14 DAY TRIAL // According to JupiterResearch, even though several companies are constantly trying to promote it, the interest in mobile banking services is so far limited.
As little as 8 percent of online customers that own a cell phone have proved any interest at all in using mobile browsing to check their account balances. In its new report, JupiterResearch advises that major banks in the US ought to experiment with services that leverage the mobile channel's characteristics to respond to the needs of three consumer segments.
They should also consider the availability of current mobile technologies (like SMS, web browsing and others) and the characteristics of mobile interactions.
"The current buzz around mobile banking is fueled by financial institutions' desire to expand their customer relationships to the mobile channel rather than consumer demand," said Asaf Buchner, Analyst at JupiterResearch. "Banks have to identify potential early adopters and educate these customers about the value of mobile services."
"Banks should not offer mobile services that aim to mirror or duplicate the online experience," said David Schatsky, President of JupiterResearch. "Online banking brought consumers the convenience of banking anytime. Mobile banking can add an anywhere element, but banks should identify where such ubiquity is crucial."
According to the study, younger consumers are the ones that might grow to accept and use such services. Mobile banking and payment is something many companies are working on making more popular and widely accepted by their customers. Although it is quite simple to access a wide range of banking services by using a mobile phone's web browser, and several security features are included, most people would still rather take care of things without using their mobile phones.