Chinese insurance giant Ping An
has rolled out what it states is the country’s first internet-based
financial management service, Ping An One. The service will allow
its customers a single sign-in to over 50 service providers,
including online banking sites, third-party payments and email
accounts. Hugh Fasken reports.
In what is seemingly a first in the fast-developing Chinese retail
financial services market, insurer Ping An is offering Ping An One,
an online account aggregation and financial management tool. The
aim is to offer its customers a single sign-in point to up to 50
other service providers, from banks and insurers, to travel agents,
email accounts, social media sites and other third-party
providers.
Enoch Tsui, Ping An’s e-Business Division
General Manager, told RBI that with the earnings of
China’s middle-class rising, financial institutions have a “real
opportunity to grow share of wallet and brand loyalty” by offering
sophisticated online financial management services that cater for
the growing consumer demand.
“Ping An believes offering an account
aggregation service is a real market differentiator and an
effective customer acquisition tool, enabling online account
management to become a part of a consumer’s everyday life online.
Financial institutions can leverage this channel to engage with
customers on a personal level as they view their financial affairs
online and make decisions based on their financial position in
real-time.”
Asked whether his firm had conducted any
market research on online financial management (OFM) products in
China, Tsui said that Ping An did run an “extensive” pilot enabling
the service to be tailored to the Chinese market – though he gave
no further indication of the results.
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By GlobalData“Ping An is committed to expanding the service
and will continue to use market research to incorporate additional
features and services that would be useful to customers,” he
added.
He did cite statistics from China CCM’s
2008-2009 Annual Report on China’s Online Banking Market which said
that online banking use has grown rapidly in recent years, up 54.7
percent in 2008 while trade volume increased by over 100
percent.
47 million customers
Ping An is the second-largest life
insurer in China. Founded in 1988, the Shenzhen-headquartered group
had, as of 30 June 2009, consolidated total assets and total equity
of CNY885.4 billion ($129.6 billion) and CNY101.8 billion,
respectively.
It offers a range of financial
services, including insurance, investment and wealth management, to
about 47 million customers and over two million corporate
clients.
The OFM service is being run by eWise Systems,
a payments and banking solutions provider based in the UK, US,
China and Australia. It has worked with a number of banks and
financial services companies, including Citibank UK (Egg Money
Manager), First Direct (Internet Banking Plus) and Westpac in
Australia.
eWise Systems’ UK managing director, Mark
Matthews, told RBI that eWise customers report that
aggregation services help consumers better understand their
day-to-day financial position while the banks benefit from
increases in customer satisfaction and longevity of customer
relationships. He cited Egg, the first bank in the UK to introduce
financial account aggregation in 2001, and says their Money Manager
service has generated a 20 percent increase in “the overall value
of the customer”.
In total, he says, eWise customers report that
offering account aggregation increases online customers by 13
percent while increasing revenue per customer by 35 percent.
Ping An One customers can currently choose
from over 50 accounts including Ping An and non-Ping An products,
crossing financial and non-financial/lifestyle accounts including
popular companies such as ICBC, China Construction Bank, NetEase,
Bank of China, China Mobile and Hotmail.
eWise, added Matthews, currently offers access
to over 300 online accounts so Ping An will be able to expand their
service to enable access to additional accounts based on customer
feedback.
Discussing the appointment of eWise, Tsui at
Ping An said: “[We] researched online financial management
implementations around the world and recognised the importance of
choosing the right technology partner to ensure a secure and future
proof implementation. Ping An has a multi-year agreement with eWise
to manage the Ping An One OFM infrastructure, in partnership with
IBM Global Services China.”
He added that while Ping An recognised that
financial institutions in the US, in particular, have traditionally
used server-side account aggregation, where the information is
collected and stored on aggregation providers’ servers, Ping An
itself favoured the security and regulatory advantages of
client-side account aggregation because confidential data, such as
account information, resides on the user’s device and is securely
encrypted.
In addition to the security concerns, some
server-side aggregation implementations have also been criticised
for limited functionality such as an inability to click through and
transact in real time, restricting the user experience, something
that is not an issue for client-side implementations.
“China’s financial institutions are leading
the way in incorporating additional multi-factor authentication
components, both online and physical devices, to ensure the highest
level of security and customer protection for online banking
against increasing threats,” added Tsui.
“The growing trend to incorporate additional
token security as part of online banking authentication
requirements also means that server-side aggregation becomes an
increasingly impractical and unscalable solution for financial
institutions such as Ping An.”
Security via a Digital
Safe
Asked about client-side security,
Tsui said security is “ensured” by using eWise’s patented Digital
Safe, which features advanced algorithms and protocols to protect
customers.
