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An independent Tower Group study, commissioned by Accenture, describes the benefits of mobile interactions for financial institutions.
A young woman uses her credit card to purchase an expensive flat screen television at a major electronics store. Because the purchase exceeds €500, she immediately receives an SMS alert from her bank to verify the transaction. After confirming her purchase, she receives another SMS message from her bank with an offer to put the purchase on a revolving credit line. Being a bit apprehensive about making such a large purchase and coming close to her credit card spending limit, she accepts the offer feeling good that her bank is partnering with her to improve security and managing her finances.
The example above is an actual mobile marketing interaction, in fact two interactions and four to five messages, initiated by a domestically focused, Western European bank with approximately €55 billion in assets.
Learn the benefits of interaction for financial institutions by downloading the Return on Investment in the Strategic Mobile Channel Executive Summary PDF.
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Tower Group uncovered a number of common elements of the more successful mobile programs.
Learn about these elements and more about Accenture Mobility’s research on mobile banking by downloading the Return on Investment in the Strategic Mobile Channel Executive Summary PDF.
February 3, 2011
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