Frequently Asked Questions

- What is the difference between a smartphone application and a mobile-optimized web site?

- Why should I have a smartphone application instead of a mobile-optimized web site?

- What is CU Mobile Marketing?

- Is CU Mobile Marketing available for Android or Blackberry smartphones?

- How is CU Mobile Marketing different from Mobile Banking?

- How is the marketing content input into CU Mobile Marketing?

- How long does it take for new content to reach a member’s smartphone?

- What is screen-scraping?

- What is Multifactor Authentication?

- What is Command Level Access?

- What does CU Mobile Marketing cost?

- How long does it take to create a branded CU Mobile Marketing product for a credit union?

What is the difference between a smartphone application and a mobile-optimized web site? (back to top)
A smartphone application (also called an “app”) loads programming into the user’s smartphone. This programming includes accessing the smartphone operating system functionality, like the GPS locator and travel directions capabilities. A smartphone application puts an icon on the user’s phone and can operate independent of Internet access, albeit with some loss of information content.

A mobile-optimized web site is formatted to the smaller screen of the smartphone. It is fundamentally the same as a web site formatted for a normal computer screen but generally has fewer pages. The user is automatically routed to the mobile-optimized site when using their smartphone.

Why should I have a smartphone application instead of a mobile-optimized web site? (back to top)
A smartphone application has much more functionality than a web site. It can alert the user via either a text message or the application icon. It places the credit union’s branded icon on the user’s phone, which gives the credit union much more visibility to the member. It can also provide programming that runs independently from the Internet, like financial calculators.

Mobile-optimized web sites are best used as interim steps to a more functional mobile application. Using mobile-optimized web sites as promotional micro sites is a better function, one that provides a limited amount of information and directs the member to fulfillment.

What is CU Mobile Marketing? (back to top)
CU Mobile Marketing is the copyright name used by Data Based Marketing, the credit union marketing agency that developed the product. CU Mobile Marketing is a proprietary smartphone application for the Apple iPhone© that provides the user with account access and branded marketing communications from their credit union. The account access is provided in one of four potential processes:

1. Accessing the credit union’s existing mobile banking product.
2. Accessing the credit union’s existing home banking system.
3. Utilizing a process known as screen scraping the data from the credit union’s existing home banking web site.
4. Command level access to the credit union’s database.

Accessing the existing mobile banking product is the easiest and lowest cost alternative. Besides cost, the other key benefit is the support of mobile-optimized experience and the ability to support member transactions, including transfers between accounts or withdrawals. Access to the bill payer system may also be supported.

The next lowest cost alternative is accessing the credit union’s existing home banking web site. This option does support the account transaction capability of the home banking web site. The limitation is the user’s experience is dependent upon the page design and navigation of the existing home banking site. It generally does not provide a mobile-optimized experience. This is a good interim step while a mobile-optimized solution is being developed.

The screen-scraping alternative provides account information in a mobile-enabled format. Screen-scraping allows the member to view information, such as balances and transaction history. This provides a superior mobile experience since the screen-scraping displays the information in a mobile-optimized format. The limitation is that it does not allow changes to the member database, so it does not support transactions like account transfers or withdrawals.

The command level access process the most complete home banking alternative. This supports complete account access in a mobile-optimized format. The limitation is it includes the most programming and is the highest cost alternative. It should also require vendor SAS 70 security processes.

In addition to the mobile banking functions, CU Mobile Marketing also provides what is called a “wire-framework” that contains additional functionality. This includes:

1. A home button that returns the user to a content menu.
2. An information page that provides contact information, including one-touch dialing of key credit union telephone numbers. Credit union disclosure information, including definition of terms can also be included here.
3. A Specials function that loads marketing offers every time the application is launched or when selected by the user.
4. A News function that loads text or multimedia content.
5. An ATM/branch locator that accesses The CO-OP© ATM database and the credit union’s branch locations.
6. A Rates function that displays deposit, mortgage and consumer loan rates.

Is CU Mobile Marketing available for Android or Blackberry smartphones? (back to top)
CU Mobile Marketing is currently iPhone-only. Versions for the popular Android and Blackberry smartphones will be made available upon review and implementation of requested changes from initial users of the iPhone version. This insures all versions of the software will be consistent, in the most cost effective manner.

