Identrust, Under New Management, Widens its Focus

A group of private equity investors led by former Apple CEO John Sculley bought Indentrus last fall and have expanded its business goals. If they’re successful, the order-to-pay business, also called financial logistics, could get a needed shot in the arm.

Identrus—now called Identrust—had been a so-called root certificate authority, selling digital certificates to financial services companies. Under its new ownership, Indentrust will also be selling a managed, turnkey certificate capability to order-to-pay companies and their customers.

 

Digital certificates are the standard means of securely identifying online parties to each other, and if they’re widely adopted by the order-to-pay community—a group now confined to large corporations like General Electric—they could greatly expand that community by ensuring that the counterparties are who they say they are and minimizing the prospects of fraudulent transactions.

That would conceivably encourage more companies to use the concept, and if order-to-pay does finally get a significant foothold in the treasury-management operations of many corporations, it could transform the payments industry by automating a large fraction of the payments that shuttle back and forth between those firms.

Since most of those payments are expected to be sent via the automated clearinghouse, widespread adoption of order-to-pay would squeeze many business checks out of the payments system.

It would also accelerate the velocity of payments, since order-to-pay systems—there are at least ten of them, including products from US Bank, Bottomline Technologies, Harbor Payments and Xign—pay invoices when presented, instead of within as many as 90 days, as the game is currently paid.

That, in turn, would take the broader economy in unknown directions, since it would increase the liquidity and transparency of the users’ balance sheets, and make more money available to those companies for business purposes. That phenomenon is a good example of how technology not only improves business operations, but also changes both the nature and effects of that business.

The key to broadening order-to-pay has always been the authorization issue; it’s simply too easy to send the wrong person millions of dollars. Digital certificates are the standard solution to that issue, but the technical and administrative challenges they present to users have put a crimp in certificates’ widespread adoption outside of the financial services arena.

Resolving those technical and administrative problems is how Identrust plans to make its living, says Andrea Klein, the company’s chief marketing officer.

“The company has been re-focused on the corporate market,” she says. “Companies can put in a system themselves, but so far, we’ve seen that they want us to run it for them.” Identrust will use its large data center to administer those certificate operations for its customers, she adds.

Indentrust was created in 1999 as the Global Trust Organization by a group of large banks, including CitiGroup and ABN AMRO, to be their root certificate authority, or basic issuing organization. In 2002, it bought the Digital Certificate Trust Company from Zions BanCorporation and the American Banker’s Association. Fifty-five financial institutions use Indentrust digital certificates.

The company was supposed to have been profitable, but never really got there, despite its long reach into the financial services community and the company’s later expansion into issuing certificates to the U.S. government. “They just couldn’t figure out how to be profitable,” says Klein. “Their expertise is in how to do the business of banking, not in launching entrepreneurial companies.”

The new ownership—all entrepreneurial business people—may change that. Last summer, an investor group including Rho Capital Partners—where Sculley is a venture partner—and Enterprise Partners bought the company for $20 million from the original owners. Sculley is chairman, and Karen Wendel, Identrust’s long-time CEO, kept her office. Enterprise is represented by managing director Carl Eibl. Jean Levine, an independent investor, is also involved, and Zions retains a stake in the firm.

One indication Identrust now has a good shot at profitability: TWIST (the Transaction Workflow Innovation Standards Team) has incorporated Identrust’s digital certificates into their supply chain standards. TWIST is a nonprofit group that sets global, XML-based standards for wholesale financial transactions, commercial payments and collections, and cash-management processes.

The combination of the new ownership, its expansion into order-to-pay, and Identrust’s willingness to administer certificates for their customers may turn the company around, says Penny Gillespie, president of Gillespie International.

“If the market isn’t ready (to widely adopt certificate authentication), it should be, but two things have had to come into alignment for that to happen,” she says. “The market has had to realize it has a need, and the product has to be easy to use. It just can’t be as cumbersome as it has been in the past. If (administration) is outsourced, and not cumbersome to the user, it could be a very good idea.” (Contact: Identrust, Andrea Klein, 415-848-2527; Gillespie International, Penny Gillespie, 703-815-0706)

NACHA Gives Project Action Another Try

Billpay_1NACHA is relaunching Project Action, an ACH-based online payments idea that died four years ago because some NACHA members were worried that ACH-based competition would cut into their revenues from online, card-based payments.

