This document provides an overview of building a transactional mobile website for finance sectors such as insurance, banking, and investment. It discusses relevant mobile statistics and usage trends. It also outlines a sample agenda covering mobile optimization, technology considerations, and a checklist. Case studies are presented on mobile strategies implemented by insurance and banking companies that led to increases in mobile traffic, transactions, and customer satisfaction while reducing operational costs. The document stresses the importance of a multi-channel mobile approach that is secure, optimized for all devices, and built with the future in mind.

1. Building a transactional mobile website
May 2012

2. At a glance
Founded in 2000 and listed on the
Frankfurt Stock Exchange since 2006
230+ employees across 6 European
offices
Over 40 employees in the UK
Established in the UK in 2004
Turnover £35m and EBITDA £2.8m
Current Market capitalisation £30.5m

3. Some of our Clients

4. Agenda
1. Mobile Stats (mobile optimisation)
2. Finance Sectors
a) Insurance
b) Banking
c) Investment
3. Technology considerations
4. Checklist
1. Checklist
4

5. Mobile Stats

6. Industry stats
European Smartphone Market
32% own a smartphone - UK
75% predicted to own a smartphone by 2015
Inflection Point
Global Smartphone Sales
Global Destkop & Notebook Sales
Mobile browsing is projected to outstrip
desktop browsing by 2014
ComScore 2011, Morgan Stanley 2010, 2011

7. Industry stats
Usage mobile websites
8x more growth than apps
+ 22,4 %
Mobile sites
+ 2,8 %
Apps
Tomorrow Focus Media 2011

8. Industry stats
Mobile Commerce
Growth driver for mobile technology (in billion $)
UK
• Peoples’ average transaction value for
purchases with a credit card/ bank details/
PayPal grew by 43% from 2010 to 2011
• 52% (25,2220,000) use mobile commerce
• 45% use their mobile to conduct research for a
purchase
• 38% use mobile to find shop locations, opening
hours, contact details, check prices
• 54% would buy more on their mobile if
websites were optimised for mobile
Coda Research 2010, comScore 2011

9. Industry stats
Ebay
• $2.2 billion in 2010 – globally
• £3.3 million in 2010 - UK
Amazon
• $1 billion in 2010 globally
Asos
• £1 million within one month (December 2010)
Air Berlin
• £1 million within first 12 months
NMA 2011

10. Most common goals to
implement a mobile strategy:
1) Increase Acquisition
2) Reduce Operational Cost
3) Increase Customer Satisfaction
10

11. While it might vary across sectors, the key to a successful mobile
strategy is to understand the customer journey and touch points
SMS
QR codes/SMS linking
to mobile site
Mobile Media
Access to pricing, product
info & reviews anywhere
Intrigue Attract
Use social media
on mobile to ‘like’
& recommend
Awareness Promotional offers
Advocate
Policy renewal
Consider
Relationship Transaction Branch locator and
Alerts via SMS and ATM machines on
push notifications mobile site
Cross-selling
Mobile banking Register or sync account
Engage Convert
Receive latest offers Add additional financial products
And invitations to events
Packaging QR codes
linking to mobile Full quote and buy functionality
site, adverts, info
Transfer money on mobile (mCommerce)
11

12. Let’s look at 3 finance sectors
in a bit more details:
1) Insurance
2) Banking
3) Investment
12

13. Insurance
13

14. Insurance
Aggregator Journey
14

15. Insurance
Aggregator Journey
Web CTA leads to non-optimised
desktop web page embedded in
app
Conversion will be poor as
experience is so bad and journey
difficult to complete
15

16. Insurance
Aggregator Journey
16

17. CosmosDirekt case study
CosmosDirekt is one of Germany’s largest
insurers.
They offer a full suite of financial services
including banking, pensions, travel, car &
home insurance.

18. Business case for mobile
Web analytics showed 5% of traffic coming to CosmosDirekt’s
travel insurance “quote & buy” website was coming from
mobile
90+% bounce rate from hoepage from mobile
CosmosDirekt decide to develop a mobile solution to meet
customer demand

19. Analysis of requirements
How did CosmosDirekt approach
the project:
Competitor
analysis
Online content 1-2-1 customer
assessment research
Target market Evaluate
behavioral technical
analysis infrastructure

20. Developing a mobile
strategy
Three phased mobile strategy
Develop “quote & buy” Develop a claims
mobile site for their Develop “quote &
iPhone app to enable buy” mobile sites for
travel insurance customers to log &
product to enable other insurance
consumers to submit details of a categories & mobile
purchase a policy on claim with their banking solution
mobile. mobile

21. Full “quote & buy” mobile site
Product info page
Data input
Quote
T&Cs
Payment page

22. How did we integrate?
Dynamic Proxy
Transcoding - use
website as the
content source
No internal IT
resource requirement
Filter relevant content
for display on mobile
FIT ML
PRESENTATION LAYER
CONTEXT LAYER

23. SEO, SEM, Email marketing
80% of all traffic from search
Seamless mobile experiences from
search results and email campaigns
Product level mobile redirects ensure
that the user is automatically redirected
to the relevant mobile page (rather than
the standard desktop version)

24. Phase two iPhone application
CosmosDirekt Help iPhone app developed enabling users to;
Log & submit claim details. Users can take photos, voice recordings &
mark the GPS location of an accident, then submit with one touch
Also includes emergency numbers & fuel calculator

25. Results
15,000+ travel policies purchased
since launch in September 2010
Thousands of downloads of iPhone
app in first month
700% increase in mobile web traffic
since launch of mobile site
Work under way to develop “quote &
buy” mobile sites for home & car
insurance products

26. Banking
26

27. Deutsche Postbank Group is one of
Germany’s major financial services
providers.
Its focus is on retail business with private
customers.

28. Business case for mobile
Postbank wanted to be among the first to offer mobile banking.
YOC recommended to develop a mobile solution that
• Reduces operational cost
• Increases customer satisfaction
• Integrate mobile into multi channel customer strategy

29. Postbank
Postbank
• Full secure mobile banking solution
• Business banking
• Nearest branch and ATM finder
• Investment services
• Over 20% of Postbanks customers
now regularly use the mobile service

30. Results
20% reduction in call volumes from
mobile banking customers
Follow-up surveys measured increase
in customer satisfaction and high
interest in mobile solutions

31. Investment
31

32. Investment - Tools
32

33. Investment – Corporate Home
33

34. Build For The Future
ProxyTranscoding vs. API Integration,
Security, When To Develop In-House
34

35. Ensure Secure Payment
35% are concerned about security while shopping on a
mobile device
35

36. On-premise installation to ensure highest security standards
Use well-known payment options (i.e. PayPal ….)
Do not link to non – mobile-optimized websites
36

37. Use a platform to optimise for all devices
37

38. Full-Service Option
Consulting Concept Wireframing
Implementation Programming Design
Go Live
38

39. In-House Development + Support
Consulting Concept Wireframing
Support
Implementation Programming Design
Support Workshops Support
Go Live FITML Templates
39

40. Checklist
Think Multi-Channel
Works on all devices & operating systems
Optimises content for each device
Ensure Secure Payment Build for the Future
On-Premise Installation Works with new and existing sources
Use Established Payment Providers Use best technology to development
in-house
Only link to mobile-optimised sites
External advice & support available if
and when needed

41. Thank You