How is CU Mobile Marketing different from Mobile Banking? (back to top)
Mobile Banking is focused on providing transaction content, typically mimicking the credit union’s existing home banking functions but in a mobile-optimized format. Mobile banking also typically includes nearest ATM and branch locator functionality.

CU Mobile Marketing adds branded marketing content to mobile banking access. This content includes current interest rates, including daily changing mortgage rates, current marketing offers and weekly updated news content. CU Mobile Marketing format follows the credit union’s brand guidelines to provide a complete and accurate brand experience to the user.

How is the marketing content input into CU Mobile Marketing? (back to top)
CU Mobile Marketing uses a very robust Administrator Control Panel (ACP) application that provides complete control of the graphic and text content displayed on the Special Offers, News and Rates pages within CU Mobile Marketing. The credit union or its authorized agents, like its advertising agency, can use the ACP to provide content to CU Mobile Marketing. The ACP is housed on proprietary servers to insure reliability and service performance.

How long does it take for new content to reach a member’s smartphone? (back to top)
The ACP entered content loads every time a member launches the CU Mobile Marketing application. As soon as the ACP updates the content database, the very next member who opens their credit union’s CU Mobile Marketing application sees the new content.

What is screen-scraping? (back to top)
Screen-scraping is inquiry-focused software that retrieves information that is displayed on a web site. Basically, screen scraping is the process of taking a “picture” of existing data. It does not support manipulating the database that is being displayed. But it does allow the information to be displayed in a mobile-enabled format.

In the case of many mobile banking products, the web site being accessed by screen scraping is the credit union’s home banking site. No computing is involved. This is the process used by information aggregators, like Mint.com. Current mobile banking applications also use screen scraping to provide access to a member’s account information.

Those sites that require Multifactor Authentication for member log-in must allow screen scraping software to access the member’s data.

What is Multifactor Authentication? (back to top)
Multi Factor Authentication (MFA) is a security system in which more than one form of authentication is implemented to verify the legitimacy of a transaction. This is different than Single Factor Authentication (SFA), which requires only a user ID and password. MFA typically requires successfully answering rotating questions before allowing the user account access.

If the credit union utilizes MFA on their home banking, the mobile banking solution must also support MFA. 

What is Command Level Access? (back to top)
This is required to interact and change member database information such as account transfers and bill pay services. Command Level Access requires the credit union to provide Application Programming Interface (API) for complete connectivity. This is the preferred process to give maximum functionality to the member and it the best process to provide all online banking services.

What does CU Mobile Marketing cost? (back to top)
At the current time, CU Mobile Marketing has two products, base and intermediate. Pricing is dependent upon server hosting and marketing content production options. All users are charged server hosting of the Administrator Control Panel (ACP).

The base product accesses either the credit union’s existing mobile banking or home banking functions. The minimum base product cost is $17,850. Included at this price is the credit union’s branded design and content for four Special Offers, four News stories, four weekly updates of the credit union’s Rates page and 12-months server hosting of the ACP. Subsequent annual ACP hosting costs are $350 per month, charged in yearly installments.

The base product can also include additional marketing content production support. Three months of marketing content is included for $19,950. Six months of marketing content is included for $23,700. Annual content is provided for $31,200.

The intermediate product provides mobile-optimized access to the credit union’s home banking system via screen-scraping processes. The minimum intermediate product cost is $30,150. Included at this price is the credit union’s branded design and content for four Special Offers, four News stories, four weekly updates of the credit union’s Rates page and 12-months server hosting of the ACP. Subsequent annual ACP hosting costs are $350 per month, charged in yearly installments.

The intermediate product can also include additional marketing content production support. Three months of marketing content is included for $32,250. Six months of marketing content is included for $23,700. Annual content is provided for $36,000.

A command level version of CU Mobile Marketing is available on request. Pricing will be determined on the specific credit union requirements for the Application Protocol Instruction (API) connection.

Also available on request are the costs for programming additional features, like financial calculators, HD video-streaming and blog-style reader replies on news stories.

How long does it take to create a branded CU Mobile Marketing product for a credit union? (back to top)
At the current time, the production cycle for CU Mobile Marketing provides a four to six week turnaround. The credit union receives a product that is branded to their credit union, using their graphics and their content. This cycle also includes the review time of 10 to 14 days by Apple before the app is published on iTunes.