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

全球最受欢迎的20款手机银行应用

由于消费者越来越倾向于使用手机或平板电脑,人们对手机银行应用的功能期望越来越高。为了满足消费者的需求,银行和信用社竭力为消费者提供原本在台式电脑上的理财应用。以下是我们在全球范围内看到的最好的案例:

自去年起,银行和信用社致力于满足消费者日益增长的对移动数字科技的需求。对消费者来说,他们希望随时都可以对自己的账户进行操作,并希望只用在智能手机或平板电脑上滑动一两根手指就可以完成复杂的交易。于是,大量的令人振奋的技术创新和改善如雨后春笋般出现,使得消费者在他们的电子产品上就可以理财。Mapa 调查对全球范围内几十个最具创新能力的金融机构做了持续的定性和定量的分析。“金融品牌”(The Financial Brand)展示了一些最受欢迎的移动理财应用以及他们的功能。对于那些多个银行都提供的功能,我们只选取其中一家银行做展示。每一个例子都阐释了对于一个成功的移动应用做需要的三大要素:

  • 简捷:去除多余步骤简化现有操作流程
  • 吸引:吸引消费者将消费者变成忠实用户
  • 设身处地:从消费者的角度出发寻求改善其功能的方法

手机理财的潮流

在一项名为Mapa的调查中,有一篇题为“手机银行系列:2014年的市场”的报道。该报道对当今的手机银行功能进行分析,并发现手机银行的下列发展趋势:

  • 消费者对手机银行的期望值越来越高,因为电脑银行的用户在减少,而手机银行的用户在增加。
  • 所有接受调查的银行都支持苹果和安卓系统;其中60%支持Windows系统,而支持黑莓系统的银行数量较少。
  • 24%的银行允许用户在登录前查看余额;29%的银行支持通过手机银行软件冻结信用卡或借记卡;68%的银行只是用户在登陆后,跟踪查看交易记录。
  • 72%的银行可以记住用户名和登陆密码,而26%的则要求输入详细的登录信息。
  • 绝大多数的银行所提供的手机银行应用包括储蓄、透支及信用卡等业务,而很少有该类应用提供贷款或投资业务。
  • 91%的银行允许消费者对原有收款人付款;大约一半的银行允许消费者向新的收款人或移动电话号码付款;14%的银行允许消费者向电子邮件地址付款;而只有2%的银行支持向社交媒体付款。
  • 只有不到30%的银行的手机银行应用可以提供交易、销售及购买货物的功能。
  • 30%的银行可以提供安全短讯功能,而只有7%的银行可以提供即时聊天。

总之,Mapa调查发现,在过去的一年中,手机银行业务完成了众多创新,而曾经被认为是“新颖”的创新,已成为我们在改善用户体验的竞争中的筹码。

越来越吸引人的手机银行

从注册到登陆,再到主屏幕,金融机构正在致力于为手机银行消费者提供更加简捷、有吸引力的入门体验。现在,越来越多的银行利用安装在智能手机中的摄像头,简化注册手续,让注册变得更加便利。另外,还有些银行提供不用登陆便可享受的功能,如余额查询功能。同时,各个银行都重新设计他们的主页,使用更吸引人的图标,提供更加个性化的选择和视觉效果。

image001 第1张

GoBank提供免登陆余额查询服务

image002 第2张

兴业银行提供图标登陆服务追求视觉均衡

image003 第3张

巴克莱银行的手机银行应用提供了更加个性化的选择

image004 第4张

法国巴黎银行支持一个设备上的多个账号登陆

image005 第5张

第一资本银行用解锁密码图案代替密码输入

image006 第6张

联邦储蓄银行提供语音指示功能

image007 第7张 

西班牙LaCaixa银行使用图标登陆方法

 不断改善的手机银行支付功能

手机银行应用能提供的越来越多的功能,是其用户量不断增加的关键。如今,许多银行业务已经不再依赖电脑,因为手机银行便可以提供强大的自助。支付和账户集成功能。随着功能的增加,手机银行应用需要处理的程序随之增加。此时,如何保持良好的客户体验成为一个挑战。去年,各个银行似乎都致力于如何增加应用功能。然而,在未来,要想在竞争中获胜,既要有不断完善的功能,又要通过完善应用程序导航和设计来改善用户体验。

image008 第8张

Moven银行即时提供电子发票

image009 第9张

澳洲联邦银行发布的Kaching应用提供多种一键支付功能

image010 第10张

巴克莱银行的手机银行应用提供综合贷款计算器功能

image011 第11张

美国银行提供手机银行添加账单支付收款人的功能

image012 第12张

瑞典ICA Banken支持消费者选择可以使用其银行卡的区域

不断升级的“移动先行”功能

借助智能手机的全球定位系统和相册应用,许多银行都增添了越来越多独特的功能。这些新功能改善了用户体验,并为金融机构带来潜在的收益机会。许多人认为,这些应用是手机银行业的未来,因为它们使用方便,数字价值高。部分银行开始提供“数字存储”功能,用户可以将重要的信息储存于此,例如与银行账户或保险单据相关的信息等。巴克莱银行是首家提出“云储存”概念的银行。现在,许多银行及信用社仍然对数字存储的有效性和稳定性持观望态度。

