Mobile banking is gaining traction, especially among young, urban, and tech-savvy consumers who find it convenient and fast. However, challenges such as transfer limits, lack of awareness, and complicated registration processes hinder broader adoption. Effective communication and value propositions are essential for increasing customer engagement and usage.

1. Mobile Banking: The 4 Cs 11 th June 2009

2. Key Learning's Mobile banking is a recent phenomenon, while usage is still growing, there are some learning's Positives: There is a propensity to use the product on a regular basis Customers appear to find it convenient, easy and fast Early adopters are internet users, urban, men 18-30, salaried and graduates + Want more value viz. rail, money transfer, trading Challenges Transfer limits, inhibits usage (consumers find it difficult to download an application only to conduct small value transactions) Lack of awareness & information on technology/security an inhibitor Registration process and multiple PIN nos remembrance also a barrier to adoption

3. Communication Customer Adoption Convenience n Comfort Concern n Curiosity The 4 Cs

4. Communication

5. All stakeholders to play active part Value proposition TG Marketing/Media Vehicles Strategy Branding Sweet Spot Airtel Created category awareness and benefits No Free Lunch

6. Customer Adoption

7. Slow Board all I-Banking customers first Get them to transact once ‘Experimentation n sampling’ All new customers’ automatic registration 10 percent of your registered base to be active customers for 6 -12 months Customer Adoption

8. Convenience

9. Ease of use Speed Anytime, Anywhere Benefits. Lifestyle Convenience

10. Mobile Banking & Payment Channels J2ME for GSM SMS/ IVR Brew for CDMA

11. Concerns

12. Security Privacy Speed Risk Concerns

13. Thank You