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How Technology is Transforming Insurance Distribution Channels

4 minutes, 31 seconds read

‘Insuring’ has always been a mundane and complicated subject for businesses. Distribution channels allow customers to access and purchase products efficiently. According to JM Financial, online insurance sales for new business are fast catching up and are likely to grow at a CAGR of 13 percent to become a $37 billion break by 2025.

Each distribution channel requires different resources to be effective and impact the pricing structure. The type of insurance business model determines its structure, strategy and placement in the market.

Take, for instance, India. The market size of the online insurance business in India is currently $15 billion, but the overall insurance penetration rate is just 3.7% (Statista, 2018). 

The regions where insurance penetration is low poses an immense potential for the digital premium market. Insurers can leverage the following distribution channels to undermine the profound potential.

1. Self-directed or Direct Distribution Channel

Through Self-directed or direct distribution channels, insurers can reach out to the customers without shelling out commission for any middle man. With an increase in the population of tech-savvy customers, the ready availability or online channel of advice or transaction capabilities is the need of the hour. 

Online channels, websites, social media platforms, e-commerce and kiosks are some examples of the direct distribution channels in insurance. The 2017 Global Distribution and Marketing Consumer Study reveals that nearly 51% of digitally active groups of consumers (39% of all Insurance consumers) have purchased insurance through an online channel. The direct insurance distribution channel encourages self-service and independent decision making.

NLP-powered chatbots are a great way to provide a self-service portal for buying/renewing insurance policies. Leading Insurers like Religare are leveraging the direct distribution channel by integrating chatbots in different platforms like their website, mobile app, and even on third-party apps like WhatsApp.

2. Assisted Distribution

Agents and brokers are typically the key players in the insurance distribution channel, with market shares of 42% and 25% respectively. The old school face-to-face distribution channel is very much alive and is integrated with tech assisted models to ensure more leads and conversions. They mainly play a part in advising and managing complex insurance products.

agent's share in assisted insurance distribution channel

Agents, insurance brokers and reinsurance brokers remain the most recognized insurance purchase channel. The Gartner Group reports that 60% of the US GDP is sold through assisted or indirect channels. Cognitive technology is becoming a key enabler to strengthen the assisted distribution channel. PwC suggests leveraging analytics solutions (mainly predictive analytics and behavioral analytics) to increase sellers’ knowledge as well as skills.

[Related: How behavioral psychology is fixing modern insurance claims]

The technologies that are empowering learning for Insurers include augmented reality, machine learning, data analysis and NLP.

upcoming technologies in assisted distribution channel

For example, Zelros, a European AI startup, is augmenting the knowledge of sales and customer representatives through best product recommendations, advisory, and pricing based on the customer profile in real-time.

3. Affinity-based Insurance Distribution Channels

The affinity channel focuses on distributing products to a tightly-connected group of consumers with similar interests. Traditionally, the affinity-based distribution channel involved peer-to-peer networks, brokers and aggregators. While the network model remains the same, the model has become digital and tech-driven for affinity channels. And technology is playing a vital role in expanding the consumer base. The key benefits of the affinity distribution channel are-

  • Common platform for all stakeholders.
  • One-stop access to policies and claims.
  • Centralized database for insightful analysis.
API-based Insurance Model Affinity Distribution Channel

This distribution channel is also a part of B2B2C or API-based insurance business models. Here, Insurers can leverage 3rd party apps to distribute their policies. APIs or Application Programming Interfaces are lightweight programs to extend the functionality of existing apps. Travel, airbus, hotel, bank and retail are some examples of affinity-based distribution channels.

Finaccord estimates that airline companies hold a distribution share of up to 10% of the travel insurance market. The annual revenue from airline and travel insurance providers partnership may range from $1.2 billion to 1.5 billion in premiums.

[Related: 4 New Consumer-centric Business Models in Insurance, How InsurTech-Insurance Partnership Delivers New Product Innovations]

The majority of travel insurance policy sales across the globe are done through some kind of affinity partner instead of via a direct sales channel.

Jeff Rutledge, President & CEO, AIG Travel
Source: Insurance Business UK

The Bottom Line

In the countries where buying an Insurance is not mandatory, market penetration is extremely low for Insurers. Being meticulous in sales and marketing efforts and educating customers about the benefits of insurance is just not sufficient. Convenience is the key to new generation consumers. Therefore, insurers need to invest in technology and make insurance policies accessible to the new-age digital consumers through the channel of their choice. 

Michael D. Hutt and Thomas W. Speh, in their book – Business Marketing Management: B2B, suggest a six-step process to select among the most efficient insurance distribution channels-

  1. Determine the target customers.
  2. Identify and prioritize customer channel requirements by segment.
  3. Access the business’s capabilities to meet those customer requirements.
  4. Use the channel offering as a yardstick against those offered by competitors.
  5. Create a channel solution for customers’ needs.
  6. Evaluate and select the most effective among the distribution channels.

We’ve developed insurance chatbots for organizations like Religare to automate policy distribution and renewal. For your business-specific requirement, please feel free to reach us at hello@mantralabsglobal.com.

