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					Web2.0-based next-generation online banking
Sequence
  Internet banking is the banking channel strategy is extremely
important link with the virtual nature, scope, cost and innovation and
so on. As China's financial development, the role of Internet
banking is changing too slowly, moving from a traditional,
transaction-centric platforms to a customer-centric marketing
platform.
  IBM Solutions Lab (Solution Lab) launched customer-centric
"Web 2.0-based next-generation Internet banking",
working together with business innovation, and banking technology,
channels and all aspects of business transformation. We combine the
recent years with the cooperation of foreign experts and customer
projects and product development experience in banking, everyday of
the next generation of online banking trends and solutions.
             ?- IBM Global Industry Solutions Development
Department General Manager Shen Liqinboshi



Internet banking features and driving forces in transition
Internet bank from the last century produced 90s to the present, has
experienced rapid development. Since 1995, the world's first
Internet bank - the birth of American security first network bank to
now, most banks have their own network of banks (and even mobile
Internet banking). The major banks and traditional channels - outlets
than online banking has its own characteristics, and favored by all
banks:
  1. Virtualization, network banks and banking from the user terminals
form a virtual network services platform, it does not require physical
construction, decoration, network managers can be achieved only site
in the world can access banking services. Achieved
"AAA"-type services, that any time (Anytime),
anywhere (Anywhere), and in any way (Anyhow).
  2. Widespread, across the service delivery time and space
constraints, to achieve the broad accessibility of services. Any user
can access only one computer (the future will be the mobile phone),
you can access banking services anytime, anywhere. Compared to
traditional banking channels and networks, it can achieve the service
more and more extensive customer requirements.
  3. Innovative, as opposed to networks, Internet-based bank has its
unique network of some of the features. As the popularity of the
Internet spread the cost of the marginal net of silver tends to 0, so
compared to other banking channels, the expansion of internet banking
to the size of the banks provide an equal platform for innovation. No
matter the size of banks, are available through financial service
innovation, introduce new personalized, diversified products to meet
market demand. Good financial products and services can be less than
network bound, the service extends to any corner of the world, to
raise bank's brand and values.
  4. Low cost, compared to bank outlets, online banking is very low
cost, the cost of only 15% of revenues to 20%, while the cost
comparison, network accounts for 60% of revenue.
  Internet banking because of its unique features and advantages, as
an important strategic channel banks. But with today's
Internet banking also has its limitations. The main performance for
the current first generation of internet banking is online banking
transactions for the center channel, the main objective is to provide
banking transactions online (starting point is the self of the counter
transactions), and did not reflect too much the Internet, especially
Web2. 0 to the new trends and characteristics. All users log on to
online banking and saw the same service, the same product
recommendation, the same information. So, today's banking
Internet banking channel in bank trading platform for self-centered
rather than user-centric service platform.
  With the development of the Internet (especially the rapid
development of Web 2.0), market changes, competitive pressures and
customer demand for more personalized. Traditional,
transaction-centric Internet banking channels can not meet the banking
needs of development.
  1. The pressure from the market
  Current domestic banks because of its commercial banking operation
of a late start, profitable one, intermediate business and foreign
developed countries, is relatively weak. The following is a domestic
bank, and a source of income for Western commercial banks plan:

