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The problem is that banks look at this and say only 3-5% of smartphone owners use mobile banking, but of course, it doesn't occur to them that this is because they don't actually provide a mobile banking option for their customers. So even if they WANTED
to use their phone for mobile banking, they actually couldn't. It becomes a self-fulfilling prophecy.
As bankers we have to start building journeys to make engagement with customers easier, frictionless. Mobile and internet are massive opportunities, but are so underserved today it is ludicrous. For example, 90% of daily visitors to retail bank websites
click on the login button, but the amount of revenue generate behind the login - minimal...why? Because we aren't selling stuff behind the login.
Banks need to focus on behavior of customers - clearly customers are highly mobile, time poor and use these devices for just about everything else, so what is the reason they aren't doing banking on the move? Because as banks we just don't adequately support
Brett King, Author - BANK 2.0
This 3years old article shows how Europa is late with Mobile payments :
Dial M for money --
The adoption rate in mobile banking is poor probably because of the auto-pilot mode that most retail banking transactions have gone into. And unfortunately, adoption rates are visible only when they come into the retail banking space.
If one takes a look at the most common activities that you might do on your current account or savings account, they are heavily automated for periodic triggers
1. Transfers - I setup standing instructions today
2. Liquidity - I setup sweeps today for better interest
3. Payments - I setup direct debits today.
Needless to say, the only specific instances when I need to do an out of turn transfer, I can get behind a PC
Rate of adoption of m-banking can improve significantly only if we enable
1. Investments over mobile devices
2. Business banking over mobile devices.
Investments does not mean just trading, but it needs to be supplemented well by appropriate financial tools for me to at the bare minimum track and maintain my portfolio and the returns on it. Hopefully we can expect some great apps on the markets soon which
will make this a reality.
Business banking - Enabling the corporate treasurer to better track his liquidity, timely alerts and enabling him to take simple (we are not talking about complex cash management stuff here) but effective actions such as transfers based on these alerts are
a must for this to be successful in business banking.
I guess run of the mill retail banking is a wrong place to start with to increase the rate of adoption of m-banking - that is if you keep aside micro-payments which is a different segment altogether.