Anton Wilsens. The LIRIS Academy Keys to a successful mobile channel in the Financial Services Sector and beyond

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1 LAC - "Architectuur voor nieuwe business modellen in de cloud" The LIRIS Academy Keys to a successful mobile channel in the Financial Sector and beyond Anton Wilsens

2 Mobile is coming no, wait it is already there! Mobile Internet is the next Major Computing cycle since the Internet revolution of the late 1990s European banks offering mobile banking services: 76% offer SMS alerts 67% offer mobile banking web sites 64% offer iphone apps Source: Forrester 2 LAC - "Architectuur voor nieuwe business modellen in de cloud" Morgan Stanley Mobile Internet Report - December 2009

3 Why would you go mobile? Why should you go mobile? 3 LAC - "Architectuur voor nieuwe business modellen in de cloud"

4 Already 4 out of ten people in the Netherlands have a smartphone. But which one? 4 LAC - "Architectuur voor nieuwe business modellen in de cloud"

5 Mobile and other technology trends are changing the behavior of clients and are empowering them. 1 Apps, Apps and more Apps 2 Cellular Broadband 3 Social Networking Smarter Consumer Enhanced Location Awareness 4 Googleisation 5 Mobilization of Money 6 5 LAC - "Architectuur voor nieuwe business modellen in de cloud"

6 This is leading to dramatically changed expectations in ALL interactions with companies, banks and the government Relevant & personalized to individual needs Engaging -- memorable, compelling, moments of truth Portable -- consistent experiences when & where needed Trustworthy: Delivered with reliability, security, consistency 6 LAC - "Architectuur voor nieuwe business modellen in de cloud"

7 What if 7 LAC - "Architectuur voor nieuwe business modellen in de cloud"

8 What if 8 LAC - "Architectuur voor nieuwe business modellen in de cloud"

9 What if 9 LAC - "Architectuur voor nieuwe business modellen in de cloud"

10 What if 10 LAC - "Architectuur voor nieuwe business modellen in de cloud"

11 What if 11 LAC - "Architectuur voor nieuwe business modellen in de cloud"

12 Some new entrants are already investing heavily to secure their place in the newly created value chain..\..\my Documents\Business Development\BS - Mobile\Smarter Consumer\PayPal Smarter Commerce.flv 12 LAC - "Architectuur voor nieuwe business modellen in de cloud"

13 Three Keys to a successful mobile channel 1. A sound strategy - Understanding and leveraging the true value proposition of mobile 2. A phenomenal user experience 3. An integrated architecture In next 2-3 years, mobile will provide an opportunity for client acquisition, brand enhancement, industry leadership & differentiation for thoughtful fast movers 13 LAC - "Architectuur voor nieuwe business modellen in de cloud"

14 The Mobile Initiatives are now mostly driven by the marketing department There is a very strong correlation between power mobile users, smartphone use and attractive demographics for banks Most active mobile users have smartphones, are between mid-teens and mid-thirties, have significant disposable income and are active online banking users These users enjoy and are heavy users of their mobile phones and actively seek more ways to use them Teens and young adults indicate that availability of mobile banking is a significant factor in their choice of who to bank with Although the young are the early adopters, 53% of iphone owners are over 35 years old Age Mobile use by age darker colours indicate heavier use Internetbankieren wordt gemiddeld 2 keer gebruikt, de mobiele site 3 keer per week. De applicatie gebruikt de particulier 5 keer per week en de zakelijke gebruiker zit zelfs op 7. Saldo's worden vaker bekeken en ook betalingen worden sneller even overgemaakt. David-Jan Janse, Formulemanager Mobiel bij Rabobank 14 LAC - "Architectuur voor nieuwe business modellen in de cloud"

