VIEWS: 40 PAGES: 15 POSTED ON: 8/30/2010
Web2.0-based next-generation online banking Sequence Internet banking is the banking channel strategy is extremely important link with the virtual nature, scope, cost and innovation and so on. As China&#39;s financial development, the role of Internet banking is changing too slowly, moving from a traditional, transaction-centric platforms to a customer-centric marketing platform. IBM Solutions Lab (Solution Lab) launched customer-centric &quot;Web 2.0-based next-generation Internet banking&quot;, working together with business innovation, and banking technology, channels and all aspects of business transformation. We combine the recent years with the cooperation of foreign experts and customer projects and product development experience in banking, everyday of the next generation of online banking trends and solutions. ?- IBM Global Industry Solutions Development Department General Manager Shen Liqinboshi Internet banking features and driving forces in transition Internet bank from the last century produced 90s to the present, has experienced rapid development. Since 1995, the world&#39;s first Internet bank - the birth of American security first network bank to now, most banks have their own network of banks (and even mobile Internet banking). The major banks and traditional channels - outlets than online banking has its own characteristics, and favored by all banks: 1. Virtualization, network banks and banking from the user terminals form a virtual network services platform, it does not require physical construction, decoration, network managers can be achieved only site in the world can access banking services. Achieved &quot;AAA&quot;-type services, that any time (Anytime), anywhere (Anywhere), and in any way (Anyhow). 2. Widespread, across the service delivery time and space constraints, to achieve the broad accessibility of services. Any user can access only one computer (the future will be the mobile phone), you can access banking services anytime, anywhere. Compared to traditional banking channels and networks, it can achieve the service more and more extensive customer requirements. 3. Innovative, as opposed to networks, Internet-based bank has its unique network of some of the features. As the popularity of the Internet spread the cost of the marginal net of silver tends to 0, so compared to other banking channels, the expansion of internet banking to the size of the banks provide an equal platform for innovation. No matter the size of banks, are available through financial service innovation, introduce new personalized, diversified products to meet market demand. Good financial products and services can be less than network bound, the service extends to any corner of the world, to raise bank&#39;s brand and values. 4. Low cost, compared to bank outlets, online banking is very low cost, the cost of only 15% of revenues to 20%, while the cost comparison, network accounts for 60% of revenue. Internet banking because of its unique features and advantages, as an important strategic channel banks. But with today&#39;s Internet banking also has its limitations. The main performance for the current first generation of internet banking is online banking transactions for the center channel, the main objective is to provide banking transactions online (starting point is the self of the counter transactions), and did not reflect too much the Internet, especially Web2. 0 to the new trends and characteristics. All users log on to online banking and saw the same service, the same product recommendation, the same information. So, today&#39;s banking Internet banking channel in bank trading platform for self-centered rather than user-centric service platform. With the development of the Internet (especially the rapid development of Web 2.0), market changes, competitive pressures and customer demand for more personalized. Traditional, transaction-centric Internet banking channels can not meet the banking needs of development. 1. The pressure from the market Current domestic banks because of its commercial banking operation of a late start, profitable one, intermediate business and foreign developed countries, is relatively weak. The following is a domestic bank, and a source of income for Western commercial banks plan: Can be seen from the figure, the proportion of Western commercial banks more than the income derived from the financial value-added services - intermediate business, and domestic commercial banks and more sources of income from interest rate differential. Currently, China&#39;s commercial banks to reverse the situation, the need for restructuring, vigorously develop and improve intermediary business revenue. The banking channels as a point of contact customer to contact the banks, how to channel the system for customer segmentation, how different types of customers personalized service, and ultimately the banks of the channel from a transaction-centric channels to transform customer smart center channel is the channel banks of the driving forces of transformation, while online banking is one of the most important channels. 2. The pressure from competitors Now banks homogeneity of financial products more and more serious, it was said: the life cycle of financial products, only a month. That is a bank launched an innovative financial products, there are other banks within a month of similar financial products on the market, shows the intensity of competition between peers. For the whole business under the terms of the big banks are more competitive. Started operating a new business and products, will face fierce competition squeezed the traditional advantage of existing services will also be new competitors seriously affected. How each other&#39;s strengths to expand the area of the market, while maintaining the traditional business continued leadership as the current size of the bank&#39;s focus. Enhance the core competitiveness of the banks the key to the product itself will be transferred to the service, brand, customer loyalty and other &quot;soft targets&quot; above. We believe that attention to customer delivered value from the perspective of providing customer delivered value higher than competitors in order to enhance the bank in the industry&#39;s overall competitiveness, sustainable profit growth for the way out. 3. The pressure from customers With the development, Web 2.0 concept enjoys popular support, along with the &quot;network of secondary generation&quot; of group development (secondary generation refers to the network: 30 years of age, along with network growth, advocating personal life, freedom, sharing , the pursuit of customer experience, etc.), network generation is fast becoming the center of social power. According to statistics, by 2010, the community will have 40% of the labor force by the &quot;network of secondary generation&quot; component. Secondary generation of networks will bring about &quot;social fragmentation&quot; of the increase. 