MMA Outlines the Opportunities for Mobile Banking

Research: Saturday 7rd February 2009

The Mobile Marketing Association has published a document titled Mobile Banking Overview, which gives an analysis of the opportunities for mobile marketing in the financial sector.

According to the report, one of the main drivers of this is still SMS. The report notes that as it works on all networks, handsets and without additional software, SMS is the most familiar tool for banking customers. Whilst secure SMS offers benefits in terms of better security and information that can be passed to the customer, there is a restriction on the number of handset that can use it, thus increasing support issues and reducing the take up.

In the current climate, with banks under fire from all sides, an increased adoption of mobile banking and marketing makes complete sense. As well as the opportunity to reduce costs of both traditional marketing budgets it can also significantly improve customer service, at a much needed time.

Article Links
The free 13 page MMA Banking Overview