Mobile brokerage

Andreas Luber

2004

In the last decade, sales channel policy in retail banking has been dominated by technological progress. As well as telephone and Internet banking, banks have also learned to use mobile phones and terminals as sales media; but customers don't seem to like the media banking available much so far. So acceptance and use of mobile sales technology to sell financial services falls well short of what suppliers hoped.

Andreas Luber presents a detailed account and assessment of current forms of mobile brokerage via SMS, WAP and i-mode, and explains how the relevant mobile phone technology has developed in detail. Taking securities business for small investors as his example, and including the latest UMTS technology, he takes a close look at what different sales channels have to offer from the customer's viewpoint and the implications for bank sales. And, finally, he verifies his findings practically through interviewing a representative number of experts.

This book is aimed at lecturers and students in business management, with the focus on banking and marketing. With valuable, practical hints for banking and m-commerce specialists and managers.