Even NACHA concedes that not much has changed since then, and that as a result, the new project may meet the same fate. But the association sees a need for the system—it’s NACHA’s job to promote ACH payments—and wants to give it another shot.

“We don’t have any illusions that this is going to be a slam-dunk—we just think it’s time to try,” says Michael Herd, NACHA’s spokesman. The pilot, conducted by network provider eWise Systems, goes live in mid-year.

Emerging as it does against a backdrop of public concern about identity theft and data security, the concept makes plenty of common sense: NACHA’s program allows consumers to make online payments without divulging personal information to anybody.

Under NACHA’s system, consumers who want to buy something pick the ACH-payment option at the website, which redirects the buyer to their bank’s site. Then they log on to the bank site, enter the terms of the transaction, and authorize the ACH payment. While not as smooth as a credit card transaction, the system has the virtue of keeping all personal information off the Web—no mean advantage in an atmosphere filled with concerns about data losses and identity theft.

The problem for the new pilot is that, defying all common sense, most consumers seem perfectly content to use their credit and debit cards to buy things at strange websites. A similar idea in Canada, called Interac Online, has gained remarkably little traction in the market since it was launched in mid-2005: Only 18 organizations are signed up, including four social agencies. No major online merchants are among them.

Not to say Interac has accomplished nothing: A fourth institution, BMO Financial Group, is slated to go live soon with Interac, and Chase/Paymentech is about to join Canada’s Moneris Solutions as a merchant acquirer. But Interac is a Canadian bank-owned consortium, and only three of Canada’s banks participate—Royal Bank of Canada, Scotiabank, and TD Canada. And a Canadian non-bank solution called usemybank.com has likewise found scant interest among merchants and the general public, having signed no new customers in the past 10 months despite predictions of an imminent explosion of business, especially in the United States.

Added to this is the awkward fact that it’s not exactly in the interests of some of NACHA’s membership to create an online payments alternative. While online commerce keeps growing—up 23 percent in 2005, compared with a 6 percent growth in all retail sales, according to the U.S. Census Bureau—few observers believe today that card revenues from both fees and interest will be as profitable in the future as they are today (see Electronic Payments Week, Feb 6, 2006).

When revenues are under pressure while transactions volume increases, institutions typically either exit the business, or try to make up their revenues through volume. But in this instance, banks are between the bus and the curb; they can’t just refuse to allow online card payments, especially since online retailing is growing so fast. This means they have to opt for staying in the business and maximizing volume. In that predicament, encouraging competing payment methods is apt to be viewed in the board room as cannibalizing established lines of business.

NACHA thinks things aren’t so dramatic. “We don’t presume that they’re going to lose credit and debit transactions,” says Herd. “They may lose a marginal amount, but if they did, we’d expect it to be minimal—less than 5 percent.”

And NACHA thinks the cannibalization issue is overblown. “They could look at it like that, but they could also look at it as an area for new markets,” says Herd. “They could see a lift in online transaction by having a different method, and they could see a lift from being able to utilize their own authentication services—that may be unrelated to payment transactions, but that could have a life of its own.”

In fact, says Celent Communications' Alenka Grealish, this version of Project Action may have a better shot at success than the first effort. “NACHA realizes that its growth depends on innovation, and its members invest in ACH payment upgrades on a pretty steady basis, so they want more flow though the pipeline,” she says.

Also, she says, the card associations are preoccupied these days with the many interchange suits now before the courts, so that their objections may be minimized, while merchants are more interested than ever in low-cost payments alternatives. And since debit card payments go over the ACH, and there are estimates that online debit card payments are likely to overtake credit card payments by 2007 (see Electronic Payments Week, March 31, 2006), the ACH channel seems likely to grow by default, while the credit card banks may find themselves outvoted in the marketplace. This, she thinks, favors the new Project Action.

