個人支票帳戶的選擇：讓手續費與價値之比較成為可能 是由出版商Mercator Advisory Group, Inc.在2011年07月所出版的。
這份英文市場調查報告書包含30 Pages 價格從美金2950起跳。
隨著轉帳的內部轉換手續費相關的最終法規内容發表，轉帳發行者開始可以進行手續費收入減少對零售銀行專營帶來短期的影響之分析。也因此消費者可以得到計算哪個存款帳戶最適當、初次「免費vs收費」的新比較點。這些力學對於零售金融服務競争市場，特別是傳統轉帳產品發行者造成了影響。
本報告書為轉帳手續費相關的法規所伴隨得零售銀行產品之影響分析、消費者為了選擇適當的存款帳戶而檢驗各金融機關訴說的各種通信以及帳戶比較戰略之檢驗等，概述如下。
總綱
導論
持續惡化的免費存款帳戶支援構造
供需課題
有意義的訊息
- 停止警報
- 替服務付加價値
- 依然有基本意義
- 對稱與比較
- 社群媒體的關懷
通信戰略：個人存款帳戶的選擇
- 基本的機能與許多沒用的機能
- 帳戶機能比較模式：Fremont Bank
- 比較支援：Wells Fargo
- 讓競争比較更簡單：TD Bank
- 選擇互動的帳戶：PNC Bank
- 生活型態的選擇：Desert School FCU
- 由地區而生：Washington Savings Bank
- 對象轉移
還有另一點
- 銀行手續費吸引了法規當局的關心
- 理解適當的分配需要時間
- 變動的市場
圖表
Abstract
Boston, MA -- With the release of the final rules governing debit card
interchange, debit issuers across the country can now begin the process of
analyzing the ner-term impact this reduction in fee income may have on their
retail banking franchises. For the first time in decades, consumers will have
a new point of comparison in the form of “free vs. fee” as they
consider which checking account product best meets their financial services'
needs. These dynamics will have an impact on the competitive market for retail
financial services and in particular, on traditional debit product issuers.
In the report, Selecting A Personal Checking Account: Enabling Fee-To-Value
Comparisons, Mercator examines the impact of these market changes on retail
banking products and examines the variety of communication and account
comparison strategies financial institutions are using to help consumers
choose the right DDA. In the new normal environment, retail deposit franchises
are motivated to coordinate their account features and benefits into the most
profitable mix of services that offer the best value to their target markets.
“As our recent consumer surveys indicate, consumers who are faced with paying
new account, transaction, or card-based fees will shop for services. In
today' s vernacular, this means most consumers will begin that search online.”
Patricia Hewitt, director of Mercator Advisory Group' s Debit Advisory Service
comments.
Highlights of this report include:
- An analysis of the dynamics of the traditional debit issuer market and
discussion of how consumers select their primary financial institution, and
search for financial services.
- A review of the new competitive market for retail depository services.
- A discussion on the valuation of financial services.
- A detailed review of six different communication strategies including
examples of each.
- A review of how some financial institutions are re-engineering their
message for a contemporary market.
This report is 30 pages long and has 18 exhibits.
Companies mentioned in this report include: Jyske Bank, ING Direct,
Fremont Bank, PNC, Wells Fargo, Washington Savings Bank, FindaBetterBank.com,
TD Bank, Desert Schools FCU, Bank of New Zealand.
About Mercator Advisory Group
Mercator Advisory Group is the leading, independent research and
advisory services firm exclusively focused on the payments and banking
industries. We deliver pragmatic and timely research and advice designed to
help our clients uncover the most lucrative opportunities to maximize revenue
growth and contain costs. Our clients range from the world' s largest payment
issuers, acquirers, processors, merchants and associations to leading
technology providers and investors.
Table of Contents
Executive Summary
Introduction
Support Structure for Free Checking Accounts Eroding
- Foundational Income Streams Dry Up
Challenge of Supply and Demand
- Competitive Market Expands
The Message Matters
- Turning the Alarms Off
- Placing a Value on Services
- The Basics Still Matter
- Contrast and Compare
- How Social Media Fits In
Communication Strategies: Choosing a Personal Checking Account
- Vanilla, Chocolate, and Chunky Monkey
- Compare Account Features Model: Fremont Bank
- Comparison Assistance: Wells Fargo
- Making Competitive Comparisons Easier: TD Bank
- Interactive Account Selection: PNC Bank
- Lifestyle Choices: Desert School FCU
- Living Local: Washington Savings Bank
- A Target Shift
And One More Thing...
- Banking Fees Draw Regulators Attention
- Understanding the Right Mix Will Take Time
- A Market in Motion
Table of Figures
- Exhibit 1: Spend and Borrow Indicators, 2007-2011
- Exhibit 2: 1Q 2011, Debit and Credit Indicators
- Exhibit 3: Estimated Number of Financial Services Entities and
Outlets in U.S.
- Exhibit 4: Jyske Bank' s Blue Ocean Strategy
- Exhibit 5: The "Retail" Banking Experience
- Exhibit 6: Level of Engagement at Time of New Account Opening
- Exhibit 7: Consumer Demographics Impact on Switching
- Exhibit 8: Checking Account Comparison Websites
- Exhibit 9: FindaBetterBank Service Overview
- Exhibit 10: Primary Influence on Retail Website Visits
- Exhibit 11: Account Comparison Table: Fremont Bank
- Exhibit 12: Offering Comparison Assistance: Wells Fargo
- Exhibit 13: Comparison to Competitors: TD Bank
- Exhibit 14: Interactive Account Selection: PNC Bank
- Exhibit 15: Lifestyle Choices: Desert School FCU
- Exhibit 16: Local Bank Emphasis: Washington Savings Bank
- Exhibit 17: Selection Criteria for Choosing an FI or Savings Bank
- Exhibit 18: Client Engagement Channel Spectrum
