1. About the report
Tablet Banking Series: Your key to a
successful tablet banking proposition
Author: M. Johnson
Edited: E. Chatham
November 2013
Every month new reports indicate the rapid growth of not only
general tablet adoption, but also the propensity of consumers
to use the tablet for a range of banking needs from payments
to decision making.
As a result, a steadfast tablet strategy is essential for any bank
to ensure they are not left behind. The development in the
tablet banking sector varies widely and this report aims to
explore how banks develop their tablet offering in relation to
mobile and online channels, what new features are being
implemented by market leaders to provide a good user
experience, a glimpse into what new to market propositions
look like, and how banks are developing what we consider to
be “tablet specific functions” namely investment and PFM
functionalities.
This report will provide you with a clear and unique
understanding of the steps required in order to ensure your
investment in the tablet space is worthwhile.
If you have any questions regarding this report, please contact Meaghan Johnson +44 07739 752 442 or via email: meaghan@maparesearch.com
November 2013 – Page 1
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2. 10 reasons why I should read this report, now
1. Tablet adoption is growing at a rapid pace globally
2. There is a growing propensity amongst customers to use tablet devices for a range of banking needs from
payments to decision making
3. Leading banks are frequently upgrading their tablet apps, increasing customer expectations surrounding
services and functionality – understanding these upgrades it key to maintaining your competitive edge
4. Key features and examples can serve as inspiration for product and feature development
5. Uncover best in class examples of how banks are innovating payments within the tablet channel
6. Consumers are expressing a shift in preference toward using tablet devices for banking
7. Banks are increasingly innovating their tablet app to incorporate features generally confined to online and
telephone banking, such as card management
8. Learn how to incorporate investment functionality into a stand alone tablet app or within a day to day banking
app
9. See what the latest new to market apps look like
10. This a truly unique look into the customer journey of a potential tablet banker
If you have any questions regarding purchasing this report, please contact Meaghan Johnson on +44 7739 752 442 or via email: meaghan@maparesearch.com
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3. B Introduction
Sample page from report
This report aims to understand what types of strategic considerations banks are taking when developing their respective tablet propositions.
It contains a quantitative study to understand how banks develop their proposition, specifically in relation to mobile. The report also includes
detailed insights into innovation trends around various types of functionalities from payments to PFM, as well as a deep dive into what new to
market tablet propositions look like, and finally best in class examples of multi-device journeys.
What does a tablet banking proposition look like?
We conducted a quantitative study of 49 banks across 11 countries see Section 3
Are banks
rolling out
dedicated
iOS tablet
apps?
Do banks
also develop
a dedicated
Android
tablet app?
Can the app
be viewed in
both portrait
and
landscape?
How often
are banks
updating
their tablet
apps?
What types
of updates
are these?
Are these
changes in
line with the
mobile app
changes?
What do they key innovation trends look like?
Focusing on the same banks, but supplemented by additional research, see Section 4
• Payments
• Account management
• PFM
• Investment functionality
• New to market propositions
• Multi-device journeys
The report will help you understand your positioning relative to other retail banks around the world. It will also provide an input
into the internal planning and decision making process providing scenarios and best case examples to strengthen the planning
and business case design process.
November 2013 – Page 3
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4. C Brands Featured
Sample page from report
Forty Nine banks were researched in depth, providing the basis for the data presented throughout the report.
UK
American Express
Barclays
Citibank
HSBC
Santander
Spain
BBVA
La Caixa
Santander
Sweden
Danske Bank
Handelsbanken
Länsförsäkringar
Nordea
SEB
Skandiabanken
Swedbank
Australia
ANZ
Commonwealth Bank
NAB
Westpac
France
Boursorama
BNP Paribas
Société Générale
Germany
Commerzbank
Deutsche Bank
Postbank
Sparkasse
Netherlands
ABN AMRO
ING
Rabobank
SNS Bank
Denmark
Danske Bank
Jyske Bank
Nordea
Nykredit
Sydbank
November 2013 – Page 4
USA
American Express
Bank of America
BB&T
Chase
Wells Fargo
USAA
Norway
DNB
Sparebank 1
Skandiabanken
Belgium
Belfius
BNP Paribas Fortis
KBC
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5. 1
Lessons From Previous Editions
Sample page from report
The purpose of this section is to put this report into the context of findings in previous editions.
