A new report from Aite Group, LLC reveals potential co-opportunities for banks
and mobile operators to work together toward consumer acceptance of mobile
banking services. The report shows that increased involvement on the side of the
operator could lead to greater opportunities to market their mobile data
plans.
The two key players in mobile banking are the banks, with their
relative resistance to experiment with new communications paradigms, and mobile
operators, who by their nature are forerunners of technological innovation.
While banks have been exploring mobile banking in order to remain competitive,
mobile operators have had little active involvement in such services. However,
the results of an Aite Group online survey of 500 users of credit and debit
cards to identify trends regarding adoption of the mobile channel for financial
transactions suggest greater involvement on the side of mobile operators could
be worthwhile for them. The report shows that users of mobile financial services
trend toward a far greater consumption of all forms of mobile content, not just
those relating to financial services.
"There is fertile ground for cross selling between banks and
mobile operators in the United States," says Nick Holland, senior analyst with Aite
Group and co-author of this report. "Survey results indicate that users of
mobile financial services are likely to be power-consumers of other forms of
mobile content, including gaming, music and mobile Internet. Furthermore, these
users prove far more likely to be subscribers to a monthly data plan.
Opportunities clearly exist for co-promotion of services between banks and
mobile operators."
This 15-page Impact Report contains six figures.