Abstract
Introduction
This case study on Ubank forms part of Datamonitor' s new series highlighting
best practice in specific areas of financial services.
Scope of this research
- This case study analyses the key successful elements in Ubanks' s marketing
and communication strategy
- The case study examines how the brand has developed to its current status
and why it appeals to consumers so strongly
- Datamonitor' s Financial Services Megatrend Framework is used to analyse
the effectiveness of customer targeting strategies
Research and analysis highlights
UBank is offering a direct banking service that maintains a personal touch. It
taps into the potential of Web 2.0, while avoiding the pitfalls that many
direct offerings fall foul of. It leverages its knowledge of customer
relationships in order to provide a service which is both simple and
convenient.
Key reasons to purchase this research
- Gain insight into the methods used by important industry players to give
them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new
niche or market
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