Dialogue

Moderator, Author: Our reporter Yan is an important channel to acquire customers, ecological construction and brand communication. At present, the types of mobile app for banking customers cover retail services, enterprise services, life services, transfer payments, online loans, credit cards, direct banking and other sub-industries. It is common for a bank to operate multiple mobile apps. Since the second half of 20021,many banks have integrated the functions, permissions and scenarios of their mobile phone apps into mobile banking apps, and gathered services such as financial transactions, daily consumption, social interaction, content information and ecological cooperation at the same entrance, with a view to improving service capabilities, improving customer experience and promoting intelligent operation, and taking "one-stop integrated financial service platform" as the development goal of mobile banking. In this dialogue, three experts were invited to discuss in depth the "main platform operation mode of mobile banking APP" and analyze the strategic opportunities and operation modes of mobile banking in the digital age. Dialogue Guest China Deputy General Manager of Network Finance Department of Industrial and Commercial Bank of China Zhao Lei Deputy General Manager of Network Finance Department of Guangfa Bank Great Sun Assistant to President of Ping An Bank Financial Technology Wave Drives the Transformation of APP Operation Mode of Commercial Banks Reporter: What are the positioning and relationships of various customer-oriented apps in your bank? Zhao Lei Industrial and Commercial Bank's online financial services take mobile banking APP as the core position, e-Life APP as the extension, and Xingnongtong APP as the service matrix. 202 1, mobile MAU broke through1.500 million households. Among them, mobile banking is positioned as a comprehensive financial service platform, providing professional, intelligent, safe and selected financial services. Xingnongtong APP is a comprehensive service platform for rural finance, providing four categories of services: people's livelihood, universal benefits, village affairs and service points. 202 1 newly launched at the end of the year. E-life is positioned on the platform of life service, permeates financial services and builds a non-financial ecology. Zeng Guangfa Bank focuses on the comprehensive financial needs of retail customers and provides customers with two major APP service platforms: "Mobile Banking" and "Discover Wonderful". The former is a personal comprehensive financial service platform for all kinds of retail customers, focusing on mature customers and providing comprehensive wealth management services. The latter focuses on young customers, provides special services such as life, consumption and credit card rights, builds a pan-financial ecosystem, and realizes the mutual drainage of financial and non-financial businesses. Sun Ping An Bank's retail end Ping An Pocket Bank has only one APP. Whether it is online banking business, wealth management business, credit card business or loan business, it is all on the same APP. Under the user-centered business philosophy, Pocket Bank APP provides users with one-stop financial services. At present, there are 1, 349,224 registered users and 48,226,400 MAU users. Reporter At present, there are two main construction and operation modes of commercial bank APP: one is the main platform operation mode integrating various functions into mobile banking APP, and the other is the parallel mode of multiple APP platforms subdivided according to functions or scenarios. What do you think of the advantages and disadvantages of these two models? The advantage of Zhao Lei's first model is intensification and integration. Customers can enjoy all-round services in one stop, and banks are conducive to traffic aggregation, scene superposition, data sharing and intensive operation. The disadvantage is that the APP carries too much, which may cause poor customer experience. The advantage of the second model is verticalization and refinement, which is conducive to the deep docking with customer needs, and through customization and personalization, a deeper, more viscous and sustainable long-term cooperative relationship with customers is formed; The disadvantage is that it brings customers the trouble of downloading multiple apps and experiencing inconsistency. The first model is more suitable for personal field, and it is easier to refine * * *; The second mode is more suitable for the public domain, which is in line with industry characteristics, enterprise personality and business complexity. As a basic financial platform serving tens of millions of users, Sun Commercial Bank APP is a "user" regardless of its operation mode. Providing matching services and products around the different needs of users requires the banking industry to rely on financial technology to realize intelligent operation through scientific user analysis, automated workflow and personalized access. However, on the one hand, because the data governance ability of most banks needs to be improved, the accuracy of the intelligent model still exists, and there is still much room for improvement in the intelligent and personalized service of mobile banking. On the other hand, the means of obtaining customers and promotion activities of commercial banks are also constantly innovating, and continuous marketing activities can promote users' continuous use and form habits. However, due to the characteristics of the current banking industry, privatization deployment requires high information security and high technology, and it is still difficult to build a platform from 0 to 1. Does reporter bank want to integrate or subdivide customer APP products? Does achieving the professional operation goal of "intensive cultivation" mean re-operating "multiple apps"? What is your business strategy? The core of Sun Bank's mobile APP operation is "users", regardless of integration or segmentation, it is to better meet the different needs of users. The specialized management of "intensive cultivation" requires us to take root in the field of financial technology deeply and steadily. Ping An Bank adheres to the strategic policy of "science and technology leading" and drives the business development and digital operation of the whole bank with leading technology. Promote the distributed transformation of technical architecture, improve the supporting capacity of enterprise-level architecture, and build leading technical capabilities; Build data capability based on platform, realize "three firsts" in decision-making (foresight, foresight and first), "three lifts" in operation (improving efficiency and productivity) and "three drops" in management (reducing cost, risk and redundancy) through data empowerment management, and build leading data capability; Adhere to agile transformation, deepen the integration of technology and business, realize two-wheel drive of technology and business, and build leading agile capabilities. Zhao Lei's number of apps is not more or less, but whether it can better meet the national strategic orientation and meet customer needs. Intensive cultivation does not mean re-operating multiple apps. Some banks adopt a multi-app strategy and also need a main platform. Business strategy of ICBC: First, strengthen the construction of the main platform of mobile banking, give priority to all products, rights and services of mobile banking, and integrate the superior resources of various apps into mobile banking to meet customers' all-round and diversified services in one stop. At the same time, intelligent recommendation and precise marketing are adopted to create a