The document discusses selecting and marketing a mobile banking service. It provides considerations for developing a mobile strategy including business drivers, target markets, capabilities, integration points, and security. It also shares First Mariner Bank's experience launching their mobile banking service, including their timeline and marketing plan to promote adoption through email, web, and offline campaigns.

1. Selecting and Successfully Marketing a Mobile Banking Service Kevin Lynch, SVP eCommerce, First Mariner Bank Kelly Rodriguez, Director of Product Management, Fiserv February 21, 2011

2. U.S. Consumer Demand for Mobile Services Steadily Increasing "U.S. banks will need to expand their thinking about mobile banking beyond 'online-banking lite' and start to view mobility as its own powerful and compelling delivery channel." Charul Vyas, Analyst with Tower Group Source: American Banker, July 2010

10. A Decisive Strategy to Higher Profitability Avid Mobile Users are More Profitable

11. Tell Your Customers About It Leverage Low Hanging Fruit as Quick Hits Email Campaigns Splash Pages Website Banners Pre-Enrollment Electronic Statements Targeted In Product Messaging

12. Marketing Mobile Money at 1 st Mariner Bank ABA National Conference for Community Bankers San Diego, CA February 21, 2011

13. Kevin Lynch SVP, eCommerce | Contact Center Email: klynch@1stMarinerBank.com LinkedIn: /in/kevinplynch http://bankingonsocialmedia.blogspot.com/ Twitter/@kplynch Presenter

18. Marketing Plan

21. Marketing Materials Banners

22. Marketing Materials Landing Page

23. Marketing Materials Email Alert

24. Marketing Materials Flyer/Poster

25. Questions and Answers Kelly Rodriguez [email_address] Kevin Lynch [email_address]