BOSTON-Better use of analytics to target delivery of mobile and product offerings, as well as leveraging the unique capabilities of mobile devices, should be included on FI's longer-range plans, according to several analysts.

"The next step is to utilize analytics more, to align product bundles and the pricing models with customer profiles and really understand the channel usage," explained David Albertazzi, senior analyst at the Aite Group. "We have a long way to go in that area, but I think it's the next big wave."

Steve Shaw, VP of strategic marketing for Fiserv, Brookfield, Wis., thinks user analytics will someday be real-time. "We will eventually get to the point where you see people, real time, making a transaction on their mobile device or paying a bill and you can send them a targeted ad. For example, if they are paying a loan, let them know they can get a loan cheaper with you."

Shaw also expects the geolocation capabilities of mobile devices to be leveraged by more FIs, with ATM and branch locator apps.

Establishing a presence in app stores also needs to be on CU plans, stressed Quinton Hamel, product line director, ecommerce for Open Solutions, Glastonbury, Conn. "Remember, not everyone had a web presence even ten years ago. Now the new presence is in the app stores. You have a presence there and when Gen Y goes to Google they might find you. It's just like having a landing page on a website. It's a bit of a soft marketing play, but it's free marketing."

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