“When it comes to credit card issuers, that’s an increasingly concentrated business, but there are 10,000-plus banks that want to make money from their debit cards, and they’re going to be a little more open-minded about cannibalization,” says Grealish. (Contact: NACHA, 703-561-1100; Celent Communications, Alenka Grealish, 503- 228-0878)

Free Wi-Fi in Bank Branches? Wi not?

Freewifi_1 Providing free wi-fi is like offering a toll-free number 30 years agoa consumer-friendly way to make you stand out from the crowd. But unlike call centers, which have grown into multi-million dollar cost centers, free wi-fi only  runs about $50 per month per location, a price that is sure to fall over the coming years.

There are two ways to jump on the wi-fi bandwagon:

  1. Offering access to users in branch lobbies
  2. Sponsoring free access at local gathering spots such as coffee shops, community centers, or libraries

AnalysisUmpqua_lobby_3
If you are of the branch-as-a-retail-store mindset such as Washington Mutual's Occasio concept or Umpqua Bank's plasma-TV zones (see right), then free wi-fi is a great way to bring customers into the branch and keep them there (until presumably they buy something). Even more important than the opportunity to sell checking accounts to laptop-toting visitors, is the publicity you'll receive as the first bank in your area to offer such a trendy service. Only 15 U.S. bank branches currently offer wi-fi access according to JiWire (see Appendix below).

If you are concerned that high-schoolers looking for MySpace friends will inundate your lobby, you can let the coffee shop across the street provide the seating while you sponsor free Internet access (through a service provider).

With either approach you can require users to enter a bank-branded screen first, register, and create a wi-fi access username and password for subsequent access. You can then use this information to market your online banking and other services.

-JB

Appendix: Wi-fi in U.S. bank branches
JiWire lists 110,512 wireless Internet "hot spots" worldwide in its online database <jiwire.com>. Fewer than 1,000 are at bank locations, mostly in South Korea. In the United States, only 16 bank branchesout of about 80,000currently offer wireless Internet access to customers, at least according to JiWire (see list below), and six of those are in the San Francisco area:

US Bank – 2 branches in the SF Bay area
Citibank – 1 branch in the SF Bay area
Integra – 1 branch in Indianapolis, IN
Bank of America – 2 branches in the SF Bay area, 1 in Miami, 1 in Norwalk, CT (Fleet)
Union Bank of California – 1 branch in the SF Bay area
First National Bank – 1 branch in San Diego
First National Bank – 1 branch in Hutchinson, KS
Cass County Bank – 1 branch in Queen City, TX
Charter One Bank – 1 branch in Cleveland, OH and 1 branch in Albany, NY
Umpqua Bank – at least 1 branch in Portland (reported in the press, NOT in JiWire listing)

Reinforcing Online Banking with Your Own Customers

If you've been in the business as long as I have, you sometimes forget that not everyone is banking online. Even among online users, the penetration has only recently reached the 50% mark (U.S. totals, see OBR 125).

Evidently, banking website strategists also lose sight of this fact. Because banking sites too often seem to ASSUME consumers are willing to transact online. Yet, most consumers, even those registered for online banking, need reinforcement and encouragement to be assured that online banking is a safe and sound practice.

Bofa_homepage_olbWe've reviewed the all-important security messages in great detail (see previous NetBanker articles). But you should periodically run promotions and messaging highlighting the advantages of banking online.

While we love a good sweepstakes that encourages online transactions such as bill payment, good old-fashioned testimonials are also a great tool to encourage usage. Bank of America demonstrates how it's done with a large homepage graphic touting its 15 million users, the largest online banking base in the world (click on inset for a closeup).

Bofa_homepage_olb_landingClicking on the graphic leads to a simple landing page (click on screenshot right) that includes:

· three testimonials running across the top

· security reassurances in the box on the right

· a prominent "enroll now" button on the right

· several benefit statements in the copy

· link to the log-in page for already enrolled customers

JB

Wasting your Advertising Budget on Google

Viking_googleresults_1We've been poking around on the search engines to see what banks are doing to attract new customers moving into their area. In a search today for "Seattle banks," we were impressed to see a local community bank, Viking Bank, with the top spot on Google AdWords (upper right in inset). Viking was the only area bank with a paid listing. The other seven listings making the first page of Google results were from various information aggregators, such as MapQuest, or lead generators such as 100BestLenders.com.

