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허브로서의 모바일 뱅킹 : 서비스 딜리버리의 재정의

Mobile Banking as a Hub: Redefining Service Delivery

리서치사 Mercator Advisory Group, Inc.
발행일 2018년 07월 상품 코드 661449
페이지 정보 영문 21 Pages
US $ 2,950 ₩ 3,373,000 PDF by E-mail (Single User License)

허브로서의 모바일 뱅킹 : 서비스 딜리버리의 재정의 Mobile Banking as a Hub: Redefining Service Delivery
발행일 : 2018년 07월 페이지 정보 : 영문 21 Pages

단순한 주요 고객용 플랫폼일 뿐만 아니라 서비스 설계, 사용자 경험, 조직의 우선사항에도 큰 영향력을 미치는 존재가 된 모바일 뱅킹에 대해 조사했으며, 금융기관에서 모바일 뱅킹의 역할·중요성, 모바일 앱 도입 전략에서 시행해야 할 항목, 벤더에 의한 앱 설계의 사례·베스트 프랙티스, 소비자의 모바일 뱅킹 도입률 추이 등을 정리하여 전해드립니다.

조사 하이라이트

  • 조직이 추진하는 모바일 뱅킹의 역할·중요성
    • (1)선호되는 대고객 통합형 허브 기능
    • (2)설계상 중요 채널
    • (3)고객 경험상 중요 채널
    • (4)중요한 IT 접근
    • (5)조직 구조·리더십에 대한 영향력
    • (6)혁신 허브
  • 모바일 앱 도입의 종합 전략·최종 실장 : 시행해야 할 항목
    • 조직 구조·통제 기능의 검증
    • 법령 준수/정보 개시 요건의 확립
    • 고객층에 의한 앱 기능의 분류
    • 앱의 내비게이션/플로우 최적화
    • 설계 기준의 개발·실장
  • 벤더에 의한 앱 설계 사례·베스트 프랙티스
  • 소비자에 의한 과거 모바일 뱅킹 도입률 추이 : 대폭적인 성장

게재 기업

  • ACI
  • Bank of America
  • D3 Banking Technology
  • FIS
  • Fiserv
  • Wells Fargo
KSA 18.07.23

Mercator Advisory Group sees growing influence of mobile banking services as a hub in defining customer experience at financial institutions.

A new report from Mercator Advisory Group titled ‘Mobile Banking as a Hub: Redefining Service Delivery’ provides an analysis of the growing influence of mobile banking, not just as a leading customer platform, but as a dominant factor in service design, user experience, and organizational priorities.

Among customers, mobile banking is rapidly overtaking face-to-face interaction in a bank branch as a preferred means of doing business. From the customers' viewpoint, mobile banking is already a hub, defining the functionality and look/feel of competitive financial services. And with this growing influence, mobile banking is increasingly playing other hub roles at FIs: as a lead design channel, as a lead customer experience channel, as a defining IT approach, as a driver of organizational structure/leadership, and as an innovation hub.

“Due to its fast-growing importance and high implementation priority, mobile banking is a politically/organizationally important function. Mobile banking is increasingly influential in how banking products and services are defined and delivered. As our report title suggests, mobile banking's place as a hub of service redefinition simplifies some issues for FIs by providing a strategic focus and priority, but within the context of very complex IT, compliance, organizational, and competitive environments,” commented the author of the report, Ken Paterson, VP, Special Projects, and Director of Mercator Advisory Group's Customer Interaction Advisory Service.

This report is 21 pages long and has 9 exhibits.

Companies mentioned include: ACI, Bank of America, D3 Banking Technology, FIS, Fiserv, Wells Fargo.

Highlights of the report include:

  • Mobile banking plays six organizationally driven roles: as a (1) a preferred integrating hub function for customers; (2) lead design channel, (3) lead customer experience channel, (4) defining IT approach, (5) organizational structure/leadership influence, and (6) innovation hub. These roles increasingly influence the design, delivery, and mix of banking services to end users.
  • As FIs deploy competitive mobile apps as part of their digital transformation process, the overall strategy and final implementation must navigate a series of organizational filters, including organizational structure and control functions, establishing compliance/disclosure requirements, segmenting app capabilities by selected customer segments, optimizing navigation/flow of the app, and developing/implementing design standards.
  • A series of vendor examples of app design and best practices are included in the analysis.
  • Mobile banking adoption growth among consumers over the last five years has been remarkable, nearly tripling its overall market penetration from 23% to 64% of adults in the U.S.
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