Mobile for Banking: Why Business Rules Are Key to Success
Cecile Poyet 270002RD4N CPOYET@US.IBM.COM | | Tags:  mobile-marketing decision-management banks crm mobile-banking business-rules personalized-content mobile mobile-payments bnp-paribas mobile-channels
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For banks, mobile is about extending banking services to mobile devices. It’s the entry point for mobile commerce (e.g., sourcing, marketing, buying, selling and servicing via mobile devices) and mobile payment (e.g., making or receiving payments via mobile devices).
There’s little doubt that mobile represents a strong business opportunity for banks, both in mature and emerging markets. Consider these expectations and facts:
Mobile seems poised to become the ultimate multi-channel device supporting anytime and anywhere self-service and alerts, with the added benefit of extreme personalization.
For banks, there are primarily two ways to make money from mobile banking: mobile payment and mobile marketing. Decision Management technologies are playing a critical role in mobile marketing, allowing for targeted, rules- and analytics-powered, event-driven and location-based activities. A common example of these capabilities is when a bank sends a personalized “lunch” offer to a client filling up her car at noon at the gas station across the street. In real time, business rules are sorting through hundreds of options to deliver the most promising and interesting offer based on that client’s profile and purchase history, right to her smart phone.
This is one way, among several, in which banks can take advantage of mobile to:
To learn more about how business rules can enable multi-channel (mobile) marketing success, read how BPN Paribas, a European leader in global banking and financial services, is personalizing offers through any channel—Internet, mobile phone, branch and more—based on each customer’s profile.
For more information on IBM Mobile capabilities, go to: http://www.ibm.com/software/solutions/mobile-enterprise/