informations sur les clients / CGPI abonnés aux notifications Récupération et suppression des abonnements obsolètes. Middle Front Epargne (WebServices / SOAP)

68 mongenerali : Points techniques Les applications iphones sont développées en Objective C (language natif ios) L application Generali Auto Android est developpée en Java et est compatible avec toutes les versions Android supérieure à 1.6 Les briques serveur middle et front sont développés en Java Cohérence avec le reste de l Espace Client: les services utilisés par l iphone sont les même que ceux utilisés par l Espace Client pour accèder aux informations contrats. Ils sont donc mutualisés en terme de développement et apportent un cohérence d information entre les différents front Les services Java du SI sont exposés au protocole REST/JSON spécifiquement pour les applications iphone dans un soucis de performance optimale en temps de réponse. Il ne s agit que d une exposition technique (pas d intelligence métier)

69 mongenerali : architecture BLOG Client iphone Inscription ou désinscription aux Notifications Serveur Nexen HTTPs/JSon Télé-expert (depuis internet) Front Iphone (REST/JSON) IHM Photos GFB-REST Serveur Apple Gestionnaire Envoi des notifications pour les alertes déclenchées Envoi de la décla Client Envoi des documents à compléter IHM Notifs SOAP Espace client Middle EC (WebServices / SOAP ) Admin Notifications Back office GENERIC RCE FUE IRD IAM NDS SSO

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