This presentation is an exceprt from a talk we gave at the SAP Forum on Financial Services (in NYC) in September 2013. THINK co-presented with Return on Intelligence, a consulting group focused, as we are, on core system transformation. First, we show insights from the rise of mobility of people, devices, information, and behaviors. Then we present 5 principles shaping mobility: user-centered design and wrapping the business business process around the customer, delivering on the full customer journey via service design mapping, using branded utilities in Financial Services, and finally channel planning and process transformation.

1. 5 PRINCIPLES FOR MOBILITY
IN FINANCIAL SERVICES DIGITAL
ECOSYSTEMS

2. A decade-long alliance
2
Return on Intelligence THINK Interactive
+
Services firm solely focused on
Core Systems Transformations
Deliver critical business &
technology change within the
context of today's disruptive forces.
We call the trend I-SMAC: Internet
of Everything, Social Technologies,
Mobility, Analytics & the Cloud.

3. We know mobile.
mobile applications
200+
SAP mobile projects
20+

4. We know mobile.
iOS Android Windows Blackberry
Hybrid
& Web
135 26 15 14 20
SAP mobile projects
200+
20+

5. MOBILITY MEANS...
DEVICES
PEOPLE
INFORMATION
PROCESSES
BEHAVIOR

6. MOBILITY MEANS...
DEVICES
PEOPLE
INFORMATION
PROCESSES
BEHAVIOR
It goes far beyond
devices...
People are more mobile, living in more
places, and doing work everywhere
Processes are mobilized and move
information & work to the ‘edges’
Transforming behaviors
during work. And play.

7. PEOPLE ACCESS THEIR SMARTPHONE
AROUND 150 TIMES PER DAY. YES REALLY.
Tomi Aronen Almanac 2013 (Also cited in Mary Meeker’s KPCB 2013 deck)

8. MOBILE WEB AND APP USAGE HAS CREATED
NEW DAY-PARTS FOR UTILITY AND MARKETING.
Comscore 2012
Morning Midday Evening

9. NEW BEHAVIORS AND ATTITUDES AS PEOPLE
BUY. IN 2000, 70% OF US CONSUMER
TRANSACTIONS WERE BY CASH AND CHECK.
BY 2010, IT WAS ONLY 43%.
2000 2010
To an Analog Banker in a Digital World Booz&Co 2013

10. MOBILE DEVICES ARE THE STARTING PLACE
FOR MANAGING FINANCES 66% OF THE TIME
(59% PHONE, 7% TABLET).
59%
7% 34%
Google 2012
56%
29%
7%
17%
3%
38%

11. IN WEALTH MANAGEMENT, 85% OF CLIENTS
ARE WILLING TO USE TECHNOLOGY-MEDIATED
TOOLS. ONLY 43% OF ADVISORS ARE.
Ernst & Young 2012

12. THE BIGGEST THREAT THAT MOBILE POSES TO
FINANCIAL SERVICES BUSINESSES: DISRUPTIVE
ENTRANTS & FLANKING COMPETITORS
18%
18%
23%
41%
41% New and
disruptive entrants
23% Existing
competitors
18% Security
vulnerabilities
18% Other
41%
From DMI ‘The Future of Financial Services in a Mobile World’ 2013
23%

13. MOBILITY ADDRESSES CHALLENGES INCLUDING
SELF-SERVICE, RETENTION, AND IMPROVED
BROKER PRODUCTIVITY
UBM TechWeb Report on Insurance IT 2011
31%
19%
16%
14%
6%
6%
3%
3%
Increase customer acquisition, new business sales
Increase market share
Improve retention rates
Enhance wallet share/cross-sell & up-sell
Improve customer data – single view of the customer
Improved customer service
Improved agent/broker services
Agent/broker productivity

14. PRINCIPLES TO
LEVERAGE MOBILITY

15. v
Principle #1:
Wrap the business around the
technology around the customer.
Devices
The BusinessThe economy
Customer
Touchpoints

16. Principle #2:
Map the entire digital ecosystem
via ‘Customer Journey Maps’
GE: CONNECT STAGE: CONSIDER STAGE: CONVERT STAGE: RELATIONSHIP
TRIGGER TRIGGERTRIGGER
BUSINESS SYSTEMS
Devices, Platforms & Products, Analytics
3
1
2 4
4
6
4
5

17. Useful
BRANDED UTILITY
DIGITAL PRODUCTS
& SERVICES
ADVERTISING
EyeCatching
Principle #3:
Apply a branded utility framework to
balance emotion and function.

18. Useful
BRANDED UTILITY
DIGITAL PRODUCTS
& SERVICES
ADVERTISING
EyeCatching
Principle #3:
Apply a branded utility framework to
balance emotion and function.
Deliver value and usefulness
in addition to messaging
Wrap the useful service in
branded and differentiable
language and experiences

19. Principle #4:
Mobile stands on its own, but also
links online and offline.
WEB, APPSIVR & CSRKIOSKS MOBILE APPSCRM
Not just a channel...

20. TV
PRINT OUTDOOR
DIGITAL
WEB, APPS
IVR & CSR KIOSKS
MOBILE APPS
CRM
Principle #4:
Mobile stands on its own, but also
links online and offline.

21. Principle #5:
Drive FS process transformation from
the device closest to the process.
PROVIDER
PROVIDER
2012
2014+

22. Summing up the opportunities:
The FS customer journey is in flux. Customers are
exploring new ways of accomplishing FS tasks, and
exploring competing offers as well as competing value
chains.
Touchpoints including branches and FAs (when they are
key business steps) will need to be re-thought in this
world. Today’s ways of educating, selling, processing
and servicing relationships may not be tomorrow’s.
Crafting and transforming internal processes may be
just as important as customer-facing technologies.
Building elegant, usable, and consistent user
experiences for employees is critical for omni-channel
success.

23. A digital innovations and experience design company
THINK Interactive is a digitally focused agency of thinkers, inventors and makers.
For the last 20 years, we have helped brands solve fascinating, complex business
and marketing problems. We help brands create and distribute digital
experiences that become ever-present and indispensable in the daily lives of
their customers and employees.
We focus on:
- Building innovative digital products, utilities and platforms
- Designing beautiful, frictionless experiences across all screens
- Distributing, marketing and tracking initiatives across
a brand’s entire digital ecosystem
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