THE BIG SHIFT

The 3 Phases of Customer Behaviour Disruption

““The world is changing very fast.The world is changing very fast.BigBig will not beat will not beat smallsmall

anymore...anymore...it will be the it will be the fastfast beating the beating the

slowslow.”.”

Rupert Murdoch, 79Rupert Murdoch, 79

1Internet givesControl & Choice

THE BIG SHIFT The 3 Phases of Customer Behaviour Disruption

300%$ IncreaseSince Jan 09

15%Online as % ofRetail Deposits

Market

Source: Reuters

x2

I trust my network more than I trust your brand...

I trust my network more than I trust your brand...

Does your bank require all social media effortsto be vetted by compliance first?

source: ABA Banking Journal

Who’s your dedicatedHead of Social Media?

22

Mobility givesAnywhere &

Anytime

THE BIG SHIFT The 3 Phases of Customer Behaviour Disruption

Mobility Usability

Slow Mobile App Involvement

•8,012 FDIC Insured Institutions in the USAAs at Q1 2010

•Dedicated iPhone Apps: 257

•Specialized Mobile Websites:54

•Android or other: 28

source: iTunes/Apple Inc, NetBanker.com, Mobile Phone McGee

4.2%*4.2%** With confidence error adjustment

Who does your head of mobile report to?

Behavioral Shift97% own a computer

94% own a mobile phone

76% use Instant Messaging

15% of IM users are logged on 24/7

34% use websites as their primary source of news

28% author a blog and 44% read blogs

49% download music using peer-to-peer file sharing

75% of college students have a Facebook account

60% own some type of portable music and/or video device such as an iPod

3MobilePayments gets

us Ubiquitous & Cashless

THE BIG SHIFT The 3 Phases of Customer Behaviour Disruption

Who is in charge of phasing out cheques?Who is in charge of phasing out cheques?

Why are we still offering cheque accounts and not mobile phones?

How will I apply for a credit card if there is no plastic?

Hot mortgage deals*Citibank offset 6.5% 14 years ★★★☆☆

HSBC Fixed Rate 5.75% 18 years ★★★☆☆Bank of America 5.65% 18 years ★★★★☆

More deals

*Based on 30% deposit and mean value of houses in street$765,452

Designing theTHE BIG SHIFT

Ad impressions per day(based on 100 Million units sold)

1 Billion iAd

DataWho?

When?Why?How?

Where?

Simplicity

THE BIG THE BIG

SHIFTSHIFTIt’s not about channel, it’s not about technology

Engagement

Out Now!Out Now!

Follow me on Twitter: Follow me on Twitter: @brettking@brettkingEmail me: Email me: bking@userstrategy.com