15 But mobile should be an integral part of your strategy, not just an additional channel Strategy definition Technology selection Implementation support Objectives definition Market analysis and competitive offerings Product specification and feature roadmap Pricing structure and transaction profile Distribution strategy (cash in and cash out options) Partnership strategy (payments/ mobile ecosystem) Regulatory considerations Business case Target market device considerations Mobile network considerations Transaction fees/ pricing consideration Regulatory requirements Core banking (multi-channel layer) and telco core engine considerations Third party network considerations ISV selection Own/outsource decision Regulatory approval Partnership agreements Functional requirements Business process design Installation and integration Staffing and training Distribution recruitment Pilot and testing Marketing and communications plan 15 LAC - "Architectuur voor nieuwe business modellen in de cloud"

16 Design is not just what it looks like and feels like. Design is how it works. - Steve Jobs 16 LAC - "Architectuur voor nieuwe business modellen in de cloud"

17 An integrated architecture is a challenge when confronted with the technological complexity Mobile is allowing Customers to be always on and is increasing their expectations of Financial Institutions to keep them informed in real time. This immediacy will make mobile a critical channel in Banking. Technology is complex, fast changing, with few standards Multiple platforms, handsets & tools / testing and maintenance issues Apps, apps, apps, Significantly more complex than the internet when it was new Expect 2 to 3 year Wild-West technology changes Many Financial Institutions unprepared for complexity and run into implementation trouble Limited knowledge internally, mistakes made Dependence on platform vendors with limited skills Pressure to launch means many tactical decisions taken, issues left unresolved, constraints created for the future 17 LAC - "Architectuur voor nieuwe business modellen in de cloud"

18 Mobile Banking can be integrated in your Multi-Channel Architecture Presentation Layer Integration Layer Notification Layer Legacy Systems WAP Mobile Presentation Components SMS WAP SMS Java Common Banking Account Legacy Legacy Bank Systems Trading Alerting System Accounts Authentication Transaction Alarms Reports Payments Transfers Legacy ATM Web Presentation Components HTML/JSP Java Administration Subscription Java Enterprise Notification Service SMS CRM Contact Centers RIA AJAX Voice JDBC Push Branches JDBC Database Internet Agents Administrator Note: Conceptual view only 18 LAC - "Architectuur voor nieuwe business modellen in de cloud"

19 But might require connections to new systems to provide new functionalities to the consumer Presentation Layer Integration Layer Notification Layer Legacy Systems WAP Mobile Presentation Components SMS WAP SMS Java Common Banking Account Legacy Legacy Bank Systems Trading Alerting System Accounts Authentication Transaction Alarms Reports Payments Transfers Legacy ATM Contact Centers Web Presentation Components HTML/JSP RIA AJAX Java Administration Subscription Java Enterprise Notification Service SMS Voice CRM JDBC Other bank systems Other bank systems Other bank systems Push Branches JDBC Database Internet Agents Administrator Note: Conceptual view only 19 LAC - "Architectuur voor nieuwe business modellen in de cloud"

20 And even into other companies that you need in your ecosystem to really make a difference Other Other bank bank systems Other bank systems systems Other Other bank Other bank systems Other bank bank systems Other bank systems systems systems Other bank systems Other Other bank bank systems Other bank systems systems 20 LAC - "Architectuur voor nieuwe business modellen in de cloud"

21 You smart phone will also create other opportunities for you and your clients! Op het forum van de Apple-site MacRumors meldt een zekere Thomas Metz dat een iphone-app hem heeft geholpen zijn vrouw te betrappen op overspel. 21 LAC - "Architectuur voor nieuwe business modellen in de cloud"

22 Questions? 22 LAC - "Architectuur voor nieuwe business modellen in de cloud"

23 Anton Wilsens Banking Industry IBM Belgium 02/ / Anton Wilsens has joined IBM 11 years ago and has been active in the Financial Sector since. Next to his role as relationship and account manager for different large Belgian Financial Institutions, he has also been working as business development executive around mobile banking in the BeNeLux. 23 LAC - "Architectuur voor nieuwe business modellen in de cloud"

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