Global fintech investment in 2019 reached a record of $135.7 billion invested across 2,693 deals according to KPMG. Singapore is a Big Red Dot on that map with fintech investment on the island having more than doubled in 2019 to US$861 million (S$1.2 billion) from US$365 million in 2018, according to an Accenture study.The definition of bank and banking is being deconstructed and reconstructed. Consumer needs are shifting quickly. And new entrants are making waves with paradigm-shifting innovations. What will the future of banking look like? What can we do to prepare ourselves today? And what is the role of consumer insights and foresight? In this presentation, we will explore the following:- Drivers of change impacting shifts in consumer needs for banking;- Critical uncertainties and scenarios of future banking;- Key imperatives for players of the future and the role of market research.
Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all parts of the organisation. This paper seeks to illustrate how creative- embedding through gamification combined with sophisticated database targeting was effective and catalysed a paradigm shift in a leading telecommunication business in Malaysia.
Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all parts of the organisation. The traditional approach, albeit useful for individual functions, lacks integration across the business and opportunities for growth may be missed or under-utilised. This presentation outlines a robust holistic customer segmentation approach that takes into account the needs of all business functions, balancing marketing richness (customer values, needs, wants, attitudes) with behavioural/demographic targetability. An innovative approach to socialise the segmentation in the organisation using a custom-made segmentation board game will also be detailed. The impact of the approach on the business is showcased with Celcom Axiata's new integrated segmentation system.