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10 non-core banking apps worth considering
Plus a shortlist of four reserves taken from outside FS
November 2012

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Report structure:
A. Executive summary*
B. Research approach*
1. Ten examples* (29 pages)
2. Shortlisted
3. Conclusion
* See subsequent pages for examples from this section.
Topic:
As part of on-going Mapa research in the mobile space we see
that banks are looking beyond core mobile banking apps to
engage with both existing customers and prospects on mobile
devices. A range of techniques are being used.
In our latest syndicated report, we take a look at some of the
best non-core banking initiatives in financial services, and take a
look at other sectors, providing some thought-provoking ideas
for banks. Implementing these ideas will provide value for their
customers, build loyalty and branding , and extend product and
service offerings.
In the report we look in detail at 10 different non-core banking
apps plus a small number of initiatives taken from outside the
banking sector that could be relevant for a financial services
company.
Methodology:
For all examples we include quick facts, business cases, our
commentary and analysis, and screenshots, as well as
statistics and other insight we have obtained (including
quotes and comments from the organisations behind the
app). The report comprises 42 pages.
What are banks doing - beyond core mobile banking apps - to engage with both
existing customers and prospects, using the app opportunity?
Objective:
The key objectives of the research was to:
• Gain an understanding of what types of non-core banking
apps are available to customers, as well as non-customers.
• Identify the business cases amongst selected apps of interest.
• Investigate apps outside the banking sector, and see if any
could be applicable to a financial services company.
• Provide evidence of success regarding the app initiatives
highlighted.

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See subsequent pages on what to expect from the
report:
10 non-core banking apps worth considering

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Summary of approach
As part of this report project we have researched:
• Approximately 80 banks and financial services companies across the following countries:
• 40 non-financial services companies, primarily in the Nordics, UK and USA. Sectors researched include hotel, retail, telecom
and travel.
• We have also reviewed documents held at Mapa such as previous syndicated reports, conference material and bookmarked
news stories captured as part of our ongoing monitoring of digital developments around the world.
• Screenshots have been taken using live Mapa held consumer accounts. In some cases insight has also been provided by using
screenshots available within the AppStore / Google Play.
Research approach
• Belgium
• Denmark
• France
• Netherlands
• Norway
• Australia
• Hong Kong
• New Zealand
• Singapore
• USA
• Spain
• Sweden
• Turkey
• UK
Europe: Outside Europe:
Sample page from report

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Objectives
The objectives of the research was to:
• Gain an understanding of what types of non-core banking apps are
available to customers, as well as non-customers.
• Identify the business cases amongst selected apps of interest.
• Investigate apps outside the banking sector, and see if any could be
applicable to a financial services company.
• Where possible, provide evidence of success regarding the app initiatives
highlighted.
This report will feed into internal planning and decision making processes
,providing both creative inspiration as well as a tool to strengthen business
cases.
Chapters Covered
We start off with a summary of our research process.
In Chapter 1 we look in detail at 10 different non-core banking apps, including
quick facts, business cases, our commentary and analysis, and screenshots,
as well as statistics and other insight we have obtained.
Chapter 2 has examples that we have obtained as part of doing research
outside the banking sector. For all the examples included in this chapter we
suggest why these could be relevant for a financial services company.
In Chapter 3 we summarise the key findings and comment on the future.
Executive SummaryE
Key themes
Throughout this research project a number of key
themes have emerged:
• Housing and mortgage related apps are, by far,
the most common approach by banks to extend
their app offerings. This is also the app initiative
outside core banking that we see providing the
best business case.
• Loyalty schemes and deals create another
appealing business case, particularly around the
use of GPS functionality and the option to redeem
quickly and easily. This will be the new app battle
ground.
• We anticipated that there would be a large
number of app initiatives aimed at youths and
students: considering them a digital savvy
generation that banks want to tie closer to their
business. Currently few such initiatives exist.
• Despite a huge worldwide search we have only
been able to find and include a small number of
non-banking apps that we see as having potential
for banks to build a case around.
• Our conclusion: should banks just stick to
banking? Considering our scope and findings;
banks, in most cases, seem to think so.
Sample page from report

