In this digital era, people's lives are inseparable from mobile phones. The Internet facilitates everyone's life, especially reflected in mobile phones, and now everyone's mobile phones have downloaded a variety of APP, from work, life, entertainment to learning, all the areas you can think of have a corresponding type of APP for you to choose.
Because there are so many mobile apps, many people are already overwhelmed. Many times, people have to download apps to get the corresponding services, but at the same time there is a flood of apps, such as the bank's APP is a typical example.
According to the survey data of relevant institutions, the number of monthly active users of mobile banking is growing. Judging from the data from October 2021, the monthly active users of various bank APP have generally increased, of which the monthly active users of ICBC, Agricultural Bank of China and Agricultural Bank of China have exceeded 100 million, and agricultural bank of China has exceeded 90 million.
As we all know, there are many types of bank business, from savings cards to credit cards, from individual customers to corporate customers, from loan business to deposit business to wealth management business, etc., which involve both the safety of users' funds and customer service, so many bank service departments will also design their own APP.
So we have seen such a phenomenon, in addition to the major banks have their own official APP, there are a lot of other departments of business APP, such as credit card business, online mall business, personal business, loan business, etc., major banks have developed mobile banking business, resulting in the development of APP homogenization, so that consumers have complained.
Banks are also beginning to become aware of the problem. On December 24, China Construction Bank issued an announcement to the outside world, saying that it will close the Dragon Payment APP (personal version), the follow-up related functions will not be updated, the service will also be shut down, and all the service functions of this APP can continue to be used from the official APP of China Construction Bank.
In fact, the "slimming" rhythm of bank apps has long begun. In 2020, Everbright Bank will integrate its direct banking and mobile banking APP, and migrate all functions and services to mobile banking. Two months ago, Postal Savings Bank also issued an announcement to close its pan-life service platform, the Postal Savings Life APP. Industrial Bank has also begun to slim down its APP. Previously, the number of bank apps reached four or five, which has been slowly decreasing.
ICBC, which is jokingly called "the largest bank in the universe" by netizens, also released a new version of mobile banking in November, upgrading wealth, personality, service, and user rights and interests in an all-round way, and designing various service systems to meet the different needs of different customers.
So, what are the considerations for major banks to start reducing the number of apps they have?
The first is the large number of apps with duplicate functions that obviously have the negative effect of dispersing customer traffic. After all, the purpose of banks to develop APP is to better serve the needs of customers, rather than to develop APP to develop APP, the number of APP is large, but it can not bring customer satisfaction, it is better than no APP.
In addition, in the face of multiple APP scenarios, there will be competition within the bank itself. In the face of a relatively stable number of customer groups, homogenized APP will only consume the attention of customers, resulting in waste of resources, after all, behind the operation of these APP needs to have a team, whether it is developers, technical maintenance personnel or marketers need banks to maintain, the cost behind it is also a big expense.
It can be seen that the APP "slimming" plan between major banks, including state-owned banks, is precisely to integrate their own customer resources for refined operation, rather than simply combining all the service functions and modules together, but trying to try to organically combine the plates to provide customers with one-stop services.
For the transformation of banks' mobile APPS, some insiders suggest that banks need to pay more attention to operations, should remove unnecessary APPS, concentrate on establishing a dedicated operation team, strengthen the innovation ability of life services, and use this to obtain major traffic, otherwise, only providing online financial services is not enough to increase customer stickiness.
The slimming of the bank APP is undoubtedly a good thing for the majority of customers, and some basic services can be completed without downloading various APP. Secondly, you can also enjoy some preferential activities set up by banks to promote the APP through the mobile APP. Of course, the most important thing is that users can enjoy more refined services and higher quality service experience in one stop.