Online Card Receipts from American Express

Amex_print_options_boxDo you ever wonder why American Express, with fewer merchant outlets and higher prices, continues to command a 17% share of all U.S. debit and credit card volume (see note 1)?

Sure, the company’s powerful brand supported by vast and memorable advertising is a factor, but it’s also the product it delivers, optimized for business users and other big spenders. And the company never rests on its laurels. Even though I’m a light user, in 11 years of card ownership, I’ve received on average one card, letter, or email message every week, for a total of more than 500. The company does not let you forget about them.

Amex_printable_recieptAmerican Express also continually improves their product. For example, the latest innovation, announced in an email today (click on inset left), is a minor new twist in online delivery. Cardmembers can go online and easily print receipts, one page per transaction, to be used to match up with other paper records, invoices, expense-reimbursement requests, and the like.

Simple instructions in the email message explain how to use the new option, one of three choices in the Print Options box (see inset upper left) located in the upper-right corner of the main Summary of Accounts page, the default shown after login (click on screenshot below for a closeup of the Summary page).

Amex_print_options Will handy, printable receipts win American Express any awards? Hardly. It barely rates a bullet point in a brochure. But these little things all add up when cardmembers make the decision as to which piece of plastic to pull out of their wallet or purse. 

JB

Note:
1. Market share of all purchase volume on MasterCard, Visa, Discover and American Express credit and debit cards during first half of 2005 (Source: The Nilson Report, Aug. 2005, #840)

Computer Security and ID Theft Tipping Point?

It’s a long time since the public considered the phrase “computer security” to be an achievable state instead of the game it is: Forty announced data breaches since January 1, affecting banks, brokerages, schools, government offices and other institutions have taken care of that.

And some of these breaches are dangerous to consumers and the payments industry, however the companies involved might try to spin the news, or keep it quiet. Consider, for instance, the March 8 event in which 17.8 million files supposedly stolen from Deerfield Beach, Fla.-based iBill Inc. were posted online. The files included names, phone numbers, addresses, e-mail addresses, Internet IP addresses, logins and passwords, credit card types and purchase amounts. iBill mainly handles payments for adult sites.

The company says the stolen data wasn’t theirs, and, aside from a few blog entries, the incident pretty much escaped media notice. But the data, which was posted on sites used by phishers, came from someplace, and whether this particular hack ever makes it into the major media or not, the point is that it’s just another example of how dangerous the current security environment is for the people on whom the industry depends for its existence.

After all, March was also the month when an international debit card breach splashed all over the media, several laptops carrying hundreds of thousands of customer files were lost, news surfaced that the spoils from a recent phishing attack were routed to the Bank of China, and the long-awaited data security bill was reported out of Congressional committee.

Since accepting payments online depends on the willingness of consumers to make them in the first place, the unending stream of announcements is more than a form of water torture for the payments industry. It’s more like a death from a thousand cuts: Every announcement is another reason for people to use websites to shop online, but not buy.

That latent danger would eviscerate altogether the case for online commerce. And the industry can forget about significantly watering down the data security bill in an election year—if the reader will forgive us for repeating ourselves, supporting it is a natural posture for grandstanding politicians.

As a result, it’s not good enough anymore for the world of e-commerce to get by with catchy ad campaigns about how the industry is looking out for its customers; it’s going to have to prove that sending money online is safe, and give customers useful tools to avoid problems in the first place—not just fix things after the fact—or risk undermining the enterprise.

That last would be a shame, not to mention a self-inflicted wound. The market for online commerce is already proven, and growing at a respectable rate. According to the U.S. Census Bureau, it grew in the last quarter of 2005 by 23 percent over the fourth quarter of 2004, compared with overall retail sales growth of 6 percent in the same period. And while e-commerce sales are nothing compared with overall retail receipts—2.4 percent of the fourth quarter’s adjusted $960 billion—it’s clear that e-commerce is a fixture of modern life, and online sales are a healthy growth area for card payments of all stripes.

To its credit, not every financial institution has its head in the sand. Bank of America has been proactive in this arena, as have E*Trade and MasterCard. But too many institutions seem to be clinging to the idea that they don’t have to do much to plug the holes in their online security walls, as long as new accounts outnumber lost accounts, and that saying they’re looking out for their customers is as good as actually looking out for their customers. In an era of eroding faith in institutions of all sorts, the credibility gap between ad campaigns and common sense in this particular arena has to be zero, or that’s where customer confidence will go.

