DIGITAL / MOBILE BANKING TRENDS. Prepared by: Infocus Mekong Research Ralf Matthaes Managing Director

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1 DIGITAL / MOBILE BANKING TRENDS Prepared by: Infocus Mekong Research Ralf Matthaes Managing Director 1

2 Global Mobile Growth Largest banking channel for majority of banks by volume of transaction Adoption rate = highest in so-called developing countries - up to 60-70% in China and India Not in developed nations: US, UK, Canada Number of mobile users set to rise 0.8 to 1.8 Billion in 2019 Source: KPMG Mobile Report

3 Global Mobile Trends Generally banking services led by developed world Largely by telco s in the developing world Some banks = MOBILE ONLY Jibun bank in Japan, JV (Bank of Tokyo-Mitsubishi UFJ and KDDI mobile phone network) Security is still a major hindrance Lack of trust in banks / lack of confidence of bankers Source: KPMG Mobile Report

4 Global Mobile Profile Age - mid to late thirties Income: Higher income groups Selection: Searching for mobile capable banks key selection criteria for switching banks Source: KPMG Mobile Report

5 Vietnam s Smartphone mobile explosion 1

6 Daily activity you do most, when not working? Major shift in consumers activities to smartphones. Over half of urban consumers note mobile usage as #1 activity, of which almost half spend 3 plus hours daily. Most popular daily activity (%) Time spent on your smartphone(%) 29% 5% 9% 57% 4 plus hours / day 3-4 hours / day 2-3 hours / day 18% 29% 25% Using Smart Phone Using Laptop / PC Watching TV Others 1-2 hours / day 1 hour or less / day 2% 26% 0% 10% 20% 30% Source: Infocus CCI Base: n = 512

7 The growth of smartphone opportunity in Vietnam Smartphone is the single largest consumer growth opportunity in Vietnam, with an average growth rate of over 30% annually. Computer penetration under 60% nationally Smart vs Feature phone share growth 100% Feature Phone Smartphones 90% 80% 70% 60% % With urban Vietnam already over 80% penetration, the last conquest is rural Vietnam, changing the face of communication forever 40% 30% 20% 10% Are you READY! 0% est. Source:

8 Smartphone user profile: Vietnam case study for SEA All data from Infocus Mekong Mobile Panel N = 33,123

9 Mobile banking target consumers Segment Vietnam Smartphone user profile Both / single-married, as opposed to web, dominated by males & singles 60% years old, much younger than global average of % plus highly educated 80% plus in urban, under 30% in rural, less than 60% own computer Professionals, but penetrating all occupations 43% 25M VND plus / month HH income Much higher financial product ownership than none smartphone users 9 Source: IFM Panel N = 33,123

10 Mobile Banking in Vietnam 100% bank account owners All Data from IFM MoBank Survey N =

11 Main means of banking On-line and Mobile banking is becoming mainstream in vietnam, but huge opportunity exists for more growth as new means of transaction % % % 10% 11% 0 mostly Smartphone mosty go to bank mostly internet mostly ATM card all of the above 11 Source: IFM MoBank survey N = 400

12 Criteria for selecting a bank Good Reputation is still the most important banking selection criteria, but followed closely by Large network, Interest rates and On-line / mobile offers Good reputation for safety/ security 18.6 Large network that is close to work and home 14.9 Offers better value (interest rates) 14.4 Online banking and mobile features 13.8 Provides fast and efficient service 13.6 Good customer service attitude 13.6 Others Source: IFM MoBank survey N = 400

13 Internet / Mobile banking penetration Over 75% use Internet / mobile banking services regularly Yes No Mobile Banking Intenet banking Source: IFM MoBank survey N = 400

14 Pros and cons of Internet banking Ironically the factors which drive the benefits of digital banking are the inverse of the factors which hinder Digital banking growth, Time savings versus security, connectivity. Have proof of transaction 7% Not offered by my bank 6% access all my information Convenient 17% 35% Difficult tonavigate websites Prefer people contact and interaction 7% 19% Unsafe - do not trust 31% Time saving 41% Poor internet connection 37% 14 Source: IFM MoBank survey N = 400

15 Frequency of future usage of Mobile banking 47% note using More in the future, indicating potential double growth over next 24 months. Much less Less Same More Much More 5% 11% 37% 39% 8% 15 Source: IFM MoBank survey N = 102

16 Why Non-users do not use Mobile banking? Overall security and trust are the key barriers to mobile growth, while hygiene factors such as web design and wifi connectivity also play a roll. Unsafe - do not trust Poor internet connection / access Not offered by my bank Difficult to navigate websites Prefer people contact and interaction Others 48% 17% 11% 10% 8% 6% 16 Source: IFM MoBank survey N = 102

17 What s missing? VIETNAM S Problem 500 ads none are memorable about banking Set in your way do not have to try hard VIETNAM S SOLUTION SPEAK TO CONSUMER NOT AT THEM NGHE Confidence is gone We are hard done by, everyone hates us? CONSUMER NEEDS AT THE HEART Regulations, Governance, WTF 17

18 Mobile Banking positioning for success? Promote Target urban year olds, wealthier and educated male/ female consumers Build trust and highlight security measures via technology driven innovations Communicate convenience as a key Benefit Potentially offer free wifi service with account to address connectivity Negate Do not communicate gender free. Males and females have different banking needs Negate negative security issues via testimonials, etc Negate fraud stigma via technology Provide easier to navigate banking sites 18

19 Ralf Matthaes Managing Director Tel: Mobile: Website: ifmpanel website: Dang Huu Pho Street, Thao Dien, An Phu, HCMC, Vietnam The future is now! Focused - Faster Far reaching

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