20th century, a product launch is often able to meet 80% of customers. The 21 so-called &quot;era of consumer sovereignty,&quot; the arrival of the same means customers have less and less demand, more and more diversified customer needs, personalize. This has forced banks to further delve into and understand the different customer needs and buying behavior in order to provide customers with services to meet their needs, achieve better customer experience and customer loyalty. We know that, &quot;customized&quot; service will bring a sharp increase in costs (such as private banking), the cost constraints of traditional networks can not make large-scale promotion of personalized services. However, with the continuous development of the Internet (especially the birth of Web 2.0), using the network&#39;s unique characteristics, &quot;mass customization&quot; (consistent with personal service requirements, but also to meet the mass production of low-cost requirements) electronic channels through the banks possible. With the continuously improving the quality of consumers and business banking products and homogenization, the user will be able to more rationally choose to maximize the benefits to their own bank. Maximize the benefits for consumers is a relative concept, not reflected in the total customer value and total customer cost difference, the difference in marketing called customer delivered value on. Among them, the total customer value is customer specific products or services from a range of benefits obtained, such as product value, service value, personnel value and image value; and total customer cost is in the assessment, access to and use of the product or services, estimated costs arising from customers, such as monetary cost, time, cost, physical cost and energy costs. With the formula expressed as: customer delivered value = total customer value - the total customer cost. Therefore, the bank&#39;s core competitiveness will gradually by a product, a risk-centric to customer-centric. If the bank wants the market higher in the competitive position, it is necessary to provide customers than competitors, customer delivered value, that is an advantage in customer delivered value. This is how banks operate services in a comprehensive design and evaluation of the value of their products so that customers get maximum satisfaction, thus improving the overall competitiveness of the banks is important. Birth needs change, the current concept of Internet banking, technology, function and experience have been unable to meet the current needs of business development of commercial banks need to produce the next generation of online banking. Web2.0 is precisely such a concept, technology and experience, accompanied with the bank&#39;s business development with students. Web2.0 concepts and applications Speaking of Web 2.0, technical staff say it is technology, marketers say it is marketing, designers say it is the customer experience, entrepreneurs say it is business model. These statements on not right, because Web 2.0 is either all of these, it is not just these, Web 2.0 concepts from different perspectives have different meanings. Brief article on two levels Web 2.0 - business models and technical applications. 1. Web 2.0 business models and applications Web 2.0 business models and applications derived from many, such as the C2C e-commerce, video-based marketing, long tail and so on, such examples are numerous. The core idea is from the traditional enterprise-centric, user-centered turn to. Web 2.0 era, the end user in the network play an increasingly important role in the spread from the community, blog / Wiki popular video / Flash of the popular, widely used label, users actively participate in product and service experience feedback, to end-users in the network to carry out commercial activities, the end user is no longer simply consumers of business information and services, but also information and service providers. Web 2.0 era is the era of user-hero, a variety of business models and applications will be more focus on user needs and user experience. 2. Web 2.0 technology Web 2.0 is a network of rich client technology, with the popularity of Web 2.0 technology, a series of excellent AJAX frameworks such as Dojo, jQuery, Prototype, Ext and so on. Based on these Ajax frameworks, Web 2.0 application has a very rich presentation and customer experience. There is also a key Web 2.0 technology: Mashup Mashup technology. Mashup technologies and standards for production and development, greatly promote the development of Web 2.0, Web 2.0 applications to Mashup Widget dissemination service, and then Mashup technology can facilitate the Zuhegezhong Widget, combined into a new application. In addition, a series of Web 2.0 technologies such as Atom, Restful, JSON and so on. Web 2.0 concepts and technology has been applied to many industries, especially in social networking and retail. Despite a late start in the banking industry, but the effect is increased. And IBM not only the technical aspects of Web 2.0 and Web 2.0-based industry solutions are affecting the entire market. Web2.0 on Internet Banking In other industries, Web 2.0 ideas and applications have been very extensive, such as the search industry, Google, Baidu, etc., e-commerce have Ebay, TaoBao so, communities have Facebook, Youtub and so on. Relative to the more conservative banking, Web 2.0 applications are started late, and they are all simple community applications. But the Web 2.0 impact to the bank network has been growing. Such as the ING Group, a president of the United States to say: Now the banks are not using Web 2.0 risks arising from use of Web 2.0 than the much larger. 