The document discusses challenges and trends in mobile applications for life insurance, as well as popular and recommended solutions. It notes that simply replicating online portal functions or focusing on a single platform or app are insufficient. The recommended solution is a multi-functional mobile insurance advisor app that provides value to agents, employees and customers across operating systems and devices, while integrating with online channels to streamline processes and sharing of data.

1. Mobile applications
in the service of life insurance
Using innovation to support life
insurers’ operations
Natalia Maszota
Insurance Consultant

2. Agenda
• Challenges
• Current trends
• Popular solutions
• Our solution
• Summary

3. Agenda
• Challenges
• Current trends
• Popular solutions
• Our solution
• Summary

4. Challenges
• Providing customer with product tailored to
his needs
• Providing agent/broker with a better tool
allowing him to:
– be more effective
– make less errors
– have access to needed data at any time / place
– reach to the customer and maintain contact

5. Challenges
• Providing customer with product tailored to
his needs
– About 2/3 of insurers say that they are
at best average when it comes to:
• tailoring products / services to customer needs
• providing innovative products / services
– Only 1/2 say they use data about customer
lifestyle for purposes of needs analysis
Source: http://rickmorganconsulting.com/blog/2011/03/05/mobile-trends-in-insurance/

6. Challenges
• Providing agent/broker with a better tool allowing
him to:
– be more effective:
speeding up sales or servicing processes
– make less errors:
automation and validation of actions
– have access to needed data at any time / place:
fast access to existing data about customers, sales,
products, etc.
– reach to the customer and maintain contact:
new ways of customers acquisition and retention

7. Agenda
• Challenges
• Current trends
• Popular solutions
• Our solution
• Summary

8. Current trends
3 main technological trends in insurance:
Cloud
computing

9. Current trends – social media
• Using social media to create positive image
• Platform for communication:
– informing about products, services, company
– gathering customers’ opinions
– marketing campaigns
• Gathering information about customers for
the purposes of needs analysis or risk
assessment

10. Current trends – cloud computing
• Accelerating business process innovation:
reduction of time to market
• Infrastructure cost reduction
• Delivering business analytics at the point of
impact
• Enabling collaboration by creating and linking
business networks

11. Current trends - mobile
Traditional approach:
• Optimisation of websites for mobile devices
• Focus on one platform (iOS OR Android OR …)
• Building applications for customers
• Focus on single functionality
But is it enough?

12. Current trends - mobile
Smartphones:
• Over 1 bln smartphones in use in 2012
• Forecasts:
– 2 bln in 2015 – Over 3 bln in 2018
0
1
2
3
4
2012 2013 2014 2015 2016 2017 2018
Source: http://techcrunch.com/2012/10/16/mobile-milestone-the-number-of-smartphones-in-use-passed-1-billion-in-q3-says-
strategy-analytics/

13. Current trends - mobile
Smartphone operating systems
Source: Gartner, Mobile Trends and Issues from 2013 to 2016
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
2013 2014 2015 2016
Other
RIM
Windows
iOS
Android

14. Current trends - mobile
Tablets:
• 2012: 122,3 m tablets sold
• Forecasts:
– 172,4 m in 2013 – 282,7 m in 2016
0
100
200
300
2012 2013 2014 2015 2016
Source: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#mobiletablet

15. Current trends - mobile
Tablet operating systems
Source: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#smartphonepenetration
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
2011 2012 2013 2014 2015 2016
Windows
Android
iOS

16. Agenda
• Challenges
• Current trends
• Popularsolutions
• Our solution
• Summary

17. Popular solutions
Optimisation of websites for mobile devices
(responsive GUI)
is the first and necessary step of going mobile
but
building mobile apps which simply replicate
online portal functions won’t do the trick

18. Popular solutions
Focus on one platform (iOS or Android or …)
may be the cheapest way
but
as there is no strong leader on the market
when it comes to main operating systems
– which one should we choose?

19. Popular solutions
Building applications for customers
seems like a natural and best solution
but
here are some statistics…

20. Popular solutions
By 2016
50%
of currently existing
mobile insurance customer apps will be
discontinued or completelyrewritten
Source: Gartner, Insurance CIOs Should Stop Wasting Money on Mobile Customer Apps

21. Popular solutions
Although many insurers already offer mobile
customer apps:
only <10% of US customers actuallyused it
Source: Gartner, Insurance CIOs Should Stop Wasting Money on Mobile Customer Apps

22. Popular solutions
Communication between customer and
insurance company is not frequent:
• average customer contacts the insurer only
once per year
• customers download apps which they are
going to use
at least once every two weeks
so there is no incentive for the customer to use
the app
Source: Gartner, Insurance CIOs Should Stop Wasting Money on Mobile Customer Apps

23. Popular solutions
More than half of insurance customers say that
mobile apps aren’t important to them
Source: Gartner, Insurance CIOs Should Stop Wasting Money on Mobile Customer Apps
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1 - Not important 2 3 4 - Neutral 5 6 7 - Important

24. Popular solutions
Source: Gartner, Insurance CIOs Should Stop Wasting Money on Mobile Customer Apps1
2
3
4
5
6
7
Canada US Germany France UK Australia
Only 6% of distribution is via direct channels
Customers prefer to buy insurance products
with help of agents

25. Popular solutions
Customers appreciate advice of agents/brokers
when buying complex insurance products
Customers expect:
• more interaction
• faster processing
• convenience
Source: Gartner, Insurance CIOs Should Stop Wasting Money on Mobile Customer Apps

26. Popular solutions
So what should the life insurers do?

27. Agenda
• Challenges
• Current trends
• Popular solutions
• Oursolution
• Summary

28. Our solution
Don’t just replicate functionalities from existing
online portals:
• adjust business processes
• design mobile-specific layout
• use HTML5 framework

29. Our solution - CMIA

30. Our solution - Comarch Mobile Insurance Advisor

31. Our solution
Don’t focus only on customer apps – there are
other groups of users that can benefit from use
of mobile solutions:
• employees
• agents
• catastrophic response units
• …

32. Our solution - Comarch Mobile Insurance Advisor

33. Our solution
Do not limit yourself:
• to only one operating system
or
• to only one type of mobile device
or
• to only one functionality

34. Our solution - Comarch Mobile Insurance Advisor

35. Our solution
Encourage targeted group to use the app:
• create app which serves more than only one
purpose
• promote it (most of existing insurance apps
are not actively marketed)
• provide some incentives (measurable
benefits for those who use the app)

36. Our solution
Don’t treat mobile app as a completely separate
channel:
• mobile applications are supposed to be an
integral part of your strategy
• allow the user to switch between the
channels:
• support transfer of data between app and portal
• ensure that user experience is similar for all
channels

37. Our solution
Consider targeting agents/brokers as the users
of your mobile app
• they can be more easily encouraged to use it
• they are the main point of contact with the
life insurance customer
• they need a tool that will allow them to reach
consumers which are becoming more and
more technology savvy

38. Our solution
Speed up the processing:
• move from paper-based to electronic
processes
• allow to go through the whole process in one
take
• share the data between different channels

39. Our solution - Comarch Mobile
Insurance Advisor

40. Agenda
• Challenges
• Current trends
• Popular solutions
• Our solution
• Summary

41. Summary
• Don’t just duplicate portal functionalities
• Don’t focus on one platform
• Provide multiple functionalities
• Create incentives for potential users
• Don’t focus only on customer apps
• Provide similar user experience regardless of
the channel

42. Thank You
natalia.maszota@comarch.com
+48 694 464 940
+48 58 326 4578