The number of mobile phone subscribers that use their phones for mobile banking transactions will exceed 150m globally by 2011, according to a new study by Juniper Research. These figures refer to additive banking which is focused on developed markets rather than transformational banking. Additive banking in this context adds further choices or distribution channels for banks to serve their customers or make the banking experience more convenient for existing customers.
The Juniper Research report determined that the mobile banking market is currently most advanced in the Far East, but that growing numbers of mobile banking services are being offered in North America and Western Europe. The developed nations of the Far East, North America and Western Europe are forecast to account for over 70% of the user base by 2011.
Transactional or "push" mobile banking is being offered increasingly by banks via downloadable applications or the mobile web, complementing existing SMS messaging services for balance and simple information enquiries. Mobile banking is a key element in banks' distribution channel strategies as they compete to attract and retain customers. The Juniper report highlighted the extra user convenience as a key benefit. The mobile phone is the device that people - especially Generation Y - will not leave home without. Mobile banking is an addition to the wide choice of applications and services that they can access through their handsets to make life easier, especially via smart phones such as the iPhone.
However the report identified several factors that will need addressing to really foster market development including financial regulations which vary from country to country, application slickness, and security. Whatever the reality of the strength of the security, it is the perception and image in the mind of the user that dictates whether they will trust the service.
Mobile technology market-watchers are always on the lookout for the next “killer app,” and according to ABI Research, mobile financial services are very likely to become the “next big thing” that will attract many millions of consumers.
“Mobile financial services have the potential to be bigger than mobile TV and premium mobile content in terms of numbers of subscribers,” says senior analyst Mark Beccue. “They have the broadest demographic appeal: almost anybody over the age of 18 is a potential user.”
Mobile financial services are of three kinds: mobile banking (essentially a mobile form of today’s online banking), mobile domestic person-to-person payments, and international person-to-person payments.
While mobile banking services are likely to find their greatest market in the industrialized world, mobile domestic and international person-to-person payments may be game-changing developments in less prosperous regions, enabling commerce, extending services to rural regions, and possibly even helping people previously excluded from the financial system to lift themselves out of poverty.
The major promoters of this market, will be banking institutions. It allows banks to increase customer ‘stickiness,’ to cut costs and automate, and most importantly, to reach the unbanked. They are scrambling for ways to do it. Moreover this market is largely recession-proof because with few exceptions it’s not about consumers spending their money, but managing it.
When it comes to mobile banking, Bank of America has been a leader. It launched its mobile banking services in May 2007 and by June of the following year already had a million mobile banking customers. Currently the service covers about 1.5 million subscribers.
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