MOBILE APPS FOR BANKING 2015 - MyPrivateBanking - MyPrivateBanking... · 1 MOBILE APPS FOR BANKING 2015 Interactivity and Content Make the Difference BENCHMARKING – BEST PRACTICES

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MOBILE APPS FOR BANKING 2015 Interactivity and Content Make the Difference

BENCHMARKING – BEST PRACTICES – STRATEGY

October 2015

MyPrivateBanking Report 4th edition

Report Extract Original Report with 306

pages plus comprehensive data appendix

MOBILE APPS FOR BANKING 2015 | 2

CONTENTS

TABLE OF CHARTS 6

1.0 EXECUTIVE SUMMARY 9

2.0 RANKING TABLE 11

3.0 METHODOLOGY 18

3.1 SELECTION OF BANKS AND APPS 18

3.2 USE CASES AS A GUIDELINE 20

3.3 EVALUATION PROCEDURE 21

3.4 DETERMINING THE CRITERIA 21

4.0 STRATEGY HOW TO WIN THE HEARTS AND MINDS OF CUSTOMERS ON THE DIGITAL BATTLEFIELD 31

4.1 TODAY’S BANKS FACE A CONFLUENCE OF FOUR KEY DRIVING FORCES 31

4.2 HOW RAPID TECHNOLOGY DEVELOPMENT IS CHANGING USER BEHAVIOR 37

4.3 CRITICAL TRENDS IN BANKING 40

4.4 USER EXPERIENCE: THE ESSENTIAL PREREQUISITE FOR A SUCCESSFUL APP 44

4.5 THREE EXAMPLES OF HOW SMARTPHONE BANKING APPS SHOULD LOOK IN 2015 45

¬ XXX 45

¬ XXX 46

¬ XXX 47

4.6 ELEMENTS OF A MOBILE STRATEGY 48

4.7 CRITICAL FUNCTIONS 51

4.8 THE FUTURE OF BANKING APPS 57

5.0 BANKING APPS ENTERING THE WEARABLES SPHERE: HOW THIS YEAR’S BANKS REACT TO THE LAUNCH OF THE APPLE WATCH 59

5.1 PAVING THE WAY FOR A SUCCESSFUL STRATEGY 59

5.2 TODAY’S ACHIEVEMENTS BY BANKING APPS FOR SMARTWATCHES 61


6.0 SUMMARY OF FINDINGS 66

6.1 BANKS ARE SLOWLY BEGINNING TO RECOGNIZE THE DIFFERENTIATING POTENTIAL OF APP CONTENTS 66

6.2 BANKS ARE ENTHUSIASTIC ABOUT THE APPLE WATCH 67

6.3 TRADING: STILL NEGLECTED AS THE UNDERDOG FEATURE 68

6.4 LESS THAN HALF OF BANKS REALIZE THAT FINANCIAL MANAGEMENT TOOLS ARE STANDARD 69

6.5 APP STORES FAIL TO ALLAY CLIENTS’ SECURITY AND PRIVACY CONCERNS, MISSING AN OPPORTUNITY TO BUILD TRUST 71

6.6 DESPITE IMPROVEMENTS, CONTENT REMAINS THE WEAK POINT 72

6.7 MOBILE APPS AS COMMUNICATION PLATFORMS? NOT (YET) IN THE DIGITAL BANKING ENVIRONMENT 73

6.8 BANKS ARE MISSING THE CHANCE TO LISTEN AND LEARN FROM THEIR CLIENTS’ EXPERIENCE 74

6.9 BANKS FAIL TO INCORPORATE THEIR CORE APP INTO THE OVERALL DIGITAL STRATEGY 75

6.10 CONTENT AND CONTACT OPTIONS MAKE THE DIFFERENCE 76

7.0 TOP THREE STAND-ALONE BANKING APPS: MES COMPTES, MEINE BANK, AND XXX 81

8.0 PROFILES 82

8.1 ABN AMRO 82

8.2 ANZ 87

8.3 BANK OF AMERICA 93

8.4 BARCLAYS 99

8.5 BBVA 106

8.6 BMO 112

8.7 BNP PARIBAS 118

8.8 CAISSE D’EPARGNE 125

8.9 CHASE 131

8.10 CIBC 137

8.11 CITIBANK 143

8.12 COMMERZBANK 149

8.13 CREDIT SUISSE 155

8.14 DANSKE BANK 161

8.15 DBS 167

8.16 DEUTSCHE BANK 173

8.17 FNB 179

8.18 HSBC 185

8.19 ICBC 191

8.20 ING GROUP 197


8.21 ITAÚ BANK 203

8.22 LLOYDS BANK 209

8.23 NAB 214

8.24 NATIONWIDE 219

8.25 NATWEST 225

8.26 RBC 231

8.27 SANTANDER 237

8.28 SOCIÉTÉ GÉNÉRALE 243

8.29 STANDARD CHARTERED 249

8.30 TD BANK 255

8.31 UBS 260

8.32 UNICREDIT 266

8.33 U.S. BANK 272

8.34 WELLS FARGO 278

8.35 WESTPAC 284

9.0 BEST PRACTICE: THE BEST MOBILE APPLICATION FEATURES 290

9.1 PAYMENT SOLUTIONS 290

¬ REMARKABLE RANGE OF PAYMENT METHODS: XXX 290

9.2 INNOVATIVE ADD-ONS FOR CLIENTS 291

¬ EXCELLENT PERSONAL FINANCIAL MANAGEMENT TOOL: XXX AND XXX 291

¬ COMPREHENSIVE PERSONAL FINANCE MANAGEMENT FEATURES: XXX 292

¬ OUTSTANDING SUPPORT FOR TRADING OPERATIONS: XXX AND XXX 293

