channel banking is therefore state of the art (Figure 23). As typical Internet users, customers of 
financial service providers have raised their requirements; they have also become less loyal to 
their banks. If banks want to exploit the efficiency potential of the online channel, they have to 
make it relatively more attractive. 
FIGURE 23  Importance of Access Channels for Bank Customers 
90%
80%
70%
60%
50%
62
40%
21
30%
20%
11
5
< 5
23
< 4
10%
17
< 3
< 3
15
9
0%
B ranch
A TM s
Internet
Telepho ne
In sto re
M o bile
Interactive
M o bile
(incl. E 
banking
bank
distributio n TV banking
term inals
m ail)
branches
thro ugh
advisers
Very important
Extremely important
Source: DB Research, September 2002, Context, 2001 
The existing infrastructure makes mobile phones by far the widest reaching interactive electronic 
distribution channel. Still, mobile banking is currently hardly used. This is to a large extent the 
result of the underlying technical limitations. In addition to low bandwidth, long transmission 
times, and offline connections, it is frustrating for GSM based WAP users. Technological 
progress will probably lead to an increasing usage of mobile phones to access the Internet. 
Mobile banking might profit from this development if banks offer services for free (Figure 24). 
Electronic payment and mobile cash could be other successful business models. Although such 
business models at present are not widely accepted, there is business potential if the diffusion of 
such technologies can attract a critical mass.  
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