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Marktstrategien im Mobile Banking

Marktstrategien im Mobile Banking

          
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About the Book

Technologische Innovationen im Smartphone-Markt sowie die zunehmende Kostensenkung mobiler Datenflatrates haben dazu geführt, dass Mobile Banking seit 2008 spürbar an Kundenakzeptanz gewinnt. Aufgrund der Entwicklung des Mobiltelefons hin zum Statussymbol sowie dem in der Gesellschaft zunehmenden Bedürfnis nach mehr Mobilität und Flexibilität werden Prognosen bestärkt, nach denen Mobile Banking innerhalb weniger Jahre zum Onlinebanking aufschließen wird. Das Potential des mobilen Vertriebskanals wird angesichts des massiven Wachstums in diesem Bereich deutlich. So konnte die Deutsche Bank in 2009 im Mobile Banking einen Nutzerzuwachs von 300% verzeichnen. Die Wettbewerbsstruktur im Bankensektor hat sich in den letzten Jahren stark gewandelt. Insbesondere der Markteintritt neuer Finanzdienstleistungsanbieter wie z. B. Internetbanken mit Produktangeboten zu günstigen Konditionen zwingen Banken zu einem Wettbewerb um die Kunden auf den verschiedensten Vertriebskanälen. In diesem Buch soll untersucht werden, wie das Mobile-Banking-Angebot der Banken ausgestaltet sein sollte, um den maximalen Nutzen aus dem angebotenen Service zu generieren und inwieweit dieser Service überhaupt einen Mehrwert für Bankkunden und Banken schafft. Das Buch beginnt mit einer Analyse der technischen Grundlagen des Mobile Bankings und dem zu Grunde liegenden Konzept. Des Weiteren wird eine Differenzierung der verschiedenen Formen des Mobile Bankings vorgenommen, um einen Überblick über dessen Anwendungsbereiche zu geben. In diesem Rahmen wird auch ein Vergleich zum Onlinebanking vorgenommen. Im Hauptteil des Buches widmet sich der Autor einer Analyse des Mobile Bankings aus Anwendersicht sowie einer Analyse möglicher Marktstrategien für Banken um den größtmöglichen Nutzen aus einem Mobile Banking Angebot zu ziehen.
About the Author: Christoph Merte wurde 1985 in Gießen geboren. Nachdem er in 2009 sein Studium an der University of Southern Queensland als Master of Professional Accounting erfolgreich beendete, schloss er in 2010 sein Studium der Betriebswirtschaftslehre an der Philipps-Universität Marburg mit dem akademischen Grad Diplom Kaufmann ab. Während des Studiums in Marburg spezialisierte sich der Autor auf die Bereiche Wirtschaftsinformatik und Finance. Schon während des Studiums konnte der Autor umfassende praktische Erfahrungen im Bereich e-Commerce sammeln sowie Einblicke in die Finanzindustrie gewinnen. Durch die zunehmende Verlagerung des e-Commerce auf mobile Endgeräte sowie das im Jahr 2010 merklich zunehmende Interesse der Banken an mobilen Anwendungen, entwickelte der Autor ein besonderes Interesse am Thema "Mobile Banking".


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Product Details
  • ISBN-13: 9783842857933
  • Publisher: Diplomica Verlag Gmbh
  • Publisher Imprint: Diplomica Verlag Gmbh
  • Height: 254 mm
  • No of Pages: 94
  • Series Title: German
  • Sub Title: Smartphones als neuer Absatzkanal der Finanzindustrie
  • Width: 178 mm
  • ISBN-10: 3842857934
  • Publisher Date: 07 Jun 2011
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 181 gr


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