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Mobile Banking as Business Strategy: Impact of Mobile Technologies on Customer Behaviour and Its Implications for Banks
Citation Link: https://doi.org/10.15480/882.261
Publikationstyp
Working Paper
Date Issued
2006
Sprache
English
Author(s)
TORE-DOI
First published in
Working paper // Technologie- und Innovationsmanagement, Technische Universität Hamburg-Harburg = Arbeitspapier;37
Number in series
37
Mobile Commerce is gaining increasing acceptance amongst various sections of the society. This growth can be partly traced back to technological and demographical developments that have been influencing important aspects of the socio-cultural behaviour in today’s world. The need/wish for mobility seems to be the driving force behind Mobile Commerce in general.
Mobile Banking, availment of bank-related financial services via mobile devices, builds a cornerstone of Mobile Commerce. An empirical survey of customer acceptance conducted within the frame of our research clearly reveals a major, growing interest in Mobile Banking. However, since the degree of interest and the willingness to pay vary for individual services, it seems to be necessary to design specific services taking the needs and wishes of relevant target groups into consideration. Banks ought to therefore employ mobile channels with a clear business-focus.
This paper examines the opportunities for banks to generate revenues by offering value-added, innovative mobile financial services while retaining and even extending their base of technology-savvy customers.
Mobile Banking, availment of bank-related financial services via mobile devices, builds a cornerstone of Mobile Commerce. An empirical survey of customer acceptance conducted within the frame of our research clearly reveals a major, growing interest in Mobile Banking. However, since the degree of interest and the willingness to pay vary for individual services, it seems to be necessary to design specific services taking the needs and wishes of relevant target groups into consideration. Banks ought to therefore employ mobile channels with a clear business-focus.
This paper examines the opportunities for banks to generate revenues by offering value-added, innovative mobile financial services while retaining and even extending their base of technology-savvy customers.
Subjects
Mobile Commerce
Mobile Banking
Mobile Finanzdienste
Multikanalstrategie
Mobile Commerce
Mobile Banking
Mobile Financial Services
Multi-channel Strategy
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