The good news for those who have yet to climb aboard the mobile technology bandwagon is that you're not alone. We often write about the need for cutting-edge technology. The truth is most insurance carriers are slow to adopt new tools, but sometimes that's the wise move.
One reason the insurance industry appears slow to adapt is there are more tier-two and tier-three insurers than there are tier-one carriers. Smaller carriers tend to be more patient when it comes to changes because they often lack one or more key capabilities: money, talent, or personnel.
Eventually, smaller carriers join the parade and sometimes, pound for pound (to borrow an old boxing phrase) they prove to be the equal or better of their largest competitors.
Technology can be the great equalizer in business and that allows slower-moving companies to catch up. That doesn't mean smaller insurers should fear being an early adopter, but even large companies sometimes decide to wait and see where the dust settles.
For example, the push to develop mobile apps for insurers such as Nationwide was slowed as developers waited to see which mobile operating system would win out in the hearts and wallets of the consumer world, according to Vijay Gopal, vice president and enterprise chief architect for Nationwide. Sort of like the old VHS vs. Betamax battle, only with more than one winner.
As far as smartphone platforms go, a survey conducted by Nielsen this summer—and included in a recent report from Celent—shows the Google Android platform leads in total smartphone subscribers with 40 percent of the market followed by the Apple iOS with 28 percent. BlackBerry RIM is at 19 percent, and Microsoft Windows is at 8 percent. Other—whoever that might be—commands 5 percent of the market.
Gopal says Nationwide has developed Android and Apple apps, so those two appear to be the likely winners in this race for customers.
Most IT departments have a laundry list of projects awaiting their action, but it is imperative to remember one key fact. The percentage of people between the ages of 18 and 29 that own smartphones is at 61 percent, according to Novarica, compared to 39 percent that own more traditional cellphones. People are getting used to carrying their computer in their pocket and that's not going to go away.
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