This approach isn’t just shortsighted bean-counting; it’s the equivalent of avoiding a visit to the doctor because it might uncover an expensive disease. In the long run, lack of preventive maintenance could prove equally fatal to these institutions’ bottom lines. After all, the main argument for committing to online commerce is that it’s a cheap replacement for tellers, sales clerks, and real estate.

If people stop using the online channel, those financial firms that refuse to take their metaphorical castor oil will find themselves saddled with higher transaction costs, lower profits, and, eventually, lower share prices. Looked at that way, investing in serious computer security for customers is a wise outlay, and not an opportunity for hair-splitting arguments about saving on overhead: That last strikes us like arguing that you don’t need a roof, because you live in the desert.

One thing that can be done: The industry can adopt one of the existing systems that match customer buying profiles with individual transactions, so that possible fraud can be stopped at the point of sale, instead of letting the transaction go through, protecting the consumer later, and making the merchant eat the loss. Cheap? No. But a powerful tool against crime.

Another? Segue in the United States from the ubiquitous mag stripe to chip cards. Upgrading all those ATMs and point-of-sale terminals would certainly be pricey, but it would also reinforce customer confidence that sooner or later has to totter. Let’s just hope the average consumer never finds out that a mag stripe card can be created with a card blank, a piece of magnetic tape, and an iron.

Wal-Mart Bank and Financial Protests Getting Serious

We note with some bemusement that Wal-Mart Stores Inc.’s application for a Utah industrial loan corporation charter is attracting predictable suspects, both for and against.

WalMart’s plans have, of course, spread panic in the ranks of bankers large and small, which panic has reached sufficient pitch to prompt the FDIC to schedule hearings on the matter. Indeed, 40 members of Congress have signed a letter in opposition to WalMart’s application.

Continue reading “Wal-Mart Bank and Financial Protests Getting Serious”

LoanTrust is Surprise Google Financial Advertiser

The online loan-referral market must still be healthy. How else can you explain how an unknown company, providing not a single clue as to whom might run it, can afford to be within the top-three advertisers on Google searches today for "refinance" and "home equity."

Google_homequity_searchThese search terms, each used millions of times each month (NetBanker Sep. 20, 2005), currently have three ads across the top of the Google search results. In both cases, previously unknown referral agent, LoanTrust.org, is a top sponsor. For "home equity," it’s in the company of two well-known brands, Ditech and LendingTree (click on inset for a closeup). 

Loantrust_homepage Clicking through the LoanTrust ad drops users onto a professional looking site that name-drops ING, Geico, and Equifax to build credibility (click on screenshot right for a closeup). But anyone peeking under the covers should be concerned about where their personal information will end up. For example, the short About Us section includes this grammar-challenged sentence:

LoanTrust, is dedicated to operating in an ethical conduct in all its activities.

Also, many of the "services" offered simply dump users into other websites, earning LoanTrust commissions on the traffic.

Analysis
We have nothing against this company: they are probably a well-meaning outfit cutting corners on copy editing (we’ve been guilty ourselves). The point is: why are they able to snag a top-spot on Google? Shouldn’t large, established lenders be able to squeeze better returns from the $100 CPM keyword buys on Google?

Apparently, the answer is no. And that’s because the big players often don’t execute well on their landing pages. Rather than give rate searchers what they want, access to multiple rate quotes to ensure a fair price, large financial institutions tend to dump surfers right into their loan application and expect their brand image to win the day. It’s usually not that easy.

Read more in OBR 124 and 126, Online Lending v5.0.

JB

Paperless Checking Accounts

Ing_ball3_1If the statute of limitations on "I told you so" is seven years, then word that ING Direct is contemplating a "checkless" checking account called e-Orange comes in just under the wire. Our Virtual Checking Accounts report, which outlined just such an account, was published six years and eight months ago (OBR 50/51) (see note 1).