image013 第13张

Amerideals银行支持消费者根据不同地点选择不同功能

image014 第14张

在英国的哈利法克斯市,手机提供的虚拟实景技术已经运用到导航中

image015 第15张

巴克莱银行的手机银行应用提供“数字保险箱”服务,消费者可以将重要文件放置其中

image016 第16张

过敏西敏寺银行支持用户在自动存款机上进行无卡取款

不断改善的手机销售和服务

在过去几年中,尽管手机银行业务得到了较大发展,但是手机的销售和服务却跟不上手机银行发展的速度。尽管对全方位的用户体验至关重要,金融机构还是希望人们更多的使用手机银自助行完成大笔交易,从而减少银行支行和客服中心的压力。在过去9个月中,计算器和比较工具被推广开来,但是使用手机银行应用进行交易及货币化仍不普遍。有人认为,之所以现在使用手机银行完成交易的数量较少,是因为银行面临着怎样是消费者在局限的空间进行交易而不会感到不安。现在,出现了一项具有发展潜力的功能,那就是通过安全网站,如即时聊天或安全语音等方式。现在,大多数的消费者服务还是通过短信方式完成。

image017 第17张

联邦储蓄银行是为数不多的几家在手机银行应用中提供交易信息的银行

image018 第18张

莱斯银行在手机应用中为消费者提供不同产品对比表格服务

image019 第19张

美国富国银行为消费者提供使用移动设备预约的服务

image020 第20张

上海贝尔阿尔卡特朗讯采用虚拟实景的方式解答消费者疑问

关于Mapa调查报告

这份题为“手机银行系列:2014年的市场”的报告长达80页,对全球手机银行业的发展趋势和创新做了深入分析。该报告对48家银行进行了研究,是报告中所获得的数据的基础。另外,该报告还对其他银行和金融服务提供商进行调查,使得该报告更富见解。

Expectations surrounding functionality within mobile banking apps are higher than ever, as consumers engage more and more with mobile and tablet devices. Banks and credit unions are trying to balance consumer desire for simplicity while providing access to tools that were once the domain of desktops. Here are the best of what we see globally.

Over the past year, banks and credit unions have focused their efforts on trying to keep up with the demands of the highly mobile digital consumer, who wants access to their accounts 24/7 and the ability to perform more and more sophisticated transactions on a smartphone or tablet with one or two taps of a finger. The result has been a plethora of exciting innovations and enhancements to the way consumers bank with their mobile device. Using examples culled from Mapa Research, who conducts ongoing quantitative and qualitative analysis of dozens of the most innovative financial institutions worldwide, The Financial Brand has compiled some of the best examples of great mobile banking apps and functionality. While some of the functions are provided by multiple banks, we show only one institution as an example. Each example illustrates the importance of the three pillars of any successful mobile app:

  • Simplicity: The ability to remove steps or make a current process easier to perform
  • Engagement: The ability to encourage greater user involvement that will increase loyalty
  • Contextuality: The ability to leverage user insight to improve the functionality of an app

Mobile Banking Trends

In the Mapa Research report entitled, ‘Mobile Banking Series: State of the Market 2014,’ an analysis of current mobile banking functionality found the following trends:

  • Consumers expectations around mobile banking are higher than ever as use of mobile banking increases at the expense of desktop banking.
  • 100% of the banks surveyed support both iPhone and Android devices, with 60% supporting Windows and fewer financial institutions investing in Blackberry support.
  • 24% of banks surveyed allow balances to be viewed before login, 29% allow mobile blocking of a credit or debit card, and 68% allow the viewing of future transactions post login.
  • 72% of banks allow a user to save their ID on the mobile app while only 26% require mobile specific login details.
  • While the vast majority of banks integrate savings, overdraft and credit cards within the mobile banking app, far fewer include loans or investments.
  • 91% of banks allow consumers to make payments to an existing payee, roughly half allow the payment to a new payee or mobile phone number, while only 14% allow payment to an email address and 2% using social media.
  • Sales and marketing as well as the ability to buy products within the mobile banking app is available at fewer than 30% of the banks monitored.
  • Secure messaging is available at 30% of the organizations, with live chat only provided by 7% of the institutions.

Overall, the Mapa Research report found that while many innovations have been introduced in the past 12 months, other mobile banking functionalities that were once considered ‘new’ are now simply table stakes in the competition to improve the consumer experience.

