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2014上半年手机银行业发展状况分析

去年12月,针对不断发展的手机银行业,Mitek集团作出了几点预测,调查对象包括手机市场,手机注册,手机存款及手机银行业等。现在,上半年已经结束,这些预测是否得了证实呢?哪些预测已经实现?哪些因素将影响未来的手机银行业发展?

根据ComScore调查, 截至2013年9月,在美国有1亿4790万智能手机用户,其中约有一半用户使用手机银行业务。2013年的其他有关手机业的数据还包括:

(1) 与2012年相比,智能手机用户比2012年增加了25%

(2) 与2012年相比,平板电脑用户增加了60%

(3) 48%的智能手机用户使用手机银行

(4) 与2012年相比,使用智能手机存款的用户增加了38%

(5) 在美国的25家大型银行中,有21家提供手机银行存款业务

(6) 67%的客户通过照片验证的方式进行支票存款

(7) 46%的客户通过手机摄像头添加新的收款人

在这样的发展趋势下,Mitek在去年十二月份做出了一份预测,认为在消费者中,新型移动成像解决方案将会在2014年得到巨大发展,金融机构也将增加投资,扩大针手机用户市场。在一次独家采访中,Mitek的首席技术官Mike Strange展示了这些预测是怎样变为现实的。

预测1:金融机构将扩大手机用户市场

现状:逐步落实 – 但在未来,金融机构仍需更多作为

迈凯德国际咨询集团发布了一篇题为《手机和平板电脑银行业:留住客户的关键》的报告。报告指出,手机银行迅速成长为消费者喜爱的办理银行业务、处理金融信息的方式。尽管为了迎合消费者的需求,出台了各种各样的方案,但是这些方案往往旨在鼓励现有的消费者(并非新的或潜在消费者)使用手机银行。

如果一家公司重视市场和分析的话,便应当更加重视手机银行。虽然分析发现,人们在网上银行的操作与在手机银行的操作基本上是一样的(查询账户余额、查看近期交易和资金转移),然而手机银行用户可以 – 也想要享受更多功能。手机银行存款只是手机银行业务的开端。

近期,谷歌对手机银行做了一项调查。调查发现,有四成手机用户表示,如果他们选择的银行优化的手机银行业务的话,他们会选择另一家银行。另外,48%的美国手机用户表示,如果他们选择的银行并未提供良好的手机银行应用时,他们就会感到沮丧和烦恼,认为“银行并不关心我的业务。”

我们与许多在手机银行领域处于领先位置并致力于手机用户市场的公司进行合作。Forrester公司在其《新一代北美电子银行的五大发展趋势》报告中号召美国银行提供手机照片账单支付方法、简单直观的移动用户界面和移动税务服务,在手机银行方面创新。

虽然各金融机构在扩展手机银行客户市场方面已经有所进展,但是从一开始起,他们无法满足以手机为主的消费者的需求。银行应当为消费者提供以手机银行业为主的服务。例如:在各分支银行中设置移动设备以供使用,借此鼓励更多的用户选择手机银行。这类活动更有可能促使用户选择这种新型的银行业务方式。

预测2:手机注册程序更简便 将显著减少因注册程序复杂而放弃使用手机银行的现象

现状:现在判断为时尚早

网上银行报告近期进行了一项关于手机账户注册的调查。网上银行报告预测,在2014年,将有200万至250万的新账户通过移动设备注册(包括智能手机及平板电脑)。此外,网上银行报告还提出,至2020年,这一数字将会增加五到六倍,增长到1000万至1200万。

所以,虽然数据显示移动设备账户注册的数量迅速增长,但是没有充分的信息表明其对下降率的影响。我们看到,人们对使用平板等移动设备进行账户注册充满兴趣。“非传统的”(使用平板电脑辅助的)首次注册活动(包括在店内、运动项目中、航空灯)展示表明该注册方式发展势头强劲。同时,这也表明各个金融机构对简化注册程序越来越重视。然而,移动设备账户注册的发展任重而道远,仍有大量用户选择填写纸质表的方式在支行或机场进行注册。

预测3:手机银行存款业务将成为用户喜欢的寄存预付卡及存款支票的新方法

现状:逐步实现且范围已超越预付卡 为非传统领域的银行业创造新机会

在过去的六个月中,多家科技和电信公司将预付卡作为打入消费者和银行业的切入点。在手机银行存款业务的刺激下,T-Mobile就已经开始提供借记卡服务。这是一个非常正确的举措,因为T-Mobile的用户早已拥有相关的手机设备,唯一欠缺的便是手机银行业务。

