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Mobile retail through bank branches Mobey Forum 10th anniversary workshop - Helsinki

Mobile retail through bank branches Mobey Forum 10th anniversary workshop - Helsinki. Agenda. 1. Presentation of BPCE : who are we ? 2. Our approach on mobile retail : why and how selling mobile phones ? 3. Key challenges identified (up to now…). 1. Who are we ?.

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Mobile retail through bank branches Mobey Forum 10th anniversary workshop - Helsinki

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  1. Mobile retail through bank branchesMobey Forum 10th anniversary workshop - Helsinki

  2. Agenda 1. Presentation of BPCE : who are we ? 2.Our approach on mobile retail : why and how selling mobile phones ? 3.Key challenges identified (up to now…)

  3. 1.Who are we ? The Groupe Banque Populaire and Groupe Caisse d’Epargne have merged their strengths to create the Groupe BPCE : the second-largest banking group in France with: 37 million customers 8,200 bank branches 7 million cooperative shareholders 120,000 employees As a cooperative banking institution, the group provides a comprehensive range of banking, financial and real estate services. Banks with a stronger human side and a greater local presence

  4. 1.The Group’s organizational structure Groupe BPCE 20 Banques Populaires and 17 Caisses d’Epargne,the parent companies of Groupe BPCE. They retain their respective brands and their independence. 20 BanquesPopulaires 17Caisses d'Epargne 50% 50% BPCE* 20% (CICs) 20% (CICs) Other networks and international subsidiaries • Financière Océor • BCP France & Luxembourg • SMC • BICEC • BCI • GCE Assurances • CNP Assurances (17.7%) Insurance subsidiaries 72% 28% Free float A single BPCE central institution, a genuine driving force at the service of the Group. Natixis BP Participations CE Participations • Foncia • VBI • MA Banque • Etc. • Crédit Foncier • Nexity (40.93%) • Banque Palatine • Etc. * €3bn in preference shares, without voting rights, held by the French State.

  5. 1.Well-known commercial brandsCompanies, Commercial brands and specialized subsidiaries And also: Banque BCP, Banque BCP Luxembourg, Banque de la Réunion, Banque de Nouvelle-Calédonie, Banque de Savoie, Banque de Saint-Pierre et Miquelon, Banque de Tahiti, Banque des Antilles françaises, Banque des Mascareignes, Banque Chaix, Banque Dupuy, de Parseval, Banque Marze, Banque Pelletier, Banque Tuniso-Koweitienne, BCI, BICEC, Crédit Commercial du Sud-Ouest, Crédit Immobilier et Hôtelier, MA Banque, Meilleurtaux, Séréna, SBE, VBI, etc.

  6. Agenda 1.Presentation of BPCE : who are we ? 2.Our approach on mobile retail : why and how selling mobile phones ? 3.Key challenges identified (up to now…)

  7. 2. French mobile key facts Penetration gaps between geographic areas Mobile penetration keeps growing > 100 % # of mobile lines > 80 % -- post-paid -- pre-paid-- total > 75 % < 75 % Source :ARCEP

  8. 2.French market has changed since 2005 due to the arrival of Mobile Virtual Operators (MVNO) • 3 MNO MVNO Bouygues Telecom 18% Orange 43% • > 20 MVNO 34% SFR % of mobile lines MVNO 12% Bouygues Telecom Orange 38% 18% 32% SFR % of sales Source :ARCEP

  9. 2.One french banking group already exists on the market

  10. 2. Why entering into mobile business ? Facts • Mobile is a strategic issue for banks, as it enables to furnish a broad range of financial services to the customers (mobile banking, mobile payment…) • French mobile market is mature with a high penetration rate, but MNOs don’t target all the people at the same level and their retail network is heterogeneous • Banks has an uncomparable network of point of sales and a large customer database Opportunities for BPCE • Develop deeper direct relationships with the customers and cross-sell new services • Leverage the large network of branches with skilled workforce • Generate new revenues

  11. 2. Our proposal • We can not compete with MNOs on the mobile areas BUT we think we can do • for our customers • SIMPLIFY to our customers the choice of mobile offers • INTEGRATE mobile financial services to facilitate the access to the bank and the use of financial services • for us • GENERATE additional revenues due especially to our large presence in the country

  12. 2. Missions and responsabilities of bank and MNO • We assume we are not a mobile operator… and we don’t want to become one ! • All the telco aspects are managed by the MNO : mobile infrastructure, handset provisioning, mobile client service and self-care, • The bank is responsible for all financial services associated to the offers and manages distribution and promotion plans • Mobile plans are co-designed by the bank and the MNO Powered by the MNO Powered by the bank 1 2 3 Additional banking and insurance services Mobile plans and services Handset

  13. 2. Our proposal • 2 brands created to promote and sell mobile offers Mobile brand • Launched in june 2009 on the network of 1 regional Caisse d’Epargne • Other regions targeted Launch timing • To be confirmed

  14. 2. Common features shared by Ecureuil Mobile and Banque Populaire Mobile • Common features • A common range of limited number of mobile plans and handsets • One single MNO partner (MVNE + HNO job) • A same retailing model • Mobile options and additional services are specific to each brand

  15. 2. Benefits for each stakeholder • All inclusive : one mobile with financial services included • Simplicity : a short range of mobile handsets (among the market best-sellers) and plans • Attractive price Customers • Customers loyalty : satisfaction and increase of contacts • Positive image • Additional revenues Bank • Additional sales via bank retail network • Better coverage of French territory MNO

  16. 2. How it works Subscription SIM Activation Customer service officer MNO Customer Contract edition + Handset mailing BANK MNO

  17. Agenda 1.Presentation of BPCE : who are we ? 2.Our approach on mobile retail : why and how selling mobile phones ? 3. Key challenges identified (up to now…)

  18. 3. A nice picture, and a lot of potential… • A good feedback from our customers Ecureuil Mobile market research - Key learnings • Consistent with the the bank products and services • Relevant with the future development of mobile payment • In line with Caisse d'Epargne core values : the bank helps its customers to control their telecom budget • An opportunity for customers living in the countryside, sometimes forgotten by MNOs • Direct and understandable link between the banking area and the telecom area • A lot of regional banks are willing to implement this offer • Limited investments needed : financial risks are mainly taken by the MNO

  19. 3. … but also a lot of challenges to face ! • There are big differences between the MNOs and us ! • MNOs investments are focused on customer acquisition, whereas we will be more focused on satisfaction and loyalty • MNO are used to changing their offers regularly, whereas we are more used to working on mid-long term offers • Branches are not telecom stores… • Internal reluctances are not to be minimized • A new kind of products to sell, beside banking and insurance services • Sellers has to be trained regularly • Sales animation to be leaded by each branch director

  20. To be continued… Olivier Tilloy Olivier.tilloy@bpce.fr + 33 1 40 39 68 12 / + 33 6 30 29 73 58

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