1. February 2012 – Page 1 © Mapa
Tablet Banking Series: Branch on the go?
Innovations within the tablet banking market
Author: Meaghan Johnson
Edited: Paul Merry
March 2013
About the report
This report is the Fourth Edition in Mapa Research’s
Tablet Banking Series. The series is aimed at monitoring
the innovations and evolution of banking services that are
launched in relation to tablets - from products and features
to the promotion of financial services products.
This Edition covers a review of how the market has
changed since the third Edition, and will give you an
unrivalled insight into innovative features within tablet
apps that have been launched by banks in a range of
countries, and, of course, will include Mapa Research’s
commentary on the key findings, trends and predictions for
the future. A selected case study, and our Mapa Research
blueprint for success is also provided.
If you have any questions regarding purchasing this report, please contact Edward Chatham on +44 (0) 20 7566 3940 or via email: edward@maparesearch.com

2. February 2012 – Page 2 © Mapa
1. For the first time web traffic coming from tablets has pushed past smartphones in a number of markets including
the US, UK, China, Australia France and Germany 1
2. The tablet channel can be utilised as an effective channel to both acquire new customers and increase
conversion levels within the existing customer base
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. The tablet market is continuously growing, showing no signs of let-up
6. Consumers are expressing a shift in preference toward using tablet devices for banking
7. A number of “branch specific” features which may not be applicable to mobile apps can be implemented into a
tablet app
8. An easy and intuitive tablet experience can shift traffic from the telephony channel
9. For those banks with an iPad only app, this report provides examples of development within the Android and
Kindle spaces
10. This a truly unique look into the customer journey of a potential tablet banker
10 reasons why I should read this report, now
1 Adobe Digital Index, 2013
If you have any questions regarding purchasing this report, please contact Ed Chatham on +44 (0) 20 7566 3940 or via email: edward@maparesearch.com

3. March 2013 – Page 3 © Mapa
What are the key platform trends?
The surge of the iPad – continuing to lead the tablet market
• 84 million iPads have been sold in the 24 months since Apple’s tablet first
appeared. That makes it more successful in terms of sales rate than the
iPhone (3 years to 55 million) and much more successful that the iPod 2
• Between April and June 2012, 17 million iPads were sold globally far
surpassing the sales figures for Mac and iPhones 3
Expanding outside the iPad
• Although the iPad continues to dominate the market, there has been
growth in Android-type tablet devices over 2012, as Mapa observed over
the last year a spike in the number of apps for Android tablets. In Q4 of
2012, Android and Windows tablets outnumbered Apples sales, 22.1
million vs. 21 million 1
• However, Q1 of 2013 is expected to be very different, with relative sales of
Android tablets down nearly 50%, largely driven by demand for the iPad
mini 1
• In 2012 Citi became the first bank to release an app for the Kindle device.
While the app has similar features to the iPad app, it was build exclusively
for the Kindle Fire.
Household penetration
• Penetration of tablets within households in developed countries ranges
between 7%-21%, with the US, Canada and Australia leading the way.
While these statistics date from 2012, it is expected that this number is
currently higher as a result of the holiday season. 4
.
The tablet market has continued to grow significantly since the last Mapa tablet report, with tablet sales in Q1 of 2013 up 75.8% year-on-year 1
The Demand (cont’d)3
**
Engadget, 2013
Comscore, 2012
Sample page from report

4. March 2013 – Page 4 © Mapa
The key areas covered in this section are described below and on the following page. These are areas in which Mapa has tracked significant
development since the 3rd Edition.
The Supply (cont’d)4
Tailored experience
Personalisation
Perhaps the most evident focus for innovation. Personalisation is used to
achieve a number of aims, including the reduction of time taken to
undertake transactions, and greater organisation through personal
reminders.
Personal Finance Management (PFM)
PFM tools continue to be an area for significant development. The key
innovation around PFM is certainly the level of personalisation which
ranges from adding photos, customising spend categories and tracking
spend by geography. Furthermore, banks are keen to emphasise data
visualisation
Incorporating the branch
Advisor and customer support access
Integrating this core function, generally confined to the telephone and
branch channels, provides assurance to customers who are increasingly
transacting in the tablet channel.
Increasing revenue
Banks are now leveraging cross-selling opportunities, primarily in the form
of discounts and information on other products or services both (in the
secure and public space). Previously Mapa reported a lack of product and
service marketing
Tailored experience
·Personalisation
·Personal Finance
Management (PFM)
Design and
usability
·Use of native tablet
features
·Rich graphics and icons
·Help and guidance
·Social media integration
·Increasing functionality
in the public space
Incorporating the
branch
·Advisor and customer
support
·Increasing revenue
Sample page from report