  Can be seen from the figure, the proportion of Western commercial
banks more than the income derived from the financial value-added
services - intermediate business, and domestic commercial banks and
more sources of income from interest rate differential. Currently,
China's commercial banks to reverse the situation, the need
for restructuring, vigorously develop and improve intermediary
business revenue. The banking channels as a point of contact customer
to contact the banks, how to channel the system for customer
segmentation, how different types of customers personalized service,
and ultimately the banks of the channel from a transaction-centric
channels to transform customer smart center channel is the channel
banks of the driving forces of transformation, while online banking is
one of the most important channels.
  2. The pressure from competitors
  Now banks homogeneity of financial products more and more serious,
it was said: the life cycle of financial products, only a month. That
is a bank launched an innovative financial products, there are other
banks within a month of similar financial products on the market,
shows the intensity of competition between peers. For the whole
business under the terms of the big banks are more competitive.
Started operating a new business and products, will face fierce
competition squeezed the traditional advantage of existing services
will also be new competitors seriously affected. How each
other's strengths to expand the area of the market, while
maintaining the traditional business continued leadership as the
current size of the bank's focus. Enhance the core
competitiveness of the banks the key to the product itself will be
transferred to the service, brand, customer loyalty and other
"soft targets" above. We believe that attention to
customer delivered value from the perspective of providing customer
delivered value higher than competitors in order to enhance the bank
in the industry's overall competitiveness, sustainable profit
growth for the way out.
  3. The pressure from customers
  With the development, Web 2.0 concept enjoys popular support, along
with the "network of secondary generation" of group
development (secondary generation refers to the network: 30 years of
age, along with network growth, advocating personal life, freedom,
sharing , the pursuit of customer experience, etc.), network
generation is fast becoming the center of social power. According to
statistics, by 2010, the community will have 40% of the labor force by
the "network of secondary generation" component.
  Secondary generation of networks will bring about "social
fragmentation" of the increase. 20th century, a product
launch is often able to meet 80% of customers. The 21 so-called
"era of consumer sovereignty," the arrival of the
same means customers have less and less demand, more and more
diversified customer needs, personalize. This has forced banks to
further delve into and understand the different customer needs and
buying behavior in order to provide customers with services to meet
their needs, achieve better customer experience and customer loyalty.
  We know that, "customized" service will bring a
sharp increase in costs (such as private banking), the cost
constraints of traditional networks can not make large-scale promotion
of personalized services. However, with the continuous development of
the Internet (especially the birth of Web 2.0), using the
network's unique characteristics, "mass
customization" (consistent with personal service
requirements, but also to meet the mass production of low-cost
requirements) electronic channels through the banks possible.
  With the continuously improving the quality of consumers and
business banking products and homogenization, the user will be able to
more rationally choose to maximize the benefits to their own bank.
Maximize the benefits for consumers is a relative concept, not
reflected in the total customer value and total customer cost
difference, the difference in marketing called customer delivered
value on. Among them, the total customer value is customer specific
products or services from a range of benefits obtained, such as
product value, service value, personnel value and image value; and
total customer cost is in the assessment, access to and use of the
product or services, estimated costs arising from customers, such as
monetary cost, time, cost, physical cost and energy costs. With the
formula expressed as: customer delivered value = total customer value
- the total customer cost.
  Therefore, the bank's core competitiveness will gradually by
a product, a risk-centric to customer-centric. If the bank wants the
market higher in the competitive position, it is necessary to provide
customers than competitors, customer delivered value, that is an
advantage in customer delivered value. This is how banks operate
services in a comprehensive design and evaluation of the value of
their products so that customers get maximum satisfaction, thus
improving the overall competitiveness of the banks is important.
  Birth needs change, the current concept of Internet banking,
technology, function and experience have been unable to meet the
current needs of business development of commercial banks need to
produce the next generation of online banking. Web2.0 is precisely
such a concept, technology and experience, accompanied with the
bank's business development with students.



Web2.0 concepts and applications
 Speaking of Web 2.0, technical staff say it is technology, marketers
say it is marketing, designers say it is the customer experience,
entrepreneurs say it is business model. These statements on not right,
because Web 2.0 is either all of these, it is not just these, Web 2.0
concepts from different perspectives have different meanings.
 Brief article on two levels Web 2.0 - business models and technical
applications.

  1. Web 2.0 business models and applications
  Web 2.0 business models and applications derived from many, such as
the C2C e-commerce, video-based marketing, long tail and so on, such
examples are numerous. The core idea is from the traditional
enterprise-centric, user-centered turn to.
  Web 2.0 era, the end user in the network play an increasingly
important role in the spread from the community, blog / Wiki popular
video / Flash of the popular, widely used label, users actively
participate in product and service experience feedback, to end-users
in the network to carry out commercial activities, the end user is no
longer simply consumers of business information and services, but also
information and service providers. Web 2.0 era is the era of
user-hero, a variety of business models and applications will be more
focus on user needs and user experience.
  2. Web 2.0 technology
  Web 2.0 is a network of rich client technology, with the popularity
of Web 2.0 technology, a series of excellent AJAX frameworks such as
Dojo, jQuery, Prototype, Ext and so on. Based on these Ajax
frameworks, Web 2.0 application has a very rich presentation and
customer experience.
  There is also a key Web 2.0 technology: Mashup Mashup technology.
Mashup technologies and standards for production and development,
greatly promote the development of Web 2.0, Web 2.0 applications to
Mashup Widget dissemination service, and then Mashup technology can
facilitate the Zuhegezhong Widget, combined into a new application.
  In addition, a series of Web 2.0 technologies such as Atom, Restful,
JSON and so on.
  Web 2.0 concepts and technology has been applied to many industries,
especially in social networking and retail. Despite a late start in
the banking industry, but the effect is increased. And IBM not only
the technical aspects of Web 2.0 and Web 2.0-based industry solutions
are affecting the entire market.
Web2.0 on Internet Banking
  In other industries, Web 2.0 ideas and applications have been very
extensive, such as the search industry, Google, Baidu, etc.,
e-commerce have Ebay, TaoBao so, communities have Facebook, Youtub
and so on. Relative to the more conservative banking, Web 2.0
applications are started late, and they are all simple community
applications. But the Web 2.0 impact to the bank network has been
growing. Such as the ING Group, a president of the United States to
say: Now the banks are not using Web 2.0 risks arising from use of Web
2.0 than the much larger.
  1. The birth of new business models
  Web 2.0 has brought the concept of impact is much greater than the
impact of technology, such as Taobao, Ebay and other Web 2.0
e-commerce e-commerce revolutionized the traditional concept. In the
banking sector, along with the launching of Web 2.0 and will also
bring innovative financial business models and services. User-centered
around Web 2.0 thinking, the banks will be able to introduce new more
consistent with market needs. Here is a Web 2.0-based micro-credit
innovation case.
  C2C Microfinance Case: traditional commercial banks to provide
customers with services or loan products, banks are the only service
provider, which is typical of B2C business model. And a Web site
called Zopa launched the business (see below), does not belong to any
one of the traditional banking business, it is the innovation of
traditional banking business, based on this platform, allows customers
and clients are very convenient for small loans. This C2C's
banking business model is based on the concept of Web 2.0 business
model innovation. Has also begun on the bank's existing
business model had a huge influence, and banks can also use Web 2.0
concepts and technology to provide more and better value-added
services to customers, or generate new business model will affect Bank
of the traditional business model of operations and profitability.

