Framtidens marked for mobilbetalinger. Tor W. Andreassen Professor og leder av Center for Service Innovation (CSI)

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1 1 Framtidens marked for mobilbetalinger Tor W. Andreassen Professor og leder av Center for Service Innovation (CSI)

2 Faktum Det som tok deg dit hvor du er i dag er ikke det samme som vil ta deg dit du trenger å være

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4 PROBLEMET I BANK ER IKKE AT DE VET FOR LITE OM MOBIL, MEN FOR LITE OM KUNDENE 4

5 Bank: Kundetilfredshet Skandiabanken 81,2 80,6 82,1 83,6 82,4 81,6 Handelsbanken 80,2 79,6 78,3 Eika 77,5 77,7 77,1 Sparebank 1 Gruppen 71,6 71,1 70,2 74,1 73,7 73,7 Nordea 66,8 75,1 72,8 69,4 70,1 73,3 Danskebanken 69,5 70,1 70,4 69,5 69,2 71,9 DNB 65,7 71,9 67, ,8 69,5 Kilde: Norsk Kundebarometer

6 Man prøver med andre ord å gjøre enda bedre det man allerede gjør godt. Faren er at man utvikler tunnelsyn 6

7 Man må forbedre og innovere der hvor det er viktig eller kommer til å være viktig for kundene: MAX CVA for adopsjon UTFORDRING 7

8 8 trender Mobilitet Alltid på nett Avkastning på tid Bærekraftig Personvern Å leve i nuet Se på meg NÅ! Kvalitetsdata raskere

9 3 segmenter Ung, fri, og enkel: Millennias Kaos i livet mitt Fått livet mitt tilbake

10 Pengebruk Eastman og Liu (2012) peker på at dette er den mest protected and indulged generation og har derfor an inability to delay gratification (Tucker, 2006, cited in Eastman & Liu, 2012). 10

11 Millenials Millennials think mobile first. - A full 74% of all Millennials surveyed said, Mobile banking is very important to me. This was the highest of any generation surveyed and 76% greater than the Baby Boomer response. Millennials want a relationship. - 64% of all Millennials surveyed place importance on developing a relationship with their banks or financial institutions. Millennials seem to be saying they want the best of both worlds: high tech and high touch. This creates a challenge for financial institutions; how can they cultivate personal relationships with Millennials when this demographic gravitates towards digital channels? Millennials admit they need to know more about their finances. - 70% said they wished they had more knowledge and skills when it comes to banking and other financial matters. Millennials eschew cash. - When asked, How many days per week do you carry less than $5 in cash? Almost a quarter (23%) of all Millennials surveyed said seven days a week. Kilde: 2014 Independent Community Bankers of America and The Center for Generational Kinetics, LLC

12 USA-bankkunder generelt Kilde: 2015 North America Consumer Digital Banking Survey, Accenture 12

13 USA-bankkunder generelt 13 Kilde: 2015 North America Consumer Digital Banking Survey, Accenture

14 EN STUDIE 14

15 5 måter å skape kundedelaktighet Kundeengasjement i annonser - Absolutt Vodka: hvor er flasken skult i annonsen Selvbetjening - ATM, on-line banking, mobile banking Tilrettelegging for en opplevelse - kunden spiller en aktiv rolle i for eksempel rafting Problemløsing - Feilsøking, fikse problemet selv når noe går galt Designe tjenesten sammen - Threadless.com 15

16 Forskningsspørsmål Hvilke elementer av verdiskapingen gir kundene den størst verdiopplevelsen? Hedonistiske aktiviteter - underholdende, gledesbetonte elementer eller handlinger Nyttebaserte aktiviteter - kjøp av tjenester som er mer praktiske av natur, og dekker grunnleggende behov 16

17 Konseptuell modell Andreassen, Gustafsson, og Gebauer,

18 Hva vi fant Andreassen, Gustafsson, og Gebauer,

19 HVORDAN MØTE FREMTIDEN? 19

20 Innovasjoner som leder til.? Kvalitet Utdanning Fine restauranter Kostnader - Flynæringen Banknæringen 20

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24 Toshiba's humanoid robot "Aiko Chihira" at a Mitsukoshi department store in Tokyo. Photographer: Akio Kon/Bloomberg 24

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26 Japan Unleashes a Robot Revolution At the opening of Japan s Robot Revolution Initiative Council on May 15, Abe urged companies to spread the use of robotics from large-scale factories to every corner of our economy and society. Backed by 200 companies and universities, the five-year, government-led push aims to deepen the use of intelligent machines in manufacturing, supply chains, construction, and health care, while expanding robotics sales from 600 billion yen ($4.9 billion) annually to 2.4 trillion yen by

27 Prediksjon Using the most conservative estimate, expert members of the Institute of Electrical and Electronics Engineers (IEEE) have estimated that up to 75% of all vehicles will be autonomous vehicles by We can now be fairly certain that these occupations will experience job losses in the next 25 years. - Taxi and Bus Drivers - Truck and Delivery Drivers - Car Manufacturers and Car Salesmen - Mechanics Doctors/Surgeons/Lawyers/Insurers - Traffic Cops, Driving Instructors and Parking Wardens. - Train and Plane Industry 27

28 Robotene er i bevegelse The strong, lightweight, agile robots wouldn t replace the mason. Instead, they'd enable smarter labor by taking on repetitive, back-breaking tasks and introducing logistical efficiency. As an example, deploying materials across the site faster, and with fewer errors 28

29 Robotene har begynt å tenke A new deep-learning algorithm developed by Saxena and graduate student Jaeyong Sung enables a robot to operate a machine it has never seen before, by consulting the instruction manual probably available online and drawing on its experience with other machines that have similar controls. 29

30 AI har fått et human touch Whereas many other technologies demand that humans adapt their behavior in order to interact with smart machines, Amelia is intelligent enough to interact like a human herself. This equips her to deliver a top quality customer experience for any of the businesses in which she is deployed. Amelia doesn t have just an IQ, she has an EQ as well. She is equipped to sense human emotions and respond appropriately 30

31 Møt Dr Watson fra IBM We re going to enable personalized health care on a huge scale, said John E. Kelly, a senior vice president who oversees IBM s research labs and new initiatives. What will be really game changing is its ability to assist people with the complex and nuanced tasks of decisionmaking and analysis. 31

32 For workers to win the race, they will have to acquire creative and social skills. The study, a collaboration between Dr. Carl Benedikt Frey (Oxford Martin School) and Dr. Michael A. Osborne (Department of Engineering Science, University of Oxford), found that jobs in transportation, logistics, and office/administrative support are at high risk of automation. More surprisingly, occupations within the service industry are also highly susceptible, despite recent job growth in this sector, they say 32

33 Tiltak Hva er viktige konsument-trender? Hvilke segmenter er viktig i dag, og i morgen Millennias er veldig annerledes enn sine foreldre - Mobil er alt - Mangler finanskunnskap - Visuell kommunikasjon Engasjer kundene innen områder som gir dem størst nytte - Ikke problemløsing, men nyttebaserte oppgaver Bruk teknologi, roboter, og AI aggressivt hvor kostnader kan reduseres og verdier økes for kundene samtidig!! 33

34 Albert Einstein "WE CAN'T SOLVE PROBLEMS BY USING THE SAME KIND OF THINKING WE USED WHEN WE CREATED THEM." 34

35 Takk for