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BANKING ON THE FUTURE OF MOBILE
BY @CONRADLISCO
Financial services worldwide are facing tough market conditions.



www.flickr.com/photos/7642964@N03/2872208724 
trust and loyalty
demands and expectations
“
Financial services firms need to work hard
to regain the trust of their constituents, and
effectively communicating the steps they
are taking to address their difficulties will
help restore confidence in their
institutions, according to a new survey by
BackBay Communications, a strategic
marketing and public relations firm
focused on the financial services industry.

According to respondents, financial
services companies have an
opportunity to rebuild trust and
differentiate themselves in the current
difficult climate by being seen as
financially sound (71%), honest and
credible (69%), and having their
customers' interests in mind (58%).


“Financial Services Communications Challenges, Opportunities Revealed in BackBay
Communications and Marketwire Survey”
www.msnbc.msn.com/id/29613959
Attracting and retaining customers is no
longer just about what banks offer…
But
how
 b anks
 offe r it.
Because its innovate or die.




www.flickr.com/photos/24327034@N08/2555639408 
Mobile represents the future of banking services.
         US Mobile Banking Users (thousands)
              2007 
              2008 


                               400



                                                3,100


Source: ABI Research
Over 150 million mobile subscribers will access banking
  services on their mobile device in 2011.



                                            3% 
                                     22%                41% 
                        12% 
                                                  7% 
                                            8% 


                               2% 

                                                               5% 


Source: ABI Research
So,
what is
mobile
banking?
Nope.
Yep.

 Features of Mobile Banking
 Access your checking, savings, credit card, mortgage, line of
 credit, loan, and other accounts

 Pay bills anywhere, anytime

 Transfer funds immediately

 Locate banking centers or ATMs, along with maps and
 directions
It didn’t just happen.
Remember when?




www.flickr.com/photos/33197303@N02/3095933420 
Next.




www.flickr.com/photos/28978275@N06/3331832904/in/photostream/ 
Then.
o.
There were secu rity questions then to
Consumers got over it.
 US Adult Online Bankers, 2000-2007 (% of Internet users and % of total population)
       % of Internet users
       % of total population



 9%
                             18%
                        27%
              39%


                                                                        41%
               53%
                18%
                                  30%




June 2000                        January 2002                February 2005     September 2007
Note: persons who have ever done any banking online
Source: Pew Internet & American Life Project
And got comfortable with advanced online services.




www.flickr.com/photos/31791250@N07/3307836899 
Banking on The Future of Mobile.
Banking on The Future of Mobile.
Banking on The Future of Mobile.
Banking on The Future of Mobile.
NOW
There are some new considerations.




                           www.flickr.com/photos/the_colmans/498188691 
TEXT
CON
MOTIVATION

     vs
SCREENSIZE
UTILIT
      Y
Which means different things to different people.




http://www.flickr.com/photos/21795768@N05/3207476969
Transactional.
Location-based.
Banking on The Future of Mobile.
13 months after launch, they had 1 million mobile banking customers.
Over 100,000 users on peak high-usage days.
8 in 10 review transactions
8 in 10 review transactions

4 in 10 use their mobile phones
to move money or pay bills
Right.

Of course America’s #1
bank offers mobile
banking.




               www.flickr.com/photos/22919290@N08/3328853599 
Introducing Huntington. #25.
Mobile banking
launched on June 30th
2008 and within just 30
days they surpassed
9,784 unique users.
(Interactions/user):
2.75 Balance Requests
2.03 History Requests
0.27 Branch/ATM Location Inquiries
0.14 Transfers
0.05 Bill Payments
5.24 average interactions/user
Source: brandonmcgee.blogspot.com
Text banking
launched on
January 29th
2009 and
achieved 17,118
unique users in
just 30 days.
With the following interactions/user:
5.30 Balance Requests
0.50 History Requests
0.40 Service Requests
6.20 average interactions/user


   Source: brandonmcgee.blogspot.com
Mobile
banking
isn’t
going
anywhere.
Banking on The Future of Mobile.
Banking on The Future of Mobile.
Banking on The Future of Mobile.
Banking on The Future of Mobile.
Banking on The Future of Mobile.
Either
you’ll
lead
the way…
Or risk becoming extinct.
“
Expect a growing polarization between leaders and laggards as
visionary financial institutions rise to the challenge of calamity
and move ahead of their weaker competitors.




- TowerGroup
www.marketresearch.com/product/display.asp?productid=2063442&xs=r

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