Ubank Case study: a direct offering with the personal touch

리서치사	Datamonitor
발행일	2009년 07월	상품코드	96197
페이지 정보	15 pages
가격	US $ 4,495 ￦ 5,355,700 PDF by E-mail (Single User License) US $ 11,238 ￦ 13,390,000 PDF by E-mail (Global Site License)

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Abstract

Introduction

This case study on Ubank forms part of Datamonitor' s new series highlighting best practice in specific areas of financial services.

Scope of this research

This case study analyses the key successful elements in Ubanks' s marketing and communication strategy
The case study examines how the brand has developed to its current status and why it appeals to consumers so strongly
Datamonitor' s Financial Services Megatrend Framework is used to analyse the effectiveness of customer targeting strategies

Research and analysis highlights

UBank is offering a direct banking service that maintains a personal touch. It taps into the potential of Web 2.0, while avoiding the pitfalls that many direct offerings fall foul of. It leverages its knowledge of customer relationships in order to provide a service which is both simple and convenient.

Key reasons to purchase this research

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

DATAMONITOR VIEW

CATALYST
SUMMARY

ANALYSIS

Introduction
- Maintaining the personal touch whilst using the direct approach and keeping costs low
- A focus on interaction rather than just communication is core to UBank' s offering
UBank is a new player in the banking world
- Simplicity is central to UBank' s product offering
UBank targets key consumer mega-trends
- (Untitled sub-section)
- UBank targets internet savvy consumers
UBank faces the threat of losing its USP as other banks understand the potential of Web 2.0
- Opportunities exist for competitors to challenge UBank in this market through adopting similar techniques
- A winning challenger must achieve convenience and efficient interaction

APPENDIX

Definitions
- The Datamonitor Financial Services consumer insight mega-trend framework
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer

TABLES

Table: Hong Kong is forecast to grow most in the retail deposits domain over the next three years
Table: Number of internet users
Table: How popular are Facebook and Twitter sites with the other Asia Pacific countries that NAB operate in? (Number denotes the most popular site e.g. 3 = third most visited site in the country)

FIGURES

Figure: Simple, clean lines and a subtitle which adds credibility
Figure: The full UBank provision holds great appeal to technologically savvy customers
Figure: UBank is dedicated to educating its clients
Figure: Gerd Schenkel sends out a message of trust and simplicity
Figure: Skype allows customers to call the bank for free, anytime of the day or night
Figure: Twitter allows over 1,500 individuals to ask the bank questions in an easy and convenient way
Figure: Hong Kong is forecast to grow most in the retail deposits domain over the next three years