What matters to financial buyers depends on who they are and what they are buying. Our Technographics data shows that European customers with different profiles — for example, different sociodemographic or attitudinal profiles — care about different things when selecting financial services firms.
The report 'Why Europeans Choose Financial Firms' also shows that the influence of word of mouth on a customer's decision to select a financial services firm declines sharply with age. A striking 37% of customers ages 16 to 24 and 18% of customers ages 25 to 34 were influenced by their friends' or family's recommendations. On the other hand, nearly half of European financial buyers ages 65 or older chose a company for their most recent financial purchase partly because they already had a product or account there.
Early in 2010, my colleague Bill Doyle published a report called 'Customer Advocacy 2010: How Customers Rate US Banks, Investment Firms, And Insurers'. This report includes trended Technographics® data that shows that US consumer trust in financial institutions is returning. One year after the financial crisis that brought the US economy to its knees, customers are more likely to say that their financial institutions do what's best for them, but not all of the financial sectors benefit equally.
Insurers score better than ever compared with other retail financial services firms. Smaller banks also do well, while some of the biggest banks again land at the very bottom of our rankings. And after years of rating higher than banks, investment firms as a group now score worst.
Forrester clients can access the report with the scores for 46 US financial companies here.
A recent report from my colleague Alexander Hesse on 'The State Of Mobile Banking In Europe: 2010' shows that about one in eight European Net users with a mobile phone use mobile banking today — with SMS account alerts being the most common type. Many European banks like Rabobank and Lloyds TSB let customers set up time- and event-triggered text alerts, but currently, only 10% of European online mobile phone users actually use them.
We expect that 39% of European mobile phone users will use the mobile Internet by 2014. Why? Smartphones becoming the norm, more widely available, all-you-can-eat data plans, and more compelling content will drive uptake. Today's iPhone and BlackBerry users are, for example, already nearly three times as likely to use mobile banking as other mobile phone users.
Online banking has shown a fair amount of growth over the years in Europe. Forrester's Technographics® data shows that more than 50% of European Net users bank online today, up from about 35% in 2002. Northern Europe leads in the adoption of online banking, with 90% of Dutch and 87% of Swedish online consumers having used it in the past three months.
Interestingly, the countries that close the list with regards to online banking are actually leading the uptake of mobile banking in Europe. In Spain and Italy, about one in five mobile phone owners uses some kind of mobile banking — for example, to check their account balance, transfer money, or pay bills using text messaging (SMS) or the mobile Internet.
Next week, I will present first results of Forrester’s 2009 global banking platform deals survey. A total of 17 banking platform vendors submitted their 2009 deals for evaluation. One year ago, the same set of deals would have represented at least 19 vendors: In the 2009 survey, FIS’s deals include those of acquired US-based Metavante, and Temenos’ deals include those of acquired French Viveo. These theoretically 19 participating vendors submitted a total of 1,068 banking platform deals to evaluate, a steep increase compared with the about 870 submitted deals for 2008.
We had to classify a large share of these 1,068 banking platform deals as extended business or even as a simple renewed license — if the vendors did not already submitted them with the according tag. Forrester’s “rules of the game” did not allow us to recognize further deals, for example, because a non-financial-services firm signed a deal. Overall, Forrester counted 269 of the submitted deals as 2009 new named customers, compared with 290 for 2008. In the past, Forrester sorted the vendors into four buckets: Global Power Sellers, Global Challengers, Pursuers, and Base Players. The Pursuers and in particular the Global Challengers saw only minor changes in the previous years. 2009 has shaken this stable structure, and we will see many vendors in groups they haven’t been in before.
For the past couple of years, I have worked on the analysis of global banking platform deals at this time of the year. Currently, I’m again working on the results of a global banking platform deals survey, this time for the year 2009. Accenture and CSC did not participate in 2009, and former participants Fiserv and InfrasoftTech continued their absence from the survey, which started about two years ago. The 2009 survey began with confirmed submissions from a total of 19 banking platform vendors.
We would have been glad to see more participating vendors, in particular some of the more regionally oriented ones. However, US vendor Jack Henry & Associates as well as multiple regional vendors in Eastern Europe, Asia, and South America did not participate. Nevertheless, the survey saw some “newcomers” from the Americas, Europe, and the Middle East, for example, Top Systems in Uruguay, Eri Bancaire in Switzerland, and Path Solutions in Kuwait. Consequently, the survey now covers banking platform vendors in all regions of the world except Africa and Central America.
However, 19 was not the final vendor count: One of the 19 vendors, France-based banking platform vendor Viveo, dropped out of the survey because Temenos acquired it shortly before Viveo provided its data. Another vendor simply told us that it only saw business with existing clients and, in the absence of any business with new clients, it saw no sense in participating. While all other participating vendors won business with new clients (whether the rules of the game allowed Forrester to count that business or not), 2009 was not the best of times.