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Bankdagen 2010The battle for retail bank customers,[object Object],Gustaf Brandberg,[object Object],Digital Business Advisor,[object Object],Digital Transformation & Consulting,[object Object],Tieto Corporation,[object Object],gustaf.brandberg@tieto.com,[object Object]
In previousepisodes:,[object Object],Fivethesis from Bank 2.0,[object Object]
#1 Get to know your customers.,[object Object],How will my divorce affect my economy?,[object Object],What happens when I retire?,[object Object],What if I lose my job?,[object Object],Can I afford a bigger house?,[object Object],TheFrankBank.com,[object Object]
#2 Provide simplicity…,[object Object],Simple search,[object Object],Check your account balance and budget in the store,[object Object],Transfer money to your child’s account with one word,[object Object]
#3 …assisted by a human touch,[object Object]
#4 …on The People Web,[object Object],Kiva.org,[object Object]
#5 …from vision to execution,[object Object]
New players:Re-think your competition, orWhat is a bank?,[object Object]
Peppe, my personal banker.,[object Object],”The main reason we have a bank is to get rid of the transaction costs for card payments.”,[object Object],JörgenWennbergCEO, Ica Banken,[object Object]
Your options forIncremental innovation,[object Object]
Trust,[object Object],or Cost?,[object Object]
Customer,[object Object],Phone,[object Object],Bank,[object Object],Community Moderator,[object Object],reactive,[object Object],proactive,[object Object],Service Design,[object Object],Branch Office,[object Object],Self ,[object Object],Service,[object Object],CustomerExperience,[object Object],Managers,[object Object],Digital,[object Object],Dialogues,[object Object]
Your options forDisruptiveinnovation,[object Object]
Otherplayers,[object Object]
Hot trends in mobile consumerapplications:,[object Object],Mobile Money Transfer ,[object Object],Mobile Payment ,[object Object],Near Field Communication,[object Object]
New products and services,[object Object],2011: Swedish person-to-personpayment service…?,[object Object],Butthere is alreadysuch a service!,[object Object],(BTW, PayPal’s First person-to-personpaymentapplication for Palm waslaunched in 1999),[object Object]
Place your bets!,[object Object],17,[object Object],5/25/2010,[object Object]
Horsespainted by a committee,[object Object],18,[object Object],5/25/2010,[object Object]
19,[object Object],Services Tieto is building,[object Object],Proximity PaymentsProximity payments,[object Object],Loyalty programs,[object Object],Inshopquidance,[object Object],Trust services,[object Object],AuthenticationSecurity,[object Object],Ticketing,[object Object],Public transport,[object Object], ticketing,[object Object], Movie theater tickets,[object Object], Airline ticketing,[object Object], Parking payment,[object Object], Road tolls,[object Object],mBanking,[object Object],Account management,[object Object],eInvoicing,[object Object],Trading,[object Object],Wealth management,[object Object],Financing,[object Object],Remote  payments in digital services,[object Object],Remote payment,[object Object],Micropayments,[object Object],P2P payments,[object Object],Rewarding,[object Object],Phonebook:,[object Object],Matti Meikäläinen,[object Object],Maria,[object Object],Maija Mainio,[object Object],Jussi Juonio,[object Object],Paul Sminth,[object Object],SMS,[object Object],E-mail,[object Object],Money,[object Object],MMS,[object Object],SelectCancel,[object Object]
In conclusion,[object Object]
The party is getting crowded:Adaptnow or fadeaway,[object Object]
Synchronize all channels with excellent customer interaction management,[object Object],22,[object Object],5/25/2010,[object Object]
Allow innovative newservices to cannibalizeon existingones,[object Object],23,[object Object],5/25/2010,[object Object]
Thanks,[object Object],This presentation will be available on slideshare.net/TietoCorporation,[object Object],It contains Public Domain pictures from Wikimedia Commons,[object Object],commons.wikimedia.org,[object Object],Gustaf Brandberg,[object Object],Digital Business Advisor,[object Object],Digital Transformation & Consulting,[object Object],Tieto Corporation,[object Object],gustaf.brandberg@tieto.com,[object Object],www.tieto.com,[object Object]

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The battle for retail bank customers - Bankdagen 2010

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Notas del editor

  1. Main point(s):Introduction-----------------------------------Hej, jag heter Gustaf Brandberg och ska kort prata om vad ni banker måste göra i framtiden för att behålla befintliga och attrahera nya privatkunder. Och – som ni vet – är framtiden redan här, den har bara inte distribuerats till alla människor än, så jag kommer prata både om saker som finns i andra delar av världen och snart kommer till Sverige och den pågående stora omvälvningen av den svenska privakundsmarknaden.
