Disruptive Innovation Using Mobile Devices

Transcription

Disruptive Innovation
Using Mobile Devices
CELENT
What's Next: The Search for Disruptive Technologies
Oct. 3 San Francisco
Tsukasa Makino
Manager, Corporate Planning Department & IT Planning Department
Tokio Marine & Nichido Fire Insurance Co., Ltd.
Visiting lecturer at Tokyo, Tsukuba and Kyushu University
1
About Tokio Marine & Nichido Fire
1) Profile
Established in 1879 (134 years old)
Total Assets：US$83 Billion
Net Premium Written：US$19 Billion
Employees:
Domestic:17,000, Overseas:16,000
（As of FY2012 1$=100Yen)
2) Product Lines
•
•
•
•
•
Automobile
Superinsurance（Non-life+Life）
Homeowners
Injury, Sickness
Travel, Leisure
Tokio Marine &
Nichido
3) Distribution
System
HQ
Sub
Branch
Branch
(124）
(417)
•
•
•
•
•
Kid’s
Saving Type
401k
Mutual Fund
Life
Agencies（46,000)
Independent
Car
Dealer
Bank
Post office
©Tokio Marine & Nichido
Etc..
2
My Job
Research, presentation, teaching at Universities
Chicago 2006
Hong Kong 2005
Hong Kong 2006
Shanghai 2008
Las Vegas 2004
Macau2010 Beijing2007
Now
Taking
Coming
Soon
Boston2008
London 2013
Las Vegas 2008
Paris 2008
Hong Kong 2008
Tsukuba Univ.
Wiesbaden 2011
New York 2007
Taipei2008
Kyushu Univ.
Munster 2007
Zurich2009
New Delhi 2006
San Francisco2008
Las Vegas 2006
Dallas2007
Brisbane2008
Orlando 2005
San Francisco 2008
Athens 2006Singapore 2008 Singapore 2007
Cairns 2005
Orlando 2009
Orlando 2007
Rio de Janeiro
2007
3
Today’s theme
How to provide better insurance services for
customers and society using digital technology,
without humiliating human agency distribution
channel.
4
Disruptive new products and services
Collaboration with NTT docomo
Overseas Travel
Apr.
2010
One Time Insurance
Domestic Travel
Distributed
through
Mobile phones
Sports & Leisure
Golf
One Day Auto
June
2011
Medical Insurance
June
2013
“How my body feels”
Jan
2011
“Choi-nori” insurance
Medical
“i-Bodymo”
(One Day Auto Insurance)
Promoted by agencies
5
People use mobile phones anytime, anywhere
Commuter
train
Karaoke
Office
Home
Station
Restaurant
SALE
Supermarket
Jogging
Shopping
6
Comprehensive business alliance agreement
Provide innovative and competitive
“High Quality Services” and be
chosen by customers.
17 million customers
Provide innovative services
throughout alliance with business
partners, using the advantages of
mobile phone technology.
55 million customers
Provide insurance services which provide
"relief and safety“ to the daily life
Provide mobile phones which support
daily activity as an infrastructure
Fusion of assets and know-how
Make our society
more comfortable and convenient
7
On the market from
Docomo Medical Insurance
July 2011
• Affordable and easy-to-buy medical insurance
• Distributed via mobile phones
• Exclusive for NTT docomo “Premier Club” members.
Revised as of Oct.1.2013
Basic
Expense for injury,
sickness
Hospitalization
Three Major
Disease
More coverage for
cancer, apoplexy, AMI
Lady’s
More coverage for Lady’s
specific diseases
¥5,000
¥5,000
Lady’s¥10,000
Others¥5,000
(according to the type of operation)
¥25,000
¥50,000
¥200,000
¥25,000
¥50,000
¥200,000
¥25,000
¥50,000
¥200,000
Advanced Medical
-
¥3,050,000
¥3,050,000
Serious disease
-
¥1,000,000
Lady’s plastic surgery
-
(per day, max 60 days)
Operation
¥100,000, ¥200,000
(according to the type of operation)
Premium
¥830～
¥1,130～
¥1,180～
(monthly, starting from)
8
Docomo Medical Insurance
Mobile phone monitors daily activities automatically.
Grant 150 “docomo point※” a month (maximum) according
to the daily workout and diet.
※Can be used to buy goods, repair services etc., (100point=¥100)
Launched on
docomo Healthcare “How your body feels”
June 2013
• A smartphone application for women.
• Your “avatar“ in your smartphone monitors your activities and
gives you advise to live a healthy and comfortable life.
• Mobile phone can link to a medical thermometer and monitor
your body temperature as well.
• If it detects a sign of women’s disease, the phone urges you to
go to hospital to have a health check.
