Published on December 19th, 2010 | by Arsalan Mir2
Time, Branding and Security – Banking Apps Pillars
Mobile banking awareness is increasing with the passage of time. In bank led models MCB Bank has been doing good and have recently won the MMT Award for “The Best Bank Led Mobile Money Transfer Programme”. Ufone has recently paired up with HBL and have launched UPayments, a m-banking solution for HBL customers on Ufone. A different version with more reach to the unbanked is Telenor’s and Tameer Bank’s Easypaisa which has also won “The Best MMT Entrant of the Year Award”.
This article on GSMA MBB shares about a survey in UK where a majority of banks were represented. 36 per cent of respondents cited increasing customer satisfaction as their primary driver for providing mobile banking services. Thus, if more banks in Pakistan move on with this focus the developers need to come up with Banking Apps that pay particular attention to the customer and their experience. The article calls Time, Brand Identity and Security as the three pillars of Banking Apps.
For the mobile user community, time is money … If mobile services are not robust and fast, there is a strong chance that apps will be dismissed. For example, if it takes a user longer to check their balance via a mobile device than say online or through a call centre, then there is little motivation to readily use this service. For any app developer, therefore, one must consider ease of navigation, intuitive user interfaces and fast screen-to-screen load times to ensure repeated use and happy end users.
Tied with equal importance to the user experience is for the app to look and feel like a natural extension to any other channel or service provided by the bank. Branding is more than just putting a logo into the top right hand corner of the screen – it’s around consistency, familiarity and ultimately driving trust. Poor branding may lead to apprehensive users and a lack of trust in the app causing a decline in use and preference to other channels.
Though we have covered this critical topic in an earlier post, one cannot escape the importance of security when it comes to developing mobile banking applications. Fundamentally, it will drive the usability of the application along with the trust the user develops. As ever, the key challenge here for developers is building applications which balance both a slick user experience with one that is secure.
In summary, developers of mobile banking applications have a fantastic opportunity to help banks solve some of the fundamental challenges faced today. The time is now right to step up and show how this can be achieved …
Via GSMA MBB