9.3 MARKETING AND CUSTOMER RETENTION 294

¬ INTERESTING MARKETING TOOLS: XXX AND XXX 294

¬ SOPHISTICATED REAL ESTATE APP: XXX 295

9.4 CONTACT FEATURES 296

¬ EXCELLENT DIRECT COMMUNICATION CHANNELS: XXX AND XXX 296

¬ COMPREHENSIVE BRANCH FINDER: XXX 297

9.5 TECHNICAL FEATURES AND SUPPORT 298

¬ ACCESSIBILITY FEATURES: XXX 298

¬ ENGAGING CUSTOMIZING FEATURES: XXX 299

¬ SKILLFUL PERSONALIZATION OF PAYMENTS: XXX 300

¬ IMPROVEMENT THROUGH FEEDBACK: XXX AND XXX 301

9.6 NAVIGATION AND STRATEGY 302

¬ EXCELLENT USABILITY FOR DEDICATED TABLET APP: XXX AND XXX 302

¬ OVERALL INTEGRATION OF MOBILE APPS: XXX 303

¬ EXEMPLARY SOCIAL MEDIA INTEGRATION: XXX AND XXX 304


10.0 AUTHORS 305

11.0 DISCLAIMER 306

IMPORTANT NOTICE AND DISCLAIMERS 306


TABLE OF CHARTS Gap analysis graphic: the five best vs. the five poorest covered features in 2015 ...................................... 9

Key pillars for a winning mobile strategy ................................................................................................... 13

Ranking table 2015 ..................................................................................................................................... 17

Table: use cases as a guideline ................................................................................................................... 20

Criteria weighting in the 2015 report ......................................................................................................... 22

Comparison of criteria category weightings (2014 vs. 2015) ..................................................................... 22

Table: list of criteria and type of app that can score .................................................................................. 30

Asos app ..................................................................................................................................................... 32

Asos Facebook page ................................................................................................................................... 32

Asos mobile website .................................................................................................................................. 32

A new segmentation in the UK Retail Banking market .............................................................................. 33

FinTechs in the UK ...................................................................................................................................... 34

Gap analysis: best vs. low performing features ......................................................................................... 36

Global mobile data traffic growth 2014-2019 ............................................................................................ 37

Drivers of mobile app usage ....................................................................................................................... 39

Global mobile transaction from 2010-2017 ............................................................................................... 41

NFC transaction value in the UK from 2012 to 2016 .................................................................................. 42

The Mint iPhone app .................................................................................................................................. 43