• You receive ¥5,000 (approx. $50) or ¥30,000 (approx. $300)
according to the diagnosis.
♪♪
Your cycle period and
I’d
temperature
like to wear
indicates that
something
you may have hormone
Pink
disturbance. Please go to
see a doctor.
10
On the market from
docomo “One Time Insurance”
April 2010
• Short term, affordable and easy-to-buy injury insurance
• Available whenever and wherever, just for the days you need insurance
• From application to payment, all you need is your mobile phone
Product
Coverage（Economy Type)
Premiums
Sports and
Leisure
・Death & Residual disability
・Hospital expense
・Liability
・Rescuer's Expenses
・Baggage
¥3.25m
¥4,500
¥20m
¥0
¥0.1m
¥300
(Two days One Night）
Golf
・Casualty
・ Liability
・ Golf Clubs
・Hole in One
¥2m
¥30m
¥0.1m
¥0.3
¥300
Domestic Travel
・ Death & Residual Disability
・Hospital expense
・ Liability
・ Baggage
¥3.25m
¥4,500
¥20m
¥0.1m
Overseas Travel
・ Loss of Life from Injury
・ Residual disability from injury
・ Medical & Rescue Expenses
・ Loss of Life from illness
・ Liability
・ Baggage
¥0
¥0
¥5m
¥0
¥10
¥0.1m
¥300
¥980(One day～）
Golf Insurance (Hole in one coverage)
Congratulations!
In Japan, if you made a “Hole-in-One”, you have to host a party to celebrate your
accomplishment and give out commemorative gifts at YOUR OWN EXPENSE!
($3,000～$5,000）
“Auto GPS” Function (Location-aware active recommendation)
Enjoy Skiing?
Sports insurance covers
injury, indemnity, damage
or theft of your gear
Best for outing or travel.
You can buy One Time
Insurance right now
from ¥300 a dat.
Learn daily livingrange and display
recommendation
when you are more
than 50 km away
Recommendation for you in
the airport! Docomo One
Time Insurance covers injury,
indemnity , theft or
breakage of your belongings
during your trip.
Playing Golf? Protect
yourself with Docomo One
Time Insurance Easy,
convenient, ¥300 a day.
Available right now!!
Display recommendation
when you arrive at Airport,
Golf course , Ski resort, etc.
Learn daily living pattern and
avoid recommendation if you
are commuting to the airport
or the golf-course.
13
Launched on
Choi-nori insurance (One Day Auto insurance)
Jan 2012
• Short term, simple and inexpensive auto insurance.
• Can be purchased via mobile phones.
• Grant maximum 20% discount for those who
switched to annual policy.
Plan
Basic
With automobile
damage coverage
Premium
¥500/day
¥1,000/day
Liability (bodily injury
and property)
Unlimited
Unlimited
Driver/Passenger
injury
Liability for borrowed
car damage
¥10 million
(lump-sum¥100,000)
-
¥10 million
(lump-sum¥100,000)
¥3 million
(¥50.000 deductible)
14
Background
• Mature Japanese P&C insurance market.
• Decreasing motivation for young people to own a car.
100,000 Followers
30,000 Likes
15
Issues
• Auto Insurance premium surges up when it include young drivers
• Approx. 100,000 accidents are caused by borrowed and noninsured cars per year.
16
Objectives
• Provide more opportunity to drive cars to younger generation.
• Cultivate auto insurance market in younger generation.
• Reduce accidents caused by non-insured cars.
17
Target
Young generation who has driver’s license and
doesn’t own a car
(16million)
Drive parent’s or friend’s car once a
month in average (7million)
Have an intention to own a car
within a year(0.7million)
18
Process
Pre-register
Buy
Pay
Premium is added
on the monthly
mobile phone bill
Read
QR Code
(agency code
embedded)
Input
Register
• License plate No.
• Name
• Date of driving
• Birthday
• Address
• e-mail address
• Driver’s License No.
• License expiry date
19
How to avoid channel conflict with agencies?
• One Day Auto is distributed by agencies.
• The users of One Day Auto are potential
customers of annual auto insurance for agencies.
• The users are potential car buyers as well.
Car-dealer-agencies obtain lead information
Agency’s
by selling One Day Auto.
name and
contact
• TMNF is providing PC application to help agencies
promote selling One Day Auto.(e.g. generate flyers with QR)
Pre-register
Buy
Agency
Data
Commission & Data
20
