Cell phones let banking go mobile

By Don Mecoy

Published: April 20, 2008

Online banking, a concept introduced just 13 years ago, has reached a point that many customers won't do business with a bank that doesn't offer it.

A 2007 consumer survey found that 85 percent of respondents wouldn't bank with an institution that didn't offer online banking. Nearly two of three respondents said they would move their finances to another institution that provided more robust online banking features, according to the CashEdge survey.

Roger Beverage, Oklahoma Bankers Association president, said electronic banking is now an expectation for customers and a necessity for banks.

"If you're going to maintain loyalty of customers — not just satisfaction, but loyalty — you're going to have to continue to explore ways for them to do business with you. And electronic banking is certainly one of those ways,” Beverage said.

Now that 40 percent of consumers have demonstrated willingness to bank via computer, mobile phone banking is the next wave, experts say.

"It will evolve into a mobile wallet, allowing banks to generate greater electronic payment volume through the combination of electronic loyalty programs, mobile marketing, and contactless payments,” says Dan Schatt, author of the report and senior analyst at Celent.

Despite the convenience of electronic banking, there remains a niche for the classic bank branch. In fact, customer satisfaction surveys show that smaller banks and credit unions do a slightly better job of pleasing customers.

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