Mobile Bank can reserve ATM 3G application to enhance consumer experience

Reporter Chi Jinjin with the development of science and technology, mobile banking gradually into people's lives. Although the use of mobile banking is convenient, but in security and other factors, mobile banking is limited to account inquiries and other functions. Recently, Bank of Communications Mobile Bank "e-move" to push new services, the first in the country to achieve mobile phone Bank reservation ATM card-free, for the development of mobile banking has opened up a new way of thinking.　　Under the background of 3G era, the perfect integration of 3G application and mobile banking will further enhance the experience of consumers and promote the rapid development of mobile banking. Banks have launched mobile Bank Mobile banking is the internet banking, telephone bank after another convenient banking users of financial services, known as personal "electronic wallet" said. With the advent of the 3G era, the major banks also seize the 3G business opportunities, have launched a 3G for the selling point of the mobile phone business. such as ICBC has officially launched a mobile phone bank (WAP) 3G version of Services, and CCB before its launch of the 3G mobile banking experience business.　　It is understood that prior to this, China Merchants Bank, Societe Generale, Pudong Hair Bank, Everbright Bank, Agricultural Bank, Bank of communications, such as the launch of the mobile banking business, from the current point of view, mobile banking has been hidden with the telephone bank, online banking to keep abreast of the trend.　　At last year's first Mobile Financial Services Summit Forum, the scene attended the major banks of senior industry representatives also said that with the development of 3G, mobile banking business has become the focus of relevant industrial chain enterprises. In foreign countries, such as Japan, Korea and the United States, local operators and banks to actively participate in promoting the rapid development of mobile banking, has formed a complex business value chain.　　In stark contrast, although China's mobile phone users are hundreds of millions of dollars, but the development of mobile banking is rather lagging behind. "The 2009 China Mobile Banking User Survey Report" shows that only 38% of the people said that the mobile phone bank has been opened, 53% of the people said the plan opened, and 9% of the people are clear that will not open. Even the most knowledgeable ICBC's mobile bank is only 44.1% in the banks that launch mobile banking.　　Visible, in the domestic, the public awareness of mobile banking is not high. Security is the most important factor for users. Although mobile banking has great potential and is easy to use, why is there a "no applause" situation?　　The main reason is the user's suspicion of the security of the mobile bank. According to the 2009 China Mobile Banking User Survey report, security has become the biggest concern for mobile banking for respondents.　　Among them, 72.1% of the respondents are most concerned about the insecurity of information transmission, fear of using unsafe, more trust in traditional banks, accounting for 33% of the respondents. Although mobile banking is an emerging business, reports of money losses have been reported since the opening of mobile banking was defrauded. According to media reports, people have been cheated by fraudsters, who claim to be able to provide users with security-free, mortgage-free high loans. Once the people have followed the instructions of the swindlers to open the new bankAccounts and mobile banking, and deposited a certain amount of money, often will be cheated by a liar mobile phone bank password, the end of the public not only to get loans, even the funds in the account will be quickly transferred to other accounts, and ultimately lose their money. In addition, the survey found that if users open mobile banking, the first attempt to the function is to pay/payment, financial inquiries, small transfer, mobile Mall, stock inquiries/trading, buy lottery tickets, the purchase of banking products, third-party storage tube.　　Among them, try to pay/payment function of the most users, accounting for 33.2%, followed by financial inquiries and small transfer function. This is enough to show that, on the one hand, users have great interest in mobile banking, but in security considerations, limited to small payments and other functions, the large amount of business users are still accustomed to the counter handling.　　This is the current dilemma of mobile banking, therefore, mobile banking to achieve rapid and healthy development, it is necessary to do a full article on security. 3G combined with mobile banking to enhance consumer experience it is understood that "e-move" mobile phone bank booking ATM, customers through the Bank of Communications Bank mobile phone, advance booking ATM withdrawals.　　After booking, customers to ATM withdrawals, only by booking phone number, appointment number and the bank card to reserve the password, you can achieve without card withdrawals, without the need to insert a bank card ATM. Bank of communications, the relevant head of the banking department, said that the mobile bank as a withdrawal tool, so that cardholders not only in my forgotten to carry a bank card, or the loss of bank cards through the function of emergency access, but also in the distant need to use cash for friends and relatives to provide convenient withdrawal services.　　More importantly, the service protects the cardholder from the potential security threats posed by unscrupulous criminals in setting up stolen card devices on ATM machines.　　With the continuous introduction of 3G applications, the combination of 3G and mobile banking will further enhance the consumer experience. At present, the domestic banks often pay more attention to the product function, service category, the number of users and so on, the user needs, experience, satisfaction and other aspects of the study is relatively weak. 3G Portal Vice President Cao Ming has pointed out that although mobile banking development is still facing market environment, product services, marketing, security issues and many other factors, but the first issue is the bank to understand the use of mobile phone users, user psychology, behavioral characteristics, application needs, etc., to enhance consumer experience.　　This shows that mobile banking in order to achieve the scale of development, but also in the application of services, consumer experience and so on to the full effort. With the further development of 3G application and mobile Internet, mobile banking will not only be limited to inquiry and transfer, but also can realize the purchase of tickets, game recharge and utilities payment through mobile banking. Mobile banking will become a part of people's daily life, its market prospects are worth watching.