The New York Times Apple Watch app ...................................................................................................... 43

Word cloud created from app store user comments of the apps evaluated ............................................. 44

XXX – functionality and usability combined in an engaging way ............................................................... 45

XXX – high quality content displayed natively ........................................................................................... 46

XXX – many fun and easy-to-use functions ................................................................................................ 47

Criteria coverage Apple Watch apps .......................................................................................................... 61

TD (Canada) and ABN AMRO Alert & Check ............................................................................................... 62

Deutsche Bank Meine Bank ....................................................................................................................... 62

Société Générale L’Appli and BBVA ꓲ España ............................................................................................. 62

CIBC Mobile Banking and Citi Mobile® ....................................................................................................... 63

Westpac Mobile Banking ........................................................................................................................... 63

DBS PayLah!................................................................................................................................................ 64

TD (Canada) ................................................................................................................................................ 64

Wells Fargo at Hand ................................................................................................................................... 65

BNP Paribas Mes Comptes ......................................................................................................................... 65

Overall criteria coverage 2015 vs. 2014 ..................................................................................................... 66


Overall results: availability of mobile apps ................................................................................................ 67

Overall results: core functions for clients .................................................................................................. 68

Overall results: add-ons for clients ............................................................................................................ 69

Distribution of innovative payment features ............................................................................................. 70

Overall results: security and privacy .......................................................................................................... 71

Overall results: customer retention and marketing ................................................................................... 72

Overall results: contact and finding the bank ............................................................................................ 73

Overall results: technical features and support ......................................................................................... 74

Overall results: strategy and navigation .................................................................................................... 75

Heat map of the banks’ performance in the main categories ................................................................... 78

Gap analysis: best performing features vs. low performing features ........................................................ 79

Top scorers’ criteria coverage .................................................................................................................... 80

Ranking table: best standalone core apps ................................................................................................. 81

Criteria coverage of the ABN AMRO apps .................................................................................................. 83

Criteria coverage of the ANZ apps ............................................................................................................. 88

Criteria coverage of the Bank of America apps .......................................................................................... 94

Criteria coverage of the Barclays apps ..................................................................................................... 100

Criteria coverage of the BBVA apps ......................................................................................................... 107

Criteria coverage of the BMO apps .......................................................................................................... 113

Criteria coverage of the BNP Paribas apps ............................................................................................... 119

Criteria coverage of the Caisse d’Epargne apps ....................................................................................... 126

Criteria coverage of the Chase app .......................................................................................................... 132

Criteria coverage of the CIBC apps ........................................................................................................... 138

Criteria coverage of the Citibank apps ..................................................................................................... 144

Criteria coverage of the Commerzbank apps ........................................................................................... 150

Criteria coverage of the Credit Suisse apps.............................................................................................. 156

Criteria coverage of the Danske Bank apps .............................................................................................. 162

Criteria coverage of the DBS apps ............................................................................................................ 168

Criteria coverage of the Deutsche Bank apps .......................................................................................... 174

Criteria coverage of the FNB apps ............................................................................................................ 180

Criteria coverage of the HSBC apps .......................................................................................................... 186

Criteria coverage of the ICBC app ............................................................................................................ 192

Criteria coverage of the ING apps ............................................................................................................ 198

Criteria coverage of the Itaú Bank apps ................................................................................................... 204

Criteria coverage of the Lloyds app .......................................................................................................... 210

Criteria coverage of the NAB app ............................................................................................................. 215


Criteria coverage of the Nationwide apps ............................................................................................... 220

Criteria coverage of the NatWest apps .................................................................................................... 226

Criteria coverage of the RBC apps ............................................................................................................ 232

Criteria coverage of the Santander apps .................................................................................................. 238

Criteria coverage of the Société Générale apps ....................................................................................... 244

Criteria coverage of the Standard Chartered apps .................................................................................. 250

Criteria coverage of the TD Bank apps ..................................................................................................... 256

Criteria coverage of the UBS apps ............................................................................................................ 261

Criteria coverage of the UniCredit apps ................................................................................................... 267

Criteria coverage of the U.S. Bank apps ................................................................................................... 273

Criteria coverage of the Wells Fargo apps ............................................................................................... 279

Criteria coverage of the Westpac apps .................................................................................................... 285


EXTRACT OF THE EXECUTIVE SUMMARY (Executive Summary in full report page 9 to 14)

Banking apps are still failing to engage and attract customers, and in today’s fast-paced mobile technology environment, banks remain preoccupied with the provision of core features. This is a key finding in the 2015 report “Mobile Apps for Banking – Interactivity and Content Make the Difference” for which MyPrivateBanking Research analyzed and ranked 111 apps for private customers, offered by the 35 leading retail banks worldwide.