  2. Main point(s):Mostimportant points from Bank 2.0 (digital customership for banks and customer interaction management)------------------------------------------Först kommer jag kort att repetera de fem teser som jag presenterade på Bank 2.0 i november och som fortfarande gäller. Du kanske hörde mig prata då eller har sett mina slides på Slideshare, men eftersom repetition är pedagogikens pappa kommer här Brandbergs Fem Bankteser:
  3. Main point(s):Follow up + budget functionality to get data for customerprofileFör det första måste ni bygga funktionalitet i era internetbanker som uppmuntrar era kunder att lämna information om sina planer och funderingar, information som ni sedan kan använda för att erbjuda rätt produkt vid precis rätt tillfälle, oavsett vilken kanal ni eller kunden väljer vid en kontakt.
  4. Main point(s):Userexperience is a competitiveadvantageFör det andra måste ni göra det enkelt att bli och vara kund hos er. Enkelhet är en konkurrensfördel.
  5. Main point(s):Human assistedwebFör det tredje börjar nästan alla som har behov av en bankprodukt med att göra efterforskningar på internet, men de flesta fullföljer inte köpen av komplexa produkter online eftersom de vill prata med en rådgivare. Vi på Tieto har ett koncept för att sömlöst låta kunder gå från självbetjäning till manuell betjäning som vi kallar för ”The human assistedweb”.
  6. Main point(s):Social media is morethanYoutube and FacebookFördetfjärdeär social media såmycketmerän YouTube ochFacebook. Till exempel: Enligtjournalisten Andreas CervenkapåSvDtittar SEBs Annika Falkengrenpåhursmåspararnaflyttarsinapensionspengarnärhonsjälvskaväljaplaceringsform – ettklassiskt fall avcrowdsourcingavråd. (Samtidigtkan man fråga sig varförhonbetalarsinaanalytiker i bankentiotalsmiljoner i lönoch bonus, ellerhur?)
  7. Main point(s):Tieto can offer the whole stack of products and services needed to run a bank efficientlyFör det femte är det lättare sagt än gjort att bygga system som tillhandahåller dessa tjänster på ett enkelt sätt. Då kan det vara bra att veta att vi på Tieto erbjuder smidiga outsourcinglösningar av hela systemstacken, vilket inte minst Carl-Viggo på Nordnet kan vittna om.
  8. Main point(s):Question the common definition of a bankDetvarsummeringenav Bank 2.0. Idagska jag iställetprataom den pågåendestoraomvälvningenav en bankmarknadsomfåralltluddigarekonturer. Jag villbörja med attställafrågan till er i publiken: “Vadär en bank?”.
  9. Main point(s):If a groacery store chaincanrun a bank, anyonecan. The banks let this playerenter the market by chargingtoo high transaction costs for card paymentsDet här är en bank: Peppe Jansson och hans mamma på ICA i Torsåker i Sverige. I mitten av nittiotalet och början av tjugotalet startade telefon- och internetspelare som Skandiabanken, Länsförsäkringar, Ikanobanken och ICA–banken. ICA drog för övrigt igång sitt ICA-kort som en reaktion på de höga kortavgifterna.Naturligtvis har Peppe inget med ICA banken att göra, jag hårddrar, men poängen är att om en livsmedelskedja kommer till insikten att det är billigare att starta en bank än att betala kortavgifter och dessutom gör det så bra att de flera år har utsetts till årets bank, senast 2007, då kan vem som helst starta en bank. Till exempel Avanza, HQ och Nordnet som startade inom värdepappershandel men ger sig nu in på bankernas kärnprodukter. Forex och OKQ8 har numera banktillstånd. Bankmonopolets dagar är definitivt förbi.
