This topic describes a mobile PaaS (mPaaS) customer case in the financial sector.
Shenzhen Rural Commercial Bank
mPaaS and Shenzhen Rural Commercial Bank. The scenario-based marketing policy on the Internet is empowering the traditional finance sector.
About the customer
As the only local private bank in Shenzhen, Shenzhen Rural Commercial Bank is embracing financial technology and accelerating digital transformation. The bank ranked 300th and its return on capital (ROC) ranked third among banks in Chinese mainland, according to Top 1000 World Banks 2019 unveiled by The Banker, a magazine based in London.
The bank is committed to building an intelligent and scenario-based platform of financial services, so users can feel more secure about using the services smoothly.
Project requirements
After the bank released a new version of the app developed using mPaaS, the mobile app performance has been greatly improved. For the second phase, the bank expects to increase user activeness through scenario-based marketing.
How can the app achieve greater user activeness and loyalty? Mobile apps in the traditional financial sector only serve as tools, lacking scenario-based services with few active users.
How can the app integrate more mature marketing scenarios? How can the app secure the financial accounts of users and ensure their experience without the Internet marketing experience or product?
How can the bank reduce costs in integrating multiple scenarios? The bank only needs to integrate local frequent scenarios in one stop quickly.
Solution
The bank decides to integrate the Haoxiangpin mini program into its mobile app using the mPaaS development framework. The mini program can increase user activeness and transactions so that users link bank cards for payment on the client.
Mini programs in local life scenarios: Integrate scenario-based resources of the Alibaba economy for joint marketing. The scenarios and services prompt users to consume and pay using bank cards, which drives financial business. The Haoxiangpin mini program has been integrated into the app. Later, Hema and other Alibaba local life scenarios will be introduced.
User behavior analysis and precision reach: Mobile Analysis Service (MAS) analyzes user behaviors and determines target customers based on the tracking points of the app and mini program. Mobile Push Service (MPS) pushes messages to the target users to achieve precision marketing and optimize return on investment (ROI).
Customer benefits
After the mini program was delivered within one week, its average daily page views (PVs) increased by 20 times, and the conversion rate from views to transactions reached 10%. Scenario-based marketing has significantly stimulated user activeness on the client.
Increase user activeness: Introduce Alibaba's Haoxiangpin, deliver the program in banner advertisements in the middle of the app homescreen, and launch an operational activity to increase the monthly active users of the mobile banking app.
Stimulate card activeness: Specify that the bank card is the only payment method so that users use bank cards for payment, which stimulates the activeness of card payment.
Increase deposits: Consumption scenarios in the app promote users to consume and pay using bank cards, which increases card deposits.
Tianjin Trust
mPaaS and Tianjin Trust. Build a wealth management app from 0 to 1 and conduct financial business online quickly.
About the customer
Tianjin Trust Co., Ltd. was established by the People's Bank of China Tianjin Branch. It is one of the earliest trust and investment institutions established in Chinese mainland. The company has launched a series of trust products around infrastructure, energy and transportation, enterprise groups, small and micro businesses, modern logistics, real estate, education, and high-tech industries.
Project background
As the wealth management business becomes professional and can be handled remotely and online, the company needs to build a wealth management app from 0 to 1 to provide efficient, convenient, and safe online services. Also, the company wants to improve customer satisfaction and brand loyalty, and strengthen the development and management of mobile Internet technology.
Solution
mPaaS: mPaaS redefines the mobile development platform. Rely on a client development framework to unify development standards, improve app performance and stability, speed up R&D efficiency, strengthen dynamic control of apps, and provide diversified digital operation capabilities. Based on mPaaS, Tianjin Trust has quickly embraced the mobile Internet and migrated more business systems to the mobile client, forming its unique business model.
Audio and video call: Support two-way real-time video calls, and audio and video recordings. Provide stable and low-delay communication capabilities for dual-recording scenes such as video customer services, fund transfers, and e-contract signing. Secure the serving process and dual-recording files by encrypting audio and video streams, signaling transmission, and storage.
Intelligent dual-recording: In scenarios of customer-side trust product sales, allow users to open accounts, complete transactions remotely, and contact customer services using intelligent biometric technology, real-person authentication, and other capabilities. Allow users to print poof of assets online and provide other services such as evaluation of investment assets. Set the answering rules for financial managers during video dual-recording and count the statistics of appointments, so account managers can contact customers and remind them to complete e-contract signing and video dual-recording. After customers complete dual-recording, encrypt and upload the audio and video files. The files can be queried, downloaded, and reviewed to meet industry regulatory requirements.
Jiangsu Minfeng Rural Commercial Bank Co., Ltd.
mPaaS and Jiangsu Minfeng Rural Commercial Bank Co., Ltd. It is a county-level bank with a technical team of 12 people, but the bank has found the secret of digital transformation.
About the customer
Headquartered in Suqian City, Jiangsu Province, Minfeng Rural Commercial Bank is formerly known as a local rural credit cooperative with total assets exceeding 40 billion yuan. By relying on its development team of 12 people, digital technology in the cloud, and a monthly investment of about 10,000 RMB, the bank has completed digital transformation that greatly contributes to its stable and rapid growth.
Project requirements
Many local small and medium-sized banks such as Minfeng Rural Commercial Bank conduct business operations separately and rely on workers to handle business. For marketing, the banks visit their customers and launch ground promotion activities. However, since the outbreak of COVID-19, contactless financial services and digital operations are increasingly being pursued, so the banks urgently need to upgrade their digital capabilities.
Most of them have realized the need to change and carry out digital transformation. However, what can they do with limited capital investment and insufficient talent and technological strength? The vast majority of the banks have no clear answers.
Solution
Minfeng Rural Commercial Bank starts by improving post functions and processes by putting forward the model of three offices and six posts.
They build three small offices within the framework of three big offices in the traditional credit process. Specifically, take marketing and investigation as the small front office, approval and contract signing as the small middle office, and account manager and collection as the small back office. Employees in the six posts perform their respective duties, check and balance each other, and cooperate efficiently, ensuring that professional people do professional things.
Assisted by the mPaaS team, the bank rebuilt its app by the end of 2018, which brought a smooth user experience and a very low crash rate. In the second year, the bank built an ecosystem using popular mini programs. Through independent operations, the mobile app has attracted users and active users by providing features such as code payment, utility bills, Taopiaopiao, and Tmall selection.
Customer benefits
The mobile app takes on more business. Based on the app Susu-e, a loan platform, the bank has launched several online loan services such as Agriculture-e loan, Financing-e loan, Business-e loan, and Fast-e loan. This year, the bank plans to migrate 40% of its loan business to the mobile client. The figure will continue to increase.