The digital transformation of the banking industry has entered a period of acceleration——

  Mobile banking becomes a hot spot for competition

  Our reporter Qian Qingni

  The digital transformation of the banking industry has entered a period of acceleration. Commercial banks rely on mobile banking to broaden their service radius and create differentiated development paths.

In the past month, Bank of China and Postal Savings Bank of China have successively upgraded their mobile banking App versions, innovated to create multiple application scenarios, and rushed to the non-financial service track.

It is worth noting that while many banks continue to iteratively update their mobile banking App versions, the "aging" version has been launched warmly.

  Convenient and efficient financial services

  The "14th Five-Year Plan" and the 2035 long-term goal outline put forward "the steady development of financial technology and the acceleration of the digital transformation of financial institutions."

With the development of the mobile Internet and the popularization of smart phones, mobile banking has gradually become one of the most important electronic channels for banks to serve customers, and has become a landing platform for banks to display financial technology achievements and realize digital and intelligent services. It is in the process of digital transformation of the banking industry. Plays an important role.

  "With the financial reform and the development of Internet technology, simply offline outlets cannot meet today's small and micro enterprise customers' needs for fast speed." said Zhang Ying, senior manager of the back-office center of Bank of Taizhou.

It is understood that last year, Taizhou Bank applied for more than 200,000 online loans, accounting for 65% of the total loans for small and micro enterprises.

  "For the convenience of customers, various banks continue to iteratively update the mobile banking App version, and the functions of mobile banking are constantly enriched and improved. At present, the services provided by mobile banking to customers are not limited to deposits, loans, wealth management, settlement, transfers and other financial services. Services also include a variety of non-financial services that facilitate life, such as payment for life, and the characteristics of integrated services are outstanding." said Lou Feipeng, an analyst at China Postal Savings Bank.

In his view, the current mobile banking function settings are gradually realized that can be professionally set according to the characteristics of customers, so as to continuously meet the needs of customers for personalized financial services.

At the same time, after continuous iteration and upgrade of mobile banking apps, risk control methods have become more diversified and security is more guaranteed.

  "A mobile phone is equivalent to a branch." Dong Ximiao, chief researcher of China Merchants Finance, told reporters that the Internet and information technology provide strong support for mobile banking services. At present, more than 95% of retail business can be handled through mobile phones.

Moreover, customer behavior is undergoing changes. More and more customers prefer digital and mobile service experience, and it is difficult for outlets to meet customers' needs for services anytime and anywhere.

  According to statistics, in 2020, the average exit rate of my country's banking industry has reached 90.88%.

Dong Ximiao believes that after the outbreak of the new crown pneumonia epidemic, "exclusion of gathering" may become the norm. The rise of "contactless banking" services will aggravate the decline of bank outlets and further enhance the application of mobile banking and other apps.

All kinds of apps, mainly mobile banking, have become the first touch point for banks to serve customers. User activity continues to increase, functions and services become more abundant, and penetration and penetration rates continue to increase.

  Technology empowers banks

  In fact, in the opinion of many people in the industry, considering the current development of mobile banking apps, the overall appearance of personalized, open, emotional and interactive features.

"Mobile banking channels are becoming more and more important for banks to acquire customers, and commercial banks are also paying more attention to the development of mobile banking. It is expected that in the future, there will be more integrated and personalized financial services through mobile banking channels, as well as more non-financial services. , So that customers can obtain more high-quality, convenient and safe financial services." Lou Feipeng said.

  The reporter noticed that in the latest mobile banking App 7.0 version released by Bank of China, high-quality cooperative merchants such as clothing, food, transportation, entertainment, and education have been introduced to fit the consumption behavior of young economic users and provide them with online shopping, Ecological services for food delivery, audio-visual entertainment, transportation and other scenes.

It also guides users to a green and healthy consumption culture, prepares for the establishment of a green travel zone, launches garbage sorting games and other "sharing" scenarios, and promotes a new concept of low-carbon life that is economical and moderate.

  New consumer groups have given birth to new consumption scenarios.