1. The birth of new business models Web 2.0 has brought the concept of impact is much greater than the impact of technology, such as Taobao, Ebay and other Web 2.0 e-commerce e-commerce revolutionized the traditional concept. In the banking sector, along with the launching of Web 2.0 and will also bring innovative financial business models and services. User-centered around Web 2.0 thinking, the banks will be able to introduce new more consistent with market needs. Here is a Web 2.0-based micro-credit innovation case. C2C Microfinance Case: traditional commercial banks to provide customers with services or loan products, banks are the only service provider, which is typical of B2C business model. And a Web site called Zopa launched the business (see below), does not belong to any one of the traditional banking business, it is the innovation of traditional banking business, based on this platform, allows customers and clients are very convenient for small loans. This C2C&#39;s banking business model is based on the concept of Web 2.0 business model innovation. Has also begun on the bank&#39;s existing business model had a huge influence, and banks can also use Web 2.0 concepts and technology to provide more and better value-added services to customers, or generate new business model will affect Bank of the traditional business model of operations and profitability. 2. Got all clients and funding Web 2.0 affects all industries, and thus indirectly affect the banking industry. A typical example is that Taobao, Ebay and other e-commerce site points to go up a large number of bank customers, but such as Alipay online payment agencies, also took a large amount of money and business. With the overall conduct of financial mixed operation, banks can operate other businesses, other institutions can also be the same financial services industry. While in the face of opportunities, the banking industry has ushered in a fierce challenge. As mentioned earlier, the network did provide a relatively fair platform, an innovative bank if they can introduce new, has introduced to meet market demand for products and services, will be able to network products and services to banks worldwide, to improve competitiveness, it also gave some small banks to carve up the market. Therefore, the banks, not to the consequences of Internet banking channel transformation is lost more and more customers, the company turned away by other industries or high-quality resources. 3. Community-based financial management Money from the traditional financial specialists or account manager to provide financial advice and banking services, which is a B2C service delivery. The development of Web 2.0, bringing the user close contact with the user, the user is not only a recipient of information and services, their experience and feelings can be experienced as an information and service providers, and customers to provide information and services more likely to trust other customers more effectively. So based on Web 2.0 social networking and banking integration, can rise to community-based way of managing money. 4. A rich user experience Presently, most banks have online banking user experience worse, using Web 2.0 client-side technology, can increase the customer experience, as follows: * Most banks show the traditional way of network services, such as a large number of text characters. If the use of Flash video, or rich graphics, user experience will be much better. * Global refresh. Use of Web 2.0 technology, can achieve partial refresh, better customer experience and ease of use. * Integration of value-added services more users. Such as: can be integrated Google Map or BaiDu Map to Internet banking services, combined with the bank outlets, provides a wealth of branch address, branch of service conditions and other information. * To provide community environment for real-time communication between customers and financial management experience in banking. * Online manual service Web2.0-based next-generation online banking Combination of Web 2.0 technology and banking development needs, resulting in next-generation networks based on Web 2.0 banking. And the traditional bank-centered network of banks compared to the next generation of Web 2.0-based Internet banking is an online financial supermarket, is a user-centric online marketing platform, providing end users with a good customer experience: 1. Online financial supermarket: the gradual launch and in-depth with the Mixed, Internet banking products will increase more and more diverse, traditional businesses such as banking, insurance, funds, futures, gold, foreign exchange. Internet Banking more than just an online trading platform, but a financial supermarket, customers can get one-stop online banking financial services. 2., Customer-focused marketing platform: on the one hand with the social fragmentation, the network has gradually become secondary generation of the main labor force, customers are increasingly diverse needs of more and more personalized; other network banks to more and more products available and how to fit in the Internet banking services, through appropriate channels, to the right customers is very convenient to choose and use one of the current conflicts and challenges. Customer-focused marketing platform, first personalized online channels, different customer login you can see the different services, or even a different background, style, color, referral services, emergency notification. Based on the individual platform, banks can channel based on customer behavior, history, trading, risk preferences and other information to provide customers with personalized service. 