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Banks Position Themselves For Mobile Banking 2.0

Mobile banking may have become an established channel, but that doesn't mean there aren't lots of changes ahead. What will mark the next generation of mobile -- and what must banks do to capitalize on these trends?

The rapid rise of mobile banking adoption is a testament to how much a part of everyday life the channel has become. Though the smartphone as we know it didn't exist 10 years ago, consumers now routinely use the devices for a wide variety of functions, including commerce and financial services. According to a Federal Reserve study conducted in August 2013, almost one-quarter of mobile phone users say they have accessed mobile banking in the past 12 months.

As such, it's not enough for banks to simply offer a mobile banking app anymore. The next generation of mobile services must meet changing consumer behaviors and demand.

"Mobile has clearly evolved from a kind of secondary or tertiary strategy to now something many banks look at as their primary digital interface," notes Matt Lehman, senior VP and head of online and mobile at Cleveland-based KeyBank ($91 billion in total assets).

Lehman says Key has seen rapid growth in mobile adoption over the past couple of years, and he believes that's primarily because of how integrated the smartphone is in many people's lives.

"Smartphones are so personal to a client, and that allows them to interact on a frequent basis with their bank," he notes.

For that reason, Lehman believes the next generation of mobile banking services will focus on features that will give customers "rich information on their financial lives and [give] them confidence in their financial state."

This includes not only personal financial management products, but offerings such as fraud-prevention services and the ability to more fully manage accounts on the go, he says, which KeyBank is pursuing in its mobile offering.

Lehman also sees the continued evolution of tablet banking as a unique and differentiated offering from mobile banking on a smartphone. He views the tablet as "an amalgamation of the desktop and the phone" that people use for more complex tasks. Therefore, Lehman says, the tablet is ideal for offering more complex financial products, such as mortgage applications, than is feasible through a mobile phone.

Lehman says Key already is trying to optimize the experience of the tablet as opposed to a mobile phone. For example, the bank offers a truncated version of its website if accessed on a phone, he says. But if customers come to the website through a tablet, they will see the full site.

Branchless Banking?

The mobile channel also will be able to emulate many of the functions of the branch. Nagaraja Chennur, financial services mobility lead for North American banking at Capgemini, says that by enabling the process of opening a bank account, applying for a loan, or conducting a number of other transactions via their mobile applications, banks will be able to reduce the number of visits customers need to make to bank branches.

"Banks need to be able to provide flexibility to their customers to perform more tasks from the mobile application, such as opening a new account or applying for a loan," Chennur says. "Customers should have the ability to take and submit a photo of their driver's license, utility bill, a check, etc., without visiting a bank branch. Banks can then process these digital documents to open an account or apply for a loan. Additionally, through the mobile application, banks can send status updates to customers for the different requests via push notification."

Brian Pearce, head of the retail mobile channel at San Francisco-based Wells Fargo ($1.5 trillion in assets), agrees that functions such as opening accounts and applying for loans are ideal for the mobile channel, since the cameras on most mobile devices can capture images of paperwork and identification. However, he says, it's not necessarily about "replacing the branch" but optimizing each channel to its maximum capability.

Wells Fargo has begun to experiment in this capacity, with its "neighborhood bank" format. This is a new kind of branch of approximately 1,000 square feet -- about one-third of the size of a typical Wells Fargo branch -- that will offer personalized service in settings not suitable for its larger stores. These new stores -- the first of which was opened in Washington, D.C., last year -- are designed with areas where sales associates can conduct business with customers and have financial conversations, including in private. They also have wireless tablets and smartphones that team members will use to serve customers, while a free wireless hotspot will also be available for customers to use.

"It's about combining the best of all worlds and giving your customers a great experience," Pearce says.

Bryan Yurcan is associate editor for Bank Systems and Technology. He has worked in various editorial capacities for newspapers and magazines for the past 8 years. After beginning his career as a municipal and courts reporter for daily newspapers in upstate New York, Bryan has ... View Full Bio

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JamesP222
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JamesP222,
User Rank: Apprentice
6/3/2014 | 12:23:03 PM
re: Banks Position Themselves For Mobile Banking 2.0
Adding Mobile geolocated in-store shopping content and offers to your mobile banking app gets mindshare. You need mobile engagement before you can cross sell and mobile shopping apps are opened 17 times a month now by smartphone users. If you want your payment card top of wallet the first indicator of the path to purchase in-store is a consumer searching their phone for a deal.
Nathan Golia
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Nathan Golia,
User Rank: Author
5/14/2014 | 7:53:15 PM
re: Banks Position Themselves For Mobile Banking 2.0
Lehman was Progressive's mobile leader for a long time G under his stewardship the insurer did a lot to expand mobile distribution. At Key, however, it seems he's more focused on customer retention, not acquisition. Interesting to see that difference in the use of the channel between insurers and banks.
KBurger
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KBurger,
User Rank: Strategist
5/13/2014 | 5:37:46 PM
re: Banks Position Themselves For Mobile Banking 2.0
Banks have been talking about the opportunity to really "own" the customer by being at least the administrator for a true portfolio of financial and protection products -- financial services, investments, financial management tools, even potentially health insurance -- going back probably to the 90s. Maybe mobile is the vehicle/platform to make this a reality. It probably will be less about technical issues and more about regulation, politics, marketing and "mindshare."
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