5. March 2013 – Page 5 © Mapa
Jyske Bank (DK): In the secure space, customers can personalise widgets on the left-hand side. The bookshelf design similar to iBooks –with each
icon resembling a feature (e.g. accounts, transfer money, pay a bill and sharedealing). If swiping to the right the full widget layout becomes visible.
(See full widget layout on next page). If tapping the bank logo bottom right they are directed to the desktop site which is built using responsive
design, hence a very good tablet experience.
Customers can
choose from several
different widgets.
Examples to the
right include:
• Account balance
• Latest transactions
• Upcoming
transactions
• Quick link to pay a
favourite payee
Image of personal advisor. Upon tapping the image customers are direct to a page where
they can view contact details and directly send email to the advisor
Receive money –
quick link to page
where customers
can choose to
send account
details via email or
iMessage
Customers tapping
the logo are directed
to the desktop site
which is built using
responsive web
design
The Supply – Personalisation4 Sample page from report

6. March 2013 – Page 6 © Mapa
Jyske Bank (DK): The app has dedicated advisor information including an image and contact details. This page includes a ’send email’ option,
opening up the email client. Furthermore customers can find contact numbers for blocking a debit or credit card. This is another example of
providing reassurance that access to a dedicated advisor is available. Furthermore, by providing a direct email address it provides the user with an
extra layer of convenience.
The Supply – Advisor access4 Sample page from report

7. BNP Paribas (FR): Customers can now personalise their home screen with pictures from their iPad photo library. In addition, customers can
categorise their transactions over a period of more than 3 months and segment their transactions into 27 different categories.
© MapaMarch 2013 – Page 7
Add photo from library
Categorise transactions – choose period
The Supply – Personalisation4 Sample page from report

8. March 2013 – Page 8 © Mapa
Westpac (AUS): The iPad app has incorporated a drag and drop feature which allows customers to drag the account they wish to transact from and
drop it into a transaction category (transfer funds and external payments).
Customers touch, hold and drag the
account they would like to either transfer
funds or make payments from
Customers can chose their payee either by
typing their name of accessing their payee
book
Customers payee book is similar to that of
an address book
The Supply – Native tablet features4 Sample page from report

9. March 2013 – Page 9 © Mapa
Selected case study: Citibank apps
PFM: Customers can compare personal spending habits with general consumer data, filtering by location, age, group, income bracket and
purchase category. This is a unique feature catering to those who use tablets for “browsing.”
5 Sample page from report

10. March 2013 – Page 10 © Mapa
1. Tablet Banking Report Series 3rd Edition
2. Mobile Promotion: selling on mobile
3. PFM Tools: worth the investment?
4. Mobile User Experience. The Good the Bad and the
Ugly
5. Security: managing the balance
6. Mobile Apps: 10 non-core mobile banking apps
7. Mobile payments: Top 10 global innovations
8. (Bank) Simple and new the disruptors
1. Tablet Banking report series – 4th edition
2. Digital innovations: selling within digital banking
channels
3. Mobile banking – state of the market 2013
4. The evolution of PFM and money management tools
– 3rd edition
5. Digital innovations: engaging and onboarding
business banking customers
6. Tablet banking report series – 5th edition
7. Digital banking security report – 2nd edition
8. The evolution of point-of-sale mobile payment
services – 2nd edition
2012 Reports 2013 Reports
Mapa Reports on the hottest topics in Digital Banking

11. March 2013 – Page 11 © Mapa
About Mapa Research
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Financial Services research. We have a global
reach and are experts in our field.
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Edward@maparesearch.com +44 (0)7912 180 061