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Analysys Analysis: The banking service applications presented an upward trend in number of starts in 2017Q3, with marketing activities mainly centered on transaction promotions
According to the data in Quarterly Monitoring Report on Banking Service Application in 2017Q3 issued by Analysys, in the third quarter of 2017, ICBC, CCB and e-ICBC ranked top three for the number of starts of 1,004.575 million, 755.837 million and 599.346 million, respectively.
  • 02 Jan, 2018
  • E-commerce
  • 146
According to the data in Quarterly Monitoring Report on Banking Service Application in 2017Q3 issued by Analysys, in the third quarter of 2017, ICBC, CCB and e-ICBC ranked top three for the number of starts of 1,004.575 million, 755.837 million and 599.346 million, respectively.
Through the study of Analysys, in the third quarter of 2017, the number of starts of banking service applications presentedan upward trend over the previous quarter. ICBC achieved the growth of 12.4% on a moving base, representing the fastest growth. In the third quarter, ICBC launched a variety of activities to encourage users to sign in and handle transactions via mobile banking, which contributed to increasing the number of starts of mobile banking.
ICBC, CCB and e-ICBC ranked top three for daily average number of starts of 10.919 million, 8.216 million and 6.515 million, respectively.
As analyzed by Analysys, the marketing activities of banking service applications in the third quarter are more target-oriented and concentrated on major factors for promotion of use, including payment, money transfer, repayment of credit card and other activities that can absorb users effectively; meanwhile, banks successively launched new edition of client, optimized service functions, and enhanced user experience and user viscosity.
From the aspect of product innovation, the banks mainly launched new edition of client for banking service applications in the third quarter. Specifically, ABC launched new personal mobile banking client for iPhone and Android systems, comprehensively upgraded customer information center to realize real-time notification of preference information and service notices, and released the brand-new functions such as asset view, enterprise annuity, foreign currency management, fast payment management, payroll, etc. CMB mobile banking version APP6.0 was launched formally. It not only opened consumer finance services for mobile Internet users but also integrated rich consumer credit products such as e-Haodai, e-Zhaodai, e-Shandai, e-Installments, cash installments, mobile cash advance, etc., so as to meet various credit demands of customers.
In the third quarter, the marketing activities of banking service applications mainly aim to absorb new customers and promote transactions. ICBC carried out such activities as “Easy e-banking payment”, “Smart e-banking travel”, etc., to encourage users to pay expenses, sign in daily and handle transactions via mobile banking, thus contributing to enhancing use frequency and user viscosity. CCB launched preferential activities for students and online financial campuses to attract college students to sign contracts and do transactions via mobile banking; for example, users can obtain general coupons of “Shanrong Business” after a transaction via mobile banking, and new users can enjoy the fund security insurance for mobile banking free of charge. BOC carried out the activity of “Bonus package” for eBanking transactions. Specifically, users can join the lucky draw after doing transactions via mobile banking, i.e., remittance, repayment of credit card, payment for livelihood; meanwhile, BOC launched the activities of Roulette Reward and Tamago Monster to increase the attractiveness.
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