Learn from a recognized mobile industry veteran who designed and implemented mobile banking apps for the purpose of competitively differentiating the bank as a visionary, attracting new customers, and improving the overall mobile banking experience. Learn how the process went from concept to reality and the steps in between from the mobile leader who managed and executed the end to end solution.

1. Brian Pearce
SVP, Head of Retail Mobile Channel and Digital Innovations
Mobility – A Large FI perspective

2. Mobility: the ability to move or be moved freely and easily
(Oxford Dictionary)
With new emerging trends and technologies, customer interaction with their
finances is going to change.
2
Changing
Expectations
Social
Always
On
New
Devices
Unique

3. Technology trends impacting all
 Mobile: the ongoing development and usage of a
variety of devices like mobile phones and tablet
computing.
 Social: rapid adoption of new communication
vehicles, networks and techniques to connect.
 Digitization: the ongoing transformation of
formerly physical media (documents, music, video,
books, payments, etc.) into digital format.
 New data technology: significant improvement to
targeted marketing, selling and servicing
customers.
 Cloud computing: enabled an explosion in new
companies, capabilities, and apps
These trends are
changing how
customers interact
with just
about…everything
3

4. Lies, Damn Lies and Statistics…
Mark Twain
4
Use of Wi-FI Data
80%
60%
49%
21%
Send or
receive text
messages
Access the
internet Get
directions
or location
based info
Video chat
or call4
% of cell phone
owners use their
cell phone to...
Cell Phone Activities 2013” – Pew Research Center
278M mobile
users in the US
as of 2013 1
Cisco VNI Global Mobile Data Forecast Update (2013 – 2018)
1Comscore – June 2013

5. Wells Fargo Response

6. 6
Multi-channel distribution is at our core

7. Our best customers are multi-channel
Wells Fargo Internal data
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8. The Third Wave of Mobile in Financial Services
 Early adoption of the channel
 Learnings about customer
engagement, working with
networks and security
 Not many customers
 Improved web browser
experience and popularity
of SMS spurred
reintroduction
 Smartphone/App revolution
drove adoption
 We found customers!
 Mobile lifestyle emerges and
customer expectations shift
 Surge in demand for
delivering mobile functionality
from partners
 Need to scale delivery
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2001 - 2002 2007 - 2012 -
Experimentation Foundations Mobility

9. Wells Fargo uses mobile to engage customers
Mobile delivers on the
Anytime, Anywhere
commitment we make to
our customers
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Our mission
Deliver “best-in-class” mobile
financial services across devices
and modes that delight and empower
our customers
Our strategy
 Unified mobile experience
 Value for Wells Fargo through
engagement
 Create channel capabilities
 Sales and marketing opportunity
 Experiment and innovate

10. Mobile Website (wf.com)
(Launched July 2007)
Customer Services
Text Banking (93557)
(Launched October 2007)
Smartphones & Feature Phones
Internet-enabled phones
Mobile Applications
(Launched May 2009)
iPhone, Android,
Blackberry and Palm
SMS-enabled
phones
Mobile channel has grown to 12mm active users
iPad, Android
Tablets
(Launched December 2012)
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Top Line Stats
90 Day Active 12.1MM
Online Pen. 56%
Mobile Only 1.4mm
Sessions/Mo 13.1
Texts/Mo 27.7
 Android Tablet
 New Home Page
 Text Banking Transfers
 Add Payees
 Check Images
2013 Key Projects

11. Mobility Framework

12. Enhance the journey across customer paths by applying
mobile capabilities through interaction patterns.
• Mobile is the first “AND” channel where a customer can be in multiple channels at onceSimultaneous
• Introduces new ways to message and interact with customersCommunicate
• A standalone channel that’s on the go and always onPortable
InteractionPatterns
Customer Paths
Research Strategize Track Transact Resolve/
ManageOnboard
Mobile Capabilities Connected Devices
Internet Access
Maps + GPSMessaging
Camera/Video
Gesture Input
Org Tools
Accelerometer
HD Display
Cell Network
PhoneNFC
Speech input
Bluetooth
Gyroscope
Vibrate
Audio In/Out Offline Features
View Modes
Appliances
Smart TVs
Gaming Systems
Car Telematics
Wearables
Tablets
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13. Focus for Retail Mobile Banking in the U.S.
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Extending Sales and Marketing to
Mobile Users
• Customers are starting the sales
journey on their mobile device
Adding mobile unique feature
• Delight customers with special
mobile experiences
Multi-channel capabilities and
new distribution points
• Customers are adding new devices to
their lives and want to use them in
new ways
Messaging
• Leverage the power of 2-way
messaging
The “Long Tail”
• Customers want everything to be
accessible on their mobile device!

14. Key Insights from 7 years of Mobile
 Mobilize don’t miniaturize
 Just porting desktop experiencing to mobile won’t meet customer
expectations. Rethink the experience for mobile.
 Remember context
 Mobile can be “on the go” or “on the couch”. Design for both.
 Your competition is different
 Customers compare you to other experiences that they have on
their phone, not necessarily your competitors.
 Customers tasks don’t change
 Mobile provides new ways to help customers, but doesn’t change
their fundamental needs.
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Thank you!
Wells Fargo

16. For further information, please contact:
 Brian Pearce
 SVP, Head of Retail Mobile Channel
 Phone: 415.222.3824
 Email: pearcebm@wellsfargo.com
 Twitter: @WFMobileBrian