 2. Got all clients and funding
  Web 2.0 affects all industries, and thus indirectly affect the
banking industry. A typical example is that Taobao, Ebay and other
e-commerce site points to go up a large number of bank customers, but
such as Alipay online payment agencies, also took a large amount of
money and business. With the overall conduct of financial mixed
operation, banks can operate other businesses, other institutions can
also be the same financial services industry. While in the face of
opportunities, the banking industry has ushered in a fierce challenge.
As mentioned earlier, the network did provide a relatively fair
platform, an innovative bank if they can introduce new, has introduced
to meet market demand for products and services, will be able to
network products and services to banks worldwide, to improve
competitiveness, it also gave some small banks to carve up the market.
Therefore, the banks, not to the consequences of Internet banking
channel transformation is lost more and more customers, the company
turned away by other industries or high-quality resources.
  3. Community-based financial management
  Money from the traditional financial specialists or account manager
to provide financial advice and banking services, which is a B2C
service delivery. The development of Web 2.0, bringing the user close
contact with the user, the user is not only a recipient of information
and services, their experience and feelings can be experienced as an
information and service providers, and customers to provide
information and services more likely to trust other customers more
effectively. So based on Web 2.0 social networking and banking
integration, can rise to community-based way of managing money.
  4. A rich user experience
  Presently, most banks have online banking user experience worse,
using Web 2.0 client-side technology, can increase the customer
experience, as follows:
  * Most banks show the traditional way of network services, such as a
large number of text characters. If the use of Flash video, or rich
graphics, user experience will be much better.
  * Global refresh. Use of Web 2.0 technology, can achieve partial
refresh, better customer experience and ease of use.
  * Integration of value-added services more users. Such as: can be
integrated Google Map or BaiDu Map to Internet banking services,
combined with the bank outlets, provides a wealth of branch address,
branch of service conditions and other information.
  * To provide community environment for real-time communication
between customers and financial management experience in banking.
  * Online manual service



Web2.0-based next-generation online banking
  Combination of Web 2.0 technology and banking development needs,
resulting in next-generation networks based on Web 2.0 banking. And
the traditional bank-centered network of banks compared to the next
generation of Web 2.0-based Internet banking is an online financial
supermarket, is a user-centric online marketing platform, providing
end users with a good customer experience:
  1. Online financial supermarket: the gradual launch and in-depth
with the Mixed, Internet banking products will increase more and more
diverse, traditional businesses such as banking, insurance, funds,
futures, gold, foreign exchange. Internet Banking more than just an
online trading platform, but a financial supermarket, customers can
get one-stop online banking financial services.
  2., Customer-focused marketing platform: on the one hand with the
social fragmentation, the network has gradually become secondary
generation of the main labor force, customers are increasingly diverse
needs of more and more personalized; other network banks to more and
more products available and how to fit in the Internet banking
services, through appropriate channels, to the right customers is very
convenient to choose and use one of the current conflicts and
challenges. Customer-focused marketing platform, first personalized
online channels, different customer login you can see the different
services, or even a different background, style, color, referral
services, emergency notification. Based on the individual platform,
banks can channel based on customer behavior, history, trading, risk
preferences and other information to provide customers with
personalized service.
  3., Customer Experience: As a customer contact point of contact for
banking services, customer service process in the customer experience
is essential. According to Maslow's hierarchy of needs, human
needs are multiple levels. Functions to meet only the most basic needs
of customers, customer experience is a function based on a higher
level of customer demand. Currently, most Internet banks can meet
customers at the function, but most banks have yet to be improving the
customer experience. Here the customer experience, including user
personalized service, whether to find a familiar and convenient
services (many online banking, users need to click a mouse, Caineng
found 5 service) in the process of whether to buy a variety of
information support whether to support a custom list of services and
so on will become the basic requirements of our customers.
  Web2.0-based next-generation online banking, first yes is no longer
just a "trading Dian platform" become a Quanmian of
"marketing chain platform," Neng Jiehekehu the
Zhenggexiaofei process of providing services. Internet banking is
based on the traditional transaction, each customer banking
transactions in the network is a one of the "deal
points", these transactions is between user and bank
services, where the only interaction. Web 2.0-based network of banks,
this "deal points" to extend, so that it becomes a
"marketing chain", the consumption process for the
customer service, as shown below:

