Benchmarking Mobile Banking in Switzerland Today
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BENCHMARKING MOBILE BANKING IN SWITZERLAND TODAY CAPCO DIGITAL SWITZERLAND TABLE OF CONTENTS Introduction .................................................................................................................................................................................. 01 Key Findings ................................................................................................................................................................................. 02 Mobile Banking Is Reaching a New Threshold ................................................................................................................................. 03 Is Omnichannel Dead? .................................................................................................................................................................. 05 It’s Not Just Apps – It’s the Products and Pricing ............................................................................................................................. 06 Capco 2020 Mobile Banking Benchmark ........................................................................................................................................ 08 Digital Pricing Strategy .................................................................................................................................................................. 12 Concluding Thoughts ..................................................................................................................................................................... 15 INTRODUCTION Technological innovation is taking place across all industries and financial services is no different. In this cut-throat consumer-focused age, convenience is a key differentiator and smartphones are providing the solution to many of life’s tasks for this very reason. Increasingly, people want the choice of being able to use their mobile to bank. We’re now in an era where days can pass without cash passing through our hands and face to face interactions are optional. Across some parts of Europe, physical banking branches are closing or consolidating their services in favor of more digitally efficient (and sometimes cheaper) alternatives. However, reports show that Switzerland’s consumers have been slow to adapt to a digital mobile-first mindset in banking. But will this always be the case? We wanted to shed light on the rise of mobile banking apps available to the Switzerland banking segment today and how industry players are using mobile to go-to market and above all, how they are delivering. ABOUT OUR STUDY In 2020, Capco Switzerland conducted a review of 16 banks’ mobile apps. The banks we reviewed included: • Five Swiss banks (two of which are global and three that are tier-one category) • Three European tier-one banks • Three UK tier-one banks • Five challenger banks: Monzo, N26, Revolut, Starling Bank and Zak. Capco measured the mobile apps’ functionality and usability against 30+ app features across seven categories: payments, assets, cards, personal finance management, notifications, customer support and usability. These mobile banking features ranged from the more commonly seen mobile banking features, such as balance display and transaction history, to more niche offerings, such as appointment booking and budgeting. The banks were then grouped into three categories, Swiss banks, European banks and challengers; and rated. Capco gave each of the three types of bank a percentage of fulfilled potential in offering the full spectrum of the suggested best practice functionalities. BENCHMARKING MOBILE BANKING IN SWITZERLAND TODAY /01 KEY FINDINGS In evaluating the most common mobile banking apps available to the Swiss market, we have made the following key observations: • While the user experience for their banking apps may be lacking, Swiss banks are outshining other European banks for payment functionality and coverage of PFM and notification features. • Allowing customers to manage their cards is the most neglected app feature for Swiss and European incumbent banks today. • Challengers came out top in terms of usability, however, they tend to fall behind traditional banks when it comes to feature sets beyond best practice features. • Incumbent banks need to transform their product / service offering portfolio and pricing model to keep challengers at bay. • When it comes to product offering, the ‘less is more’ approach could be key for Swiss banks. • Today’s retail banks offerings tend to fall into one of the following four distinct models, 1) a mix and match offering, 2) stacked bundles, 3) loyalty banking and 4) consumption-based banking. We observe that the most common offering types, mix and