Facing the "Slimming" bank to iterate to upgrade the mobile phone app

A few days ago, Ping An Bank released the upgraded version of Pocket Bank APP, which has achieved a comprehensive upgrade in terms of aging -free obstacles and living rights and interests.

Since the beginning of this year, many banks have upgraded the version of the mobile banking app version and innovated to create multiple application scenarios. For example, on June 30, Bohai Bank officially released the new version of the new mobile banking 6.0, and the new "Boyin E Pay", "Boyin E Financial" and "Boyin E loan" product spectrum was launched. On June 23, Bank of Shanghai released The new version of the new mobile banking has been upgraded in terms of service personality, friendly interface, interactive intelligence, etc., and created a digital employee "Little Sea Blue" to provide customers with 7*24 -hour intelligent services.

According to the "2021 China Digital Financial Survey Report" issued by the China Financial Certification Center, in the past year, the average banks have made 2.2 large versions of mobile banks in the past year, of which up to 10 times.

"Securities Daily" reporter actually experienced a number of banks APP of various banks found that in addition to financial services such as deposits and loans, wealth management and other financial services, it also includes wealth management and a variety of non -financial service scenarios. Meet the diversified needs of customers.

Ms. Sun, who often uses mobile banking to handle business and consumption, told the Securities Daily reporter: It is more expected to the bank upgrade app version, and some functions will be more convenient; for users, they hope to be simple and clear, and less abandoned lengthy abandonment. Terms and tedious steps.

The co -director, researcher Pan and Lin of the Digital Economy and Financial Innovation Research Center of Zhejiang University's International Business School believes that the current bank APP is showing the trend of diversified business coverage, and constantly updating iteration is the performance of continuously adjusting and optimizing functions and technical capabilities.

"The continuous upgrade and iteration app of banks is through strategic changes to concentrate more resources and upgrade, which helps to be a digital ecology of mobile phone banks. At present, the increasingly important trend of online customer acquisition and operations, mobile banking has become various banks The core force point for the business. "Wang Pengbo, a senior analyst of Broadcom, told the Securities Daily reporter.

In fact, in addition to continuously upgraded the iterative APP, the banking industry is also using the number of "subtraction" to change the function of "addition".

The reporter noticed that in addition to the change of the new version of the APP, many banks also integrated the "weight loss" of different APPs and related businesses. For example, on June 22, Hengfeng Bank went offline to consistent platform APP, at the same time closed the platform related service functions, and migrated the relevant functions to the bank's mobile banking; on May 30, ICBC announced that its e -commerce platform " "Rong E Buy" officially went offline on the evening of June 30, related services stopped services, and so on.

With the continuous development of the bank APP, there are more than two apps of state -owned banks and large shares, including categories such as credit cards, loans, payment, and living services.

A bank staff told a reporter from the Securities Daily that the bank's reduction and integration of its APPs, although the business has migrated, but actually operates more refined, reducing operating costs while improving the user experience.

"Too much bank APP easily causes the separation of data information in the bank. In fact, the user experience is not good, and it will also be diverted to the bank's own traffic. After some app development is developed, the multi -maintenance operation will increase the operating costs, integrate the app app, and integrate the APP On the surface, it is in the 'doing subtraction' but in fact, the resource can be concentrated in the "additional method". "Dong Ximiao, chief researcher of Zhailian Financial, told the Securities Daily reporter.

Wang Pengbo said that the overflowing bank APP did not achieve the effect that the bank wanted, while the use of the bank was troubled by the use of the bank. In the future, bank integration of concentrated APP functions may become a trend. As the digital transformation process accelerates, banks are also actively exploring refinement, integrating its APP is conducive to opening up internal channels, and then accurate portraits for customers.

Our reporter Li Bing Yu Junyi

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