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.

Update on EmmigrantDirect

Emigrantdirect_card_websiteHow does a small bank rate a WSJ-bylined story when it ups its credit card reward percentage by 15 basis points? Sure, it helps to be headquartered in NYC, home to much of the country’s financial media. But you also need a compelling story line.

What could be better than a small player eating the big guys’ lunch? Layer in the online-only factor, a strategy that had been declared dead by many analysts after botched attempts by Bank One (Wingspan Bank), Citibank (eciti), and Benchmark Capital (Juniper Bank). Finally, top it all off with a 150-year old company all of a sudden making like a Bay-area startup, and you have a story with real legs.

EmigrantDirect, the direct-banking unit of Emigrant Savings Bank, once again landed in the media (WSJ Mar. 28), with a relatively small change to its credit card launched earlier this year. It’s the second time this month, and sixth this year, that the bank has been mentioned in personal finance articles in The Wall Street Journal.

This time the story highlighted EmigrantDirect’s credit card, touted on its website as America’s Highest Cash Back Card, that now pays a cash rebate of 1.4% on all retail purchases, up from 1.25% earlier (see note 1). The fine print on the claim says that other cards may pay a higher percentage, but they require minimum purchase levels before the higher rebate kicks in (see note 2).

Analysis
Since the launch of EmigrantDirect a little over a year ago, the bank has raked in $6 billion in deposits and 225,000 accounts for an average balance of about $27,000. The direct-banking unit’s success essentially doubled the deposit base of the bank in a single year, halting a gradual decline in total deposits over the previous decade.

It will be interesting to see how Emigrant reacts as more banks enter the market such as Washington Mutual (NetBanker Nov. 18, 2005) and Puerto Rico-based Popular that is planning to go after U.S. deposits under its own name and that of its well-established E-Loan brand. For more information, refer to last fall’s report, Lessons from the High-Rate Marketers (OBR 120/121).

JB

Notes:
1. Interestingly, the higher rebate is retroactive to Jan. 2006, an unusual bit of financial services generosity.
2. Another bit of crucial fine print: The EmigrantDirect card requires a $10,000 average deposit balance FOR THE PAST SIX MONTHS in order to earn the rebate.

Technology is Transforming Banking and Payments

With the recent Motorola/C-Sam mobile payments announcement followed by similar payments platform launches from PayPal, Black Lab Mobile Inc., Commerciant LP, Sify Ltd. in India, Q-Pass, and SVC Financial Services Inc., it’s obvious that mobile payments aren’t the mere pipedream they seemed to be last year.

What’s less obvious is the change about to befall the payments industry and, especially,  banks, that mobile payments embodies. To hear Ray Kurzweil tell it in his newest book, The Singularity is Near (Viking, 2005), the rate of such change in the next ten years will be exponential, and a line graph of it will be vertical. The change grows slowly and imperceptibly at first, he says, but when the pieces are all in place, its acceleration explodes.

This is important not just because the world we’ve lived in is about to more or less end, but because of the backdrop against which innovations like mobile payments will take place. The current crop of cell phone-based payments will preserve bank and card brands, but the second generation of mobile payments will be made with very small devices that will eliminate the possibility of displaying any sort of logo and, thus, branding. The third generation—taking place in hyperspace, for all we know—will follow in less than ten years, and make the second generation’s futuristic world seem quaint.

Technology has ceased being only a more efficient tool to accomplish traditional jobs; now, it’s changing the jobs themselves. The capabilities created by technology create the premise for ever-greater changes in what’s achievable, in turn raising expectations of what can be accomplished; meanwhile, the abilities of that transforming technology lay a foundation for even more change. Banking and payments is unlikely to escape this phenomenon, and in the approaching world, the past is a poor predictor for future performance.

Sound familiar? Sure. Consultants and other wise men have been intoning about this for 20 years, and financial professionals can be excused for being skeptical about this latest round of warnings that the sky is falling—especially since the sky’s still blue.

But technology has always been the instigator of change and not just its messenger. The telephone and private automobile turned concentrated cities with economic specialties into sprawling, economically-diversified megalopoli, eventually allowing people like this reporter to live in rural America and still make a living in the mass market (I was doing this before the Internet). The idea of just-in-time delivery didn’t just turn Indianapolis and Nashville into thriving metro areas because each is at a nexus of the Interstate Highway system. It made the idea of a national industrial base obsolete, which in turn paved the way for the minimization of the nation state.

That still-evolving transformation took two generations following World War II to become visible, even though the pieces were in place before World War I. But this next chapter will take much less time, and be more transformational: Scientists, for instance, have already created two different types of machine-based muscle tissue, paving the way for real androids right out of Bladerunner, while experiments leading to computer-enhanced humans—cyborgs—are underway today.

Finance cannot escape the revolution it helped create. Ten years ago, foreign-exchange trades were cleared over long time periods, all over the globe. Today, most are cleared outside Coventry, England, at the Continuous-Linked Settlements Bank. Credit derivatives, now a multi-trillion dollar market made possible by computers, barely existed ten years ago; today, the global hedging market is probably bigger than the equities market being hedged. And certainly Basle II compliance, which frees so much capital for business purposes from regulatory reserves, is built entirely on the idea that creating a computer-generated, intraday picture of institutional risks is achievable.

But in most cases, banks have been following change and trying to adapt it to their internal considerations. They have rarely embraced it. This may be rational and seems prudent—both virtues in a period of great change.

But as Harvard’s Clayton Christensen points out in his work, this is also what destroys institutions—even industries. Acting rationally and prudently, institutions focus on building on their core competencies, and serving their best customers: Little-regarded businesses pick up the unwanted crumbs, and sooner or later, the market for the big company’s products is hollowed out, and the disregarded company, now a dominating giant, is buying the former colossus.

That phenomenon is what created First Data Corp., and what today undermines the business case for credit cards. It’s also what underlays the idea of the so-called “cannibal” bank of the 1990s: An entirely new institution sponsored by a traditional bank that, using the latest technology, would create the next generation of banking and eventually “eat” the parent.

Jamie Dimon pretty much scuttled that latter idea when he shut down Wingspan Bank and took the reins of Bank One. The dot-com bust did the rest. But the dot-com bust didn’t bury technology or technological change—it just weeded out businesses whose primary asset was a preposterous story, and left the adults in charge. The Internet is still growing, and computers are faster, smaller, more common and more capable than ever.

It’s not impossible that the Wingspan idea was just a little early. Certainly banks, which rely more and more on payments—entirely a computer operation—can’t afford to minimize how computers are changing the nature of their business, just because their internal politics finds “Wingspan” to be a convenient buzzword for dismissing a threatening new idea.

Those discussions typically revolve around banks being either this, or that—fully automated, or merely assisted by useful tools. This premise is nonsense. The world banks and payments operations we live in today wasn’t created by Kierkegaard; it was created by people like Ray Kurzweil and Andy Grove. The Medici Bank closed a long time ago.

Mobile payments is the path to the next generation of retail payments, and even if they do threaten to minimize—or atomize—the idea of what a bank’s brand is worth, that’s no reason to avoid the reality that there’s plenty of money to be made in the future of payments, and that clinging to old forms is unlikely to prove a useful response to new facts.

In the American Civil War, infantry doctrine was still attached to ideas of how to overwhelm the enemy’s position, based on the idea that slow-loading muskets made it possible to march up to their line in formation, and give ‘em the bayonet. But new guns made mincemeat of that idea—and of the men who charged entrenched positions defended with those guns. There’s no reason for banks and their payments operations to suffer similar fates if they embrace change.