Celent Says

How Digital & Social Innovation Challenge the Insurer Business Model

Craig Beattie
Insurance Experts' Forum, February 2, 2011

Last Thursday, Celent organized an event in London with the goal of raising questions around digital and social innovation and how it challenges the insurer business model. In order to get some fresh views about this topic, we invited some speakers who are not directly involved in the financial services industry and insurance.

In the first presentation, we learned how AXA UK has decided to take on the social media challenge. For the presenters—Chris Denison, managing partner at AXA Innovation Hub, and Manjit Rana, partner in Innovation Hub—social media is not a “must” but just another communication channel insurers need to understand and leverage where possible.

Chris and Manjit explained the audience how AXA determines individual digital profiles, defines target challenges and identifies solution generators using three dimensions: business model, servicing customers and products/services. This analysis has allowed AXA to identify technology options for solving key challenges. Among others, Chris and Manjit identified interesting tools to leverage, such as insurance claim validation systems and iPhone applications improving driving efficiency. According to AXA, deeper digital customers will force insurers to deal with unfamiliar technology solutions and risks.

The next speaker was Shaun Gregory, managing director of O2 Media. O2 is one of the leaders in the UK telecommunication industry. The key word used by Shaun during his presentation was “fan.” Actually, the goal of O2 is to “turn customers into fans.” To do so, O2 tries to leverage different kinds of social media tools to improve its product offering in the media business. For instance, the company uses a location tool to target people and inform them about stores and activities that might be of interest to them depending on their location. In addition, O2 also launched credit cards and a contactless payment system via mobile. Shaun’s message to the audience was clear: If you want to turn customers into fans you’ve got to anticipate their needs and provide them with the services that will fulfill these needs straight away.

Engaging with customers the Google way was the following presentation. Jo Hind, head of finance at Google, reminded the audience about some of the key innovations Google had contributed to bring to the market to make it one of the most innovative firms on earth nowadays. According to Jo, digital means interactivity and addressability. Interactivity is one of the core offering of Google and the company tries to identify all the times how technology via social media notably can address the need for more interactivity among individuals. Insurers can leverage these new tools, and Jo made a special example about how companies can use intelligent billboard in advertising campaigns. UK insurer Hiscox is one of the first insurers who has already used this technology.

The final presentation before the panel discussion was given by Rafe Offer, who is an entrepreneur and industry advisor. Among others, Rafe has worked for Facebook and other innovative companies active in the digital and social media industry. Rafe captivated the audience with a simple and straightforward message: “The digital revolution is not about technology but it is about the culture of innovation”. Through different examples such as Zappos, Apple, Twenty Recruitment, Rafe convinced us that without a clear cultural commitment to innovate, a company cannot be successful.

The event ended up with a fruitful discussion panel composed of Paul Wishman, e-commerce director at LV=, Manjit Rana, Jo Hind and Celent SVP Craig Weber.

For more information about the questions that were discussed during this session, I tweeted them during the discussion panel. To view them, click here.

This blog has been reprinted with permission from Celent.

Craig Beattie is an analyst in Celent's London Research Group.

Readers are encouraged to respond to Craig using the “Add Your Comments” box below. He can also be reached at cbeattie@celent.com.

The opinions of bloggers on www.insurancenetworking.com do not necessarily reflect those of Insurance Networking News.

Comments (0)

Be the first to comment on this post using the section below.

Add Your Comments...

Already Registered?

If you have already registered to Insurance Networking News, please use the form below to login. When completed you will immeditely be directed to post a comment.

Forgot your password?

Not Registered?

You must be registered to post a comment. Click here to register.

Blog Archive

Driving Growth Through Distribution Management

In the current hyper-competitive marketplace, many carriers are focusing on improving their distribution practices as a key technique for driving growth.

The Start of a New Era: Digital Retailers and Insurance

Insurers from all around the world are making great efforts to become digital.

Google and Insurance: One Year Later

Google is getting the approval for selling insurance on their compare site in a large number of states via a number of different insurance partners.

How IT Managers Can Get Close to Policyholders

Four steps CIOs need to take to lead insurance organizations to greater “customer obsession.”

Strategic Initiatives for 2015: Making Sense of the Shifts

Insurers must choose between embracing innovation or just continuing with business as usual and run the risk of becoming a casualty in the new competitive battle.

To Stay in the Game, Insurers Must Aggressively Embrace New Consumer Technologies

Emerging technologies displayed at the CES could be some of the greatest change agents since the introduction of the Internet, offering breakthroughs that could challenge many businesses.