该业务可能会超出我们原本的预期,给整个行业带来更大的、更有意义的影响。因为这些公司有其特有的优势,那就是既可以提供与银行相同的服务,又不必受到传统金融行业的管理和监督。

预测4:至2014年底, 大多数的美国客户将使用手机存款业务

现状:符合预测

如今,手机银行存款业务不断增加。在上次的财政收入电话中,我们提出有2200家金融机构承诺提供手机银行存款业务。截至2014年3月30日,有1750家已兑现承诺。该现象与近期美联储的一项调查相符。美联储调查发现,在过去的一年中,有38%的用户使用手机银行存款业务,较2012年增加了21%。

另外,我们与远程存款网站进行了调查,调查发现63%的受访者已经开始使用手机银行存款业务,另外有33%受访者表示打算在未来一年中使用手机银行存款业务。

第一银行于大约一年之前开始提供手机银行存款业务。通过手机银行存款,该银行已经吸纳存款余额25万美元。另外,他们的用户数量也在以每月6500名的速度增长。

预测5:手机银行用户将不断增加

现状:符合预测

美联储《2014年消费者与手机金融服务报告》称,51%的智能手机用户在过去一年中使用过手机银行业务(与上年相比增加了48%),表明手机银行业不断发展,已有超过半数的智能手机用户选择使用手机银行业务。

报告同时指出,在尚未使用手机银行的用户中,12%表示有可能在未来一年中尝试使用手机银行业务。Forrester研究公司发布的《2014年美国手机银行功能基准》指出,只有为用户提供越来越方便的智能手机银行交易时,手机银行交易的功能性才会越来越突出。Forrester公司号召美国大通银行和美国银行为消费者提供全方位的银行交易功能。大型银行应为消费者提供:

(1) 多样化的账单支付方式

(2) 更简捷的支付方式

(3) 移动远程存款操作

(4) 无触点移动支付方式,消费者使用手机便可以完成购买

新趋势

金融机构将采取“智能限制” 在存款和资产可用性方面对用户进行监管

2014年,我们确信“智能限制”将会成为一项不错的解决方案,虽然仍有改善的空间。40%的金融机构仍然对使用不同设备的用户提供单一的应用,而且该行业可变性较大。直至今日,金融行业尚无关于存款限额、资金可用性及风险的统一标准。在未来的半年中,这些方面将得到进步一改善。

Back in December, Mitek made several predictions about the changing mobile banking landscape. These included predictions about mobile marketing, mobile enrollment, mobile deposit, and mobile banking adoption. Now that we’re halfway through the year, how are the predictions bearing out? Which predictions are coming true and what new influences may impact mobile banking in the future?

In September 2013, 147.9M people in the U.S. owned smartphones according to ComScore, with nearly 50% of smartphone owners using mobile banking. Additional mobile statistics for 2013 included:

(1) 25% more U.S. consumers owned smartphones than did in 2012

(2) 60% more U.S. consumers owned tablets than did in 2012

(3) 48% of smartphone owners were mobile bankers

(4) 38% more mobile banking users had deposited a check using their smartphone than in 2012

(5) 21 of top 25 U.S. banks offered Mobile Deposit

(6) 67% of consumers valued depositing a check with a photo

(7) 46% of consumers value enrolled a new bill payee using the phone’s camera

With these trends as a backdrop, Mitek made predictions in December of last year that 2014 would be a big year for the adoption of new mobile imaging solutions at the consumer level and that FIs would increase their investment in marketing to mobile-only consumers. In an exclusive interview, Mike Strange, CTO of Mitek, provides a recap of how these predictions are panning out.

Prediction 1: Financial Institutions Will Start to Market to Mobile-Only Users

Status: Coming true – but FIs need to be doing more in the future.

According a report from Mercator Advisory Group entitled, ‘Mobile and Tablet Banking: Key to Customer Retention,’ banking via a mobile device is fast becoming a preferred way for consumers to conduct their banking activities and manage financial information on the go. However, while we see numerous plans to cater to mobile users operationally, these campaigns often target existing customers (not new or untapped customers) to drive them to the mobile channel.

If firms are listening to the market and analysts, they should be thinking mobile first. Even though analysts are finding online banker and mobile banker behavior is largely the same (checking balances, viewing recent transactions and transferring funds), mobile bankers could – and want to be – doing so much more. Mobile Deposit is just the start for mobile bankers.

Google recently did a study on mobile banking that found that two in five mobile users will turn to a competitor’s site if their bank is not mobile-optimized. And 48 percent of U.S. mobile users report they feel frustrated and annoyed and believe “the company doesn’t care about my business” when a site doesn’t work well on a mobile phone.

