Gartner expects to see about 25 percent of large banks deploy banking app stores to improve app discovery, user experience and collaboration
The explosive growth of apps is causing significant challenges for the banking industry, according to a Gartner report. By 2016, 25 per cent of the top 50 global banks will have a banking app store for customers, say the report.
Banking CIOs, CMOs and line of business (LOB) heads face two key challenges. The first is that the visibility of customer banking apps in public stores is decreasing due to the total number of apps available; the second is that visibility of apps on bank websites is decreasing as the number of apps a bank deploys increases.
This second issue is exacerbated by the fact that most bank websites do not make it easy for customers to find their apps. Apps are often listed by LOB, making it difficult for a customer to see all the apps offered by the bank, and even if they are listed in one place, the descriptions are often high-level and vague.
"Left unaddressed, these two challenges and others could really have a negative impact on banking revenues and customer experience," said Kristen Moyer, research vice president at Gartner."
In light of these challenges and opportunities, Gartner advises CIOs, CMOs and LOB heads to focus on the following three actions:
Evaluate the potential need for a banking app store
The two most important variables in evaluating the need for a banking app store are the total number of apps and the presence (or lack) of an application programming interface (API) platform. The more apps a bank has deployed, the more challenging it becomes for users to discover the right app for them.
App store —The app store will include a description of the app, ratings, support and other information. In some cases, the banking app store will directly enable app downloads (for example, for Android apps); however, in other cases, it will link the user to one of the public stores (for example, iOS apps need to be downloaded through iTunes). Banking app stores will often be most appropriate for banks that have deployed 15 to 20 or more apps, or banks that have deployed an API platform (in which case the total number of apps will usually exceed 20 anyway).
Website reorganization — A customer-facing app store is not deployed. Rather, the bank website is reorganized to optimize the ability of customers to discover apps and provide feedback. This will often be most appropriate for banks that have deployed from two to 20 apps, but not an API platform.
Standard website — Banks continue with their current practices. Apps are listed by LOB or under mobile banking. This will be most appropriate for banks that have deployed one app.
Given the rapid growth of apps, Gartner believes that CIOs, CMOs and LOB executives should evaluate the need for a bank-specific app store in the 2014-to-2015 time frame. As more banks deploy app stores, it will put competitive pressure on those that do not.
Improve website organization to support app discovery
Banks need to make it easier for customers to find their apps by providing a "get your mobile app here" type of banner through their online banking application.
Continue to make banking apps through the public stores
CIOs, CMOs and LOB heads should continue to make banking apps available through the public stores, regardless of whether or not they deploy their own banking app stores. This is because it's important to be where customers are, and many customers will continue to discover apps through the public stores.