BANKING ON THE FUTURE OF MOBILE CONRAD LISCO
STRATEGY DIRECTOR
5TH FINGER
@CONRADLISCO
Financial services worldwide are facing tough market conditions.
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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 s k n a b . t i r offe
Because its innovate or die.
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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.
22%
12%
3% 8%
41% 7%
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?
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Next.
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Then.
too. n e th s n o ti s e u q y it r There were secu
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%
30%
18%
June 2000
27%
January 2002
Note: persons who have ever done any banking online Source: Pew Internet & American Life Project
39%
41%
February 2005
53%
September 2007
And got comfortable with advanced online services.
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NOW
There are some new considerations.
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TEXT
CON
MOTIVATION vs
SCREENSIZE
UTILIT
Y
Which means different things to different people.
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Transactional.
Location-based.
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.
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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.
Either you’ll lead the way…
Or risk becoming extinct.
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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