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亚马逊宣布进军英国保险市场

作为一家数字零售商,亚马逊在英国市场的成功无可厚非。很多保险企业也将亚马逊当作创新与服务方面的榜样。不过,亚马逊最近的一些动态对这些企业来说可能并不是什么好消息。

据公开市场信息显示,亚马逊正在为伦敦办公室招募保险业专业人士,为后续进军英国、德国、法国、意大利和西班牙保险市场做准备。

具体来说,亚马逊在以下几个方面具备先发优势:

始终以用户需求为服务核心。一直以来,亚马逊都致力于为用户提供透明优质的服务,覆盖包裹追踪、次日快递、物品退还、产品评价等多个领域,让用户清楚了解购买流程的每一个环节。这样的信任与透明度正是保险行业一直想要获得但没有达到的目标。据GobalData 2017全球保险业调查显示,有18%的消费者表示愿意从亚马逊购买汽车或家居保险,侧面证实了这家互联网巨头撼动保险业市场的巨大潜力。

成功树立家居核心供应商地位。通过高级会员制度、次日送达等模式,亚马逊的订阅模式已经逐步成型。越来越多的人开始放弃原有的包年服务形式,转而使用亚马逊主推的包月服务模式。

通过创新与科技投资,发布Echo和Dot等多款家居声控设备,为满足日常家庭人工智能服务需求打下扎实基础。如今,整个社会正逐步向智能互联的模式转型,而亚马逊在智能家居方面的布局可以为其抢得一线先机。换句话说,这些设备满足了目前智能家居与居家保险的基本需求。人们越来越喜欢这种互动紧密的服务关系,而这也是传统的按照年度结算的保险流程所无法替代的。

尽管英国的保险商们也在逐步加大科技与数字服务投入,但是相比于亚马逊,那只能是小巫见大巫。如果传统保险商们再不注意,他们很有可能永远失去与用户进行直接交流沟通的机会,转而成为只能掩身后端的价格风险承受方,因为亚马逊并不想承担这些风险。无论是哪种情况,英国保险市场注定是要迎来一场变革。

No one can dispute the success of Amazon in the UK as a digital retailer, and many insurers have held it in high esteem as a company to emulate in terms of innovation and overall service proposition. But now Amazon poses a real threat to UK insurers.

Amazon is currently recruiting insurance professionals in London to join a new team looking to disrupt the insurance market in the UK, Germany, France, Italy and Spain. This should have UK insurers worried for a number of reasons:

Amazon has a positive reputation for putting customers’ needs at the heart of its propositions. Amazon offers clear, transparent services such as the ability to track a package, next-day delivery, a clear returns policy and customer reviews on products, providing clear communication to customers throughout the purchasing journey. This level of trust and transparency is something the insurance industry has really struggled with, especially after the likes of the PPI scandal. According to the GlobalData 2017 General Insurance Survey, 18% of consumers would buy their motor or home insurance from Amazon, highlighting the potential for the brand to cross-sell into insurance and take market share from established players.

Amazon has established itself as a key service provider for households. Its Prime service, promising fast delivery as well as offering a TV channel and movie service, makes for a popular subscription model. We’re already seeing a number of new propositions moving away from annual renewal to a monthly subscription basis, which would fit well with Amazon’s current business model.

In addition, its investment in technology and innovation has brought households the Echo and Dot, voice-activated speakers that use artificial intelligence to support everyday family needs. As we move nearer to an age of smart, connected homes, Amazon is well placed to lead the way. This will also position it well for providing insurance needs, as tech in the home will soon define the insurance requirements of an individual household. This close and interactive relationship is a long way from the limited annual renewal or claim process touchpoints insurers work to.

While UK insurers are investing in tech and providing digital services, the majority are light years behind Amazon. If insurers aren’t careful, they may be pushed out of having a direct relationship with customers and be relegated to the role of a price-driven risk carrier at the back-end (assuming Amazon doesn’t want to hold the risk too). Either way, this is a sure sign disruption is on the way for the UK insurance market.


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