Edition 1 “Early
Adopters”
Edition 2 “Evolution and
customer profile”
Edition 3 “Continued
evolution and non-iPad
innovations”
Edition 4 “Branch on
the go?”
This Edition “Key
considerations for a
successful strategy”
2010
2011
2012
2013
2013
• Development
pioneered by
Australia, the US
and Spain
• Launches typically
where banks had
"front doorways",
which were simple
applications that led
the user back to
their public website
• Development largely
focused on enhancing
the ease of consuming
information on a tablet
• The tablet banker
matched the profile of a
white collar worker, aged
25 to 44 ,comfortable
with all things online and
interested in buying other
FS products via the
device. The Tablet
Banker was also likely to
be male
• More banks are
investing in a tablet
banking offering.
While apps for the
iPad continue to
dominate there is a
shift towards a device
agnostic strategy
• An increased focus
on design and
usability with banks
November 2013 – Page 5
• Banks are utilising the
tablet to tailor the
banking experience
primarily through
personalisation and
enhancing PFM
features, adding value
to the UX
• The tablet experience is
well suited to
incorporate many
aspects of the branch
experience
• This report aims to
explore how banks are
developing their tablet
proposition in relation to
mobile and what
features are being
implemented by market
leaders to provide a
best in class user
experience
© Mapa

6. 3
Strategic considerations
Sample page from report
Android version: Bank of America (US) offer both a tablet version of their app for iOS and Android. The navigation between the Android tablet
and mobile app is similar, providing users of both apps with a good sense of familiarity when switching across devices.
Tablet version, Android
Mobile version, Android
Tablet version, iOS
November 2013 – Page 6
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7. 4
Tablet banking innovation: account management
Sample page from report
Barclays (UK) updated its iPad app that includes a Service Centre in the left hand side navigation. The update is in line with the mobile
banking update and provides an easily link to manage accounts and statements.
November 2013 – Page 7
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8. 4
Tablet banking innovation: PFM functionality
Sample page from report
Postbank (DE): Within the tablet banking app has a dedicated tab for savings goals, Sparziele (see screenshot on the left). On the account
summary screen (right hand screenshot) customers can view a potential balance at the end of a month based on outgoings which must be
manually inputted by the customer.
The PFM feature has a “future looking”
features that shows the balance at the end of
the month based on standing orders, direct
debits and expenses that customers can
manually input. Note these numbers are the
same as the customer has not inputted any
data.
Once a customers outgoings are inputted into the
PFM feature, they are provided with an amount
(€12.46) that they have which can be safely put into
one of their savings goals
November 2013 – Page 8
© Mapa

9. Mapa Reports on the hottest topics in Digital Banking
2013 Reports
2014 Reports
1. Tablet Banking report series – 4th edition
1. Cross channel experiences – state of the market 2014
2. Digital innovations: selling within digital banking channels
2. Digital innovations: Selling within digital banking channels
3. Mobile banking – state of the market 2013
3. Mobile banking – state of the market 2014
4. The evolution of PFM and money management tools – 3rd
edition
4. The evolution of PFM and money management tools – 4th
edition
5. Digital innovations: engaging and onboarding business
banking customers
5. Digital innovations: Engaging and onboarding business
banking customers – 2nd edition
6. Tablet banking report series – 5th edition
6. Tablet banking report series – 6th edition
7. Digital banking security report – 2nd edition
7. Digital banking security report – 3rd edition
8. The evolution of point-of-sale mobile payment services – 2nd
edition
8. The evolution of point-of-sale mobile payment services – 3rd
edition
November 2013 – Page 9
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10. About Mapa Research
Mapa specialise in digital and mobile retail
Financial Services research. We have a global
reach and are experts in our field.
 Competitor Analysis
 Competitor Dashboards
 Consultancy Services
 Insight Reports
 Handset Workshops
The best way to get in touch:
Edward Chatham, Managing Director
Edward@maparesearch.com +44 (0)7912 180 061
Meaghan Johnson, Senior Consultant
Meaghan@maparesearch.com +44 (0)7739 752 442
November 2013 – Page 10
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