3., Customer Experience: As a customer contact point of contact for banking services, customer service process in the customer experience is essential. According to Maslow&#39;s hierarchy of needs, human needs are multiple levels. Functions to meet only the most basic needs of customers, customer experience is a function based on a higher level of customer demand. Currently, most Internet banks can meet customers at the function, but most banks have yet to be improving the customer experience. Here the customer experience, including user personalized service, whether to find a familiar and convenient services (many online banking, users need to click a mouse, Caineng found 5 service) in the process of whether to buy a variety of information support whether to support a custom list of services and so on will become the basic requirements of our customers. Web2.0-based next-generation online banking, first yes is no longer just a &quot;trading Dian platform&quot; become a Quanmian of &quot;marketing chain platform,&quot; Neng Jiehekehu the Zhenggexiaofei process of providing services. Internet banking is based on the traditional transaction, each customer banking transactions in the network is a one of the &quot;deal points&quot;, these transactions is between user and bank services, where the only interaction. Web 2.0-based network of banks, this &quot;deal points&quot; to extend, so that it becomes a &quot;marketing chain&quot;, the consumption process for the customer service, as shown below: 1. Stimulate consumer desire In the next generation of online banking, can combine video, graphics and other rich presentation, or the way the game to provide financial information and financial information. To stimulate the user&#39;s desire for consumption. 2. Pre-research Financial products are &quot;high degree of involvement&quot; products, users need adequate information access, analysis research will be conducted after the consumer decision-making. Web 2.0-based next-generation network banks, to provide comprehensive products and services, information integration, and product information push is &quot;context&quot; and &quot;personal preference&quot; combine to realize the value of information. Source of information analysis can be banks, similar products, it can also be a third party news, fully meet the needs of the user&#39;s pre-market research (technology can make use of Web 2 Mashup Mashup technology integration and associated information). 3. Sale In the user&#39;s consumer operation, on the one hand can provide online help and aid users to smoothly complete the consumer operation (technically you can use Click to Call and Co-Browsing technology Internet Banking and Call Center to assist coordination between the multi-channel ); on the other hand, the banks according to the user&#39;s &quot;events&quot; to increase cross-selling and upselling capabilities. Specifically refer to &quot;event-based marketing, banking system architecture&quo (http://tech.it168.com/a2009/0506/275/000000275026.shtml) article. 4. After-sales concern Sale is very important in marketing a part of the customer if not satisfied on the service, will directly lead to decreased customer loyalty will also be brought directly to the decline in bank profits. Such as: customers buy fund products, easy to have a &quot;perception anxious&quot;, fear of shrinking revenue, even normal movement will cause the customer &quot;aversion&quot;, and thus reduce the bank&#39;s satisfaction. In the next generation of online banking, it should consider providing funds for the fluctuation analysis, even compared with the performance of the industry, reducing the perception of anxious customers. Next Generation Internet Banking service also includes ongoing product related information push, event-based customer loyalty tracking and services, customer interest in such gifts push. 5. Repeat purchase With customer service satisfaction and increase the likelihood of repeat purchase customers, become loyal customers of banks; the same as the number of customers buying banking products increased, the viscosity of customers and dependence on the banks will increase (such as holders of credit and debit cards are two products, customer loyalty, much higher than the individual holders of savings customer loyalty card) 6. Customer Lifetime Value In a person&#39;s life cycle, demand is constantly changing. If the student stage, graduate work stage, and his father a parent phase, such as retirement stage, each stage of the demand for financial services and products are different, the banks should be concerned about the long-term customer relationships to maintain and, depending on client assets and achieve client-based the full life cycle of relationship marketing. These are available through the next generation of online banking channels become a reality. Web2.0-based framework for the next generation of online banking IBM&#39;s WM-BTT (WebSphere Multichannel Bank Transformatio Toolkit) products can help banks to achieve a new generation of online banking. The figure is based on IBM WM-BTT product next-generation We 2.0 Internet banking organization chart: IBM to provide next-generation Web 2.0-based Internet banking solution, providing a rich customer experience, personalized service, customized desktop, internet banking, event-based marketing, services, information and other characteristics associated with the context. The figure is based on the solution of a demonstration screenshot: The following is an example of banking services for real estate sales agency. Banks in the network, select the service, the next figure on the left display for sale of real estate information services and the right is the Google Map Google Street View service, lower right corner is a loan calculator service. These services and information integrated real estate services up the consignment. No doubt such a service than the traditional text with graphic descriptions, and more to attract users, but also provide users with more value-added information. Summary Internet banking to become an increasingly important electronic banking channels, IBM WM-BTT Web 2.0-based next-generation Internet banking solutions, customer focus, providing customers with personalized Internet banking platform to enable banks to understand each customer potential demand in order to achieve complete target marketing and customer marketing. New technology brings new business models, new business innovation also needs a new product platform. IBM WM-BTT products can help you achieve this goal.
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