We've always enjoyed the ING Direct story because it defies conventional wisdom in so many ways. Here are the "rules" that the Dutch banking giant, thirteenth largest in the world, has broken:

  1. Branchless, Internet-only banks can't build a large deposit base
  2. Large entrenched financial institutions can't create a hip online brand
  3. Mass-market banks must offer checking accounts

Worldwide, the ING Direct unit serves 15.7 million customers, and in 2005 it earned a profit of 617 million euros, about 9% of the parent's earnings. The U.S. version accounts for about 20% of the customer total, approximately three million accounts, and has been portrayed as profitable by company execs.

Why "checkless" checking?
No details are available on what an e-Orange checking account might look like. The company will only say that it's in "testing" in the United States. We've held an account at ING Direct since it opened (Q3 2000), and we haven't been approached. But it's pretty easy to guess what it would include:

1. Simple account-to-account transfers (already part of its savings product)
2. Online bill payment
3. Debit/credit cards
4. A high rate of interest, although checking is a point or so less than savings accounts

The lack of paper checks may be more a publicity stunt than a true cost savings, although if they succeed in keeping the paper out of customers' hands, it might help keep funds on deposit. Consumers facing a fat tuition bill may be more likely to pull out the checkbook connected to their Citibank account rather than arranging an electronic deduction from e-Orange.

The company, which portrays its savings account as a "companion" to the customer's existing branch-based checking account, is likely not looking to displace the typical 30-transactions-per-month checking account. More likely, they are positioning it more as a money market account with a competitive interest rate along with the convenience of paying a few major bills from it on an infrequent basis.

With ING Direct's core savings product under attack from all sides (see previous NB articles), it has to look to other avenues of growth. A unique checking account, one that bags free press and a few billion in deposits, makes a lot of sense for a company with a keen grasp of how to make bold, attention-grabbing launches (see note 2).

JB

For more info:

End Notes:
(1) The seeds of that report were published a year earlier in Creating the Amazon.com of Financial Services (OBR#38/39)
(2) The company has entered new markets with clever stunts, such as giving all transit riders a free ride (Washington DC, SF-Bay area); a free tank of gas (LA); coffee bars in prime locations (NYC, Philly); and so on.

Google Unveils New Finance and Investing Website

Google_finance_logo_2Google just staked its first claim in financial services, opening Google Finance <finance.google.com> today. It comes as no surprise that the search giant would look to grab a share of the considerable traffic to consumer finance sites (see chart below).

Naturally, the Google effort is well designed and fast. The site uses interactive, Flash-based price charts, news feeds from Google news, and company and officer information from a number of sources. The site allows users to set up a personalized portfolio, and it links to blog postings and even to postings from Google’s moderated forums (click on inset below for a closeup).

Google_finance_full_3The only surprise is the lack of advertising. Not only are there no banners or postage-stamp ads, but also no buried "sponsored links" to be found. We don’t expect it to stay advertising free, but for now, it’s a good place to refer customers to check stock quotes, track target companies, or set up an online portfolio.

Consumer finance traffic
Unique visitors in Feb. 2006
  Yahoo Finance>>>12 million
  MSN Money>>>11 million
  CNNMoney>>>8.5 million
  AOL Money & Finance>>>8.3 million
  WSJ/MarketWatch>>>8.3 million
  Forbes>>>6.7 million
  Reuters>>>6.6 million
  Entrepreneur>>>5.5 million
  ConsumerInfo.com>>>4.0 million
  BankRate.com>>>3.5 million

Source: Nielsen/NetRatings, 3/06

JB

Who’s Who

New hires, retirements, and promotions at Bank of America, Marshall & Ilsley Corp., NOVA Information Systems, and Mall Networks.

Tim Arnoult, Bank of America’s long-time Global Treasury Services executive, is retiring effective the end of April, and will be succeeded by Cathy Bessant, who’s been Global Marketing executive since 2002. Anne Finucane replaces Bessant. (Contact: Bank of America, 704-386-4343)

Jeff Bussgang joined the board of Mall Networks, which recently closed a first funding round led by IDG Ventures Boston. Bussgang is a general partner at IDG Ventures. Mall Networks didn’t say how much money it raised in the round. (Contact: IDG Ventures, 617-534-1228; Mall Networks. 608-225-5476)

Christopher S. Kenyon was named executive vice president and general manager of NOVA Information Systems’ First Horizon Merchant Services unit. Kenyon was previously First Horizon’s chief information officer. NOVA is wholly owned by US Bancorp. (Contact: NOVA Information Systems, 678-731-5064)

Michael C. Smith was hired by Marshall & Ilsley Corp. as its senior vice president and corporate treasurer. Smith joins M&I from American International Group, where he was treasurer of the consumer finance group. (Contact: Marshall & Ilsley Corp., 414-765-7831)

Two New Deals from First Data and TNS Inc.