The winners of our 2015 ranking are DBS Bank (Singapore) and BNP Paribas (France) . Runners up are Credit Suisse (Switzerland) and Westpac (Australia). In terms of this year’s best standalone apps, it is again BNP Paribas that takes the first place and again, the French bank shares this coveted position with a large competitor bank, Deutsche Bank.

Top 5 Banks with the Best Mobile App Portfolio (35 banks ranked overall)

Rank 2015 Bank Total Points

(max. 80)

1 BNP Paribas 67

1 DBS 67

3 Credit Suisse 66

3 Westpac 66

5 BMO 65

Despite the promising results of the leading retail banks in our ranking, banking apps are, on average, far behind in meeting the needs of their clients. We believe the next two years will be a watershed for many firms in delivering true value to their customers and capturing new audiences via mobile in order to compete with all the other market players.

Five key trends demand a coherent digital mobile strategy

In the view of MyPrivateBanking, the need for an effective digital strategy has never been more relevant than it is to retail banks today. In this age of the empowered consumer, five key trends have gathered momentum and are coming together as a driving force:

Technology levels the playing field and allows customers unprecedented access to information

Knowledge, advice and immediacy; digital disruption in other industries, like travel and retail, raises client expectations

FinTechs and challenger banks are ramping up the pressure on traditional financial institution

Shrinking margins force bank advisors to serve more clients in less time, more effectively

Beyond omnichannel, banks need a digital strategy to win the hearts and minds of customers

https://clicktotweet.com/QRxG5


Apps underperforming in content, interactivity and contact options

As the MyPrivateBanking report shows, on average, banking apps are still weak in the areas of content and interactivity – scoring only 46% of the possible points. Banks are also still underperforming when it comes to the provision of contact options – only 23% of the possible points were achieved for the availability of an easily accessible emergency hotline and a call-back function. Digital customer magazines are offered by only 6% of the 35 largest retail banks’ mobile apps. On the positive side, the banking apps performed very well in offering help features to support clients in using the apps (94%).

Only limited offers for Apple Watch

A special focus of this year’s report is on the emerging space of wearable technology, namely banking apps for the Apple Watch. While already 19 out of the 35 surveyed banks recognize the importance of wearable apps by offering a solution for the Apple Watch, our analysis found that almost all of these are very limited in features and user experience .

We expect to see banks’ wearables strategies delivering increasingly diverse context-aware features to the market over the next 12 months, including push notifications in response to data analytics on customer behavior and location.

