MMA releases mobile banking, updated mobile advertising overviews

Key subjects of the mobile banking analysis include market size, consumer-focused mobile banking products and services, and the mobile media channels available to banks and other financial institutions. It also provides considerations for optimising mobile banking communications and campaign effectiveness within each channel.

“As mobile commerce becomes more secure, we will see a paradigm shift in the way people do their banking,” said Sean Moshir, CEO of CellTrust and Mobile Banking Sub-Committee co-chair at the MMA.

“We believe that mobile banking will parallel the Internet era in many aspects, leading consumers and financial institutions alike to become more comfortable with mobile transactions. The Mobile Banking Sub-Committee is pleased to present the Mobile Banking Overview as a key milestone in the evolution of mobile commerce.”

Ongoing collaboration

The overview is the result of ongoing member collaboration with the MMA North America Mobile Banking Sub-Committee of the MMA Global Mobile Commerce Committee. It includes participation from the following MMA Mobile Banking Sub-Committee member companies: Acuity Mobile, AT&T Mobility, CellTrust Corporation, Fidelity Investments, Silverback Media, Sprint, VeriSign, Verizon Wireless, Virgin Mobile, US and Washington State Employees Credit Union.

“The improved user experience across handsets and networks and better browsing capabilities associated with the mobile web have resulted in significant growth in the mobile banking market over the past several years,” said new MMA President and CEO Mike Wehrs.

“Many financial institutions already offer some form of mobile services for their customers, and the MMA is seeing mobile usage rise for personal banking. The Mobile Banking Overview is an important step towards the formulation of guidelines around the service, and a great addition to existing MMA educational resources.”

Updated mobile advertising Overview

This week, the MMA also published an updated version of its Mobile Advertising Overview. Initially made available in April 2008, the publication is designed to help educate those new to the mobile advertising industry, providing an overview of the mobile media channels available to advertisers today, and outlining the benefits and considerations to optimise campaign effectiveness and strengthen consumer satisfaction.

Together, the Mobile Banking and Mobile Advertising Overviews make up just a part of the array of industry research, educational tools and guidelines that the MMA has created in collaboration with its members to help drive the adoption of mobile marketing globally.

The MMA Mobile Banking Overview may be downloaded from www.mmaglobal.com/mbankingoverview.pdf. The updated Mobile Advertising Overview white paper may be downloaded from www.mmaglobal.com/mobileadvertisingoverview.pdf.

For more on the MMA, which now has a South Africa Local Council, go to www.mmaglobal.com.