Two new deals, from First Data and TNS Inc.

First Data Corp.’s TeleCheck Services Inc. unit has bought ClearCheck Inc., which sells and services return check management systems, for an undisclosed sum. The ClearCheck business will become part of First Data’s Commercial Services division. (Contact: First Data, 713-331-7359)

TNS Inc. was tendered a non-binding buy-out proposal on March 13, 2006, from a management group led by Chairman and Chief Executive John J. McDonnell Jr. at $22 a share in cash, or about $527 million. Capital IQ rates TNS’s enterprise value at $579 million. The company has formed a Special Committee of its Board of Directors to negotiate the deal, and hired Deutsche Bank Securities Inc. as its financial advisor. A class action suit was filed on March 13 against TNS and its directors trying to enjoin the deal on grounds that TNS’s directors violated their fiduciary duties in the deal. TNS operates computer networks, including ATM networks. (Contact: TNS Inc., 703-453-8509)

New Products and Services from American Express, Visa and More

New products and services from American Express, First Data, Visa USA, and more.

American Express Co. says that this year, the IRS will allow businesses to pay balances-due on their federal business taxes (Form 940, annual employment, and Form 941, quarterly employment business taxes) with an American Express Card. Businesses get double rewards from Delta Airlines and Starwood Hotels when they pay their taxes this way. (Contact American Express Co., 212-640-5503)

Commerciant LP launched a new device it calls the Mobilescape 5000, a wireless handheld device that accepts and processes both checks and credit cards. (Contact: Commerciant LP, 713-725-5526)

The Financial Services Technology Consortium says it’s completed setting interoperability standards for banks to adopt when they communicate about fraudulent checks. More information on the Check Security Features project is available at www.fstc.org. (Contact : Financial Services Technology Consortium, 781-235-3424)

First Data International says it signed new card -rocessing contracts with Bank of Bahamas, Fidelity Bank and the New England Bankcard Association. (Contact: First Data International, 321-263-3838)

Globalive Communications Corp.’s Assemble Conferencing unit, and Enunciate Conferencing, have jointly launched a dual prepaid conferencing and long-distance calling card. (Contact: Assemble Conferencing, 416-204-0251; Enunciate Corp., 416- 516-5173)

Hypercom Corp. says that U.S. Bankcard Services Inc. will be using Hypercom’s multilanguage point-of-sale terminal, featuring Chinese and English graphics and text. (Contact: 602-504-5383; US Bankcard Services Inc., 888-468-1155)

Mall Networks Inc. says it’s launched an online shopping mall platform designed for affinity rewards programs. (Contact: Mall Networks, 608-225-5476)

NCR Corp. says China’s CITIC Bank gave it an order for various NCR ATMs, as well as a maintenance contract for the bank’s 1,000 ATMs. (Contact: NCR Corp., 937-445-3784)

Open Solutions Inc. says $2.4 billion Beal Savings Bank will be using Open Solutions’ core processing system on an outsourced basis. Beal’s main business is customized commercial real estate loans averaging $12.5 million. Separately, Open Solutions says The Simsbury Bank is now using its electronic cash letter settlement product. (Contact: Open Solutions Inc., 860-652-3153)

Princeton eCom says that Veridian Credit Union and Utah Community Credit Union are using its PayAnyone electronic payment product. (Contact: Princeton eCom, 609-606-3130)

SAS says that $15.7 billion Sky Financial Group is using SAS’s Anti-Money Laundering product to comply with the USA PATRIOT Act.  (Contact: SAS, 919-531-0624)

Sify Ltd., an Indian telecom provider, says it’s launched a mobile payments network in association with JiGrahak, which has a mobile payments platform called NGPay. (Contact: Sify Ltd. 91-44-2254 0770)