However, clicking on the ad sent us to one of the worst landing pages we've ever seen. For some reason, the bank is paying big money to drop Google searchers onto its log-in page, which has not a single benefit listed. In fact, the item that draws the most attention, especially since it loads first, is a warning about a service problem for Mac users (click on screenshot below for a closeup). To make matters worse, the Viking Bank logo isn't even clickable, so prospective customers have to search the navigation to find a way off the log-in page.

Vikingbank_landing_fromgoogle_1Analysis
Viking Bank's search-engine buy is smart. You want to be seen when users search on "yourcity" and "banks." But you must spend some time to build a landing page that quickly communicates user benefits (see NetBanker April 5).

JB

New Banking Customer Acquisition

UhaulOne key dynamic of the banking market is the "stickiness" of customers. You have to really mess up to motivate a customer to go through the hassle of unwinding their checking accounts and automated transfers, and setting everything up at a new financial institution. This customer "loyalty" is behind many pricing decisions, from interest rates offered on savings accounts to NSF/OD fees.

However, there is one time when customers literally beat a path to your door, looking to open multiple accounts. That's when they move away from the geographic footprint of their existing financial institution.

Google_movingtophoenix_1So, it's long been the holy grail of banking to find a way of identifying these movers and get them signed up before they go bank shopping in their new place of residence. Over the years, banks have worked with moving companies, large employers, and other sources of data on incoming residents. Millions of expensive, direct-mail packages have been dropped, but the returns are often marginal at best. The problem: households on the move don't read their junk mail, if they even receive it.

Enter the Internet age. What do most households do now once they know they are moving to a new city? They Google it.

Action Items
So, if you know potential customers are Googling your city, you better put your name into areas they are visiting, such as rental listings, real estate listings, school info, and so on. And once you get their interest, your website better speak directly to their situation, because, in the midst of a major move, they don't have a whole lot of time to think about checking accounts.

Bofa_movingcenterYou should have a place on your website devoted to new residents. It doesn't have to be as sophisticated as Bank of America's (click on inset for closeup), but it should tell potential customers:

  1. What a great presence you have in the community
  2. How your prices are competitive
  3. How convenient it is to move accounts to your bank
  4. How easy it is to get ahold of someone who cares (e.g., "chat now with our moving specialist")

We'll cover this subject, including a detailed look at online efforts to attract movers, in the next issue of Online Banking Report (to be published in late-April). 

JB

Peer-to-Peer Loans from Zopa and Prosper

Circlelending_logoA few weeks ago we published our first report on so-called person-to-person lending (see OBR #127). Two companies have created P2P lending exchanges, Prosper in the U.S. and Zopa in the U.K. (see NetBanker Feb. 25). While we like the concept, these exchanges have a number of hurdles to overcome. One of the challenging issues is how to convince individuals to loan money to strangers.

Most P2P lending is between family and friends. And that won't change no matter how big the loan marketplaces becomes. Government reports peg the interpersonal loan market at $80 to $90 billion.

Circlelending_process_2One of the stickiest issues in friends-and-family lending is keeping the borrower current on their agreed-upon repayment schedule. It's easy for kids to "forget" that loan payment to mom and dad; likewise, parents don't want to put a damper on Sunday dinner with a discussion of junior's financial situation.

Financial institutions could play a role in automating personal loan repayments, by putting the repayment transactions on autopilot. It can already be done through bill payment systems that support automated recurring payments. But users still need to do their own research to come up with the correct amortization schedule.

How it would work
With a little programming, a bank could develop a module that allows lenders to set up a repayment plan by entering the loan details (amount, interest rate including zero, and term) and borrower info (name, email address). An email would go to the borrower asking them to agree to the terms, authorize the deduction from their bank account, and provide bank account details. The borrower would also be required to authenticate their access to the account through username/password or by correctly identifying small deposits made to their account.

The lender or borrower (if authorized) should be able to log in at any time and suspend or alter the automatic deductions.

The business case
Borrowers and/or lenders could be charged a set-up fee for each loan, plus small transaction fees each month. For example, a $75 set-up fee plus $3 per payment. Pricing could be tiered by loan size.

