Net Banking / Mobile Banking
Services in India - A Dataquest
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"
The number of people using mobile banking services
has jumped from under 10,000 to 120,000 in two years.
While the trend is growing, lack of awareness of
services, apart from perceived security issues,
are inhibiting faster takeoff. " - Dataquest
It
was clear at the start itselfthat this would
be a battle focussed not on technology, but on the
mindset of the target audience. Over two years after
the launch of mobile banking services in the country,
that bridge has been reached
and many are
beginning to walk those cautious steps across it.
Yes, the usage of mobile banking services is increasing,
and fastagainst Dataquests estimated
user base of under 10,000 for mobile banking services
in 2000, there are over 120,000 today who SMS from
their mobiles to do their banking. |
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But
before you assume that things are hot and
moving on this front, check out the catcheven
this number of 120,000 represents only 1%
of the overall mobile user base. Also, a
majority of those who do use mobile banking
services only do it to check account balance,
with very few actually conducting transactions.
Reasons for thislack of awareness
of services offered by banks, and equally
important, a perceived issue of security
and confidentiality. Clearly, banks have
not done enough to push their bouquet of
mobile banking services. Even our surveydespite
targeting a respondent profile that would
bring in more positive answers than negative
(see Methodology), threw up very low usage
numbers.
Also,
e-commerce as a medium of purchasing and
transacting has not really caught on, and
the basket of mobile banking offerings is,
in itself, very limited. The good newsthe
technology backbone is in place, and getting
better. Theres CDMA, theres
GSM. Forget their battles on the mobile
telephony frontfrom the consumers
point of view, he never had it so good.
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"The
recent price cuts are also likely to help,"
say banking experts, adding that this will
lead to "increasing willingness to
move on to mobiles, and therefore, to the
value-added services that most operators
offer today". If you have a head that
likes numbers, then get a load of thisCellular
Operators Association of India figures
show a growth in subscriber base from 700,000
in December 1997 to over 1 crore in December
2002
thats growth of over 1300%!
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And
bankers are punching away at their calculators
and beginning to develop futuristic grins while
driving daily to their bankseven if 1% of
todays mobile phone base were to use their
services, thats a total number of around
120,000. Factor in a similar number within the
year for CDMA users (assuming policy changes allow
service providers in this space to offer SMS,
as Reliance Infocomm is already promising), and
you have a total mobile banking user base of a
very healthy 240,000 (our survey points to an
awareness rate of 26%, a usage rate of 7% on the
total respondent base of 360.
As
mentioned, the sample was skewed toward upmarket,
well-to-do people in the metros, and a move toward
smaller towns and cities would bring that percentage
down radically.
Given
such increasing penetration in India and across
the globe, its not hard to understand why
m-commerce is a hot subject today. According to
research firm Ovum, mobile commerce is currently
pegged at a little over $5 billion worldwide and
is expected to grow to over $35 billion by 2007.
Others like Forrester Research estimate the same
at $22 billion by 2005, while Frost & Sullivan
expect this market to touch $24 billion in the
same period. And banking is going to be a major
benefactor of the same. According to studies by
some global firms, one of the most used services
for mobile commerce would be mobile bankingwith
services like transfers, balance and trading bringing
in the revenues for mobile bankers.
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Source:
Monday, January 27, 2003 |
| Click
here to read the full Dataquest Survey |
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