https://clicktotweet.com/UD2f9

https://clicktotweet.com/03gkd


2.0 RANKING TABLE R

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1 DBS 67 … … … … … … … … …

1 BNP

Paribas

67 … … … … … … … … …

3 Credit

Suisse

66 … … … … … … … … …

3 Westpac 66 … … … … … … … … …

5 BMO 65 … … … … … … … … …

6 … 63 5 10 6 3 11 4 13 9 2

6 … 63 5 8 7 7 7 7 12 8 2

8 … 62 5 10 7 6 11 5 10 8 0

8 … 62 4 10 6 6 10 5 10 9 2

10 … 60 3 10 7 7 11 4 10 7 1

11 … 59 5 10 6 3 9 7 10 7 2

11 … 59 5 8 6 6 8 6 11 7 2

13 … 55 5 10 5 6 5 6 10 8 0

13 … 55 4 10 6 3 7 7 12 5 1


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15 … 54 5 10 5 7 5 5 10 6 1

15 … 54 5 10 5 7 4 3 11 8 1

15 … 54 5 8 5 5 7 8 10 5 1

18 … 53 4 10 5 4 7 8 8 5 2

18 … 53 3 10 4 4 7 5 11 8 1

18 … 53 4 10 5 4 5 6 10 8 1

21 … 52 5 8 6 4 4 3 13 7 2

21 … 52 5 6 5 5 7 5 10 7 2

21 … 52 4 10 7 6 3 6 9 5 2

21 … 52 5 10 6 5 3 6 9 7 1

25 … 51 4 6 5 7 6 3 11 8 1

25 … 51 4 8 4 8 6 2 12 6 1

27 … 50 4 8 4 5 5 7 9 7 1

28 … 49 4 10 5 6 7 4 9 4 0


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29 … 46 4 10 4 2 6 5 9 5 1

29 … 46 3 6 4 6 3 6 12 6 0

31 … 44 5 6 5 4 7 2 9 5 1

31 … 44 3 6 4 7 3 4 11 5 1

33 … 43 4 6 1 7 7 3 10 5 0

34 … 41 3 6 3 5 8 0 9 6 1

35 … 31 1 10 2 4 3 3 6 2 0

Average

points 54.1 4.2 8.8 5.1 5.4 7.3 5.1 10.3 6.6 1.2

Ranking table 2015


3.0 METHODOLOGY 3.1 SELECTION OF BANKS AND APPS

This study analyzes the apps of 35 leading global banks that offer apps for their retail clients.

(… more in full report on page 18 to 19)

3.2 USE CASES AS A GUIDELINE

The criteria were derived from use cases defined on the basis of years of research in this field, including, for example, regular in-depth interviews with banks aimed at profiling today’s digital use patterns of retail banking clients. Grouping the representative user profiles reflecting user preferences and concerns played an important role in the weighting of the criteria.

Use case User group Objective

Banking or brokerage transaction

Existing and potential new clients

Check account status, payments, money transfers, portfolio status, trading, innovative payment options

(… more in full report) … …

Table: use cases as a guideline


3.3 EVALUATION PROCEDURE

Every app was analyzed independently by two analysts, and the analysis and evaluation were repeated after an interval of six weeks. This was done in order to minimize the probability of faults due to a subjective point of view and accidental network problems at a certain point in time. Given the quantity of information that had to be analyzed, the possibility of not finding all the information in individual cases cannot be ruled out. The evaluation was done on the basis of 56 different criteria that were divided into eight main categories. Additionally, banks could earn up to two points for outstanding features that are categorized as best practices. Care was taken to keep the definition and allocation of points as free as possible from all subjective influences, thus ensuring a high level of objectivity in the benchmarking process.

In addition to the apps themselves, other sources of information were also included in the analysis: screenshots and descriptions from the major app stores (iTunes, Google Play, Windows Phone, BlackBerry), user feedback and ratings in the app stores, information from the banks’ websites (often the banks displayed additional information about their apps on their websites such as the privacy policy, FAQs or a video tutorial), and occasionally other sources such as Twitter feeds, blogs, etc.

3.4 DETERMINING THE CRITERIA

In this study, the main evaluation criterion for the apps was the extent to which they fulfill the use cases described above, from the point of view of various user segments. We measured usability in terms of nine overarching parameters:

□ Availability of mobile apps

□ Core functions for clients

□ Add-ons for clients

□ Security and privacy

□ Content and features for customer retention and marketing

□ Contact and finding the bank

□ Technical features and support

□ Strategy and navigation

□ Best practices

What follows are the descriptions of these parameters with the detailed criteria and maximum achievable points. In comparison to last year’s report edition, there have been some changes in our rating scheme. (… more in full report)


Availability of mobile apps (maximum 5 points)

(… more in full report)

Core functions for clients (maximum 10 points)


Add-ons for clients (maximum 7 points)


Security and privacy (maximum 8 points)


Customer retention and marketing (maximum 16 points)


Contact and finding the bank (maximum 9 points)


Technical features and support (maximum 13 points)


Strategy and navigation (maximum 10 points)


Best practices (maximum 2 points)