If 2% of your online banking base eventually used the service, it could generate $1,000 to $1,200 in annual revenues per 1,000 online banking users (assuming average loan term of three years). For Bank of America, that's $15 to $20 million per year. But for a community bank or mid-size credit union, it might generate only a few thousand dollars annually.

Unless you are large, that's not enough to justify programming it yourself; however, if a software company made it available for a reasonable fee, it might make a good new feature for online banking. As the industry matures, banks will need to add value to their services to attract more users. Also, the long-term nature of loan repayments, especially with family lending, could help tie both the lender and borrow to your bank for years.

Service providers
Circlelending_homeThere is already one company that's been facilitating person-to-person loans for more than four years: CircleLending.com, a company we first learned about in a favorable Wall Street Journal article published in 2002. The company has taken the concept to a high level, facilitating not just personal unsecured loans, but also owner-financed real estate, commercial loans, and other complex secured funding (click on screenshot right for details). It charges $199 plus $9 per payment for simple loans, up to $1000 or more for mortgages.

Paltrust_appAnother newcomer, PalTrust, is an apparently small startup that has a two-page website, <paltrust.com> with a mockup of its personal lending application. The patent-pending process looks much like PayPal (click on screenshot for a closeup).

JB

TRM Corp. Stumbles Badly after eFunds Deal

In Sept. 2004, TRM Corp. borrowed $150 million from a Bank of America syndicate and bought 17,200 ATMs from eFunds Corp. The deal made TRM, which already had 4,300 ATMs, one of the world’s biggest operators of ATMs in retail locations.

Today, after many stumbles, the main question on the minds of most observers is who, if anyone, will buy TRM.

“Things are very, very tough there right now, and in the next two to three months, we’ll see if they can save themselves,” says Sam Ditzion, president and ceo of Tremont Capital Group, which specializes in the ATM business.

Since the eFunds deal, TRM’s shares have fallen from a high of $26.00, to a low of $6.73. Sales roughly doubled, from $126 million in 2004 to $234 million in 2005, but sales discounts more than tripled—from $33 million to $109 million—and operating income slipped from $13.8 million to a loss of $5 million. Net income fell from $7.9 million in 2004, to a 2005 loss of $8.9 million.

Last September, the company said it was in default of the Bank of America loan, and gained forbearance. Last month, the forbearance ran out and it was still in default. Although the bank gave TRM more time to straighten things out, or refinance, the default may affect TRM’s NASDAQ listing. Meanwhile, Allen & Co. has been hired to pursue the usual strategic options, and CEO Kenneth L. Tepper and COO Thomas W. Mann both left the company, which was late filing its 2005 10-K. And two new acquisitions were cancelled, costing TRM $5.2 million in break-up fees alone.

This state of affairs came to pass for a number of reasons, some TRM’s fault and some not.

“The eFunds transaction has proven to be more of a challenge to integrate than initially anticipated. The industry in general has become a more challenging environment just in terms of transaction volumes being lower and costs being higher, and there’s been some bad luck here and there. Collectively, it’s a problem,” says Ditzion.

Some of that bad luck could have been minimized, and some not. The British pound rose against the U.S. dollar last year, costing the company $72,000. The loss would have been greater, but it was cushioned by the Canadian dollar’s fall against the U.S. dollar. Unlike most companies with international operations, TRM doesn’t hedge its currency exposures, and doesn’t explain why. Eighteen percent of TRM’s ATM portfolio is in the United Kingdom, but it accounts for 23 percent of company sales. TRM’s Canadian ATM portfolio accounts for 8 percent of its machines, and 10 percent of its sales.

The company’s U.K. results were also hurt by two events beyond its control: The government required all ATM networks to be upgraded to the expensive triple-DES encryption standard (the United States only requires double-DES); and thieves in the United Kingdom began stealing ATMs outright by picking them up and driving off with them. Those thefts have declined, but are still occurring. TRM, which wasn’t the only ATM operator affected—it’s a regular crime wave, by most accounts—estimates that the thefts cost it $2.2 million, including $1.3 million in unreimbursed losses. Those losses were probably magnified by a company decision made earlier in the year to cut back its ATM crime insurance to cover only catastrophic losses because of increased premiums and deductibles.

