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Interactive Financial Messaging: Driving Mobile Channel Adoption through SMS Alerts
Javelin Strategy & Research, Oct 2007, Pages: 21
This latest Javelin report outlines why SMS (Short Message Service) or text message alerts will be the real driver of adoption of the mobile channel. Building on extensive, longitudinal data, this research promotes the need to look beyond online bankers, the current target for most financial institutions’ mobile banking programs, and provides preference data for alerts types that will gain traction among a wider cross-section of a financial institution’s customer base. The study concludes by demonstrating the natural evolution of SMS alerts to two-way Interactive Financial Messaging™ over the next few years that distinguishes mobile from the online channel.
Primary Questions
-Why are SMS alerts key to mobile channel adoption?
-What type of SMS alerts should FIs offer to prove the value of the mobile channel to their customers?
-Why should banks target both online and non-online bankers with SMS alerts to encourage mobile channel adoption?
-What is the next development after SMS alerts that will drive mobile adoption?
Audience:
FIs: Online banking/eCommerce
mobile banking
marketing
fraud pre-vention
customer alerts departments
Vendors: SMS service providers
mobile banking platform providers
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