SAN FRANCISCO-Mobile will continue its growth as a dominant channel in 2013, but one observer says consumer habits will increasingly be shifting from smart phone usage to increased tablet usage.

"A larger percentage of mobile transactions by customers will happen on tablets," predicted Scott Pitts, senior vice president of alliances and strategy at Andera, which provides online account-opening solutions. "Tablet adoption is exploding, and we think this Christmas season we'll see tens of millions of these things get out into the customer base. We're going to see a lot more tablets, and that's good news for credit unions because it's easier for people to transact on tablets than it is on mobile devices."

 

Expect Tablet Transactions To Increase

Pitts pointed out that institutions can expect to see more transactional activities taking place on tablets rather than just information gathering, in large part because tablets offer more real estate than a mobile phone does for things like filling out loan applications.

"I think that's a change we're going to start seeing in 2013, but it won't have a massive impact on bottom lines (in 2013), as the adoption curve is just getting started," he said.

Other factors that will play a role in 2013, predicted Pitts, are the increasing consumerization of technology, as banks and credit unions tweak their online and mobile offerings to fit the end-user's expectations, rather than the user working within a framework dictated by the financial institution.

On the vendor side, Pitts also pointed to "a real drive in the credit union space to consolidate their technology systems," including a trend among CIOs and CTOs "to reduce the number of different systems they have to rely on in order to accomplish their goals."

The key for credit union executives, said Pitts, is to prioritize. Credit unions are focused on delivering the best combination of experience, price and service, "and your members are demanding to be served in these ways with a very clear trend toward mobile or the whenever/however delivery mechanism. Therefore, that should be your priority."

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