match and stacked bundles, are failing to capture customer’s needs. • Banks need to put in place a digital pricing strategy founded on the following four pillars: 1. A strong focus on meeting customers’ evolving needs, interests and loyalty 2. Customers must be able to primarily interact with products and services via digital channels 3. Products should be made available immediately as part of a seamless onboarding process 4. Products should be able to be consumed independently and flexibly (e.g. location and time). BENCHMARKING MOBILE BANKING IN SWITZERLAND TODAY /02 MOBILE BANKING IS REACHING A NEW THRESHOLD When did you last use your mobile banking app? For most people heading in Switzerland, and how are traditional Swiss banks in Switzerland, the answer to this question is never. More than positioning themselves? half1 of digital banking customers in Switzerland don’t use the mobile app of their traditional brick and mortar bank, and of the Marc Andreessen, the founder of Netscape and partner at ones that do, few use the app regularly. Andreessen-Horowitz (a16z) famously coined the phrase, ‘Software is eating the world2.’ This axiom has been extended Despite this trend, neobanks are gaining traction in Switzerland, recently by another a16z partner, Benedict Evans, that ‘Mobile is with Revolut recently reporting more than 250,000 customers.1 eating the world3.’ Indeed, mobile internet usage is growing, and This is no small feat in Switzerland - given its population of eight has, as of 2018, started to eclipse desktop usage of the internet. million, and it puts the British challenger bank in the same league In the United States, almost two-thirds of all internet usage now as many regional banks in Switzerland, in terms of raw customer happens either in mobile apps or through a mobile browser, up base. Considering all these factors, where is mobile banking from about 50 percent4 just over four years ago. MOBILE IS EATING THE WORLD Billion Minutes Online - United States 1600 1400 1200 1000 800 600 400 200 0 2015 2016 2017 2018 Desktop Mobile Apps Mobile Browser 1. https://www.handelszeitung.ch/unternehmen/revolut-hat-plotzlich-massiv-mehr-kunden-der-schweiz 2. https://www.wsj.com/articles/SB10001424053111903480904576512250915629460 3. https://www.ben-evans.com/benedictevans/2016/12/8/mobile-is-eating-the-world 4. https://www.comscore.com/Insights/Presentations-and-Whitepapers/2018/Global-Digital-Future-in-Focus-2018 BENCHMARKING MOBILE BANKING IN SWITZERLAND TODAY /03 Today, access to the internet and smartphones are synonymous beginning of this decade, the main channel for gaining internet with one another. Almost all new internet users globally first access was through desktop, with more than 90 percent of get access to the internet through a smartphone. For adults traffic coming from accessing the internet through a regular web worldwide, internet access means smartphone access.5 At the browser on a desktop platform.6 INTERNET ADOPTION IS NOW SYNONYMOUS WITH SMARTPHONE ADOPTION Adults with Internet & Smartphone Access - Worldwide 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1995 2000 2005 2010 2015 2016 2017 2018 Internet Smartphones As a result of the proliferation of mobile platforms, the trend than 80 percent of internet users also use mobile payments. toward mobile banking services has made its mark on financial This development is reaching, with some lag, Europe and North services as well. Providing a mobile app has become a staple America too. More than 30 percent7 of internet users use mobile for a bank’s channel offerings. Within the payments space, a payment solutions. The contrast becomes much starker in stunning trend has emerged in Asia. In China, for example, more transaction volumes. 5. https://www.comscore.com/Insights/Presentations-and-Whitepapers/2018/Global-Digital-Future-in-Focus-2018 6. https://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/worldwide/#monthly-201001-201012 7. https://www.ben-evans.com/benedictevans/2016/12/8/mobile-is-eating-the-world BENCHMARKING MOBILE BANKING IN SWITZERLAND TODAY /04 MOBILE-FIRST ADOPTION INDICATES SIGNIFICANT DIFFERENCES IN BEHAVIOUR & TRANSACTION VOLUMES Mobile Payment Penetration, 2018 Mobile Payment Value, 2018 (USD trillion) 90% 14 80% 12 70% 10 60% 50% 8 40% 6 30% 4 20% 2 10% 0% 0 USA China USA China USA China Chinese users transacted more than $14 trillion in 2018, dwarfing things like cars, rent and utility bills. This data showcases the the roughly $100 million8 of transaction volume in the United increase in the relevance of mobile platforms as a channel and States over the same period. The key driver in this disparity is ongoing growth as a delivery medium for financial services. We the fact that Chinese consumers can pay for almost anything are reaching an inflection point where