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Business Case on Sms in Banks (French)

In: Computers and Technology

Submitted By po34
Words 291
Pages 2
Solutions : SMS

La première solution proposée consiste à procéder à une expansion de la palette de services mobiles de la Bank of America, en mettant sur pied un système de services bancaire par SMS.
Il s'agit d'une solution qui a été envisagée par le département du marketing mobile de Bank of America et elle s'appuie sur des bases solides. En effet, selon les statistiques énoncées dans le cas, seulement 15% des utilisateurs de téléphones mobiles possèdent un téléphone intelligent, ce qui fait en sorte que l'application mobile que la banque a mise sur pied n'est pas en mesure de rejoindre 85% des utilisateurs potentiels (l'application ne fonctionnant que sur les téléphones intelligents). En plus de pouvoir rejoindre une majorité de consommateurs, le service mobile par SMS possède également l'avantage de ne pas avoir besoin de connexion internet pour fonctionner. Cela est très pratique en effet car se ne sont pas tout les clients qui on accès en permanence à une connexion internet mobile (certains ne peuvent accéder à internet que lorsqu'ils sont dans une zone wi-fi) et les contrats pour téléphones mobiles incluant un plan internet sont généralement assez onéreux, donc pas nécessairement accessibles.

Bien que les coûts de développement et surtout de fonctionnement d'un service SMS soient assez élevés, notamment car il faut payer un opérateur pour chaque message envoyé, il peut être tout de même bénéfique d'aller de l'avant avec une telle solution. Le fait d'être en mesure de potentiellement rejoindre une l'entièreté de la clientèle, grâce à une palette de services bancaire mobile complète (SMS, site mobile ainsi qu'application mobile) pourrait vraiment permettre à Bank of America d’asseoir son emprise sur le marché croissant des services bancaires mobile et ainsi se distancer de ses concurrents.…...

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