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全球最受欢迎的15款平板电脑银行应用

如今,平板电脑不断普及,银行和信用社应当抓住机会,发挥新型应用、触屏导航技术及强大的图表功能的潜力,而在这些方面手机和在线设备显然无法匹敌。金融机构要抓住平板电脑发展的特殊契机,为用户提供更具人性化的管理账户,转账交易和理财方式。据业内人士估算,至2013年底,将约有一半美国网络用户选择使用平板电脑。银行和信用社可以在平板电脑上提供新的应用,满足消费者需求,并借此优化其投资。只有提供专为平板电脑设计的应用,金融机构才能抓住平板电脑银行业的发展大潮。全方位平板电脑用户体验与其他的电子设备的应用互补,为平板电脑银行业吸引更多的用户、会员和更持续的金融机构性能。 最近,Fiserv公司在白皮书中发表了一篇题为《平板电脑上的银行业》的文章。文章指出:“金融机构应当为消费者提平板电脑银行应用,让消费者选择其喜欢的电子设备。” 金融机构不仅要为手机和网页用户提供相关应用,也应推出平板电脑银行应用,发挥平板电脑触摸屏和与手机相比更大的显示屏的优势,让用户得到丰富的体验。

平板电脑银行业潮流

Javelin调查及策略报告发布了一篇题为《平板电脑银行业2014-2018年预测:为平板电脑大量普及做出设计和部署战略》的文章。文章指出,智能手机、平板电脑和手机银行的发展不断超越我们的期待。根据Javelin调查,2013年,美国有手机银行业成年用户为9500万,比2012年增加2700万人。同时,平板电脑银行业用户增加了一倍多,平板电脑极具发展潜力。 平板电脑已经成为最受欢迎的办理移动银行业务电子设备。事实上,在与金融机构进行邮件往来方面,有三分之一的消费者将平板电脑作为首选。尤其在操作较为复杂的移动银行业务时,更多的消费者选择使用平板电脑。 每十个移动银行客户中,就有超过三个使用平板电报浏览器来浏览和支付账单。移动银行业认为,随着平板电脑的普及,其使用将变得越来越普遍。 然而,虽然平板电脑用户及其银行业用户的数量都在迅速增长,平板电脑银行业的发展却相对滞后。Javelin调查显示,只有约一半的金融机构提供专为平板电脑设计的银行应用。有些金融机构将专为智能手机设计的应用安装到平板电脑上,或希望用户自己通过平板电脑登陆网上银行。这一点颇为有趣,因为从人口统计资料来看,人们最喜欢使用的是平板电脑。 Javelin的执行副总裁及研究总监Mary Monahan,说:“在未来几年中,平板电脑银行业发展面对的最大挑战便是金融机构能够迅速满足消费者不断变化的科技需求,提供强大的平板电脑银行应用,尤其是满足复杂的安卓系统市场。金融机构一直致力于如何满足手机用户的移动银行需求,而对平板电脑银行业却准备不足。” Mapa调查发表了一篇题为《平板电脑系列:你是否充分把握住了平板电脑带来的机会?》的报告。报告指出,与小型金融机构相比,大型国际银行提供的专为平板电脑设计的应用更多。另外,大多数金融机构主要为苹果系统提供平板电脑应用。当然,在调查的国家中,也有相当数量国家的金融机构也为安卓系统提供平板电脑应用。 根据Mapa对10个国家中50个金融机构的调查发现,与传统的移动应用相比,专为平板电脑设计的应用的核心优势包括:

(1) 浏览更全面 视觉效果更好

(2) 理财功能更丰富

(3) 拖放功能更灵活

(4) 个性化选择更丰富

在对基于浏览器的(因特网)平板电脑使用体验(与可下载的平板电脑应用不同),Mapa调查发现,部分金融机构在用户使用平板电脑的过程中对平板电脑应用进行了改善。然而,绝大多数的金融机构所提供的平板电脑网上银行体验仍然差强人意。这些应用不便于操作,触摸组件效果也并不好。 尽管有些应用的设计得到了较好反响,这些应用却很少用到交互式计算或指导功能,也基本上没有可以出售的功能。

