This week the mobile enterprise is chock full of mobile banking and key trends for mobile marketing.
Full Service Mobile Banking
As Aaron Levie pointed out, mobile is the next frontier for enterprise content management. Today we examine some of the ways that it's impacting how we work.
Mobile banking technologies have been improving steadily during the last year. Bank of America, the country's largest bank, reports that 17% of its online banking customers already use mobile services such as texting or apps for smart phones. Here are a few ways that some banks are letting their customers access their information on the go.
- Texting: While it used to be that your bank could send you text message alerts for when your balance was low, now customers can also use text messaging to review balances and transactions. Currently offered by Bank of America, Chase, Citi and Wells Fargo, once customers enroll, they can text certain commands to perform common functions.
- Apps: Mobile apps aren’t just for checking weather or stocks -- Bank of America, Citi, Chase and Wells Fargo offer apps for the iPhone, while Bank of America and Wells Fargo also offer apps for the Android, BlackBerry and Palm devices. Most apps let customers perform general tasks like viewing transactions and paying bills, but aren’t allowed to transfer money. Perhaps most notable is the ability to make a deposit by taking a photo of a check, like the insurance and banking company USAA’s app does. Chase has also begun offering the capability through its iPhone app this summer.
While most banks don’t actively charge for these mobile banking benefits, you may see some service fees apply. And of course, standard texting rates apply.
Mobile Marketing Trends
At the Digiday: Mobile conference on Monday in New York City, an eMarketer analyst revealed seven key trends that mobile marketers need to know. Overall, they outlined the pervasiveness and yet evolving nature of mobile usage, but there were a few that made us take note.
The Way We Communicate is Changing (No. 5):
Among U.S. mobile phone users, in May 2010 65.2 percent sent a text message to another phone, 31.9 percent used their phone’s browser, 30 percent used/downloaded applications, 22.5 percent played mobile games and 20.8 percent accessed a social networking site or blog.
With location based services becoming an integral part of social networks and mobile devices, how, where and what we’re communicating is changing and in turn, influencing what is marketed to us.
A Tablet is Neither a Computer Nor a Phone (No. 7)
The iPad and devices like it are changing the way we work, play and everything in between. By 2015, Forrester projects that tablets will represent 23 percent of all PC sales, more than either desktops or netbooks, trailing only notebooks.
For advertisers, a bigger screen presents more opportunities for engagement, while publishers have another opportunity to curating content digitally.
These trends will continue to evolve, of course. But as an industry, we need to adapt as best we can so we can continue to influence consumers in the marketplace and beyond.