Face the "slimming down" bank, get together, iterate and upgrade the mobile app
2022-07-29
Recently, Ping An Bank released the upgraded version 6.0 pocket bank app, which has been comprehensively upgraded in terms of aging adaptability, accessibility, living rights and interests. Since this year, many banks have upgraded their mobile banking app versions and created many application scenarios. For example, on June 30, Bohai bank officially released the new mobile banking version 6.0, and launched the new product pedigree of "Bohai bank e-Pay", "Bohai bank e-finance" and "Bohai bank e-Loan"; On June 23, Bank of Shanghai released a new version of mobile banking 7.0, which has been upgraded in terms of service personality, friendly interface, interactive intelligence, etc., and created a digital employee "xiaohailan" to provide customers with 7 * 24-hour intelligent services. According to the 2021 China Digital finance survey report released by the China Financial Certification Center, in the past year, the average banks have updated the mobile banking version 2.2 times, with a maximum of 10 updates. The reporter of Securities Daily actually experienced a variety of bank apps from various banks and found that the services provided by mobile banking at present include not only financial services such as deposit and loan, wealth management, but also wealth management and a variety of non-financial service scenarios that facilitate life, which can meet the diversified needs of customers. Ms. sun, who often uses mobile banking for business and consumption, told the reporter of Securities Daily: I am looking forward to upgrading the app version of the bank, and some of its functions will be more convenient; For users, they just want to be simple and clear, and get rid of lengthy terms and cumbersome steps. Pan Helin, CO director and researcher of the digital economy and financial innovation research center of the International Union Business School of Zhejiang University, believes that the current bank app is showing a trend of diversified business coverage, and continuous updating and iteration is the performance of continuous adjustment and optimization of functions and improvement of technical capabilities. "The continuous upgrading of iterative apps by banks is to concentrate and upgrade more resources through strategic changes, which will help expand the digital ecosystem of mobile banking. At present, with the increasingly important trend of online customer acquisition and operation, mobile banking has become the core driving force for banks to carry out business." Wangpengbo, a senior analyst of Broadcom analysis, told the reporter of Securities Daily. In fact, in addition to constantly upgrading the iterative app, the banking industry is also replacing the function "addition" with quantity "subtraction". The reporter noted that in addition to the replacement of the new version of app, many banks are integrating and "slimming down" their different apps and related businesses. For example, on June 22, Evergrande bank offline the consistent platform app, closed the relevant service functions of the platform, and migrated the relevant functions to the bank's mobile banking; On May 30, ICBC announced that its e-commerce platform "Ronge purchase" was officially offline on the evening of June 30, and related services were stopped. With the continuous development of bank apps, at present, almost all state-owned banks and large joint-stock banks have more than two apps, including credit cards, loans, payments, life services and other different segments. A staff member of a bank told the reporter of Securities Daily that the reduction and integration of the bank's app, although the business has been migrated, is actually more refined operation, which can improve the user experience while reducing operating costs. "Too many bank apps are easy to cause the fragmentation of data and information in the bank. In fact, the user experience is not good, and it will also divert the flow of the bank itself. And after the development and deployment of some apps, the multi head maintenance and operation will increase the operating cost. The integration of apps on the surface is' subtraction ', but in fact, resources can be concentrated on' addition '." Dongximiao, chief researcher of Zhaolian finance, told the reporter of Securities Daily. Wang Pengbo said that the excessive proliferation of bank apps, while causing trouble to users, did not achieve the desired effect of the bank, which is the reason why the bank "subtracts" the number of apps. In the future, it may become a trend for banks to integrate and centralize app functions. With the acceleration of the digital transformation process, the bank is also actively exploring intensive cultivation, and the integration of its apps is conducive to opening up internal channels, so as to accurately portray customers. (Xinhua News Agency)
Edit：Li Jialang Responsible editor：Mu Mu
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