专为平板电脑设计的银行应用

如上文所提到的,尽管许多大型银行提供可下载的平板电脑银行应用,在美国,无论是针对苹果系统还是安卓系统,约有一半的大型银行并未提供专为平板电脑设计的银行应用。以下是在Mapa调查中发现的反响较好的专为平板电脑设计的银行应用:

danske_public_page_mobile_options-565x445 第1张

丹斯克银行支持公共网页上的所有移动设备和平板电脑应用

bbva_mobile_tablet_app-565x466 第2张

西班牙对外银行提供在平板电脑和移动设备上都可操作的银行业务

bnp_paribas_tablet-565x423 第3张

法国巴黎银行支持平板电脑用户创建针对家人/工作伙伴的不同文件夹

ing_tablet_pfm-565x342 第4张

荷兰国际集团在用户登录时为其提供理财状况概观

westpac_drag_drop_tablet-565x423 第5张 

西太平洋银行突出了平板电脑的拖放功能

基于浏览器的平板电脑应用

Mapa对全球范围内40个零售银行进行调查,用平板电脑登陆和检测浏览器体验(包括登陆页面、转账、支付和买卖),结果发现消费者体验差强人意。只有极少数银行提供以下功能:

(1) 适合平板电脑的字体大小

(2) 对图标的合理应用

(3) 良好的导航体验

(4) 交互式的触摸组件

(5) 自动适配/响应的涉及(每4个网站中就有1个网站,从图像到全景概况的调整中并没有进行合适的调整)

以下是在Mapa调查分析中,用户体验较好的几个网站。分析发现,部分美国大型金融机的用户体验也差强人意。 westpac_browser_tablet-565x427 第6张

iPad浏览器在用户登录网上银行时,会提示用户下载iPad应用

simple_tablet-565x424 第7张

最近推出的网页设计向我们展现了手机和平板电脑应用中简约的设计非常受欢迎

nationwide_responsive_design 第8张

好消息是全国范围内都可以享受到响应式设计  坏消息是他们的应用程序并不是响应式的 natwest_tablet_calculator-565x576 第9张

国民西敏寺银行以优化的触屏科技支持计算功能

anz_tablet_application 第10张

坏消息是澳新银行的网站并没有全面的反应 好消息是新型服务器的程序是响应式的 触屏也得到了优化 commbank_tablet_application-565x371 第11张

澳大利亚联邦银行因为其提供的平板电脑新账户注册应用而在Mapa调查中获得最高分

It’s time for banks and credit unions to capitalize on the tablet growth opportunity, leveraging the potential of application-driven functionality, touch screen navigation and enhanced graphics not available on mobile osr online devices. By treating the tablet as a unique channel, financial institutions will be positioned to offer consumers a more engaging way to access accounts, perform transactions and manage finances. Industry estimates forecast that almost half of the U.S. Internet population will be using tablets by the end of 2013. Banks and credit unions have an opportunity to optimize their investments by aligning new tablet banking offerings with the unique ways consumers prefer to use the tablet devices. By solidifying a dedicated tablet channel strategy, financial institutions can respond to the growing trend of tablet banking. Delivering an app-driven, fully functional tablet experience that complements other channels will lead to more customers and members and sustained financial institution performance. According to Fiserv in a recent white paper entitled, ‘Banking on the Tablet Channel‘, “Financial institutions need to align tablet banking to support the unique ways consumers prefer to use the devices. Instead of just enabling consumers to access a financial institution’s online or mobile banking website designed for PC or smartphone users, tablet-specific banking apps should provide a rich experience that leverages touch navigation and makes use of the larger display than that provided on smartphones.”

