Alternative marketing thinking

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Will The Iphone Boost Mobile Banking?

iPhone, the latest innovation from Apple that has caught the fancy of the West and is making its way to the rest of the world, has banks wondering about its impact on mobile banking. At Forrester, experts Benjamin Ensor and Alexander Hesse think that the iPhone is an important evolutionary step for mobile banking. On the one hand, it raises the bar on user experience and will spark mobile Internet adoption. On the other hand, it adds complexity by introducing an additional low-cost alternative for banks to offer transactional mobile banking. In the short run, eBusiness executives should optimize their online banking services for the iPhone but reconsider further investments in current mobile banking services. In the long run, they should prepare for new — mobile — usage scenarios for compelling mobile finance applications. Buy the article here.

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