Mobile Banking Use Rising, But Customers Say No to Paying More
So, it turns out that just having an app, SMS or mobile web presence is not enough to drive business value. Who knew?
This latest IDC report seems to pile on to more of the “importance of the mobile channel” argument that I had been hearing (and delivering) since 2006.
Now that we’ve established that mobile phones are somewhat popular, banks need to put some of that old school, segmentation in the mobile channel. Wake up those data analytics guys and the direct marketing managers. Build some models around smartphone behavior or the Net Receivables value of a Droid X owner. Put the test cells together and see who’s got the propensity to buy. Once you have that you can sell them something.