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8 Best Ways to Reduce Android App Size

5 minutes, 29 seconds read

With the increase in mobile storage spaces that have gone up to 256 GB, app size is also growing. App size is sure to grow as developers are adding new features, trying to meet customer needs, and also trying to support their apps on various screen sizes. Around 74% of the world uses Android, and 70% of users consider app size before installing them. Moreover, as humans are getting accustomed to instant gratification, they ponder on ways to download apps as they take up storage spaces. Despite the cloud support for photos, videos, and files, android users face issues, such as mobile hanging due to app size. As customer expectations are increasing, android app developers are considering other ways to reduce app size while still incorporating significant additional features and keeping in mind the customer experience.

Below are the 8 best ways to reduce android app size:

1. Use Android App Bundle to Reduce App Size

When generating the release version of your app, you can choose between APK and Android App Bundle.  The second option will make Google play to generate the APK with only those features a specific user need. 

Use Android App Bundle

App Bundle Vs APK

Android App Bundle

  • It is a publishing format that includes compiled code and resources of your app, and delays APK generation and signing to Google Play.
  • With Android App Bundles, the compressed download size restriction is 150 MB. The app bundle cannot be used with APK expansion files.
Android App Bundle
Important: In the second half of 2021, new apps will be required to publish with the Android App Bundle on Google Play. New apps larger than 150 MB must use either Play Feature Delivery or Play Asset Delivery.

How to build android app bundles?

To build app bundles, follow these steps:

  1. Download Android Studio 3.2 or higher—it’s the easiest way to add feature modules and build app bundles.
  2. Add support for Play Feature Delivery by including a base module, organizing code and resources for configuration APKs, and, optionally, adding feature modules.
  3. Build an Android App Bundle using Android Studio. You can also deploy your app to a connected device from an app bundle by modifying your run/debug configuration and selecting the option to deploy APK from app bundle. Keep in mind, using this option results in longer build times when compared to building and deploying only an APK.
  4. If you’re not using the IDE, you can instead build an app bundle from the command line.
  5. Test your Android App Bundle by using it to generate APKs that you deploy to a device.
  6. Enroll into app Play App Signing. Otherwise, you can’t upload your app bundle to the Play Console.
  7. Publish your app bundle to Google Play.

Please note: Android Package Kit – As per developer console, by the mid of 2021, developers won’t be able to upload apk on play store)

  • Android operating system uses APK which is the package file format for distribution and installation of mobile apps, games and middleware. APK is similar to other software packages such as APPX in Microsoft Windows or a Debian package in Debian -based operating systems.
  • Google Play requires that the compressed APK downloaded by the users should not exceed 100 MB.
  • The expansion files for your app are hosted by Google Play which serves them to the device at no cost to you. The expansion files are saved to the device’s shared storage location (the SD card or USB-mountable partition).

2. Use Proguard

Proguard is probably one of the most useful tools to reduce your APK size. It reduces the source code files to a minimum and can reduce the APK file size upto 90%.

  • Use it in all variants whenever using “Proguard”
  • Helps to avoid conflict at the of generate apk or bundle if will use in all the variants.
  • We cannot let ProGuard rename or remove any fields on these data classes, as they have to match the serialized format. It’s a safe bet to add a @Keep annotation on the whole class or a wildcard rule on all your models.

3. Use Android Size Analyzer Plugin

This Android Studio plugin will provide you recommendations to reduce the size of your application.

With the APK Analyzer, you can accomplish the following:

  • View the absolute and relative size of files in the APK, such as the DEX and Android resource files.
  • Understand the composition of DEX files.
  • Quickly view the final versions of files in the APK, such as the AndroidManifest.xml file.
  • Perform a side-by-side comparison of two APKs.

There are three ways to access the APK Analyzer when a project is open:

  • Drag an APK into the Editor window of Android Studio.
  • Switch to the Project perspective in the Project window and then double-click the APK in the default build/output/apks/ directory.
  • Select Build > Analyze APK in the menu bar and then select your APK.

More details at: Jetbrains

4. Optimize Your App’s Resources

Whether used or not, every resource takes up memory. It is therefore necessary to have only those resources that you need, and to use those in a memory efficient way. In other words, you should consider the resolution of the image before finalizing on it.

5. Optimize Libraries

As large libraries consume huge amounts of space, it is advisable to remove parts of it in case you do not need them and if it is permitted by the license of the library. Proguard can aid you in this process but it is not always able to remove large internal dependencies.

6. Use Vector Graphics Wherever Possible

They are sharp and do not consume much space as they rely on mathematical calculations and not on pixels that need to be saved. However, they cannot be used for photography.

7. Compress Your Images

By using tools such as pngcrush, you can reduce the file size of PNG images. It is advisable to do this images as they still look the same. 

8. Only Support Specific Densities

If only a small portion of users use a specific density, it might be better to let Android scale your other densities for them as it would reduce your APK size.


As mobile storage space is growing, people are installing a large number of apps to meet a wide range of needs. But as app size is increasing, people are continuing to struggle with storage issues. With provisions such as Proguard, one can compress the APK file size and optimize libraries easily. Compressing images and using vector graphs are also useful in reducing app size.

About the author: Anand Singh is Tech Lead at Mantra Labs. He is integral to the company’s Android-based projects and enterprise application development.

Further Reading:

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