  10. Main point(s):What is needed for banks with a lot of branchoffices that are beingchallenged by online players?Men, närdetgällertraditionellaffärsutvecklingharni en heltannantungutmaning. Eller snarare, hundratalsväldigttungastrukturersomhindrarerfrånattvaraprisledande.
  11. Main point(s):Branchoffices is a hugecostdisadvantage, thereforetheyneed to be activated as the primarystrategiccompetitiveadvantage.You cannever be priceleader with a hugebranchofficenetwork – be prepared to adapt to a shrinking market. Jag pratarnaturligtvisombankkontoren.De kommer i allamöjligaolikaskepnader, men jag villframföralltattniskafunderapå de marmorpalatssomgammelbankernatraditionelltharbyggt – vadfördet? Jo, om du villattnågonskalänsamadrassenochge dig hela sin förmögenhet i förvaringvill du gärnaframståsomtrovärdig, somom du kommerattfinnaskvarom fem ochtioårnärdetärdagsattlämnatillbakapengarna. Därförkostymerna. Därför de rakavattenkammadebenorna. Därförmarmorpalatssomärbyggdaförattimponera, föratt se utsomomdetkommerattfinnaskvarföralltid. Förtroende. Idagfunkardetinteattförsökaadresserakunderna von oben. Som Fredrik Sauteruttryckerdet: den bank somvinnerkundernashjärtanvinnerävenderasplånböcker. Därförmåstenifunderapå – representerarkontorenverkligenförtroende, ellerärdetbara en kostnadsmassa?Såvida ni inte vill avveckla bankkontoren och utmana Nordnet, Skandiabanken och de andra onlinespelarna på deras egen hemmaplan måste ni aktivera bankkontoren och se till att de blir er starkaste konkurrensfördel. De är nämligen er starkaste konkurrensnackdel. Om man har flera hundra bankkontor kan man aldrig konkurrera på pris.
  12. Main point(s):Truely innovative services are hard to developwithinexisting bank structuresSå,hurskanigöraförattvara med ochtävlapånyamarknader?
  13. Main point(s):Internet, computer and telecomcompanies are challenging the bank industryInte nog med det:Dessutom håller helt andra spelare på att kapa åt sig en del av marknaden, inte minst inom betalningar. På den här resebyrån i Gamla stan kan man till exempel föra över pengar vart som helst i världen genom Western Union. På Zopa.com kan privatpersoner låna ut pengar till andra privatpersoner. Square förvandlar din iPhone till en kortterminal. MyOrder är en mobilapplikation som låter dig beställa och betala på tusentals anslutna barer och restauranger. Bank of America, Holländska Rabobank och många andra banker har tjänster för SMS-betalningar, för övrigt ett område där mobiloperatörerna kommer klampandes in på bankmarknaden. Apple har för övrigt också lämnat in ett patent för en person-till-personbetallösning för iPhone och iPad.Kontentan är att eftersom pengar är digitala behövs inte längre sedlar och mynt för att överföra tillgångar från en person till en annan; alla digitala medier som till exempel SMS, e-mail och telefonsamtal fungerar alldeles utmärkt vilket öppnar upp spelplanen för alla aktörer som är vana att utveckla digitala tjänster av någon form.-------------------------------------------------------------The first new patent speaks to Apple'sinterest in converting the iPhone (or iPod Touch, for that matter) into a potent mobile computer that works as an electronicpoint of saledevice. The idea is that a futureiPhonewouldhaveboth a near-field "transmit" circuit, like that inside your contactlesstrain ticket) and a readercircuit. Therecouldalso be a built-in laser scanner for barcodeidentification, and the iPhone's camera couldalso be used to identifyproducts (possiblyusingsomething like the 2D quickmarkbarcode system.)