We work with many of the companies leading the charge for new mobile opportunities and targeting mobile-only users. In Forrester’s report, ‘Five Trends Shaping The Next Generation Of North American Digital Banking,’ they call out U.S. Bank for their mobile photo bill pay solution, Simple for their intuitive mobile user interface and Intuit for recognizing the desire for mobile tax services, as mobile innovators.

So, while there are definitely in-roads being made to market to mobile customers, we don’t believe that FIs are doing enough to greet mobile-centric customers from the first moment. Banks need to start rolling out services that capture mobile-first moment for consumers. For example: using mobile devices in a branch to encourage additional adoption of mobile banking. These types of activities are far more likely to translate into a migration of channels for consumers.

Prediction 2: Simplified Mobile Enrollment Will Significantly Reduce Account Opening Abandonment Rates

Status: Too early to tell.

The Online Banking Report (just purchased by The Financial Brand) recently did a study on Mobile Account Opening where they predicted that financial institutions would see 2 to 2.5 million checking accounts opened and funded through mobile devices (both smartphones and tablets) in 2014. They also noted that by 2020, that number will grow five- or six-fold to 10 to 12 million.

So, while this data shows a definite increase in mobile account opening volume, there isn’t enough information available to show the impact on drop off rates. We are seeing tremendous interest in mobile enrollment on a tablet outside the branch. Rollout of “non-traditional” (tablet assisted) enrollment campaigns (in-store, at sporting events, airlines, etc.) indicates momentum is building. This also shows that FIs are placing more importance on simplifying the enrollment process for customers. But, there is still a long way to go – just look at the number of paper applications still being filled out in-branch, at the airport, etc.

Prediction 3: Mobile Deposit Will Be The Preferred Way to Load Prepaid Cards and Deposit Checks

Status: Coming true and expanding beyond prepaid cards to create opportunities for non-traditional banking organizations.

In the last six months, multiple tech and telecom companies have been using prepaid cards as their entry point into consumer wallets and the banking industry. Mobile deposit has been the catalyst to make it possible for companies like T-Mobile to offer prepaid debit cards. This is an obvious fit since T-Mobile customers already have the mobile devices needed for mobile banking.

This may have a bigger and more meaningful impact on the industry as a whole than what we originally predicted, since these companies have the advantages of offering bank-like services without the regulatory oversight of traditional FIs.

Prediction 4: By The End of 2014, The Majority of Americans Will Have Access to Mobile Deposit

Status: Holding true

We are only seeing increased adoption of mobile deposit. In our last earnings call, we reported that more than 2,200 financial institutions have signed to deploy mobile deposit and 1,750 are live as of March 30, 2014. That matches with a recent Federal Reserve survey that found that 38 percent of mobile bankers used their phone to deposit a check in the past 12 months, up from 21 percent in 2012.

In addition, we did survey with RemoteDepositCapture.com earlier this year and found that 63 percent of respondents currently offer mobile deposit and 33 percent plan to offer it within the next 12 months.

Just one of our customers, FirstBank started offering Mobile Deposit about a year ago and has already processed about a quarter of a million deposits using the mobile deposit technology. They’re also seeing about 6,500 new users per month.

Prediction 5: Mobile Banking Adoption Will Continue to Increase

Status: Holding true

According to the Federal Reserve’s ‘Consumers and Mobile Financial Services 2014‘ report, 51 percent of smartphone owners have used mobile banking in the past 12 months (up from 48 percent a year earlier), showing that mobile banking adoption continues to grow, and that that a majority of smartphone owners now use mobile banking. The report also notes that 12 percent of those mobile phone users who are not currently using mobile banking think that they will probably use it within the next 12 months.

According to Forrester’s ‘2014 US Mobile Banking Functionality Benchmark,’ the importance of mobile transactional functionality is expected to only increase as users become more comfortable using their smartphones for banking transactions. Forrester calls out Chase and U.S. Bank for offering the most extensive transactional functionality.

They site leading firms as those that offer:

(1) A variety of bill pay options

(2) Easy ways to pay other people

(3) Mobile remote deposit capture

(4) Contactless mobile payments to let customers make in-store purchases with their phones

Emerging Trends

FIs Will Start Adopting ‘Smart Limits’ to Regulate Deposits and Asset Availability for Customers

2014 is the first time that we can confidently say that smart limits are becoming a best practice, but there is still room for improvement. Forty percent still have a one-size fits all approach and there is still a lot of variability in the industry. As of today there is still no single standard as it relates to how FIs determine deposit limits, funds availability and risk. In the next six months this will start to see this change.


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