This presentation from Dan Wiegand, head of mobile research at Corporate Insight, analyzes the behaviors and preferences of mobile banking customers, highlights mobile finance best practices across the financial services industry and discusses emerging trends.

1. A new look at market intelligence
Mobile Banking Trends & Innovations
Daniel J. Wiegand
Senior Analyst, Consulting & Mobile Research
July 24, 2012
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2. Table of Contents
 Corporate Insight’s mobile research
 The mobile banking customer
 Industry standards
 Mobile-specific technology
 Tablet development
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3. About Corporate Insight
 Competitive intelligence and user
experience research provider to the
financial services industry
 Industry-wide mobile coverage since 2011
 Money on the Move: Mobile Finance
Review 2011 – published June 15, 2011
 Mobile Monitor – January 2012 - present
• Bi-weekly updates on changes/additions to
competitors’ mobile websites & apps
• Quarterly reports focusing on key mobile
finance topics
• Behind-the-login films of competitor mobile
websites and apps
• Competitor matrices
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4. Mobile banking reaches tens of millions
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5. Unsurprisingly, mobile banking customers are young
 Relatively lower income & net worth Percentage of Users on Mobile - Age
 Online banking users 60%
 Light branch usage
 Engaged with social media
30%
54%
33%
16%
0%
<40 40-59 60+
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6. Tablet clients tend older and higher-net worth, though
40% Tablet Users - Age 40%
Tablet Users - Income
20% 20%
33%
29%
17% 16% 16% 14%
0% 0%
<40 40-59 60+ <$60K $60K-<$150K $150K+
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7. Account data is key
Top 5 Mobile Activities
Check account balances 97%
Check account activity/history 66%
Transfer money 46%
Locate an ATM/branch 32%
Pay a bill 26%
0% 50% 100%
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8. Banks are delivering the essentials
 As of March 2012, every bank Corporate Insight tracks is mobile
 94% offer native apps
 83% support an optimized mobile site
 72% provide SMS banking
 Account balances and activity are universal
 Transaction histories range from 3-18 months
 Transfers are standard; bill pay widespread
 Every firm offers a branch locator; functionality varies
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9. Next phase: mobile-exclusive technologies
 Remote deposit capture (RDC) catching on
 Introduced by USAA in 2009
 Popularized by Chase QuickDeposit in 2010
 Now available from 10+ banks & brokerages CI tracks
Chase QuickDeposit
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10. Mobile shopping on the rise?
AmEx My Offers
Capital One Deals
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11. FS firms experimenting with barcode scanning
AmEx RedLaser Promotion & Scan TD Ameritrade & E*TRADE Barcode Scanning 11

12. P2P remains a basic form of mobile payments
B of A Transfer to Another Person ING Bump Payment
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13. Tablets catching on – not just the iPad
2011 2012
&
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14. The tablet difference is in design & visualizations
Bank of America Calendar
Citi Overview 14

15. To recap…
 Know your mobile (and tablet) customers
 The basics remain the most important
 Next frontier: mobile-exclusive technology
 Tablets also offer unique display capabilities
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16. Connect With Corporate Insight
Contact Us Stay Connected
Dan Wiegand
Senior Analyst, Consulting & Mobile Research Corporate Insight Blog
212-832-2002 x-118
dwiegand@corporateinsight.com
Robert Burlin Twitter - @CInsight
Vice President & Director, Business Development
212-832-2002 x-115
rburlin@corporateinsight.com
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