1

From From ““Mobile BankingMobile Banking”” to to ““Engaging BankingEngaging Banking””

Angelos Karakerezis, PhDHead of Group Electronic Banking Channels

2

The need for Mobile Banking services was always there…

3

But now it has become important..!

“ Do you know what our busiest branch is in the UK?

It’s our mobile app on the 7:15 am train to Paddington”

Ross Mc Ewan, CEO RBS

4

Numbers speak for themselves..

Source: British Bank Association Report, 2014

5

The                                                  story…

•Barclays took 13 years to get two million 

customers using internet banking

•It took just two months to reach that number 

for mobile banking

•The average Barclays customer visits a branch 

less than twice a month and uses the mobile app 

26 times a month

Transaction trends depict a dramatic shift towards digital channels, especially mobile…

WEB/TABLET “SCREENS”

7–10 times per month

BRANCH

5–10 times per month

CALL CENTRE, IVR & VOICE RESPONSE

5–10 times per month

ATM

3–5 times per month

MOBILE

20–30 times per month

2016Digital interactions with banks will outnumber branch interactions 300 to 1

Data as of 09/2014:•Barclays Mobile Apps have been downloaded more than 5 million times since launch in 2012, and are being accessed 17.5 million times a week •Barclays Mobile Apps move over £4 billion ($7 billion) a month (US$2,500 every second / $160,000 every minute). Pingit P2P payment app a major contributor•The bank is cutting 1,700 customer-facing jobs from the branch network

1. US Data2. BBVA estimates that only 5% of customer interaction in the

banking industry will be in branch by 2017 (yet high-value)

6

Numbers speak for themselves..

Source: Bank of America, “Trends in Consumer Mobility Report”, 2014

7

Mobile growth comes primarily through Convenience !

Engaging user experience

• Native design, Usability, Gamification features

• Always with you – integral part of your life

Device technology capabilities allow for

• Mobile only services (via GPS, Camera, Accelerometer)

• “Everyday”

transactions (payments, commerce)

Significant mobile device penetration & usage

• Feature phones are dying over smartphones

• Mobile internet exceeds desktop for various uses 

8

1. “Provide supreme User Experience”

Mobile Banking Trends

9

“Provide supreme User Experience”- Devices

La Caixa mobile apps for SmartWatch & Google Glasses

Any device is a potential delivery channel for mobile services. Transaction alerts, stock exchange info, even payment capabilities can be performed through wearable devices, boosting engagement & usability to very high levels

10

“Provide supreme User Experience” - GamificationApart from an engaging design across devices, available technology allows to integrate gamification features that make the whole experience more fun & engaging

Chase - Location based background

Southern -Shake to check balance

11

“Provide supreme User Experience”- SupportPremium mobile customer support, self serviced or one2one, through voice recognition & video banking

BBVA Voice Banking assistant

Barclays Video Banking

12

2. “The Mobile as a payments medium”

Mobile Banking Services Trends

13

“Make the Mobile the primary payments Medium” - mWallet

According to Forrester, mWallet is a service that lets consumers to manage digitized valuables - offers, coupons, gift cards, IDs, electronic receipts, product information – from multiple brands And that enables payment transactions

“The vision is to replace the wallet. And the starting point is the payments”

Tim Cook, CEO Apple

14

Instant Peer 2 peer payments via Social networks, emails, mobile numbers without the need of using bank accounts.

“The Mobile as a payments Medium” – P2P payments

15

3. “Integrating Bank Services in customer’s everyday mobile life”

Mobile Banking Services Trends

16

“Integrate Bank Services in customer’s everyday life” - PFM

Sophisticated Personal Financial Management (PFM) tools for expenses management, goals setting & budgeting allow users to gain control over their finances while on the go

Simple Bank - PFMXero – Cash flow Dashboard

17

Simple Bank - PFM

https://www.youtube.com/watch?v=0eqD5o6422M

18

“Integrate Bank Services in customer’s everyday life” - LoyaltyNew loyalty schemes generation based on mobile payments and analysis of usage of m-services, habits, patterns, non banking activities, etc. Couponing capabilities also create an end2end experience.

iGuarantee Loyalty mBank Loyalty Mashreq Loyalty

19

4. “Providing on the go user authentication”

Mobile Banking Services Trends

20

“Provide on the go User authentication & security”

Biometrics, voice recognition, “light” login pins, allow for secure & convenient user authentication and easy access to frequently requested info

Touch idOTP GeneratorVoice Recognition 4 digit Pin

21

5. “Going Phygital!”

