MOBILE BANKING IS CONSOLIDATING AS A STRATEGIC CHOICE AMONG LATINA AMERICN BANKS

29.01.2013 04:56

Or mobile banking has become a must-have for the strategy of customer relationships for 2 out of 3 financial institutions in Latin America, the third study "Mobile Banking in Latin America," held by the top 100 Latinia entities continent.

The breakthrough is significant because more than 20% improvement in the results of the above analysis, conducted in 2009, and if we go back to the first survey in 2008, the numbers are already very significant progress, for then the penetration of mobile banking remained at just over one in three companies (38%), so in just under three years, while far from the first to the third last study, we see a growth of up to 74% on service penetration mobile finance in Latin America.

Analyzing different segments among these 100 entities we see clearly that progress occurs exclusively between entities ranging from 25 to 75 in the ranking, as among the top 25 percent of banks with mobile financial services remains unchanged on the previous report (84%). Intermediary bodies, large but not traditionally early adopters are the ones that are pushing mobile technology today. The whole progress of 11% over the previous study (55-66%) is starring as exclusively by middle segments, or by the main parties, nor by the smaller. Technology flows logically according to standards adoption curves. It grows and grows reasonably, academic, and sustained over time.

Regarding these technologies used, and very similar to previous studies, there is a clear leadership by Messaging (SMS Banking), present in 71% of the banks 'mobilized', something reasonable when you consider that This is the most universal mobile technologies and is supported by the terminals 100%. As a second option in penetration (not exclusive with the first) are, as far the technology for navigation, although slightly less than one in three entities with FMS. The other technologies, well microaplicativos either via SIM card, and would be far from those numbers.

As many technologies combined, all options grow, absolute or percentage terms. 71% have a single technology in its offer (down from 78%, while increasing in absolute terms), 21% have up to two mobile technologies, and up to 8% and makes three. The latter two blocks absorb decrease as the first group, denoting greater choice and more technological maturity combining technologies. Growth occurs as very natural; "enter" new entities with a first and only technology alongside others increase their commitment over mobile technology. If it is a single technology in 64% of cases, SMS messaging, if two, "the winning dance partner" is the option for SMS + website navigation, up to 86% of cases. As we have seen, only 8% of banks have three technologies in its bid, all coinciding with the model SMS + WAP + Java applications.