Vincent Haihui: From the bank APP to see the panoramic view of mobile finance

[Mobile China News] Affected by the rapid rise of Internet finance, banking industry has joined the mobile financial market and personal mobile phones have become the new battlefield in the financial retail market. According to statistics, at present, 50 domestic banks, including the Workers and Peasants' Exchanges, China Merchants Bank, Pudong Development, Everbright, CITIC Bank and Industrial Bank, have launched their mobile wallet businesses.

In the layout of mobile finance, joint-stock commercial banks appear to be particularly active compared to state-owned large commercial banks. Clearly, commercial banks that do not have the Internet advantage expect to expand the marketing and service areas of their subscribers with their highly mobile handsets. With the frequent use of daily and convenient functions such as payment, payment and transfer, a large number of users are beginning to shift from the PC To the mobile client, mobile APP has become the bank's "second portal."

In fact, many commercial banks introduced the mobile banking service many years ago. However, they did not give sufficient strategic significance to the importance and merely served as a branch of e-banking. The market for mobile banking, through the tripartite power of banks, telecom operators and third-party payments, now has a large customer base. According to the "China Internet Development Report 2014" survey data show that by the end of 2013, China's mobile Internet users has reached 500 million, an increase of 19%. The proportion of Internet users using mobile phones has reached 81%, which has increased by more than 19.1%. Internet users' attention and behavior have also gradually shifted from the PC side to the mobile side, and the trend has been changing rapidly.

Mobile banking APP now has more features than the simple duplication and extension of e-banking on the mobile phone side. Its functions around convenient service development are not the same, nor are they limited to the inquiry and payment functions around online banking . At the same time, financial products based on the mobile phone client can also be greatly enriched. Fund consignment, wealth management products, and even financing loans and precious metals businesses can all be conducted on mobile banking APP. A brand new universal mobile financial era has arrived.

Financial Marketing Specialist, Winslow Hewlett-Packard domestic financial group BUSS Service and Marketing Division general manager Wen Wenchuan pointed out that the completion of the construction of APP, the bank has just completed the first step in the realization of mobile finance, completed construction of mobile Internet users import work. For the initial construction of mobile finance does not mean that marketing and service has been done naturally.

IResearch data show that as of April 2014, Alipay App monthly average coverage of up to 56.25 million, while all banks, mobile banking App monthly average daily user coverage and only 23.04 million. Except for June 2013 and April 2014, the monthly average daily coverage of Alipay increased faster than that of mobile banking as a whole. The gap between the number of users and the transaction quota is obvious.

According to Wenchuan's analysis, the layout of the next-generation banking APP on mobile banking should first of all be integrated with the original traditional mobile banking, followed by the combination of multi-product financial supermarket to enhance the channel's marginal benefit and fully realize the integration of product marketing In the back end to form a product factory. Thirdly, on the basis of fully grasping a large number of customers' access and transaction information, the Bank operates such technologies as business intelligence, big data, LBS and geo-fencing to achieve refined management and real-time marketing for customers. In this way, the closed-loop management of mobile finance at the front and back ends will be formed. On the basis of expanding the marketing radius, the most important thing is to integrate with the social and community to realize 360 ​​management and socialized marketing and service system for customers and to create more operations Model, creating a smart financial layout in the mobile Internet field.

At present, one of the core values ​​of the APP client for the bank is to play the role of basic data collection, paving the way for future mining data and serving customers. Based on the company's ability, experience and methodology in serving the global financial industry, the world's leading commercial banks have taken the lead in realizing the layout of mobile finance. Apart from individual customers, mobile financial services clients have already covered corporate clients, investment and wealth management Customers, trading market clients, small and micro business owners and other different types of customer groups. Many of these are being applied to VanceInfo's leading mobile financial solutions such as Next Generation Banking APP, Open Financial Product Shelf, and 360 Degree Customer View.

He suggested that local commercial banks are somewhat conservative in the deployment of mobile APP applications compared to the "big and comprehensive" mobile banking construction in China by national commercial banks. In fact, the city commercial banks in planning the layout of mobile finance, can fully according to the characteristics of users and their own resources to carry out personalized service. Especially for convenience services and value-added information services, the consumer and financial needs of local bank users have obvious geographical attributes and can be fully implemented through the O2O approach, combined with merchant resources, providing more convenient services to expand customers and enhance customer stickiness More financial business.