Enhanced Mobile Banking Engagement

From account opening to the login and home screen, financial institutions are working on new ways to create a simple and engaging first step for the mobile banking customer. As more institutions are providing easy ways to leverage the camera within a smartphone to facilitate account opening, others are providing more functionality prior to login (such as viewing balances) and are redesigning their home pages to generate greater engagement using icons, personalization options and visuals.

image001 第1张

GoBank pre-login balance inquiry

image002 第2张

Societe Generale visual balance and icon login

image003 第3张

Barclays mobile app with personalization option

image004 第4张

BNP Paribas allows customers to have multiple mobile users on one device

image005 第5张

Capital One eliminates forgotten passwords with Sure Swipe

image006 第6张

USAA provides members hands-free voice command capability

image007 第7张

LaCaixa has moved to icon-based login screen

Improved Mobile Banking Payment Functionality

One of the key drivers of increased usage of mobile banking apps is the ability for customers to do more within the app. Greater self-servicing capability, payment functionality and account integration are all moving from the desktop to the mobile device. As functionality increases, so does the challenge of maintaining a good user experience as the mobile applications begin to feel busy. In the past year, banks seem to have focused primarily on adding functionality, but future spoils will go to those who are able to combine increased functionality with an improved user experience through better navigation and design.

image008 第8张

Moven provides instant digital receipts

image009 第9张

Kaching provides several one-touch payment options

image010 第10张

Barclays provides integrated borrowing calculator within mobile app

image011 第11张

Bank of America provides mobile billpay payee additions

image012 第12张

ICA Banken allows customers to select regions where cards can be used

Expanded Mobile-First Capabilities

Using the GPS and photo capabilities inherent within a smartphone, many banks are now providing unique capabilities that enhance the customer experience and provide potential revenue opportunities for financial institutions. These are apps that many believe are the future of mobile banking because of the ease of use and digital value provided. A small number of banks have been introducing digital storage where consumers can store important information, usually pertaining to accounts held at the bank, but sometimes expanding to insurance documents, etc. Barclays is one of the first provider to introduce Cloud Storage. The usefulness and logistics of digital storage is still being evaluated by many banks and credit unions.

image013 第13张

Bank AmeriDeals can leverage location to pinpoint reward offers

image014 第14张

Augmented reality is used for new home finder app at Halifax in the UK

image015 第15张

Barclays provides a digital lockbox for important documents

image016 第16张

Customers of Natwest can make cardless withdrawals at ATMs

Improved Sales and Service

Despite all of the improvements to mobile banking over the past couple of years, mobile sales and service has lagged. This is the key to a true omnichannel experience, however, as financial institutions hope to migrate more costly transactions from the branch or call center to more of a self-service mode. Calculators and comparison tools have been introduced in the past 9 months, but sales and monetization in the app are still not common. It is believed that part of the reason for lack sales integration is related to the challenge of selling within a limited space and at the same time not being too intrusive or disturbing to the consumer. One functionality with great growth potential is allowing the consumer greater access to customer support from the secure site either via live chat or a secure click to call. At this point, most mobile customer service is done through text messaging.

image017 第17张

USAA is one of only a few banks that integrate sales messages within the mobile app

image018 第18张

Lloyds provides product comparison charts within mobile app

image019 第19张

Wells Fargo allows customers to set appointments using their mobile device

image020 第20张

ASB has developed a virtual branch to field inquiries from customers

About The Report

The 80-page Mapa Research report entitled, ‘Mobile Banking Series: State of the Market 2014,’ provides an extremely in-depth analysis of mobile banking trends and innovations worldwide. 48 banks were researched in depth, providing the basis for the data presented throughout the report. In addition, other banks and financial service providers were used to provide additional insights in this report.


用微信扫描可以分享至好友和朋友圈

扫描二维码或搜索微信号“iweiyangx”
关注未央网官方微信公众号,获取互联网金融领域前沿资讯。

发表评论

发表评论

您的评论提交后会进行审核,审核通过的留言会展示在下方留言区域,请耐心等待。

评论

您的个人信息不会被公开,请放心填写! 标记为的是必填项

取消

焦慧未央青年

43
总文章数

TA还没写个人介绍。。。

支付圈、生态圈、场景圈……各种圈的重合点在哪里?

李虹含 11-12

[未央翻译]Fintech国际资讯周报|2017年第44周

高旭 11-03

拆解手机支付骗局,移动支付要当心

融360 10-24

移动支付加速出海 支付宝微信退税悄然起步

杜川 | 第一财经日... 10-12

移动支付“出海”速度攀升 百度、京东加入战局

裴晨汐 | 证券时报 10-09

版权所有 © 清华大学五道口金融学院互联网金融实验室 | 京ICP备17044750号-1