4.0 STRATEGY HOW TO WIN THE HEARTS AND MINDS OF CUSTOMERS ON THE DIGITAL BATTLEFIELD



5.0 BANKING APPS ENTERING THE WEARABLES SPHERE: HOW THIS YEAR’S BANKS REACT TO THE LAUNCH OF THE APPLE WATCH



6.0 SUMMARY OF FINDINGS (… more in full report on page 66 to 80)


7.0 TOP THREE STAND-ALONE BANKING APPS: MES COMPTES, MEINE BANK AND XXX

Rank Name of bank Name of app Total points

1 BNP Paribas Mes Comptes …

1 Deutsche Bank Meine Bank …

3 … … 57

Ranking table: best standalone core apps

(… more in full report on page 81)


8.0 PROFILES (… more in full report on page 82 to 289)


9.0 BEST PRACTICE: THE BEST MOBILE APPLICATION FEATURES



10.0 AUTHORS

Steffen Binder, Managing Director and co-founder of MyPrivateBanking Research. Steffen is Head of Research and oversees the research agenda and analyst teams. He is responsible for creating and developing powerful concepts and relevant content to help our clients navigate a rapidly changing digital environment. As a regular speaker at finance and technology industry events around the globe, Steffen is frequently quoted by leading business media such as the Wall Street Journal, Handelsblatt and the Financial Times. Prior to this, Steffen was Managing Director of Forrester Germany, Switzerland and Austria. He came to Forrester through its acquisition of Forit GmbH, a leading European

technology research company, of which he was also a co-founder. Prior to that, Steffen was a partner at Monitor Company (Strategy Consulting). He holds Master’s Degrees in Organizational Behavior from Rutgers University (USA) and in Public Administration from the University of Konstanz (Germany).

Carmela Melone, Analyst, specializes in research in the fields of social media for wealth management and mobile apps for financial advisors. Her specific areas of interest are in software benchmarking, channel strategy and online security. Prior to this, she worked at an exchange platform for intellectual property rights, responsible for the digital media marketing strategy. Carmela has a Bachelor’s degree in International Economics and European Studies from the University of Tübingen (Germany).

Roxana Palade, Analyst, specializes in research in the fields of mobile apps for wealth management and online presences of wealth managers. Her specific interest are in the areas of Web 2.0 technologies, vendor management and data mining. Roxana has held a number of research positions in business and academia in Germany, India and Romania. She has a Master’s Degree in British and American Studies from the University of Konstanz (Germany) and a Master’s Degree in Literature from the Alexandru Ioan Cuza University, lasi (Romania).


11.0 DISCLAIMER IMPORTANT NOTICE AND DISCLAIMERS:

No Investment Advice

This report is not an offer to sell or the solicitation of an offer to buy any security in any jurisdiction where such an offer or solicitation would be illegal. This report is distributed for informational purposes only and should not be construed as investment advice or a recommendation to sell or buy any security or other investment, or undertake any investment strategy. It does not constitute a general or personal recommendation or take into account the particular investment objectives, financial situations, or needs of individual investors. The price and value of securities referred to in this report will fluctuate. Past performance is not a guide to future performance, future returns are not guaranteed, and a loss of all of the original capital invested in a security discussed in this report may occur. Certain transactions, including those involving futures, options, and other derivatives, give rise to substantial risk and are not suitable for all investors.

Disclaimers

There are no warranties, expressed or implied, as to the accuracy, completeness, or results obtained from any information set forth in this report. MyPrivateBanking GmbH will not be liable to you or anyone else for any loss or injury resulting directly or indirectly from the use of the information contained in this report, caused in whole or in part by its negligence in compiling, interpreting, reporting or delivering the content in this report.

Copyright

MyPrivateBanking GmbH’s Products are the property of MyPrivateBanking GmbH, Switzerland, and are protected by Swiss and international copyright law and other intellectual property laws. Customers are prohibited to copy, forward or store MyPrivateBanking Products outside of the legal entity that has made the purchase.

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MOBILE APPS FOR BANKING 2015 - MyPrivateBanking - MyPrivateBanking... · 1 MOBILE APPS FOR BANKING 2015 Interactivity and Content Make the Difference BENCHMARKING – BEST PRACTICES