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  5. Tablet Banking: Best Practices from Large North American Banks

Tablet Banking: Best Practices from Large North American Banks

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7 February 2014
Stephen Greer Jacob Jegher

Abstract

Tablets should be four things for the user: informational, managerial, personal, and transactional. Within each of these, Celent breaks down where banks in North America have gotten it right and provides a list of recommendations for banks developing tablet applications.

Tablet apps at top North American banks are not perfect — in fact, they aren’t even close. Early apps are immature, and a lot of potential is being left on the table. This is partially driven by the ambiguity of the tablet as it relates to mobile and online banking as well as the intricacies of native app development across a number of devices.

In the report Tablet Banking: Best Practices from Large North American Banks, Celent looks at interesting market examples from major banks in order to assemble a list of best practices for tablet development.

“The conversation around tablet apps has become more complicated, but that shouldn’t be a deterrent,” says Jacob Jegher, Research Director with Celent’s Banking Group and coauthor of the report. “Tablets are unique devices, and it’s increasingly important that native apps are developed with a clear purpose.”

“The first question a bank needs to address is what it wants the tablet app to be. Many times this is a reflection of what the bank wants provide to the customer,” adds Stephen Greer, Analyst with Celent’s Banking Group and coauthor of the report. “Customer service, great deals, and targeted products can all be areas of focus for a bank looking to differentiate itself.”

This report examines the main characteristics of tablet apps that Celent has deemed crucial for banks in order to maximize output. The report provides sample screen shots, evaluations, and a list of recommendations for future app development.

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