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Mobile Usage in Auto Insurance in China

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30 June 2014
Wenli Yuan

Abstract

Mobile usage by insurer staff for claims is relatively broad. Although mobile is not yet seeing much traction in other internal functions or among customers, Celent expects its use in auto insurance to expand in the coming years.

Mobile devices have been used in various aspects of auto insurance in China. In the report Mobile Usage in Auto Insurance in China, Celent looks at mobile apps and WeChat accounts used by insurance companies in auto insurance sales, service, and claims.

  • Sales: Some insurance companies provide car insurance via mobile app or WeChat. For customers, it is a more time-saving and convenient way than going to agencies or brokers or branch offices to apply; for insurers, it is an effective way to reach more people.
  • Service: Beside service such as policy inquiry and claims inquiry, insurers provide many services to all prospects. By providing general car and location service, insurers can attract broader potential customers to download and use the mobile app or use the WeChat account, and then they have the opportunity to convert prospects to clients.
  • Claims: Auto insurance claims field investigation staffs in many companies are now equipped with mobile devices such as mobile phones or tablets to support loss assessment. After providing field staff with mobile devices, some companies introduced mobile apps for customers; some apps include a self-claim function. Mobile app use by field staff and customers has streamlined the claims process.

WeChat is a mobile text and voice messaging communication service developed by Tencent in China and released in January 2011. Since the app published, the number of users has grown dramatically. The average monthly growth rate of WeChat users from May 2011 to March 2014 was 13.7%.

Source: Wikipedia, Celent

More than 20 insurance companies have official WeChat accounts. “Insurance companies treat WeChat more or less as a marketing platform because it has a large number of users,” says Wenli Yuan, Senior Analyst with Celent’s Asian Financial Services Group and author of the report. “When providing service, such as claims, insurance purchases, or policy renewal, insurers prefer mobile apps, which have stronger functionality and better management capability.”

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