最有看点的互联网金融门户

最有看点的互联网金融门户
国际资讯

手机银行是时候“长大”了

 “移动先行”战略的首要步骤便是减少网上银行对手机银行的影响。

 如今,移动端已经成为银行业不可或缺的一部分,各银行也是时候想想该如何使手机银行摆脱网上银行的影响。近年来,平板电脑市场接受度不断增加,而个人电脑销量却连续下降,说明移动设备已经逐渐占据市场。如果金融机构想要促进手机应用的发展,就必须减少对以网上银行为中心的验证信息及注册程序的依赖。金融机构应该采取“移动先行”的态度,满足消费者的需求。

 试想一下:如果一个潜在客户下载了你们的应用,想要注册手机银行账户,而他得到的指示却是必须要在网上注册,那么他/她一定会立刻掉头走人。对消费者来说,手机银行就应当意味着即时登陆,和随时随地的服务。

 这种登陆困境是网上银行的“副产品”。对大多数金融机构来说,网上银行是它们第一次真正意义上接触数字渠道,验证信息账户常被用作身份验证的方式。然而,现在,网上银行主要吸引那些经常花大量时间呆在电脑前的人,而这个数量现在十分有限。对于那些不拘于一处的顾客来说,他们大多喜爱更先进的手机设备。银行若致力于发展手机银行业务,相关的信息验证和储存也要跟得上。增加多数字信道灵活性,减少手机银行对网上银行的依赖,将会大大增加金融机构对自身数字 “资产”的掌控。另外,这也将进一步增加手机银行的用户量,扩大手机银行的适用范围。

 那么,金融机构应如何着手摆脱对网上银行的依赖呢?首先要保证对透明度和进度的控制能力。要实现用户信息验证的渠道转移,这样才能留住客户。在这一过程中,金融机构应当为每位客户都建立一个“个人信息仓”,这样就可以在今后实现信息的中心化管理。如此一来,银行就可以将“信息仓”与数字渠道— 无论是网上银行还是手机银行—相结合,在注册过程中进行实时验证。另外的一个好处是:金融机构自建“信息仓”将大大减少对核心解决方案提供商的依赖性,在技术上和战略上都变得更加独立。

 如果金融机构想要在手机银行竞争中获胜,就必须对用户注册程序进行反思。毕竟,金融机构不仅要和彼此竞争,还要和其他的手机应用抗衡,因为手机应用的有时候影响力更大。Facebook, Twitter, Instagram……这些一流的,受欢迎的应用都支持手机注册,所以金融机构也应当提供这项服务。也许在五年前,网上银行身份验证还说得过去,但是现在规则已经发生了变化,网上注册验证方法已经不能满足商务中银行业务的需求。所以,应当发挥手机银行的优势,减少对网上银行的依赖— 对整个客户群实行“移动先行”,甚至只支持手机设备的服务方法,发挥其潜力。

The initial step towards a mobile-first strategy has to be cutting the mobile channel loose from online banking.

Now that mobile has become a permanent fixture in the banking industry, it’s time for banks to start thinking about decoupling their mobile offerings from online banking services. Tablets are slated to explode in popularity in the coming years, and PC sales are continually decreasing, demonstrating that mobile is here to stay. If financial institutions want to drive adoption on mobile, they must start to move away from online banking (OLB) centric credentials and enrollment approaches and instead embrace the “mobile first” attitude that customers demand.

Think about it: If a potential customer downloaded your app with the aim of signing up for mobile banking services and received a directive to create a login online, she or he would be instantly turned off. The power of mobile means the power of instant access, whenever and wherever, and consumers expect banks to serve them in this way.

This login predicament is a direct by-product of legacy online banking implementations. For most financial institutions, online banking was the first venture into a truly digital channel, and often credential storage was provided as part of the authentication approach. However, now, online banking predominantly appeals to those that spend large amounts of time frequently at a computer -- undoubtedly a limited group -- and on-the-go consumers are ready for a streamlined mobile solution. For banks that are ready to pursue a mobile led strategy, their credential storage must follow suit. Providing increased flexibility across all digital channels, by decoupling online banking and mobile, gives financial institutions greater control over their digital destiny. And, it will serve to increase adoption and spread potential engagement opportunities even further.

So how can financial institutions begin the decoupling process? Start with transparency and surrender control. Credential transfer can and should be completely obvious to your consumers, so keep them in the loop. Technically, as part of online banking migration, financial institutions can replicate existing consumer credentials in a personal credentials store, supporting identity management of new customers in a centralized space. From there, banks can connect their digital channels -- both online and mobile -- to the credential store for real-time authentication during login. Also a bonus: Owning consumer credentials internally makes financial institutions less beholden to core solution providers, allowing independence both technically and strategically.

If financial institutions are looking to compete in the mobile ecosystem, the customer enrollment process must be rethought. After all, financial institutions are not just competing with each other; they’re competing with every other mobile app out there, which drives the impetus even more. Facebook, Twitter, Instagram... these big-time, first-screen apps all have mobile login capabilities, and your institution should, too. While staying loyal to online banking credentials made sense five years ago, the rules have changed, and the technical implementation of login credentials is not matching the needs of banking in business. Leverage the advantages of the mobile device, and decouple your credentials program from online banking -- and open up the potential of mobile first, or even mobile only, to your entire customer base.

 


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