Westpac has moved into the mobile arena with its broad swathe of supported devices, having developed applications for Apple’s iOS devices, such as iPhone, iPod Touch and iPad lines, as well as Google Android and BlackBerry devices. Supporting such a broad range of devices is a clear signal that Westpac is invading/supporting the mobile space in a big way, and whether for bandwagon jumping purposes or a more clear, focused strategic decision, it’s certainly a good move.
Mobile apps have been receiving a great deal of attention in recent years as indie and amateur developers strike it big with successful games and other programs; but most larger business have seen the advantage offered by mobile apps, both for the consumer as well as the business in question, as they offer unparalleled speed compared to regular web browsing, which can only be of value both to the bank and its clients.
Mobile apps are quicker for a few reasons; rather than having to type in the URL, a client simply needs to press a button on the phone and instantly arrive at his location of choice. This minute detail is really a big enough deal to get clients to use this service almost exclusively, as there is no reason to go through something even slightly more complicated if easier options are available.
Beyond that, mobile apps are optimized for the device itself, fitting the screen properly and providing a better user experience; but they also don’t need to transfer graphical information back and forth between the banks’ servers and the phone. The logos, menu systems and other information are stored on the phone itself, which means the only data that goes back and forth is the kind that needs to.
While not necessarily the difference between night and day, it’s certainly faster this way, though of course the biggest reason for speed is single-button access and screen size optimization. This is enough that most consumers will happily switch over if given the option, as the prior situation, which required clients to log in through a typical web browser, is unnecessarily time consuming and pointless.
Thus it is rather advisable for institutions like Westpac and other business to embrace such a provision for their clients; quick and easy account access is imperative for providing quality customer experiences, and while it is unlikely a client will ever switch back and forth between banks due to mobile app superiority, it is worthwhile considering it one of many customer service provisions a company should establish for its customer base. On top of the fact that smartphones aren’t vulnerable to the same types of viruses as a computer, which will very likely reduce the damage caused every year by sneaky software. One could likely match the data trends of smartphone use to fraud attempts and see a comforting correlation.
So Westpac has done well. Its online banking services, however, have been subject to repeated outages; this, of course, has enraged many consumers, and although banks are not as easy to switch between as, say, movie theaters, it would be rather advisable for Westpac to make sure its mobile apps work better than its internet banking features have thus far performed.
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