Mobile banking is a case in point. The industry buzz has driven many institutions to take a tactical, “just try something and get it up and running quickly” approach to mobile banking over the last several years. By taking this route, some financial institutions may meet the needs of a tactical line of business or a single channel, but they run the risk of running into dead-ends later on as they seek to take advantage of new mobile applications, functionality and access modes.
For financial institutions, the current financial crisis provides a unique opportunity to sharpen their focus on implementing mobile financial services solutions that enhance the banking experience of their customers, while reducing channel costs and achieving a compelling return on investment. This will require a dramatic shift in emphasis from simply enabling basic transactions through cell phones and other mobile devices to adopting a more holistic, enterprise-wide mobile financial services strategy.
This white paper will examine current mobile banking adoption and deployment trends, offer lessons from the online banking adoption cycle, and provide a roadmap to help financial institutions achieve strategic value from the mobile financial services channel.
The Market: Timing Is Right
An estimated 58 percent of adult Americans today use a mobile device to perform non-voice data activities such as texting, e-mailing, taking a picture, looking for directions or recording video. That fact – let alone the myriad capabilities that the average mobile device provides today – would have been unimaginable, even astounding, to many people a decade ago. Indeed, consumers’ increasing use of mobile devices for non-voice communications is one of the key drivers for mainstream adoption of mobile financial services.
Every significant technology investment that financial institutions make should have clear business objectives and a solid plan for achieving strategic value. However, in today’s challenging economic climate, this isn’t always the case.
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