But most of the company’s problems came from the eFunds deal. According to TRM’s tardy 10-K, and the analyst’s presentation that accompanied its release, buying that portfolio turned out to be a disaster. For one thing, eFunds’ performance, under the terms of a five-year management contract that it got out of the deal, was disappointing at best. Even worse, the portfolio itself underperformed the rest of TRM’s locations, both in terms of traffic and amounts withdrawn.

These problems point to important management lapses, and especially to poor due diligence. At the time of the deal, TRM said it expected to improve the portfolio’s performance by weeding out underperforming locations, raising fees 18 percent, and reducing processing fees by 50 percent, resulting in a 30 percent overall cost reduction (see Electronic Payments Week, Sept. 28, 2004).

None of this came to pass, aside from reducing the number of locations from a total of 21,000 to 19,930. Withdrawal transactions, for instance, grew from 26.7 million to 77.3 million, but average withdrawals per machine fell from 359 per month to 323, and net transaction-based sales per transaction fell from $1.76 to $0.97. This was aggravated by disappointing results in TRM’s other business line, in-store photocopy machines, which experienced falling volume of 20 percent for 2005 over 2004, to 485 million copies from 609 million copies. The company says this is an established trend.

As for the goal to cut processing fees by 50 percent, there’s no way to tell from the recent 10-K since TRM doesn’t break them out separately. Much of those savings were expected to come from the five-year management contract with eFunds, under which that company agreed to manage the ATM network, replacing a patchwork of smaller third-party providers.

But comments at the analyst’s presentation after persistent questioning on the subject—TRM executives wouldn’t consent to be interviewed—indicated that there have been substantial problems with the eFunds contract under which eFunds agreed to manage and enforce the contracts with the individual merchants operating the TRM locations. TRM’s new interim president and CEO Jeffrey F. Brotman said they’d been working closely with eFunds to correct problems, and that “…things are better now,” a sure indication of a disappointing experience, at best, for TRM.

Whatever those problems have been, they apparently didn’t go so far as to have spawned a lawsuit—the two companies are still working together—but it apparently did nothing to enhance value for TRM’s shareholders, 46 percent of whom are 47 institutions.

And a sale might not do the trick for them, either. Capital IQ estimates TRM’s enterprise value at $312 million, while the entire market capitalization is only about $95 million, debt is $220 million, and of a 10.9 million share float, there were 2.58 million shares short as of March 10—almost 21 percent. Coming back from conditions like that will be tough, at best, and those conditions, says Ditzion, may not exactly encourage private equity investors to step into the breach.

“Private equity firms are unlikely to be interested in buying companies that are not profitable or unlikely to be turned around, or hopeless,” he says. “Overall, they’ve done a pretty good job, but things have fallen through the cracks, and that hurts. These deals (like eFunds) are all done on very specific return on investment, and if a couple of things fall through the cracks, you can lose out.”

eFunds, meanwhile, is doing pretty well. According to its last 10-K, it had 2005 revenues of $502 million, only $112 million in debt, and 11.8 percent quarterly earnings growth. Since last June, its shares have risen from $17.10, to $25.84 at last Friday’s close. (Contact: Tremont Capital Group, Sam Ditzion, 617-482-8866; TRM Corp., 503-257-8766)

 

Prepaid Topup May Mainstream M-Payments

Cellphone_pay_2Aite Group’s Gwenn Bezard thinks he’s figured out the avenue cell phone carriers may find themselves taking on their way to becoming financial services providers: By selling air time to nontraditional markets like the under- and unbanked through prepaid cards. Over time, he thinks, serving that market could lead them to become merchant acquirers.

Cell phones are the great disruptive technology for the financial services industry: To the extent that mobile payments take market share from other vehicles, they have the potential to atomize the value of bank brands and even minimize payments cards’ market share.

Continue reading “Prepaid Topup May Mainstream M-Payments”

Internet Sales Now Migrating to Debit Cards

By 2007, debit cards will edge out credit cards as the Internet payment vehicle of choice, says Ed Kountz, senior analyst at Jupiterresearch.

