Mobile Customer Engagement and the Rise of the App-Based Banking Landscape
Traditionally SMS-based services have been the mainstay of mobile banking, but this has changed in developed markets with the advent of smartphones and the rise of the app economy. As mobile apps become ever more sophisticated, mobile banking is being touted as a more convenient alternative to online banking. The Bank of America was one of the first banks to catch on to mobile banking. Its iPhone app lets its customers pay bills, transfer funds and locate ATMs and banking centers across the country. Due to the functionalities offered by such apps, there is a high degree of confidence within the industry that they will continue to have widespread use. This trend is of course associated closely with Smartphone adoption. While Smartphone adoption is well documented, what is significant is the use of SMS based communications channels do not require Smartphones and can also deliver quite sophisticated interaction options for end consumers. As such mobile messaging represents an excellent complement to app based mobile banking services, particularly in markets where Smartphone penetration continues to lag, such as Latin America, Africa and other developing regions.