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Chase tops list for best mobile financial institution: study

November 6, 2012

Chase’s approach to mobile banking with device-specific features tailored to individual mediums make the financial institution a leader in the space, according to a new study from Keynote Systems Inc.

Keynote’s Fall 2012 Mobile Banking Scorecard looked at how banks are approaching mobile with applications, mobile sites and SMS banking. This is the second consecutive time that Chase has been awarded with the best overall score in Keynote’s findings.

“Chase is not just offering online banking in each mode, it’s been among the first to figure out how each mode provides a new way to serve the customer,” said Chris Musto, general manager of customer experience delivery at Keynote, San Mateo, CA

“Chase was the first bank to roll out real-time interactive low balance alerts that allow the customer to reply with a message to transfer funds to bring the balance back up and the first of the largest banks to offer check deposit through smartphones,” he said.

“In each case, Chase is showing that it’s thinking about mobile modes in their own right, not as less functional knock offs of desktop online banking.”

Mobile banking
Keynote looked at five factors to rank the top 15 retail banks in the United States – text banking, mobile Web and applications for iPhone, Android and BlackBerry devices.

Features from each of these factors were grouped into four categories – ease to use, privacy and security, quality and availability and functionality.

Overall, Chase scored the highest in ease to use and functionality. Specifically, Chase’s iPhone and BlackBerry apps ranked well.

Second place in Keynote’s findings went to Wells Fargo. Bank of America placed No. 3 in the results.

Per the results, Wells Fargo ranks high because of its focus on privacy and security and quality and availability of mobile services.  Wells Fargo’s mobile site was particularly noteable in this areas.

Bank of America was awarded high honors in the study for the company’s Android app.

BB&T won for best SMS program.

Other banks included in the results are Capital One, Keybank, Citibank, PNC, Citizens, TD Bank, Fifth Third Bank, SunTrust, Regions Bank, USAA and U.S. Bank.

Mobile trends
Compared to last year, Keynote says that it has seen a drop off in financial institutions developing for BlackBerry.

Additionally, bigger banks tend to have stronger app strategies with smaller financial institutions more focused on SMS banking.

The report also finds that more banks are developing for unique features that can only be accomplished on mobile, such as remote check deposit. Other areas such as mobile payments are still a struggle, though.

“Banks are driving towards a mobile strategy that encompasses text, mobile Web and apps, not one or two modes to the exclusion of others – this approach strongly suggests financial marketing can work through all these modes,” Mr. Musto said.

“At the same time mobile payments and couponing are still nascent within online banking,” he said.

“With critical mass achieved in mobile banking for many banks, we expect to see greater availability of products and services targeted at the mobile user.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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