美國行動銀行市場：顧客資料及平台評價

Abstract

Mobile channel adoption will depend on more than just market timing. Financial institutions must implement their programs based on 1) an understanding of what factors distinguish the mobile channel from existing ones and 2) consumer segmentation criteria that juxtapose consumer pre-ferences with attributes and benefits of particular platforms. While US banks engaged in mobile banking are focusing on making several capabilities available through one platform, in-depth data indicates that consumer demands center on a select few capabilities that can lead to in-creased interaction between customer and institution. Quantitative data analysis coupled with interviews from top US and international FIs and mobile technology vendors provide the basis for segmentation and the resulting platform and feature strategies, as well as address lessons to be learned from more mature mobile markets and the role carriers play in this new channel.

• What will drive consumers to the mobile channel for banking?
• Who are the early adopters and how can FIs appeal to them to capture market share?
• Which consumer sub-segments will be the next likely adopters and how do they want to use their mobile phones for banking?
• Which mobile banking solutions are available and what are the pros and cons of each?
• Which solution(s) should financial institutions implement to appeal to most consumers?

• Financial institutions: Mobile channel, online channel, marketing, multi-channel optimization departments;
• Technology vendors: Mobile banking; Mobile carriers

• AT&T
• ClairMail
• Firethorn
• Fronde
• KiwiBank
• mFoundry
• MShift

Table of Contents

OVERVIEW

PRIMARY QUESTIONS

FINDINGS AND ANALYSIS

INVEST IN MOBILE BANKING TO ENHANCE RELATIONSHIPS THROUGH A NEW CHANNEL

• INTERACTIVE FINANCIAL MESSAGING: MEETING CUSTOMER NEEDS THROUGH THE MOBILE CHANNEL
• SEGMENTATION, NOT JUST MARKET TIMING, KEY TO MOBILE SUCCESS

INCORPORATE ALL PLATFORMS TO TAKE ADVANTAGE OF THE STRENGTHS OF EACH AND APPEAL TO THE MOST CONSUMERS

EARLY ADOPTERS' PREFERENCES MUST BE MET FOR HIGHER MARKET SHARE

• MIUS' REASONS FOR ADOPTION
• THE BROWSER VS. DOWNLOADABLE APP ARGUMENT - WHAT DOES CONSUMER DATA SHOW?
• MIUS AS THE TRAINING GROUND FOR LESSONS FOR FUTURE ADOPTERS: A FOCUS ON FEATURES
• OFFERING MOBILE BANKING WILL NOT MOTIVATE CONSUMERS TO SWITCH PRIMARY ACCOUNT

OFFER MULTIPLE MOBILE BANKING PLATFORMS TO ATTRACT CONSUMERS BEYOND MIUS

• DETERMINING THE SUB-SEGMENTS
  • Younger consumers (25 to 34 years old)
  • The youngest consumers (18 to 24 years old)
  • Risk-averse consumers
  • Online bankers
  • Underbanked

CARRIER PARTNERSHIPS: HINDRANCE OR HELP?

CARRIER PARTNERSHIPS: HINDRANCE OR HELP?

INSIGHT FROM ABROAD

APPENDICES: CONSUMER ATTITUDES AND PREFERENCES ABOUT MOBILE BANKING

• Figure 1 Simplicity and Immediacy of Transaction Matrix
• Figure 2 Strengths and Vulnerabilities of Mobile Platforms
• Figure 3 MIUs' Attitude Regarding Mobile Banking
• Figure 4 MIUs' Preferences for Accessing Accounts on Mobile Phone
• Figure 5 MIUs' Preferred Mobile Banking Transactions
• Figure 6 Likelihood to Switch FIs for Access to Mobile Banking
• Figure 7 Preferences for Way to Access and Capabilities of Mobile Banking by Sub-segment
• Figure 8 Younger Consumers Preferred Means to Access Accounts on Mobile Phone
• Figure 9 Higher-Income Consumers Preferred Means to Access Accounts on Mobile Phone
• Figure 10 Risk-averse Consumers' Preferred Way to Do Mobile Banking
• Figure 11 Online Bankers' Motivation for Mobile Banking
• Figure 12 Underbanked Consumers' Preferred Means to Access Accounts on Mobile Phone
• Figure 13 Likelihood of MIUs to Access Accounts through Mobile Banking
• Figure 14 Main Concerns of MIUs around Mobile Banking
• Figure 15 Younger Consumer Preferences for Mobile Banking Capability
• Figure 16 Younger Consumer Motivation for Mobile Adoption
• Figure 17 Higher-Income Consumer Preference for Mobile Functionality
• Figure 18 Higher-Income Consumer Motivation for Using Mobile Banking
• Figure 19 Risk-averse Consumer Preferences for Mobile Banking Capability
• Figure 20 Likelihood of Risk-averse Consumers to Access Accounts through the Mobile Phone
• Figure 21 Attitudes of Underbanked toward Mobile Banking
• Figure 22 Underbanked Preferences for Transaction Type through the Mobile Channel
• Figure 23 Motivations for Online Bill Viewing
• Figure 24 Consumer Preference for Ways FIs Increase Security