According to Yan Dawei, deputy general manager of the Digital Platform Center of the Personal Digital Finance Department of Bank of China, in the future, scene-based services derived from the characteristics and needs of various sub-groups are expected to give birth to a market of tens of millions of users.

  The support of rapid development is the power of science and technology.

In fact, not only national banks, some local corporate banks with strong technological capabilities have also deployed mobile banking early.

  As a local corporate bank in Zhejiang, Bank of Hangzhou has entered a period of acceleration in its digital transformation in the past two years, continuously increasing investment in technology, and the rapid development of mobile banking has also attracted attention from the outside world.

The reporter found in the interview that the mobile banking of Bank of Hangzhou is using big data to realize the transformation from standardized services to personalized services.

  "By deploying channel data burying points, we profile online users, use big data to personalize basic service applications to'foresee' customer needs, and combine expert experience to generate a personalized product and service recommendation model with'thousands of people and thousands of faces'; and build Intelligent customer service + customer manager studio and other service systems have realized the transformation from standardized services to personalized services.” The relevant person in charge of Bank of Hangzhou said that since the new version 5.0 of Bank of Hangzhou’s mobile banking app was upgraded in early 2020, it will be once every two weeks. The frequency of production is rapidly iterating, with more than 100 new features added every year, no less than 800 key experience optimization points, and client upgrades completed every January to February.

  It is understood that this agile development model allows mobile banking to quickly respond to various national policies and social events.

For example, in response to telecom fraud since the beginning of this year, Bank of Hangzhou has innovated and developed a number of online anti-fraud products in more than three months, intercepting tens of millions of fraudulent funds.

  "Aging suitable" version warm heart online

  Yao Jingyuan, a special researcher of the Counselor's Office of the State Council, said: "The expansion of service boundaries for commercial banks is not a technical issue. The most essential foothold is to stand on the user's standpoint and satisfy the people's yearning for a better life."

  In the future, e-commerce, community economy, sports, medical care, automobiles, silver hair, education and other fields will be the inevitable choice for commercial banks to adapt to the changes in my country's demographic structure, help meet the needs of the people, and serve the real economy. It is also the main reason for commercial banks to develop in-depth scenarios. direction.

  Take the silver hair scenario as an example. Prior to this, Shanghai Pudong Development Bank was the first in the industry to launch the caring version of the App. As of mid-June 2021, nearly 2 million users have used it.

Within the first month of launching the newly upgraded caring version of the App, more than 85% of new users were over 60 years old, and the frequency of use by the elderly customer group and user stickiness increased significantly.

  Facing the huge user demand, as early as 2019, Bank of China took the lead in launching an age-appropriate reform for the silver hair customer group in Shanghai, and established the Bank of China silver hair scenario project team.

According to the staff of the Bank of China, “The research and development of the silver hair scene summarizes the difficulties of serving elderly users at grassroots outlets on the one hand. On the other hand, it also pays attention to the habit of using mobile phones by the elderly around them, and sorts out the demands of many users from real life experiences. "

  In June 2020, version 1.0 of the Bank of China App Banking Zone was launched. After that, it carried out several iterations oriented to the needs of older users, upgraded to version 7.0, and improved the accessibility service experience.

"First of all, to help the elderly overcome physical obstacles, we launched the'Suiyue Longqing' version, which supports large font display, voice recognition and screen reading functions. Function, the business process is adapted to the aging reform." The relevant business person in charge of the silver hair scene project team introduced.

  Postal Savings Bank of China has also continued to improve its online services for elderly customers around mobile banking, telephone banking and other channels to enhance the service experience of elderly customers.

Taking into account the actual needs of elderly customers, Postal Savings Bank has perfected the large print version of the mobile banking app that serves the elderly customers.

The large print version of the mobile banking App displays detailed query, smart transfer, life payment and other commonly used functions for elderly customers. On this basis, the precious metal area is further added and the service such as voice transfer is connected to cover more commonly used elderly customers. Business scenarios to provide convenience for elderly customers.

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