Future Success Factors of Finance Portals

Diploma Thesis from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Reutlingen University (ESB), language: English, abstract: Inhaltsangabe:Abstract:§The title of this thesis might lead the cursory reader to the assumption that this is another one of countless academic works whose authors have overestimated the prospects of the Internet. However, this paper lays claim to be one of the early few that take a more rational approach to the subject by analyzing the realistic profit potential of online business models. Furthermore, future success factors for finance portals will be discussed and their respective value proposition thoroughly examined. Since the fast moving Internet hype has had to give way to an almost equally swift consolidation of the market, this will prove to be crucial information for any company of the finance industry. Additionally, when taking into account that the oncoming second wave of customers is to be divided amongst the remaining online players, the findings of this thesis will be of eminent relevance for any provider of a financial website.§Towards the end of my internship with AOL I was asked to research the required success factors for finance portals as a basis for AOL s finance channel content strategy. Inexperienced Internet-users such as those of the Second Wave are likely to utilize the user-friendly and convenient service of AOL as an ISP. Therefore, it will be of vital importance for AOL to incorporate the above mentioned success factors within their service in order to increase the usage of its finance channel.§At this point I would like to thank AOL, not only for the financial, but especially for the professional support, which both have simplified my task to a substantial degree as well as all others who have been kind enough to let me benefit from their knowledge in the field.§Inhaltsverzeichnis:Table of Contents:§1.Incipience1§1.1Topic Introduction1§1.2The Second Wave of Customers3§1.3Methodology and Scope4§2.Definitions and Background Information6§2.1Definition of Finance Portals6§2.2Types of Finance Portals6§2.2.1Content Portals7§2.2.2Corporate Portals of Banks and Insurance Companies7§2.2.3Neutral Brokers and Intermediaries8§2.3Providers of Finance Portals8§2.3.1Providers from the Banking Sector9§2.3.2Providers from the Insurance Sector9§2.3.3Providers from the Near-Bank Sector10§2.3.4Providers from the Non-Bank Sector10§2.4Usage of Finance Portals11§2.4.1Technical Prerequisites11§2.4.2General User Information11§2.4.3Usage based upon Demographic Factors12§2.4.4Usage based upon Consumption Behavior and other Characteristics14§3.Analysis17§3.1Selected Market Characteristics17§3.1.1Online Finance Value Chain17§3.1.2Competitive Situation in Online Finance18§3.1.3Customers' Perception of Services20§3.2Service Areas of Finance Portals22§3.2.1Information and Content22§3.2.2Brokerage24§3.2.3Funds26§3.2.4Direct Banking27§3.2.5Insurances29§3.2.6Real Estate32§3.3Basic Prerequisites for successful Finance Portals33§3.3.1Branding34§3.3.2Content34§3.3.3Member Base and Traffic36§4.Future Success Factors37§4.1Advanced Prompt Facilities38§4.1.1Contextual Guidance38§4.1.2Intelligent Transaction40§4.1.3Pre-emptive Support41§4.1.4Implications for Finance Portals41§4.2Personalization42§4.2.1Types of Personalization42§4.2.2Sources for Customer Information42§4.2.3Customers' Demand and Privacy Issues43§4.2.4Implication for Finance Portals44§4.3Peers' Advice44§4.3.1Acceptance and Penetration of Peers' Advice45§4.3.2Types of Peers' Advice46§4.3.3Implications for Finan...