Visa USA says it’s launching the Visa Prepaid Load Network; consumers can use it in the United States at the point of sale to buy and add funds to their reloadable Visa prepaid cards. Separately, Visa says it’s launched the Contactless Mini Card, which is about half the size of an ordinary credit card. (Contact: Visa USA, 415-932-2350)

Wincor Nixdorf says that Balducci’s will be using Wincor’s point of sale software, chain-wide. Balducci’s, once a fabled New York speciality food retailer, is now owned by an investor group led by Bear, Stearns.(Contact: Wincor Nixdorf Inc., 512-252-5673)

Banking Continues to Become More Rewarding

Nationalcity_points_logoOne thing about operating in competitive markets, when one player hits on a good idea, it’s not long before others follow suit.

It looks like National City <nationalcity.com> wins the honor of first-to-copy-Citi-Thankyou-Points. The Cleveland-based bank today unveiled its comprehensive Points program <nationalcity.com/points> with a multi-media barrage including television, print, billboard, and transit ads. Its website includes a large, animated points-gathering graphic in the upper right (see the series below).

Nationalcity_points_homepage_1  Nationalcity_points_homepage_2 Nationalcity_points_homepage_3

With rewards ranging from a $5 Starbucks card (2000 points) to cruises (420,000 points), there is something for everyone. The standard domestic round-trip air ticket runs 100,000 points. The program covers both personal and business accounts allowing, according to the company, a typical business owner to amass 140,000 points per year across both personal and business accounts.

The program revolves around spending, paying two points per $1 spent on a National City credit, signature debit card, or line of credit. Card customers can also earn five points per dollar once they surpass $5000 in annual spending, enough to earn round-trip airfare with every $20,000 spent.

Nationalcity_points_tableChecking account customers also earn 25 points per bill payment, PIN-debit purchase, paper check, or direct debit (ACH) transaction. The 25-point transactions are capped at 500 points per month, the equivalent of $250 in credit card spending. There are also 5000-point bonuses for new accounts including online bill payment (click on the table for details). 

Analysis
While the program is primarily a card-based rewards program, it’s good to see online bill payment included, even at minimal points levels. A typical household paying eight bills online per month would earn enough for a grande mocha at Starbucks, about once every 10 or 11 months. It’s not a lot, but we believe it’s enough to matter, especially combined with the other reward opportunities.

Nationalcity_points_mainHowever, we believe the bank erred in including paper checks in the program. Clearly, the points are about rewarding the use of electronic payments and transactions, especially those that lead to credit balances. In throwing a bone to traditional check writers, the bank eliminates much of the incentive to migrate transactions to electronic channels, since the 500-point monthly cap means that once someone writes 20 paper checks (at 25 points each), there are essentially no points for electronic transactions.

Users can sign up for a monthly email update on their points balance. The bank makes it easy with a one-line entry form on the main "Points" page (click on inset for a closeup). After inputting their email address, users are sent to a short form to add their full name and card number.

For more information on rewards programs, click here for previous NetBanker articles.

Paper Checks Remain “Business as Usual”

BizchecksWhen the last paper check is dropped in the mail, it will be a business check. All signs point to that day being over the horizon.

Not that no efforts are afoot to squeeze business checks out of the payments system. At least a dozen companies around the world are trying to automate business payments with so-called order-to-pay software systems, including, in the U.S., Bottomline Technologies, Harbor Payments, and Xign Corp.. Various business payment card systems continue to emanate from the nation’s banks. And advocates of routing business payments through the automated clearinghouse have been working diligently at the task for years.

But checks remain stubbornly alive: According to the Federal Reserve's landmark 2004 Payments Study, total check volumes between 2000 and 2003 only declined from 41.9 billion items to 36.7 billion items. And according to the US Census Bureau's 2005 Statistical Abstract of the United States, consumer payments made by check between 2000 and 2003 only declined from 28.8 billion items to 26.8 items. The 10 billion item difference, says a Fed spokesman, can be considered business checks. This suggests some little progress in squeezing paper out of the system, but no reason to write checks’ obituary.