  14. Main point(s):Mobile Financial Services is an area that is going to be big-------------------Till exempel: Tre glödheta områden inom mobilitet är mobila bank- och betaltjänster: överföra pengar med mobilen, betala för tjänster i realtid via exempelvis SMS eller e-post eller genom NFC-lösningar där en RFID-läsare ersätter traditionella kortterminaler.De här tre områdena placerar till exempel Gartner på plats 1, 6 och 7 över listan på alla mobila tjänster som kommer att få hög penetration. Gartner förutspår att mobila betaltjänster kommer att användas av 190 miljoner människor globalt inom 2 år. Det är helt enkelt ett område som det händer mycket inom.----------------------------------------------“Mobile payment users will reach 190 million in 2012, representing more than 3% of mobile users worldwide.”Gartner:No. 1: Mobile Money Transfer No. 2: Location-Based Services No. 3: Mobile Search No. 4: Mobile Browsing No. 5: Mobile Health MonitoringNo. 6: Mobile Payment No. 7: Near Field Communication Services No. 8: Mobile Advertising No. 9: Mobile Instant Messaging No. 10: Mobile Music
  15. Main point(s):The Swedish market is morethan 10 yearsbehindCompetitors for p2p paymentshavealreadyentered the Swedish marketHur står sig Sverige i den internationella konkurrensen här?Till exempel Bank of America har ju redan lanserat en SMS-betaltjänst och i Holland kan man skicka pengar via SMS om man är kund hos Rabobank. Vi är lite efter, nästa år kanske en tjänst för mobilbetalningar mellan privatpersoner lanseras i Sverige enligt ett pressmeddelande från Bankföreningen. Eller förresten, det finns ju redan en sådan tjänst i Sverige som gör att man kan skicka svenska kronor till en e-postadress från sin mobiltelefon – jag har den applikationen här i min iPhone. Det är den globala aktören PayPal som har utvecklat den. På tal om iPhone är ju Apple på gång att utveckla en liknande tjänst också (kolla källa). Faktum är att PayPal utvecklade den första person-till-person-betaltjänsten för Palm OS redan 1999, för över 10 år sedan.Kontentan är: ni är alldeles för sega i starten.
  16. Main point(s):Intrapreneurs must be allowed to gamble and cannibalize on existingrevenuestreams--------------En fråga ni måste ställa er om ni vill vara med och tävla på denna mycket lukrativa och snabbväxande marknad eller inte. Om ni ska vara med måste ni satsa hårt. PayPal satsade 100-tals miljoner kronor på att köpa kunder och investerade totalt 137 M$ innan de fick positivt kassaflöde. Å andra sidan är de nu marknadsledande.
  17. Main point(s):Big structureskill innovationVad är detta? Jo, hästar ritade av en kommitté. Denna slående liknelse fick jag av Fredrik Sandberg som en gång i tiden var med och startade Nordnet och berättade att den överskuggande frågan han ställde sig varje dag var när storbankerna skulle citat ”sluta vara idioter” och ta över hela marknaden för värdepappershandel på internet. Nordnet fick hållas och är nu istället den som ger sig in och konkurrerar på bankernas kärnmarknad.
  18. Main point(s):Tieto is a good partner for developing innovative servicesPå Tieto jobbar vi just nu med att utveckla mobila lösningar för allt från gränssnitt mot traditionella banktjänster, till att använda mobilen som plånbok för mikrobetalningar via internet, betalning i butik eller köp av biljetter. Kort sagt, om ni vill utveckla verkligt innovativa tjänster är vi rätt partner för er.
  19. Main point(s):ConclusionSammanfattningsvis:
  20. Main point(s):A lot of new players.Bankmarknaden översvämmas just nu av nya aktörer – vissa lokala, andra globala. Många av dessa nya aktörer är inte banker i traditionell mening utan verkar i helt andra brancher.
  21. Main point(s):Excellent multichannelcustomer interaction management is essentialOm man inte redan har en utpräglad onlinestrategi måste man se till att bankontoren blir det viktigaste konkurrensmedlet. Det kan man bara göra genom att se till att alla kundkanaler samverkar och förstärker varandra, och det kan man i sin tur bara göra om man har stenkoll på sina stödsystem och processer.
  22. Main point(s):Innovateoutside of traditionalstructures.Slutligen: det går inte att producera och lansera verkligt innovativa banktjänster genom de vanliga bankstrukturerna. Kannibaler måste få härja fritt.
  23. Main point(s):Promote Tieto’s social media presence