  1. Stimulate consumer desire
  In the next generation of online banking, can combine video,
graphics and other rich presentation, or the way the game to provide
financial information and financial information. To stimulate the
user's desire for consumption.
  2. Pre-research
  Financial products are "high degree of
involvement" products, users need adequate information
access, analysis research will be conducted after the consumer
decision-making. Web 2.0-based next-generation network banks, to
provide comprehensive products and services, information integration,
and product information push is "context" and
"personal preference" combine to realize the value
of information.
  Source of information analysis can be banks, similar products, it
can also be a third party news, fully meet the needs of the
user's pre-market research (technology can make use of Web 2
Mashup Mashup technology integration and associated information).
  3. Sale
  In the user's consumer operation, on the one hand can
provide online help and aid users to smoothly complete the consumer
operation (technically you can use Click to Call and Co-Browsing
technology Internet Banking and Call Center to assist coordination
between the multi-channel ); on the other hand, the banks according to
the user's "events" to increase
cross-selling and upselling capabilities. Specifically refer to
"event-based marketing, banking system architecture&quo
(http://tech.it168.com/a2009/0506/275/000000275026.shtml) article.
  4. After-sales concern
  Sale is very important in marketing a part of the customer if not
satisfied on the service, will directly lead to decreased customer
loyalty will also be brought directly to the decline in bank profits.
Such as: customers buy fund products, easy to have a
"perception anxious", fear of shrinking revenue,
even normal movement will cause the customer
"aversion", and thus reduce the bank's
satisfaction. In the next generation of online banking, it should
consider providing funds for the fluctuation analysis, even compared
with the performance of the industry, reducing the perception of
anxious customers.
  Next Generation Internet Banking service also includes ongoing
product related information push, event-based customer loyalty
tracking and services, customer interest in such gifts push.
  5. Repeat purchase
  With customer service satisfaction and increase the likelihood of
repeat purchase customers, become loyal customers of banks; the same
as the number of customers buying banking products increased, the
viscosity of customers and dependence on the banks will increase (such
as holders of credit and debit cards are two products, customer
loyalty, much higher than the individual holders of savings customer
loyalty card)
  6. Customer Lifetime Value
  In a person's life cycle, demand is constantly changing. If
the student stage, graduate work stage, and his father a parent phase,
such as retirement stage, each stage of the demand for financial
services and products are different, the banks should be concerned
about the long-term customer relationships to maintain and, depending
on client assets and achieve client-based the full life cycle of
relationship marketing. These are available through the next
generation of online banking channels become a reality.



Web2.0-based framework for the next generation of online banking
 IBM's WM-BTT (WebSphere Multichannel Bank Transformatio
Toolkit) products can help banks to achieve a new generation of online
banking. The figure is based on IBM WM-BTT product next-generation We
2.0 Internet banking organization chart:

  IBM to provide next-generation Web 2.0-based Internet banking
solution, providing a rich customer experience, personalized service,
customized desktop, internet banking, event-based marketing, services,
information and other characteristics associated with the context. The
figure is based on the solution of a demonstration screenshot:

  The following is an example of banking services for real estate
sales agency. Banks in the network, select the service, the next
figure on the left display for sale of real estate information
services and the right is the Google Map Google Street View service,
lower right corner is a loan calculator service. These services and
information integrated real estate services up the consignment. No
doubt such a service than the traditional text with graphic
descriptions, and more to attract users, but also provide users with
more value-added information.
Summary
 Internet banking to become an increasingly important electronic
banking channels, IBM WM-BTT Web 2.0-based next-generation Internet
banking solutions, customer focus, providing customers with
personalized Internet banking platform to enable banks to understand
each customer potential demand in order to achieve complete target
marketing and customer marketing.
 New technology brings new business models, new business innovation
also needs a new product platform. IBM WM-BTT products can help you
achieve this goal.

				
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