The most progress in eliminating paper checks is seemingly being made in online bill payment. According to the American Banker’s Association, less than half of all consumer bills—49 percent—were paid by check in 2005, compared with 72 percent in 2001. Since bills represent a large fraction of consumer checks written, this suggests an accellerating trend away from consumer checks,.

But if civilians seem to be edging away from checks, business is apparently sticking to the tried-and-true. This is actually counterintuitive, since businesses would seem to have a lot to gain by giving up paper checks, if only for efficiency’s sake, while civilians, who get free checking, have no such incentives.

As usual, things look different once you’re in the weeds. In this case, a superficial analysis ignores simple balance-of-power and treasury-management issues, not to mention the tyranny of sheer habit.

Aside from sheer convenience, consumers have little to gain from paying their bills online, but as indicated by the numbers, that matter alone–combined with minor carrots and sticks from billers and banks–seems to have turned the tide.

Businesses, on the other hand, not only have a lot more power in their financial relationships than a typical consumer, but also are loath, to say the least, to abandon a treasury-management game that businesses have been playing since prehistory: demand immediate payments (even prepayment), but don’t pay yourself until the sheriff is coming up the driveway; meanwhile, use the float for a hundred purposes.

The irony is that the vendors of order-to-pay software systems can make a very good argument that discarding those old-fashioned treasury-management techniques is good business. Companies using order-to-pay systems, they say, free up working capital from their balance sheets, and that what they lose in float, they more than gain from being able to pinpoint exactly how much money they have on hand.

Tom Glassanos, for instance, president and chief executive of Xign Corp., points out that 19 Fortune 500 companies use his firm’s order-to-pay products, including Charles Schwab & Co., MetLife, Pacific Gas & Electric, and The Williams Companies.

But even he will concede that not every company thinks order-to-pay is a good thing. "There are good reasons why this hasn’t happened yet and continues to go slow,” he says. “There’s a certain (business) population that would like to get on board, but can’t get remittances across. And there’s a lot of work involved in telling your suppliers that you’re going to pay them via ACH instead of by check.”

The result, says Glassanos, is that “Just to get it to work, they find out, seems to them to be a lot more work than the value they get back, and they also have to deal with losing some float. So when they add the plus and negative columns, it doesn’t come out to be all that different, and they decide to go with what they’ve been doing.”

Banks are likewise not overly enthusiastic about the order-to-pay idea, except for US Bank, which has a patented order-to-pay product it calls PowerTrack. Even Glassanos concedes that only one bank uses his stuff, JP Morgan Chase & Co., which uses Xign in conjunction with Vastera, the trade receivables system which it bought early last year. Glassanos says two other big banks have recently signed on, but that he couldn’t disclose their names at NB’s press time.

Why the slow uptake at banks? The reasons are pretty simple. Banks make too much money from the various fees attached to business checking to embrace order-to-pay; for one thing, when you can charge your customer for removing every paper clip in a pile of checks, it’s a hard business to give up. For another, there’s no reason to expect checks to be disappearing anytime soon, so there’s little reason to close a profitable department, especially when most banks’ revenues are under pressure in the first place. And, banks tend to view change as something that has to be adapted to the bank’s interests, leading banks to come up with ideas that make sense for the bank, and not necessarily for the customer.

Card-based corporate payments systems, like Bank of America’s new ePayables product, are a good example. Cards would seem to answer a lot of problems for corporations, including digital data streams, easy tracking, and a means to mimic traditional pay-at-the-last-minute treasury-management games.

There’s only one fly in this particular ointment: The payee has to pay to get their money, in the form of interchange. The alternative would be to accept a discounted invoice in order to get paid early. “If you’ve been paying cash or check or anything for a transaction, the payor has been footing the bill, but here the recipient is paying for the transaction,” an unappealing prospect at best, says Penny Gillespie, president of Gillespie International, and one that payees can easily block.

Looked at this way, it’s not surprising that checks will likely linger—some would say malinger—for many more years. But there’s another reason, one that many overlook: Most businesses aren’t the Williams Companies or Pacific Power & Lights of the world. According to the U.S. Census Bureau’s 2001 Statistics of U.S. Business, only 26,000 companies had sales over $50 million, out of a total of 5.5 million; and only 103,000 of America’s 4.9 million firms that have any employees at all had more than 100 employees, although those larger companies employed 74 million of the nation’s 115 million workers.

