Tablet Banking: Best Practices from Large North American Banks

by Jacob Jegher,  Stephen Greer, February 7, 2014
Industry Trends
North America

Abstract

Tablets should be four things for the user: informational, managerial, personal, and transactional. Within each of these, Celent breaks down where banks in North America have gotten it right and provides a list of recommendations for banks developing tablet applications.

Tablet apps at top North American banks are not perfect — in fact, they aren’t even close. Early apps are immature, and a lot of potential is being left on the table. This is partially driven by the ambiguity of the tablet as it relates to mobile and online banking as well as the intricacies of native app development across a number of devices.

In the report Tablet Banking: Best Practices from Large North American Banks, Celent looks at interesting market examples from major banks in order to assemble a list of best practices for tablet development.

“The conversation around tablet apps has become more complicated, but that shouldn’t be a deterrent,” says Jacob Jegher, Research Director with Celent’s Banking Group and coauthor of the report. “Tablets are unique devices, and it’s increasingly important that native apps are developed with a clear purpose.”

“The first question a bank needs to address is what it wants the tablet app to be. Many times this is a reflection of what the bank wants provide to the customer,” adds Stephen Greer, Analyst with Celent’s Banking Group and coauthor of the report. “Customer service, great deals, and targeted products can all be areas of focus for a bank looking to differentiate itself.”

This report examines the main characteristics of tablet apps that Celent has deemed crucial for banks in order to maximize output. The report provides sample screen shots, evaluations, and a list of recommendations for future app development.

Celent is a research and advisory firm dedicated to helping financial institutions formulate comprehensive business and technology strategies. Celent publishes reports identifying trends and best practices in financial services technology and conducts consulting engagements for financial institutions looking to use technology to enhance existing business processes or launch new business strategies. With a team of internationally based analysts, Celent is uniquely positioned to offer strategic advice and market insights on a global basis. Celent is a member of the Oliver Wyman Group, which is part of Marsh & McLennan Companies [NYSE: MMC].

Media Contacts

North America (Boston)
Tylor Tourville
ttourville@celent.com
Tel.: +1 617 424 3284

Europe (London)
Chris Williams
cwilliams@celent.com
Tel: +44 (0)208 870 7875

Asia (Tokyo)
Yumi Nagaoka
ynagaoka@celent.com
Tel.: +81.3.3500.3023

Table of Contents

Executive Summary

1

Managerial Features: Giving Control over the Money

3

 

Multiple User IDs

3

 

Multilanguage

5

 

Alerts

6

Informational Features: Tablets Are Natural Places for Browsing

8

 

Social Information

8

 

Product Information

10

 

Print Button

12

Transactional Features: Looking Beyond the Base of Mobile

14

 

Leveraging the Camera

14

 

Merchant-Funded Rewards

16

 

Optimizing Payments

18

Personalization/Customization Capabilities: Customer-Centricity Is Key

21

 

User-Driven Personalization Options

21

 

Personal Financial Management (PFM)

24

Recommendations

27

Leveraging Celent’s Expertise

29

 

Support for Financial Institutions

29

 

Support for Vendors

29

Related Celent Research

30

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