Translating enterprise apps to mobile: Three companies' journeys

Firms are discovering what works -- and what doesn't.

When it comes to mobile apps, the Chubb Group of Insurance Companies has taken some risks. In 2011, the $13 billion global insurance provider rolled out two consumer-facing mobile apps, one for ordering roadside assistance and the other an auction guide for classic car collectors. Flush with its success from "tens of thousands" of downloads from Apple's App Store, the company began to see the value in creating mobile apps for some of its core processes, too.

Turns out that some of Chubb's independent agents were ready for mobile apps, too.

Since independent agents sell multiple carriers' products, details about any given policy or plan can be hard to remember. "When you're dealing with high-net-worth prospects you don't want to seem confused or have a lack of understanding of the product when standing in front of a potential customer,'' says Mike Ribeiro, Chubb's assistant vice president of enterprise architecture.

   Mike Ribeiro
Chubb put its insurance marketing collateral into an e-brochure that agents could access remotely, says Mike Ribeiro, Chubb's assistant vice president of enterprise architecture.

Chubb, the nation's 12th largest property and casualty insurer, offers products and services to businesses and individuals in 27 countries. Chubb has vast amounts of marketing materials and, Ribeiro says, it's awkward for agents to have to carry the brochures and other collateral around. So the idea was to put marketing collateral in an electronic brochure that could be accessed remotely; agents could reacquaint themselves with Chubb's products and services prior to a meeting and, while with the customer or prospect, show them some of the relevant material.

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