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The Mobile Marketing Summits are a unique series of events that educate delegates on what others in their industry are doing in mobile, and how they can best harness the power of mobile to drive their business forward.
Also part of the Dot Media brand, the Masterclassing event series covers digital marketing across a broader scope, from Search, to Social, to Programmatic and beyond, and brings delegates closer to the pioneering solutions and specialists in these fields. Together, the Mobile Marketing Summits and Masterclassing blend networking, thought-leadership, and professional education to create industry-leading events that are defining countless brands’ strategic moves in mobile and digital worldwide. Ahead of the Mobile Marketing Finance Summit, taking place in London on 10 September, we spoke to Slawomir Koziol and Piotr Sobiczewski, strategic project leads at mBank, who will be presenting at the event. Can you give us an idea what you’ll be sharing with us at the Mobile Marketing Finance Summit in September please? We’ll be talking about the extension of mBank’s strong digital presence into the physical world, and the new customer experience that this will create.
Can you tell us a bit more about mBanks’s origins and the passion behind it, and perhaps shine more light on what the company’s key goals are as a player in the financial services industry as a whole? Throughout its 25 years of existence, mBank has built an impressive track record of delivering innovations in banking, and has grown to become the fourth largest bank in Poland in terms of its customer base.
In order to always be one step ahead of customers’ needs and expectations, we engage in partnerships with other innovation leaders. We have a forward-looking philosophy applied here at mBank that helps our employees anticipate future trends and customer attitudes, and this has helped us engage the whole team and encourage their passion and commitment when implementing new concepts.
The mBank branch network transformation is the first of its kind in Polish banking market, offering an exclusive insight into the “branch of the future” model.
For you personally, what have been the biggest challenges and successes whilst creating this mobile-first brand?
The mBank brand was typically associated with innovative online and mobile banking, but not so much with in-store branches, so the first challenge was how to extend our virtual brand legacy to the physical world. Although mBank currently operates over a hundred and thirty retail branches, we couldn’t just take the current model, make a few adjustments and put it in high-traffic retail locations.
Creating a larger Advisory Center model also proved challenging due to the complexity of combining retail and corporate banking, as well as subsidiaries, all under one roof.
Probably the most important challenge we found, however, was that banks are not typically welcome in shopping malls – banks are deemed as traffic killers.


The successful implementation of the project required the combination of unique skills, know-how and experience – some of which are naturally rare at banks – such as managing and rotating ‘collections’ of retail products based on retail shopping calendar. In the financial services sector, the potential of mobile growth is enormous because the industry is so close to the customer.
At Mobile Marketing we're proud to help tech companies showcase their cutting-edge solutions, whether it's on our website, in our magazine or at our Mobile Marketing Summits. I have been involved with the Mobile Marketing Association (MMA) for some time now, and really admire the hard work that EMEA MD Paul Berney has put into developing the UK and European chapters over the last 18 months.
The Mobile Marketing Association in conjunction with media partners, The Guardian, are proud to announce the second Brand & Agency Briefing  this year which will give you an opportunity to hear directly from other leading brands and agency thinkers on how they are using the mobile channel today and what they plan to do next. Just a real opportunity to hear from your peers about what has worked for them in mobile and what they plan to do next. After weeks of deliberation, the shortlist for the 2015 Effective Mobile Marketing Awards, sponsored by Theorem and pinpoint, has been unveiled. The shortlist for the People’s Choice awards – voted for by you from a shortlist drawn up by us – will be released next week, together with details of how to cast your vote. The Awards Ceremony, which takes place in London on 26 November, is shaping up to be a fantastic celebration of mobile marketing excellence, and tickets are selling fast.
Congratulations once again to all our finalists, and a big thank you to the judging panel for their hard work in getting us to this stage. To book tickets for the Awards Ceremony in London on 26 November, email [email protected] or call him on +44 (0) 7769 674824. Together, the Mobile Marketing Summits and Masterclassing blend networking, thought-leadership, and professional education to create industry-leading events that are defining countless brandsa€™ strategic moves in mobile and digital worldwide. Responding to the rapid evolution of the mobile landscape, our focus on effective mobile marketing tech and how this is transforming industries from the inside-out, ensures that we deliver critical content and tangible knowledge directly into the hands of the senior marketers who need it most. It’s now a globally recognised leader in online and mobile banking, having been awarded the Efma Award, BAI-Finacle Global Banking Innovation Award, Bank Innovation Awards, and three Finovate Best of Show Awards, among others. One great example is Orange Finance, launched in October 2014, which was a joint venture between mBank and Orange Polska, the telecom operator. We’re really proud of how fast we’ve been able to apply new, disruptive solutions – in the case of Light Branch it took only 6 months from idea to implementation.


We wanted to give our customers the same unique experience that they had when using banking services via convenient online banking channels. The current branch model was designed and targeted specifically for high-street locations; the behavior of customers and characteristics of traffic in a retail environment are completely different, and we had to consider the requirements and conditions of lease agreements and the cost of the lease area itself.
In fact, our research showed that customers passing by a typical bank branch in a shopping mall unintentionally sped up and looked away. It’s now becoming a field for competition between the bigger industry leaders and the new challengers. A massive obstacle standing in front of banks is the strictly regulated environment that bears little weight for start-ups.
The shortlist features dozens of globally recognised brands and agencies from around the world, in recognition of the excellent work they are doing in the mobile channel, across 28 categories. This is a tailor-made product based on simple and clear conditions for people who value their time and want to access their money in a comfortable, fast and secure way.
It’s therefore very unusual for a bank to take up a location in the malls’ high-traffic fashion zones for example, but this is what we were aiming at, and this is why we needed to completely rethink our value proposition to a wider customer audience – not just our existing customers, but any consumer who just happens to be in the locale, and who is open to new experiences and values smart shopping.
One can observe this clash in almost each industry, for example in with tourism (airbnb), the music industry (Spotify), and of course transport (social driving services like Polish Blablacar and the more universal example, Uber). This is why there is still a long way ahead before banks become as agile and efficient in bringing disruptive technologies to the market…but that doesn’t mean the battle is lost. The success factor behind these disruptors is – above all other factors – supplying the customer with a totally new experience in a mobile-only scenario that gives ultimate convenience and immediacy. The last event was oversubscribed so please text in as soon as you can to avoid disappointment.



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