According to Kountz’ research, online credit card payments accounted for 42 percent of all online purchase volumes, compared with 39 percent of payment volumes for debit. But by next year, those numbers will reverse—39 percent for credit and 42 percent for debit. And by 2010, says Kountz, credit cards will account for 35 percent of online purchase volumes, compared with 46 percent for debit. That translates to an 8 percent annual compounded growth rate for credit between now and 2010, compared with 14 percent for debit.

“The conventional wisdom you’ll hear from the associations is that there’s really no overlap (between credit and debit),” says Kountz. “And from a value perspective, credit will continue to predominate. I don’t think you’ll see debit wipe up the floor or eliminate credit—that’s much too simplistic to say. But issuers need to be prepared for that shift as it comes down the pike; the short-term impact on credit will be moderate, but longer term, it does clearly pose a challenge for what has traditionally been a credit-dominated world.”

Credit’s predicament is only compounded, according to Kountz’ research, by the rise of non-card payment alternatives available online, such as stored-value cards and peer-to-peer payments. Such alternatives won’t be taking over the space anytime soon, but the growth rates will be strong: 21 percent for stored-value cards and 12 percent for peer-to-peer payments. And even though they’ll be coming off a very low base (4 percent of online payments in 2010), and be restricted to items like wireless content, market share for those payment vehicles will more likely be cut from credit’s hide than debit’s.

This can’t be good news for the credit card business. Even though some analysts like to spin the shift in consumer preference from credit to debit spending as no big deal, since the issuers collect their fees from whichever card a buyer uses, the fact is that the credit apparatus is deeply entrenched in issuers’ establishments. This means that at a minimum, the increased use of debit will create internal shifts at those companies as credit revenues and transaction volumes decline. Since e-commerce sales is the fastest-growing segment of card payments, Kountz’ research is at best unlikely to give credit establishments much comfort looking forward.

This is especially true because, as Kountz points out, paying online with a debit card means low-fee, PIN debit transactions, since no signature can be given to authenticate the transaction. Today, no adequate online PIN-entry mechanism is widely deployed, but so-called screen-based floating PIN entry is one possible solution. That innovation involves an on-screen PIN pad into which the buyer makes PIN entries by mouse click, instead of using numbers on their keyboard, thus maximizing security by making it impossible for a keylogger virus to steal the PIN. ATM Direct is currently conducting a pilot program for this system.

”The alternative is some sort of token that’s not necessarily a hardware plug-in,” says Kountz. “I’m still skeptical of the whole token approach. You can lose them or not have them with you when you need them, and for a consumer, it’s just one more thing they have to manage. But assuming (floating PIN entry) can be done securely and effectively from a consumer perspective, it’s a much more intuitive approach than adding hardware.”

The implications of Kountz’ observations for issuing banks can’t be encouraging. Although he declined to speculate on how the phenomenon he describes would affect them, the fact is that revenues from credit card operations are a significant fraction of the largest American banks’ earnings. Some 60 percent of credit card earnings are debt, and PIN debit interchange is significantly lower than signature debit and credit card interchange.

To the extent that online transactions migrate from credit cards to PIN debit, then, it’s a small step to conclude that the fastest-growing payments sector today is set to yield lower per-transaction revenues than the rest of the cards sector, in turn minimizing the revenues growth curve for those banks’ overall card operations. This hardly means that credit cards are disappearing, but combined with the likely future minimization of interchange fees, either through regulation or litigation, it does mean issuing banks are going to have to start running faster, just to stay in place, and much faster to get anywhere.

“Certainly, credit profitability, and credit overall, has been moderating growth-wise, and I expect that trend to continue,” says Kountz. “Resting on the laurels of the past is no longer enough.” (Contact: Jupiterresearch, Ed Kountz, 617 423 4372)

Citibank’s 4.5% Direct Banking Savings Account

Citi_hysa_ad_yahooIn more direct banking news,* Citibank landed all over the media with the launch of a 4.5% no-minimum-balance savings account. A Citi checking account is required to qualify. The reason for the media attention had nothing to do with the rate, and everything to do with the channel conflict inherent in the offer.