Tablet Banking Trends

According to a Javelin Research and Strategy report entitled, ‘Tablet Banking Forecast 2014 – 2018: Design and Deployment Strategies for Mass Adoption‘, smartphone, tablet and mobile banking adoption continues to exceed expectations. According to Javelin, 95 million U.S. adults used mobile banking in 2013 – a gain of 27 million mobile bankers over 2012. At the same time, tablet banking users have more than doubled, making the tablet device an important channel to support. Tablets are becoming the primary device used for a variety of mobile banking tasks. In fact, about 1 in 3 consumers point to tablets as the mobile device he or she primarily uses to email the FI. Users also turn to tablets at higher rates for advanced mobile banking tasks. Just over 3 in 10 mobile bankers view and pay bills using a browser on the tablet. As ownership rates rise, mobile banking primarily through tablets is expected to become more common. Despite extraordinary growth of both tablet owners and tablet bankers, the support of tablet banking continues to lag across the industry. According to Javelin, just over 50 percent of financial institutions offer a dedicated tablet banking application. Many financial institutions still either support tablet banking with a mobile banking application meant for smartphones or expect consumers to access their online banking site using their tablet. This is interesting given that the demographics of a tablet banking consumer are the most favorable of all mobile banking users. “The biggest constraint to consumer tablet banking in the next several years is the speed at which FIs adapt to consumers’ changing technology needs to provide robust tablet banking apps, especially for the complex Android market. FIs have worked diligently to finesse mobile banking for smartphone users, but they are less prepared for tablet bankers,” said Mary Monahan, Executive Vice President and Research Director, Mobile at Javelin. According to the Mapa Research report entitled, ‘Tablet Banking Series: Are you making the most of the tablet opportunity?,’ the leading global banks are more likely to have a dedicated tablet app than smaller institutions. In addition, offering an iOS tablet app is the dominant approach, even though a fair number of institutions in selected countries offer Android tablet apps as well. In an analysis of 50 financial institutions across 10 countries, the core strengths of dedicated tablet banking apps versus traditional mobile apps according to Mapa include:

(1) More comprehensive and visual engagement overviews

(2) More PFM functionality

(3) More use of drag and drop

(4) More personalization options

When analyzing browser-based (internet) tablet banking experiences (as opposed to downloadable tablet apps), Mapa found that several institutions promote their tablet apps when users navigate their site using a tablet device. Unfortunately, the vast majority of institutions offering online banking for a tablet result in a poor user experience which is hard to navigate and do not provide any touch use components. While some organizations have a responsive design capability, there is very little use of interactive calculators or guides and virtually no sales functionality.

Dedicated Tablet Banking Apps

As mentioned, while many of the top banks globally offer a downloadable tablet banking application, almost half of the largest US banks still don’t offer a dedicated tablet banking application for both iOS and Android devices. Below are some of the better dedicated tablet banking apps found by Mapa.

pic 1 第1张 

Danske Bank Provides Access To All Mobile And Tablet Applications On Public Site   

pic 2 第2张

BBVA Provides Combined Access to Tablet and Mobile Banking 

pic 3 第3张

BNP Paribas Allows Tablet Bankers To Create Multiple Profiles For Unique Family/Partner Access

pic 4 第4张 

ING Provides PFM View of Relationship at Login  

pic 5 第5张

Westpac Highlights Drag And Drop Functionality On Tablet App

Browser-Based Tablet Applications

As mentioned, when a tablet is used to login and examine the browser experiences (including landing page, transfer, payments and sales) among 40 retail banks globally, Mapa found the consumer experience to be unsatisfactory. A vast minority provided the following:

(1) Font size that fits the device

(2) Dominant use of icons

(3)  Good navigation experience

(4) Interactive touch use components

(5) Adaptive / responsive design (1 in 4 sites don’t even resize properly when switching from portrait to landscape view)

Below are a few of the better experiences found by Mapa in their analysis. The analysis also included many experiences that were not as satisfactory including some very prominent US financial institutions.

pic 6 第6张

 

 iPad Browsers Are Prompted To Download iPad App When Accessing Online Banking  

pic 7 第7张

Recently Acquired Simple Illustrates How Simplicity In Design Is Welcome With Mobile And Tablet Apps  

pic 8 第8张

The Good News Is That Nationwide Uses Responsive Design. The Bad News Is That Their Application Is Not Responsive  

pic 9 第9张

NatWest Provides Calculators That Are ‘Touch Optimized’  

pic 10 第10张

The Bad News Is That The ANZ Site Is Not Fully Responsive. The Good News Is That Applying For A New Service Is Responsive And Touch Optimized

pic 11 第11张

 

 CommBank Received The Highest Marks By Mapa For Their Tablet New Account Application Process


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