The Digital Safe is encrypted using a 168 bit,
three key triple-DES algorithm, and the transmission of the key
between the eWise servers and the user’s PC is encrypted using
either the service provider’s standard protocol or 128-bit SSL
protocol.
To use the eWise application provided by their
aggregation service provider, users download an application control
to their PCs during a one-off registration process. The component
has two main functions: to maintain the Digital Safe on the user’s
PC; and to perform the aggregation process, using Active Content
Agents.
Ping An One is currently a free service with
registration open to all online users, whether or not they are an
existing Ping An online customer, therefore meeting the needs of
all online financial services users in China.
After a pilot test period, Ping An launched
its OFM service to the Chinese public on 18 August 2009.
The Ping An One launch is being supported by a
creative online and TV advertising campaign featuring Chinese
celebrities Shang Wenjie and Liu Qian, who, said Tsui, have “great
appeal to a new Chinese generation, projecting an innovative image
reflecting the nature of the Ping An One service”.
He concluded: “As it is the first such service
in China the campaign is designed to educate online banking users
about the security and benefits of online financial management
while demonstrating how easy the service is to use.
“Ping An also employs a testimonial approach
to illustrate the convenience and benefits that Ping An One can
bring to real life.”
IT Contracts |
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RBI Fintech DealWatch |
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Country |
Participants |
Type/value |
Date |
|
Europe |
Ingenico, easycash |
Acquisition |
French eftpos outfit Ingenico has acquired |
25 Sep |
Switzerland |
Zurich Financial, CSC |
Possible outsourcing agreement |
Zurich Financial Services has entered into |
24 Sep |
Denmark, Norway |
PBS, Nordito |
Merger |
Danish e-payments outfit PBS and Norwegian |
24 Sep |
Italy |
Teradata, Gruppo Montepaschi |
Data warehousing contract win |
Teradata Corporation has said that Italy’s |
24 Sep |
Romania |
Raiffeisen Bank Romania, Todos |
Security contract |
Raiffeisen Bank Romania has contracted with |
23 Sep |
Vietnam |
Temenos, Orient Commercial Bank |
Core banking contract |
Switzerland’s Temenos has won a contract from |
23 Sep |
US |
HP, EDS |
Rebrand |
HP is rebranding its EDS subsidiary to HP |
23 Sep |
Singapore |
IBM, RedPill Solutions |
Customer analytics |
IBM has acquired the business of RedPill |
22 Sep |
UK |
ING Direct, Fidelity National Information |
Outsourcing contract renewal |
Fidelity National Information Services, a |
16 Sep |
India |
State Bank of India, Wincor Nixdorf |
ATM contract |
State Bank of India (SBI), the country’s |
16 Sep |
US |
US Bank, IBM Lotus |
Software contract |
US Bank is rolling out IBM’s Lotus Web 2.0 |
15 Sep |
US |
Yodlee, Actimize |
Partnership |
Yodlee, a leading provider of personal |
15 Sep |
Japan |
Shinsei, Experian |
Credit analytics contract |
Experian, the global information services |
15 Sep |
Taiwan |
Cathay United Bank, Tata Consultancy |
Core banking contract |
Cathay United Bank, a full-service bank in |
15 Sep |
Taiwan |
Ban SinoPac, Temenos |
Core banking contract |
Bank SinoPac has selected Temenos’ T24 Model |
15 Sep |
Hong Kong |
Bank of East Asia, Clear2Pay |
Payments systems contract |
Hong Kong-based Bank of East Asia (BEA) has |
14 Sep |
South Africa |
Absa, FICO |
Credit analytics contract |
FICO has announced that Absa, a leading South |
14 Sep |
Nigeria |
InterSwitch, Gemalto |
Security contract |
Bank-owned Nigerian e-payments firm |
7 Sep |
Italy |
Accenture, HP, PosteMobile |
Security contract |
Accenture has teamed up with HP to develop |
3 Sep |
Belgium |
Callataÿ & Wouters, Banque de La |
Core banking contract |
Callataÿ & Wouters, a provider of core |
2 Sep |
Israel |
Nice, Fortent |
Acquisition |
Israeli digital recording firm Nice has |
1 Sep |
Finland |
Luottokunta, Accenture |
Outsourcing contract |
Finnish card payment services firm |
1 Sep |
India |
Infosys, MortgageFlex Systems |
Joint venture |
Infosys BPO, the business process outsourcing |
25 Aug |
US |
BMW Financial Services, Chordiant |
Collections contract |
Chordiant Software, a provider of customer |
25 Aug |
India |
Temenos, Equitas |
Core banking contract |
Swiss core banking supplier Temenos has |
24 Aug |
UK |
Monitise, Monilink |
Acquisition |
Monitise has taken full ownership of |
24 Aug |
Source: RBI |