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Ten examples: Citi – ThankYou Rewards1
Quick facts
• Check your reward point balance
• Browse a product catalogue from Best Buy stores
• Redeem your points at Best Buy, checking out on your mobile
• Purchases can be picked up in-store or delivered
Business case
The Citi Rewards scheme is part of their central marketing strategy to
build customer loyalty. It will drive profitable customer behaviour, including
greater account acquisition, spend and fee revenue, and reduced attrition
- all of which bring direct revenue for the bank. After only 5 years of
running the scheme, the Citi claimed 13 million customers, making it one
of the world’s largest loyalty schemes. Once the business case for the
rewards scheme itself is created, it naturally translates to the mobile
channel. With smartphone penetration in the USA at over 50% and
numerous mobile coupon and rewards sucess stories, a mobile version of
ThankYou Rewards seems obvious. Increasing accesibility of the scheme
increases the value of the rewards points.
Mapa comments
ThankYou Rewards was one of the first bank lead apps to join up reward
points with a mobile commerce solution. Citi are perhaps the leading
example of a bank letting customers unlock the value stored in their loyalty
points. Citi points can also be viewed in the mobile banking app and
shared among Facebook friends.
Further insight and statistics:
“It’s about giving our customers what they wanted,”
said Ralph Andretta, executive vice president of
loyalty and new products at Citi.
“We’re starting to see people actively engage with
us on mobile,” Mr. Andretta said. “We’re very
excited about the new mobile app.
We’re also very excited to partner with Best Buy -
they have depth and reach,” although Citi would
consider partnering with other retailers.
As part of the app promotion any Citi ThankYou
member who downloads the app at the Best Buy
store in Union Square, New York City from noon to
9 P.M. will receive bonus ThankYou Rewards
points.
August 2011, Mobile Commerce Daily
bit.ly/SA9fB4

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1
Mapa comment:
The integration of mobile devices with physical
commerce is increasingly prevalent. Previously,
customers may have only used their phones to
compare prices online, but now retailers are
attempting to include mobile devices for shopping,
checkout and loyalty. One new intitaitve comes
from Sainsbury’s in the UK : bit.ly/Px0I5P
Customers can search, scan and redeem ThankYou Rewards at Best Buy. Customers can also see their rewards points in the main
mobile banking service. N.B. ThankYou rewards can also be shared on Facebook (see next page).
ThankYou rewards app landing page
after login (login with rewards
member username and password)
If at a Best Buy store, customers can
scan in product barcodes to see how
many points they would need to
redeem them.
Customers can then purchase the product by
checking-out on their mobile phone. After
receiving a confirmation email, the customer can
pick up their product in the store.
Ten examples: Citi – ThankYou Rewards Sample page from report

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1
As part of the overall Citibank US Facebook page they have created a dedicated ThankYou Rewards app as part of which they
promote the different benefits that comes with the scheme including the option to transfer as well as a sharing points with others.
Ten examples: Citi – ThankYou Rewards
Link to page: on.fb.me/Y5NEXC
Sample page from report

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A selection of reports to buy:
1. Tablet Banking: 3rd Edition - Is it more than just the iPad?
Published Jan 2012.
2. Mobile Promotion: The report will cover a global review of how
banks use mobile banking as a tool for promoting /selling products
and also how mobile banking itself is promoted to customers.
Published March 2012
3. PFM Tools: Is PFM worth the investment? (follow up to 1st
edition PFM report ). Published June 2012.
4. Mobile User Experience: We’ll look at the good, the bad and the
ugly of mobile banking interfaces. We’ll also be asking subscribers
for their input on what a killer experience should be. Published
August 2012.
5. Security: Successfully managing a delicate balance.
Published October 2012.
6. Mobile Apps: 10 non-core mobile banking applications worth
your time thinking about. Published November 2012.
7. Mobile payments: Market review of point-of-sale initiatives
including a deep dive in to the customer experience of a selection of
services. Delivery December 2012.
8. (Bank) Simple review: What are disruptor brands like Simple
doing that we (banks) could bring to our brand to improve our
customer experience?. Delivery December 2012
The internet is still rapidly changing. Just when we think
it can’t get better; it does. New ways of marketing, the
impact social and mobile, the change in consumer
behaviour; are all impacting the way online businesses
are servicing their customers and converting new ones.
Banks are also getting more innovative; launching clever
services, embracing new technologies and engaging
customers with stimulating and creative content. This is
not a single country story, it is an international story.
With our reports we can keep you up to date and make
sure you are not missing anything.
More about our insight reports

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This gives our clients an insight that cannot be
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We only work in financial services
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