© 2011 Computer Sciences Corporation. All Rights Reserved. Building the Killer Insurance Marketing...
Transcript of © 2011 Computer Sciences Corporation. All Rights Reserved. Building the Killer Insurance Marketing...
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© 2011 Computer Sciences Corporation. All Rights Reserved.
Building the Killer Insurance Marketing App
Bob Evans
Director, Mobile Insurance Solutions
205-259-6513
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Session Objective
Explore the general capabilities of mobile devices and how they can be exploited to provide business value for insurance, and some techniques for doing so.
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Growth of Desktop, Laptops, Smartphones, and Tablets
Source: IDC and Gartner
Computing HAS BEEN Going Mobile!
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Consumers and Employees are Demanding It…
• In today’s “on-the-go” world, insurance consumers demand reliability, transparency, and ease of communication from their insurance provider– 1 out of 5 US online adults affirm that the ability to check policy information or to pay bills using a
mobile phone influences their decision regarding a provider
– 1 in 10 online Generation Y insurance owners have connected with their insurer through their mobile device in the past year
– Consumers top desired functions from their mobile phone are: being able to report an accident, locate an agent, track a current claim, access their insurance policy, and pay their bill on their mobile phone
• Claims adjusters are demanding wireless devices and applications, which is driving Tier 1 and Tier 2 insurers to invest in these technologies– Mobile solutions can drive an efficiency gain of up to 30% in
claims processing
– Arming adjusters with mobility enablers can contribute to operational excellence, cost savings, and superior customer service
– Insurance CIO’s are investing in wireless solutions for claims handling
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…and Insurers are Responding
• Insurers are considering or piloting customer-facing mobile applications to help consumers access policy/account information, file claims, pay premiums, locate offices/agents, and access financial tools and calculators
• Now almost every top insurance carrier has one, showing that the apps race is definitely on
• Insurers are also investing in mobile apps that improve the productivity of company resources such as mobile e-mail services, sales force apps, and field service apps
• Insurers continue to emulate the mobile tech adoption path of banking peers
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Mobility Challenges
Missing necessary tech and business skills Missing necessary tech and business skills
Supporting numerous platformsSupporting numerous platforms
Security exposuresSecurity exposures
Delivering on end user experienceDelivering on end user experience
Required infrastructure investmentRequired infrastructure investment
Identifying meaningful process improvementsIdentifying meaningful process improvements
Supporting B.Y.O.T. (Bring Your Own Technology)Supporting B.Y.O.T. (Bring Your Own Technology)
Developing acceptable ROI Developing acceptable ROI
Impediments To Successful Adoption
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What Can These Devices Do?
Device Level
• Picture
• Video
• Audio
• GPS
• Accelerometer
• Magnetometer
• Orientation
• Wi-Fi
• Wireless (Edge, 3G, 4G, …)
• Keyboard/Touch
• Gyro
Feature Level
• Personal Information Management (PIM: email, calendar, contacts, To-Do, etc.)
• Phone (voicemail, conference, Caller ID, etc.)
• Mobile-Browser
• Native Application
• Location-based services
• Data tethering
• SMS/MMS
• Music/Video Player (some with radio)
• Push/Notification
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Mobile Brings Intersection of Medium and Context
Sensors
Personal Inform
ation Mgmt
Por
tabl
e
Touch
GP
SPhysical Awareness
Intimate and Interactive
Location Aw
are
Personal, Social, C
onnected
Rel
evan
t whe
re n
eede
d
Always onAlways on us
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© 2011 Computer Sciences Corporation. All Rights Reserved.
MobileConnected, Located & Pervasive
Copyright © 2004-2009 dragonlordwarlock.com
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The Mobile Device Wars: Wild West of Mobility
• The mobile rEvolution is big business, on a global scale
– Fragmented
– No dominant set of standards
– Major players battle for supremacy.
• Comparable to browser wars – but at a much more sophisticated level with more players and big dollars at stake.
• This fragmentation make designing content for mobile problematic
– Do you design high-quality content optimized for each device?
– Or, design for a single lowest common denominator?
– Difficult questions that drive the design and architecture of most mobile solutions today
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Mobile Development Considerations
• Mobile application requirements
– Rich UI
– Utilize on-device capabilities
– Responsive and touch-friendly
• Native development for multiple devices is expensive
– May require new skills
– Vary across mobile platforms
• Web technologies
– Normally use existing skills
– Portable across devices
– Offer limited capabilities as compared to Native apps
– HTML5 and CSS3 provide improvements
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Designing for Tablets
• Enabling technologies
– HTML5
– CSS3
– Javascript libraries
• Solution – hybrid web + native offer best of both
• Native mobile development frameworks
– Phonegap
– BlackBerry WebWorks
– Appcelerator
Solution: Hybrid Web + Native Apps
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Designing for Tablets
• Both Mobile and HTML5 are relatively new, so legacy support is not a concern
• HTML5 capable devices
– iPhone, iPad, iPod Touch
– Blackberry PlayBook, BB6, BB7
– Android Phone and Tablets
– Windows Phone
– WebOS
– Most modern desktop browsers
• HTML5 APIs
– Geolocation
– Databases, files and storage
– Drawing and charting
HTML5 + Mobile = Perfect Fit
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Adapting for Different Form Factors
Screen1 Screen 2 Combined Activity
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Better
Other Considerations
• Dynamically adapt to available real-estate and form factors
• CSS3 Media Queries
• Custom CSS
– Form-factor specific
– Device specific
• Device specific UI adaptations
– Back buttons
– Rotation
– Context menus
– Hardware buttons
Good
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Core Insurance SolutionsCore Insurance Solutions
PolicyPolicy
PolicyPolicyPolicyPolicy
BillingBillingPolicyPolicy
FundsFundsPolicyPolicy
ClaimsClaims
Security Integration
Mobile Enabled Applications
Multi-Channel Delivery
Native Devices Mobile Web
Services
RoadmapRoadmap
ConsultancyConsultancy
DevelopmentDevelopment
Example Mobile Insurance FrameworkExtending the reach of business assets into the mobile space
Mobile FrameworkHosted or On-Premise
Broker/AgentBroker/Agent2Work™2Work™Consumer Consumer
CloudCloud
ManageManage
TestingTesting
PolicyPolicy
OtherOther
AdaptersAdapters
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Putting the App in the Ecosystems
• Privacy policy
• EULA
• Distribution
– App Store or Enterprise deployment for iPhone
– App World or OTA for Blackberry
– Market for Android including OTA capabilities
• Gathering data
– Ecosystems include online tools for monitoring downloads
– Web application monitoring tools for browser access
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