Mobile Banking Services Trends

22

“Go Phygital !” – In-Branch Assistance“Branch Assistant” for personalized service while in Bank Branches, interactive advisors, adding value services & remote check in to queuing system.

ING e-Branch

DenizBank Queuing System

23

“Go Phygital !” – Augmented Reality

Augmented reality for physical location assistance (Branches, ATMs, Properties)

24

Evolution & Strategy

Eurobank Mobile Banking Services

25

Eurobank has been offering m-Banking services since 2000…

Feb 2000“Eurobank Wap 1.0”

-Banking Services- Remote Payments (bill payments)- Value Adding Services (branch/ATM locator, news)

Feb 2000“SMS Banking 1.0”

- Banking Services -(balances, latest movements for cards, accounts)- Intrabank transfers and card payments

March 2004“Eurobank iMode”

-Banking Services- Remote Payments (bill payments)- Value Adding Services (branch/ATM locator, news)

WAP WAP BANKINGBANKING

SMS BANKINGSMS BANKING iMode BANKINGiMode BANKING

Low adoption due to technology

constraints & poor user experience

26

Eurobank mobile offering for Banking, Payments & Loyalty

Nov 2009“Eurobank app 2.0”

-Banking Services- Remote Payments (bill payments)- Value Adding Services (branch/ATM locator, tools, news, click2call)

May 2011“Livepay app”

- Remote Payments through Credit Card (bill payments, P2B payments)

March 2012“Epistrofi app”

- Loyalty Services - VAS (branch locator, special offers

January 2013“SMS Banking 2.0”

- Banking Services -(balances, latest movements for cards, accounts)

Higher adoption due to technology

capabilities & improved user

experience

Eurobank appEurobank app Livepay appLivepay app Epistrofi appEpistrofi app SMS BankingSMS Banking

27

Engaging user experience pays off…

Over

250,000250,000 app Downloads !

Over

90,00090,000 customers have used “Eurobank  app”

for their banking transactions !

8mil 8mil  logins performed, &

350mil350mil €€ transferred via “Eurobank app”

!

Best mBest m‐‐Banking Banking app in Greece  for 2014 & 2015!

28

Eurobank Mobile Services Strategic Pillars

Single app strategy All Bank services in one place, easily accessible by the customer

Becoming Customers' 'everyday' tool to support all aspects of their life

Enhanced Security & user authentication Capitalize on the mobile in order to provide cross bank authentication mechanisms

Mobile First Services Design cross channel services considering the Mobile Experience first

Interconnection with 3rd party services Offer services from 3rd party organizations in order to provide integrated solutions &zinc reuse revenue and usage

The mobile as a Payment Medium Use various technologies & solutions in order to offer mobile payment capabilities to customers

Personalized Communication & Loyalty on the go Online communication based on various aspects of the user (location, profile, habits and based on this make offer)

29

Payment Services• B2C remote payments

• G2C (e.g. ticketing)

• P2P (e.g. via emails, mobile numbers, Facebook)

•C2B (e-commerce)

Eurobank Mobile Services Strategy

Loyalty• Coupons, Offers, Loyalty programs

• Centralize bank's loyalty program

Banking Services• Real time account, card, loan information

•Online transfers and bill payments

•Transactions via apps, web or SMS

•Relationship management

Adding Value Services•One 2 one communication through

online chat, push notifications

•PFM services

mBan

king

Quick

ViewTapnP

ay

Pay a 

Frien

d

(Faceb

ook)

Branc

h 

Assist

ant

OTP 

Gener

ator?Clic

k 2 

Call

Building a new m-ecosystem being the central point of digital offering and defining bank's digital strategy

30

Bill Gates, CEO Microsoft

“We always overestimate the change that will occur in the next two years and Underestimate the change that will occur in the next 10.

Don’t let yourself be lulled into inaction.”

31

Thank u !Thank u !

akarakerezis@eurobank.grakarakerezis@eurobank.gr