Upload
others
View
10
Download
0
Embed Size (px)
Citation preview
mBank’s mobile payments journey
Joanna Erdman
Director, Card Business Development
| mBank’s mobile payments journey
Will 2015 be the next „Year of Mobile Payments”?
This year we can celebrate anotherfirst year of mobile payments in
media…
| mBank’s mobile payments journey | 4
Multichanneluniversal bank
First virtualBank in Poland
Fast adoptionof innovation
From internetto mobile
Re-Invention(New mBank)
2000 2007 2010 2013 2015+
Launch of mBank
Best internet
bank in CEE
The bank of first choice
3rd biggestretail bank in Poland
The most innovative
bank
The icon of mobility
Each journey starts from the first step…
EMV MIGRATION
MAG-STRIPE CARDS
2004
NFC
MOBILE NFC
HCE
| mBank’s mobile payments journey | 5
| 6
Polish market is ready for the next step to take
Smartphones in Poland
0
100000
200000
300000
400000
500000
600000
2012 2013 2014 2015 2016 2017 2018
80% POS
100% POS
0%
10%
20%
30%
40%
50%
60%
70%
80%
0
5
10
15
20
25
30
35
40
45
2012 2013 2014 2015 2016 2017 2018
all smartphones (in mln)
NFC smartphones (in mln)
POS terminals with NFC mBank NFC offer
New software
Change of SIM
MNO
| mBank’s mobile payments journey
NFC technology has become a standard, because customers appreciate conveniance
| 7
Share of contactless cards and transactions in mBank is higher than the market average
mBank customers are even more willing to use contactless cards than the standard Polish customer. The potential in our data base of debit cards is an opportunity for the next steps in a mobile journey to HCE
mBank NFC PaySIM card
mBank HCE solution
32%
*Source: Visa Europe, June 2015
| mBank’s mobile payments journey
mBank has implemented three different models of NFC payments
1. PREPAID CARD ON MOBILE SIM 2. DEBIT CARD ON MOBILE SIM 3. MNO FINANCIAL SERVICES
CUSTOMER EXPERIENCE:
• Sale of prepaid card by MNO together with SIM card
• Self directed model, no additionalbanking services
• Balance and last transactionsonline
• Dedicated mobile app Orange Cash• NFC Payments
CUSTOMER EXPERIENCE:
• Sale of card as a part of currentaccount package
• Multichannel customer service including full history, card balance
and limit mgmt
• Mobile App T-Wallet/mBank Walletfor paymentss
• NFC Payments
CUSTOMER EXPERIENCE:
• Complex offer: mobile offer + mobile banking
• Additional benefits for payments
• Branch technical suport + multichannel
customer service
• Mobile Banking integratedwith mobile payments
| 9| mBank’s mobile payments journey
Each model has different impact on business case
1
2
3
PREPAID CARD ON MOBILE SIM
EASY TO IMPLEMENT, NOT EASY TO MANAGE
BUSINESS IMPACTNFC PRODUCT
MNO FINANCIAL SERVICES
COMPLEX INTEGRATION OF BANK AND MNO, IMPACT ON CUSTOMER EXPERIENCE WITH SIM
DEBIT CARD ON MOBILE SIM
MEDIUM INTEGRATION, MEDIUM CONTROL
CUSTOMER EXPERIENCE
BANK RELATION
CUSTOMER EXPERIENCE
BANK RELATION
CUSTOMER EXPERIENCE
BANK RELATION
| 10| mBank’s mobile payments journey
Customer experience is a crutial part for the service adoption
Application
Mobile access
Easy acceptance
Everyday usage
Additional benefitsand control
Loyalty to mobile
Payment
Post payment
Pre-payment
Customers want to buy things not to make payments. Therefore we take care about:- Pre-payment experience - Post payment added value- Simple and secure payment
Customer Experience
Barriers of adoption:- Security of mobile app- Application process- Acceptance problems
| mBank’s mobile payments journey| 12
| 13
Previous application
process
Newapplication
process
Multichannel proces – secured but difficult for the customer
Fully mobile process - better customer experience, higher conversion rate
Lesson1 - Do it yourself is the best way!
| mBank’s mobile payments journey
Lesson 2 - All in one mobile application
NFC cardpayment
Accountbalance
Transactionhistory and
PFM
Special offersmOkazje
Card securityfeatures
| 14| mBank’s mobile payments journey
| mBank’s mobile payments journey | 15
Lesson 3 – Take control over the customer journey
SIM-centricNFC payment
HCE opens new opportunities for the bank and added value for the customer
HCE-basedNFC payment
Start of sales
Bank offer
MNO offer
Process participants
MNO Bank
Dedicated debit card Debit/credit/virtual card
Customer’s choice Bank’s choice
Bank
Processor
Paymentscheme
MNO
MNO’sTSM
Bank’sTSM
Bank
ProcessorPaymentscheme
Lesson 4 – Simplify the process to reduce barriers
| 16
SIM-centricNFC payment
HCE-basedNFC payment
SIM-centric model of NFC payments is more complex for the customers and for the banks and is less efficient from the adoption perspective.
Client’s decision making process
MNO
NFC phone/OS
MNO’ssoftware
SIM NFC
Bank
NFC phone/OS
Bank
Complexity of the processHIGH LOW
| mBank’s mobile payments journey
Lesson 5 – Leave the choice to the customer
| 17
mBank co-branding with MNO MNO’s banking services
Play did not start to offer NFC Payments on SIM
| mBank’s mobile payments journey
HCE PAYMENTS
Will 2015 be the next „year of mobile payments”?
This year we can celebrateanother first year of mobile
payments in media…
The revolution has already startedand it will continue pretty soon
| mBank’s mobile payments journey | 18