Strong positive effect to our annual auto business
Market expansion
One day auto insurance
Annual auto insurance
(Switched from One day auto)
160,000 policies
187,000
1000policies
840
policies
160 million yen
170million
133
millionyen
yen
From
From April.2013
Jan.2012 to
to Nov.2012
Aug.2013
21
Won’t our peers copy our products?
22
Technologies and Strategies
Technology
Market Strategy
IP Strategy
Women
Patent (pending)
Young drivers
Patent (pending)
Mobile technology
One Time Insurance
Location Aware
Context Aware
Medical Insurance
Motion Capture
Bio sensing
(who don’t own a car)
23
Value Proposition
For Customers
For Society
For Agencies
Convenience
Safety & Health
Value &
Opportunity
(Anytime Anywhere)
One Time Insurance
Medical Insurance
Just in time
recommendation
Active health
promotion
Reduce
medical cost
Provide new
value to
customers
(NTT docomo)
Active disease
prevention
Safe driving
opportunity
Reduce
uninsured
accidents
Create potential
customers
24
Lessons
• Have a courage to take a new business chance.
• Always think Customer, Society and Agency’s benefit first.
Company’s benefit will follow. Otherwise you’ll fail
• Build Win-Win-Win model.
• Trust customers. Do not miss opportunities by assuming
“customers are always evil”
You’ll never learn until you try.
25
Thank You!
Contact: tsukasa.makino.tmnf@mbr.nifty.com
26
Following Slides are reserved for Q&A
27
Sales Volume
Summer holiday
season
Spring holiday
season
Summer
holiday season
Smartphones
supported
28
Customer Research
“Are you satisfied with the product
and service of One Day Auto
Insurance?”
86% customers satisfied
“Will you consider Tokio Marine &
Nichido when you buy annual auto
Insurance?”
66% potential customers
June 2012～Feb.2013 N=2,500
29
Profitability
• Loss ratio is (slightly) lower than the normal auto insurance
Loss Ratio
♪
Annual
One Day
30
Market response
“I wanted to practice driving with my parents’ car before I buy my
own. Insurance was my concern. One day auto insurance was
very helpful for me”
-
a customer -
“One day auto insurance grants maximum 20% discount to the
users. That is a good promotion for auto sales to young
generation.”
-
An Executive of automobile manufacturer –
“We appreciate the social merit of One day auto insurance to
reduce the accidents caused by non-insured car, and its effect
to foster market for automobile and insurance industry.”
-Manager, Insurance division, Financial Services Agency (FSA) –
31
Strong positive effect to our annual auto business
Market expansion
One day auto insurance
Annual auto insurance
(Switched from One day auto)
160,000 policies
187,000
1000policies
840
policies
160 million yen
170million
133
millionyen
yen
From
From April.2013
Jan.2012 to
to Nov.2012
Aug.2013
32
How to avoid fraud?
• Introduced pre-registration system. Users should register
their personal data before they can buy a policy.
• Automobile coverage plan can only be purchased 1 week
after the registration.
Pre-register
Can apply for Basic
Plan
Can apply for
Automobile Coverage Plan
One Week
33
We have been dealing with very limited information
Marketing
What the
customer wants/
thinks/ feels
How is the
customer’s health
condition
Feedback
form
Market
Research
How the accident
happened
Karte
Claims
form
Underwriting
/Rating
How the
customer
drives
Application
Form
Claims
Structured Data
Filter & Convert
Real Information
34
We have to deal with real and huge information to create value
Marketing
What the
customer wants/
thinks/ feels
How is the
customer’s health
condition
Heart rate
Blood
pressure
Miles run
or walked
Blogs
Facebook
YouTube
Mixi
Amazon
Twitter
Weight
Underwriting
/Rating
How the
customer
drives
Analyze&
Create Value
Accurate
Mileage
Speed
How the accident
happened
Hour/day
Acceleration
Deceleration
Engine
Brakes
Speed
Airbag
Gravity
Seatbelt
Claims
What the
customer is doing
Real Information
S
A
L
E
35
Thank You!
Contact: tsukasa.makino.tmnf@mbr.nifty.com
36

Disruptive Innovation Using Mobile Devices

Transcription

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