By Aniruddha Paul
India is at the forefront of mobile banking.
According to a worldwide research report released in mid 2012, 76 percent of Indian mobile respondents used their mobiles for banking in the past six months, making India the most popular country for mobile banking. Over the same period of time, only 38 percent respondents from US, and 31 percent from UK used mobile banking while the global average for mobile banking adoption rate stands at 35 percent. 1
ING Vysya Bank is a premier banking service provider in India. Our mobile banking solutions have been used by customers since 2011, and in July this year, we launched our second generation mobile apps. With just over 530 branches spreading across more than 350 cities in India, mobile banking is a significant part of our growth strategy as we strive to offer our customers a differentiated user experience in line with our multichannel strategy.
Why? It’s no longer about going to the branch, or to the ATM. It’s about the bank being in the customers’ hands. It can help increase our interactions with customers, deepen those relationships, and ultimately drive better business results.
ING Vysya Bank is also extending our services across India, reaching out to new customers and expanding into new market segments. We see it as a primary mode of financial inclusion especially in remote cities.
Our mobile strategies focused on speed and improving the customer experience are in line with findings of a new study from the IBM Institute for Business Value. For example, one of the key strengths of an effective mobile environment is the timely delivery of information and insight to service customers regardless of location. In fact, 58 percent of all respondents selected “faster response time to customers” as a key benefit of using mobile.
ING Vysya Bank needed a solution to quickly deliver compliant and secure mobile banking apps, as well as effectively managing the whole app development life cycle. We selected IBM Worklight, a key part of the IBM MobileFirst solutions portfolio, to help create cross-platform apps that deliver a superior user experience.
As phase one of the project, the ING Vysya Mobile app is available on the iOS platform. Our banking apps will be extended to other platforms such as Android, BlackBerry and Windows Phone.
Using the app, our customers can pay utility bills, transfer funds to other accounts, view mini-statements, request check books, stop payment of checks, and locate the nearest ATM and branches with their mobile device, among other features.
Today, not only are customers demanding better, accelerated services, employees are also expected to perform activities anywhere, anytime, and with the mobile device of their choice. So, we will empower employees by offering mobile apps that improve productivity and support our commitment to customer service excellence.
While mobile banking in India is in its infancy, now is the time to turn it into a primary platform for customer service. It’s time for us to drive this next wave of incredible transformation for banks.
1 Global Study Identifies Impact of Smartphone Use on Mobile Banking and Payments, by ACI Worldwide and Aite Group. For further details, visit: http://www.aciworldwide.com/news-and-events/press-releases/global-study-indentifies-impact-of-smartphone-use-on-mobile-banking-and-payments.aspx