More than a year ago, Keynote Systems’ Keynote Competitive Research announced a unique mobile scorecard that established a solid benchmarking standard for use in the mobile and financial banking industry. Over 12 months later, the company took to the podium to announce the results of the Fall 2012 edition of the Keynote Mobile Banking Scorecard.
In its virgin release in September 2011, the findings of the scorecard ranked the big seven retail banks of the U.S. Ranking depends on almost 100 criteria stratified into four major categories that are determined by user testing and research. At that time, Chase Bank took the top position with the company promising to give detailed findings on more banks.
Well, the 2012 report is here, and true to its promise, the 2012 scorecard has findings based on 15 banks and has considered more categories. For the second time in a row, Chase Bank gets the overall top score win with second and third place going to Wells Fargo and Bank of America respectively.
Getting deeper into the details of the scorecard, we unravel the facts that different banks bagged the prices in the created categories. BB&T went with the Text Banking crown, Wells Fargo with Mobile Web, Chase was recognized for its iPhone and Blackberry apps, while Bank of America got Android App supremacy.
Commenting on the findings from the survey, Chris Musto, the general manager for Keynote customer experience delivery, pointed out that huge banks lean toward app banking, while small fish in the trade heavily depend on text banking. Musto’s key observation, which any tech enthusiast will concur with, is that most of the banks involved in the survey are pulling out of BlackBerry smartphone apps. This is likely due to the fall in the brand popularity.
The highly detailed Keynote Competitive Research leading to the Fall 2012 Mobile Banking Scorecard study arise from measuring and ranking of 15 largest retail banks in a set of 101 objectives anchored in five modes. The number of banks rose from seven in the 2011 study with the modes increasing from four. The new study modes were; Text, Mobile Web, iPhone App, Android App and Blackberry App.
Edited by Brooke Neuman