Abstract:

This research seeks to identify key competitive performance drivers for the Russian mobile banking services. We have assessed the current state of and the outlook for the Russian domestic remote banking market and have addressed various national practices for rating mobile banking services. We have also analyzed the results of the mobile banking ratings by top consulting firms (Markswebb, Deloitte, and USABILITYLAB), and the choices based on the Google Play mobile banking service application downloads statistics. The research has proved that a standard, consistent method needs to be created for adequately assessing the mobile banking services competitive performance based on technical characteristics and operating features availability and performance, and the service information completeness and customer accessibility, on the one hand, and feedback and scores from the financial businesses’ customers, on the other hand. We suggest that the customer centricity be considered as the key competitive performance driver for the remote banking services in Russia. As part of the research, we have analyzed the results of the online survey covering Russian mobile banking service users by the NAFI Research Centre. So we were able to understand what the most sought-after mobile banking services are and what aspects need to be addressed to boost the domestic mobile banking services marketability.