Clairmail’s Chief Marketing Officer and VP of Product, Carl Tsukahara, was recently quoted in a Bank Systems & Technology article, “8 Bank Technology Trends That Will Shape the Industry in 2012.” Below is a transcript:
Mobile banking and payments saw major growth in 2011 — from tech companies and financial institutions launching mobile wallets to consumers utilizing a mobile application to buy a cup of coffee. But 2012 will be the year in which mobile finance gains strategic direction, and banks will introduce next-generation mobile initiatives to drive balance sheet impacts, says Carl Tsukahara, chief marketing officer and VP of product for mobile banking and payment solutions provider Clairmail.
According to Tsukahara, mobile remote deposit capture (RDC), still in its nascent stages, will become “a staple competitive feature for mobile account management.” However, he also notes that new security concerns created by widespread use of mobile RDC will create tension between risk and product management teams.
Tsukahara also expects banks to monetize mobile even more. According to a Forrester report commissioned by Clairmail, banks see two areas with the most potential for reducing costs or creating new revenue within the mobile channel: fraud prevention and marketing to customers. Surveyed banks reported that mobile banking already is playing a role in reducing fraud in a variety of ways — ranging from simple transaction and security alerts to mobile authentication for bank transfers.
“Still in its early stages, banks also report seeing mobile phones as a powerful marketing channel letting them make offers directly to individual customers at a particular time and place,” Tsukahara says. But the challenges here are similar to the challenges banks face overall, he suggests. “Banks realize, though, that in order to achieve this they must integrate mobile banking with CRM systems, earn customers’ trust and address privacy issues.”