That’s the real rub. There are some 5 million companies in the U.S. that have little time to  automate their accounts payable and receivables departments, which means that trying to sell them an order-to-pay system is a waste of time. At a minimum, the annual return on such a system is not enough to make a compelling case for expensive, complicated software. And payment cards likewise have little application, since smaller companies tend to pay higher discount rates.

This being the case, banks aren’t foolish to hold on to their business checking departments. And your local Postman probably isn’t headed for the unemployment line. (Contact: Xign Corp., 925-469-9446; Gillespie International Inc., Penny Gillespie, 703-815-0706)

 

Banking the MySpace Generation

Myspace_logoThere are 63,198,783 members in MySpace as of 9:45 am Pacific Time today. Even if you subtract 25 million or so phony entries, you still have a vast audience, making it the fifth-most popular place online (trailing only Yahoo, Microsoft, Google, and eBay).

And it’s not all teenagers. According to the member search, there are 1,054 male and 634 female members aged 45 to 50 within five miles of my Seattle home. Of course, in the same vicinity there are 2,958 22-year-old males and more than 3,000 females of the same age (search results stop after 3,000 hits), so it definitely skews younger.

Financial institution opportunities
Forget about the over-30 crowd, you already understand what they need. But what about the younger group, the 21-and-over post-college crowd just starting jobs and beginning a 70+ year stretch of consuming financial services. What do they want in a bank?

Ultimately, they want what their parents want: safe storage of funds, convenient payment alternatives, access to substantial credit, and fair prices.

So far nothing new here. But how you attract these young consumers will be very different than how you acquired their parents. For example:

  • Branches will have far less marketing impact: This is probably the biggest difference from past generations; that good-looking branch at the corner of First and Main will NOT automatically get you a 25% share of new hires in your neighborhood. Today’s new college grad is much more likely to do a Google search on "yourtown banks," check out your website, and if they like what they see, sign up for an account. Your branch network will only be an afterthought; nice to have, but not a key part of the decision.
  • Website must be clean and fresh: Since your bank’s first impression will come from its online presence, you must keep investing to ensure a website, and features, that at least match the competition. You don’t let your landscaping go to seed in front of the branch, so why would you not tend your website in the same careful manner?
  • Electronic communications channels: How does a 22-year old want to communicate with his/her bank? Think instant messaging from the PC, text messaging from the cell phone, and the ability to post questions for peer response. Email is also important for less timely information exchange, such as daily statement summaries and other account updates.
  • Intuitive online products: Anyone under 25, who’s come of age in the Internet era, expects to handle routine matters online. From a bank, they expect simple and instant funds transfer and bill payment to anyone at any location, including account-to-account transfers. They want plastic for purchase (primarily debit) and a reasonable line of credit backing their checking account. They expect online archives measured in years, not months.

A note on pricing
Like their parents (and grandparents), they don’t expect to pay much, if anything, for these services. Free non-interest checking will continue to be required, but add-on fees for premium services should be acceptable. They will also be less price-sensitive for revolving credit, so position that 15% overdraft line of credit as a major part of the business case. 

Advertising at MySpace
That brings us back to MySpace, a surprisingly non-commercial site at this time. But we expect that to change slowly over time as its owners, Rupert Murdoch’s News Corporation, which paid $580 million for the site last year, work on ways to make a return on that investment.

Myspace_greenday_searchThe company is currently earning revenues from a single banner across most pages, a few smaller ads in certain areas such as Films, a large ad near the top of each member’s home page, plus Overture-served keyword ads for its site search and Web search (click on screenshot for a closeup of the search results page for the band "Green Day"). The site also has a classified section that looks a lot like Craigslist, but is sparsely used, at least in the Seattle area.

For financial institutions, the main opportunity is traditional banner and display advertising. Today we saw banners from LendingTree, E*Trade and H&R Block (and AARP, was that a mistake?) But there is likely room for at least one or more financial institutions to strike deals with the company to become a preferred provider of banking services, with a premium position within the site, perhaps on the main navigation strip (think Amazon tabs), or in some yet-to-be-conceived commercial spot within the social networking site.

–JB