1. WHAT YOU NEED TO KNOW
Whether you believe the hype or not or think that Apple’s
biggest strength is their marketing capability, there is no
getting away from the fact that their products “just work”.
The iPad is the latest product from the American innovators
and this report looks at how well it does from a banking
perspective. Or looking at it another way, it is a look at how
well the banks have done in the applications and services
launched in the past couple of months.
For those involved in digital banking across a strategic,
marketing, product, sales or development perspective, this
will be a useful insight – and what we believe to be the first
iPad Banking Series: Part 1 on the market.
An overview of the early user experience Examples are provided across a number of banks,
applications and services and where relevant we have
Author: A. Nyberg applied our experience gained in online and mobile financial
Edited: R. Methven and G. McKelvie services to present you with a number of issues to consider
when planning, designing and developing a best-in-class
iPad banking experience.
July 2010
Whilst the adoption is still in the very early stages, there is no
doubt that more is to come. That’s why this report is the first
in a handful of reports over the next 12 months where we will
This document consists of the contents page, introduction be watching the developments just as closely as we have
and sample content. The report is 30+ pages long and done with the online and mobile worlds for the past 10 years.
includes examples from 10+ banks from around the world.
If you have any comments, queries or suggestions on what
Price: £2,500 zero rated for VAT / €3,000 you’d like to see in future reports then please do not hesitate
Contact: mark@mapa-uk.com to contact us. We want to help.

2. C Contents
1. Introduction To The iPad Banking Series p.3
2. Summary Of Findings p.5
3. Objectives & Methodology p.4
4. Banks Investigated p.6
5. iPad Applications p.7
6. Observations On The Mobile Web p.21
7. iPhone Applications On The iPad p.25
8. iPad Applications In Other Sectors p.27
9. Issues & Considerations p.31
10. Conclusion p.36
July 2010 – Page 2 © Mapa

3. 1 Introduction To The iPad Banking Series
This iPad report is designed for professionals within the “3.5 million tablets to be sold in
financial services industry tasked with researching and
developing iPad applications and experiences in regards to 2010, growing to 20.4 million in
consumer banking. 2015”: Forrester
The intention for the report is to feed into internal budget discussions,
business cases and development briefs by providing an insight into
the current iPad banking experience offered by a number of banks
globally.
This report is the first in a series of reports that are aimed at following
the evolution and developments in iPad banking. This report,
therefore, documents the early stage findings e.g. iPad specific
applications and banking with existing applications.
It is anticipated that future reports will focus more on how application
development becomes more wide spread, the affects on user
experience, the challenges and how they have been overcome, the
new innovations and services that have been deployed and
importantly the opportunities to gain a competitive advantage.
It is clear at this early stage that no standard protocol or experience
has been developed and thus the potential remains untapped.
Whilst the series is aimed at producing reports for internal
consumption, Mapa can also provide strategic consulting, user
workshops and initial analysis research that will compliment internal
activities.
Mapa have 60+ active bank accounts around the world that we log-on
to to simulate the customer experience on the device under test.
Continued access to the logged in area makes our series plan even
more powerful.
July 2010 – Page 3 © Mapa

4. E EXAMPLE CONTENT: iPad Applications
BNP Paribas – simulators are managed by moving the manual adjuster sideways which will cause the graph and data to change simultaneously
Credit simulator
As mentioned previously, the iPad
allows banks to provide servicing
and sales tools as part of an
application; extending what is
possible via mobile banking.
Form to request call back
July 2010 – Page 4 © Mapa

5. @ Contact Details
About Mapa
To help you to understand your position and performance in the market
place Mapa researchers act as if we are your customer. Our unique
services simulate internet users' experiences by completing customer
journeys on a comparative basis in your market sector.
Mapa
Online Financial Services 73 Princedale Road
Mapa carry out online banking research across retail products like current London
accounts, credit cards, savings, mortgages, personal loans, general W11 4NS
insurance, private medical insurance and share dealing UK
www.mapa-uk.com
A passion for the internet! t: +44 20 7727 3130
Not only are we online financial services experts, but are knowledgeable f: +44 20 7229 4713
across the whole internet industry including new media, social e: mark@mapa-uk.com
networking, online video and other web 2.0 functionality
International Presence
We have clients in Belgium, the Netherlands, Scandinavia and the UK
and also carry out internet banking research in Australia, France, Spain
and the USA
Mobile and SMS
With over 60 real bank accounts across the world Mapa monitor the
mobile and SMS functionality within these accounts
Mark Pavan Elsabeth van Overbeeke Heena Baig Tim McDonnell
managing principal senior research consultant internet research consultant internet research consultant
mark@mapa-uk.com elsabeth@mapa-uk.com heena@mapa-uk.com tim@mapa-uk.com
Ross Methven Niklas Olsson Andreas Nyberg
head of operations senior research consultant internet research consultant
ross@mapa-uk.com niklas@mapa-uk.com andreas@mapa-uk.com
© Mapa