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2010 Mobile Banking Scorecard Shift in Smartphone Ownership Calls for a Shift in Focus: How 19 Top Financial Institutions Compare on
(M2 PressWIRE Via Acquire Media NewsEdge) Dublin - Research and Markets
(http://www.researchandmarkets.com/research/e05a40/2010_mobile_bankin) has announced the addition of Javelin Strategy & Research's new report "2010 Mobile Banking Scorecard Shift in Smartphone Ownership Calls for a Shift in Focus: How 19 Top Financial Institutions Compare on" to their offering.
For the 2010 Javelin Mobile Banking Scorecard, we examined mobile banking services offered by 19 of the 30 largest U.S. financial institutions (FIs) based on deposits. The survey covered five key areas of mobile banking: marketing and security messaging, mobile access, general features, short message service (SMS) features and security. As part of the data collection process, mystery shoppers also were employed. They searched each FIs website and contacted each FIs customer service representatives (CSRs) a minimum of four times. Of the 30 FIs researched and contacted in June and July 2010, 19 offer mobile banking services to their customers. When scoring the FIs, Javelin reviewed a total of 47 criteria. Based on a quantitative analysis of the criteria, FIs were awarded either a gold, silver or bronze status. This report further includes a profile of Bank of America.
Primary Questions
- What products and services for mobile banking are banks offering, and how have they changed over the past year?
- Which banks provide the most complete mobile banking offerings?
- How do the features offered by banks score based on the criteria used by Javelin?
- Who are the industry leaders in mobile banking?
- What is the future of mobile banking?
Methodology
In order to assign a quantifiable score to a financial institutions (FIs) mobile offering, Javelin employed the following methodology: We reviewed the FIs website to ascertain if the FI offered mobile banking and used the five criteria outlined on the following pages to score the FI. Additionally, researchers employing mystery-shopper techniques contacted each FIs call centers to determine whether or not the FI offered mobile banking. Each FI was contacted a minimum four times by the researchers to determine the customer service representatives (CSRs) knowledge of mobile banking as well as the quality of the answers received. During calls, researchers recorded CSRs responses. We used this methodology because these sources are the primary ones available to an FIs customer or to the general public looking for information on a product or service offered by an FI. Data was collected for this report from June to July 2010.
The research initially focused on the top 30 U.S. FIs by deposit base. After reviewing their websites, the researchers narrowed their efforts to the 19 FIs found to offer mobile banking services. Interestingly, in our 2009 Javelin Mobile Banking Scorecard, which was published in October 2009, we reported that only 18 of the top 40 FIs offered consumer-facing, full-functioning mobile banking services as of July 2009. One year later, 19 of the top 30 U.S. FIs by deposit size offered consumer-facing mobile banking services.
For the 19 FIs reviewed in this report, two research analysts using mystery-shopper techniques called the CSRs in mobile, online or general customer service a minimum of four times, requesting an experienced mobile CSR. The CSRs names were recorded, as were the dates and times of the calls.
Key Topics Covered:
- Overview
- Primary Questions
- Methodology
- Marketing & Security Messaging
- Mobile Access
- Features
- Security
- Summary of Key Findings
- Executive Summary
- Key Findings
- The Top Four Banks By Deposit Size Scored Amongst The Highest
- Marketing and Security Messaging
- Customer Support Representatives Play A Crucial Role in Your Marketing Efforts
- Mobile Access
- Financial Institutions Need To Focus On Multiple Smartphone Platforms
- Mobile Banking iPhone Ratings
- Financial Institutions Need to Offer All Three Key Modes of Access
- Shifting Sands From Network Operators and Handset OEMs to Internet Application Developers
- Spotlight Bank of America
- Functionality & Features
- Mobile Banking Usage By Ethnicity
- Security
- Mobile Banking Vendors Should Look At Their Current Business Models
- Small to Mid Sized Banks Represent New Opportunities For Vendors
- Appendix
For more information visit http://www.researchandmarkets.com/research/e05a40/2010_mobile_bankin
((Comments on this story may be sent to info@m2.com))
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