The first line of fine print under the offer was (click on screenshot below for closeup; click on "Continue reading…" below for the full text of the mousetype):

This offer is not available at Citibank financial centers

Citi_hysa_landing_yahooMany stories contained an inaccurate observation that Citibank was launching an entirely new Internet bank. This inaccuracy seems to have its roots in the Reuters wire piece that first discussed the savings account offer.

The truth: This is NOT a new bank. It’s NOT a new website. It’s NOT even a strategic shift for Citi, which has previously made high-rate deposit offers to online customers (see OBR 120/121). This is simply a new advertising campaign targeted to online users, especially those frequenting Yahoo’s homepage (click on inset to see the ad positioning).

Any of Citi’s existing 2.5 million online banking customers can open the account by logging in to online banking and selecting "open an account" and following the directions. A small link in the lower right of the landing page directs existing Citi customers to these instructions.

Initial funding can be made by mail, credit card, debit card, or ACH (electronic interbank funds transfer). After the account is open, additional deposits can be made at Citi ATMs or through IN-BRANCH deposits.

Analysis
You’ve seen high-rate savings account offers before. There is little new here. What can you really say about a savings account once you deal with the rate and the balance requirement?

Citi_hysa_acctopening What sets Citibank apart in this instance is its near-perfect sign-up form (click on inset right). The page is dominated by a banner promising that it will "take 10 minutes & 4 simple steps." The bank backs that up by showing the four steps immediately below the banner.

  1. Tell us about yourself
  2. Confirm your identity
  3. Fund your account
  4. Provide your E-Signature

Although these steps are the same as what thousands of banks have done for years, Citi’s language is exceptional in its clarity and how it addresses consumer fears. The "confirm your identity" demonstrates the bank’s commitment to stopping fraud. The "provide your e-signature" lets customers know they won’t have to mail some old-fashioned signature card to the bank before they can start enjoying the new rate.

The bank also uses several other devices to ensure that customers feel confident about acting on this offer:

  • "We care about your privacy and security" box with link for more info (upper left)
  • VeriSign clickable logo (left)
  • Ability to save and complete the application later (upper left)
  • Ability to print a blank application to mail in (upper left)
  • Link to account details and fees (upper right)
  • Link to live chat or toll-free number (right)

But we called this "near-perfect" for a reason.

There are several concerns not addressed on this page:

  • Timing: How long will it take before my initial deposit starts earning 4.5%?
  • Guarantee: Even though they address the need to confirm your identity, the bank doesn’t come right out and guarantee the safety of the process.
  • No reinforcement of account benefits: Although it’s been only a few moments since the customer navigated to this page, don’t let them lose sight of why they should go through the uncomfortable process of typing their personal details into a browser that may or may not be transmitting their keystrokes to Uruguay. Keep that 4.5% number right in their face.

Another weakness: navigation overload. Citi has included its full My Citi personal navigation across the top along with all the site utilities in the upper right. While this is helpful for research purposes, it tends to be distracting and will pull customers away from the savings account application.

Final Grade
Despite a few minor weaknesses, it’s impressive work. Definitely scores an A and is closing in on A+.

Web address for offer: http://direct.citibank.com/CBOL/06/esavings/default.htm?

*We’ve started a new Direct Banking category for Financial Marketing Week, so you can easily find all the articles on the topic with a single click.

Continue reading “Citibank’s 4.5% Direct Banking Savings Account”

Popular Direct Banking Coming May 1

Populardirect_websiteThe new website for previously announced U.S. direct banking effort from Puerto Rico-based Popular Inc. <bancopopular.com> is just five weeks away from launch. According to its website <populardirect.com>, "A whole new Popular Mortgage Online coming May 1st 2006." The company is also using <pmexpress.com> to direct traffic to the new site.

The current website for Popular Mortgage is <popularmortgage.com>. There is no hint whether high-yield savings accounts will be offered at the outset.

JB

April 6 update: An article in today’s American Banker outlines Popular Inc.’s overall goals for its U.S. expansion, including an expected $3 billion in deposits through its upcoming direct banking initiative. The timetable for the $3 billion isn’t spelled out, but it sounds like a 2008 year-end goal.