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Mobile Banking In The UK: Sizing The Market Opportunity

SIZING THE MARKET OPPORTUNITY

•Introducing the opportunity - What is mobile banking?- Datamonitor's mobile banking segmentation model explained- The popularity of smartphones has made mobile the fastest ever growing banking channel- Consumers increasingly view mobile as an essential channel- The provision of mobile banking services is rapidly advancing- A targeted mobile strategy can bring a number of key benefits to providers

•Mobile will encourage greater engagement between banks and their customers - Mobile banking will reach a wider audience than online banking

- Non-digital channels will be freed up for more value-added activities

- Banks will need to deal with fraud quickly and effectively to reduce brand damage

- Soft benefits to bank brands are real if less tangible benefits of mobile banking

•The shift to mobile will allow banks to cut their operating costs… - …but only to a certain extent- Mobile will allow consumers extra options for dealing with their providers- Banking apps can provide banks with concrete benefits at all stages of mobile evolution - Banks can directly track the return from a banking app on both sides of the balance sheet

•Mobile has become another differentiator between providers’ offerings - Mobile banking gives access to previously unreachable customers

- Time pressures on consumers increase the appeal of the mobile channel

- Mobile has the potential to overtake the online channel in banking

•Small screens create a new challenge for marketers, which must optimize content for this channel - Mobile allows consumers to react quickly- Mobile users are a captive audience- Location-sensitive information offers additional depth to the mobile channelMAXIMISING THE OPPORTUNITIES•The present state of the UK mobile banking market - 9.6 million UK consumers currently use mobile banking- The UK mobile banking market is expected to grow by 47% in 2013- Security fears are the number one priority for banks to address- Providers must educate consumers on the role that mobile banking can play

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