financial experience that varies from person to person and changes with time. The second is to build an e-life APP, build a non-financial ecosystem around all customers, focus on simple finance, life around you, trust recommendation, and form a complementary advantage and two-wheel drive with mobile banking. The third is to build Xingnongtong APP, innovate the development model of "multiple identities, one APP" and serve rural revitalization. With the peak of public domain traffic and the increase of operating costs, Zeng's bank APP operation has also moved from "extensive" to "refined". On the whole, the industry presents a diversified business model. At present, among 14 large state-owned commercial banks and national joint-stock commercial banks, there are 1 1 which maintain the "dual-core APP" business service mode of mobile banking and credit cards around customer groups and customer scenarios; In recent years, some peers have integrated mobile banking and credit card applications according to their own business strategies. Regardless of integration or subdivision, it is necessary to maximize the use of scenarios and contacts, provide customers with refined and differentiated services by optimizing customer experience, and realize the professional operation of "intensive cultivation". During the "14th Five-Year Plan" period, Guangfa Bank will make further efforts to "highlight retail" transformation, concentrate on promoting the development of personal gold and credit card retail sectors, and become a leader in future profit growth and business transformation. In terms of service mode, we will embrace the new trend of financial technology development, build an online, platform and intelligent exhibition mode based on "online-oriented, online and offline organic integration", turn mobile banking and Discovery Wonderful two apps into traffic portals, explore the online customer service ideas of * * * building functions, enjoying resources and operating in different scenarios, and build a network operation ecology of reaching customers, serving customers and empowering customers. Under the trend of business diversification, avoid excessive segmentation of APP platform. From the perspective of operation management, how do you balance the relationship between the diversification of front-office business and the intensification of middle-and back-office technology? In Zhao Lei's place, even though the front-desk apps are rich and varied, the technical support of the middle-desk and backstage is a whole. ICBC has set up an enterprise-level Internet operation platform as a "large and medium-sized platform" for online financial services, which can realize the intelligent operation strategy deployment of online app, flexibly carry out intelligent promotion and precise marketing activities in combination with customers' life cycle, asset status and trading preferences, and introduce rights and interests such as points, capital reduction and insurance, so as to realize the whole process operation from target customer screening, marketing activities, rights and interests distribution to customer touch conversion. Last year, the bank carried out 2.3 billion marketing activities based on the operating platform, and distributed more than 85 million customer rights. Sun With the diversified development of online business, Pocket Bank APP has accumulated multi-scenario comprehensive service capabilities in the field of "finance+life". Under the trend of avoiding passive segmentation, Ping An Bank returned to the origin of users, actively met the challenge of "customization" and continued to promote the portable banking strategy. Ping An Bank has met the needs of many users more accurately through the continuous improvement of the underlying scientific and technological capabilities, the continuous deepening of user research and the continuous understanding of user needs, and has made great efforts to make the handheld banking APP the core carrier for banks to cultivate future growth space. What are the specific performances of reporter technology to promote the intensive operation of mobile banking APP? Sun Fangtao takes the intelligentization of pocket bank APP as an example. Ping An Bank continues to promote the portable banking strategy, adheres to the principle of "customer-centric", and creates more detailed, multidimensional and intimate intelligent usage scenarios for users through repeated evaluation and technical iteration. Give full play to technological advantages, completely break the mode of dividing business into "sites" and marketing customers, return to the initial intention of financial services, give priority to customer needs and experiences, and empower technical capabilities and "services with temperature" through big data and front-end framework technology. The Pocket Bank APP has two smart scenarios. 1. Intelligent recommendation of common functional areas: recommend and display products and services that users are interested in according to their browsing habits and life cycle characteristics; At the same time, there is a negative feedback mechanism to adjust the exposure weight according to the user's actual operation behavior, which can adapt to the user's needs more flexibly and improve the user experience. Second, the intelligence of the first-level channel: In order to completely realize the intelligence of the whole stack and maximize the experience, the Tab page at the bottom of the APP can realize exclusive channel recommendation through intelligent technology, which improves the convenience of users' access. In addition, the bank is also actively promoting the aging and barrier-free version transformation of the APP. Zeng Lihuan adopted a unified technical architecture for customer-oriented apps to ensure that the same services of each app can be reused quickly, which not only greatly reduced the workload of products and R&D, but also ensured the consistency of processes and experiences to the greatest extent. While promoting mobile banking and discovering the differentiated operation of wonderful APP, Guangfa Bank constantly explores the cooperative operation mode of customer groups with dual APP platforms. On the one hand, the two apps adopt a unified user authentication system, which is convenient for customers to switch between apps quickly; On the other hand, based on the underlying technical architecture of the unified platform, the two apps export special services and functions to each other to realize resource sharing. Guangfa Bank also launched a "cloud shop" service (customer manager cloud studio) for the majority of front-line personnel, integrating cutting-edge technologies such as big data, machine learning and intelligent algorithms, promoting the online and digital transformation of customer service mode, cooperating with mobile banking APP and WeChat ecosystem, broadening the service radius of front-line personnel of the whole bank, and realizing layered and refined service for customers around their life cycle. How can journalists take channel integration as an opportunity to strengthen their comprehensive financial service capabilities? Zhao Lei ICBC takes mobile banking APP as its core hub, and opens up customer contacts in physical outlets, account managers, remote seats, external official WeChat accounts and other channels, and combines efficient online services with powerful landing services to form omni-channel comprehensive service capabilities. 65438+6000 cloud outlets, 28000 individual account managers, 100 seats provide "screen-to-screen" financial services. In 2026, 5438+0, the number of "cloud outlets" reached 570 million; Remote audio-video collaborative service provides "non-contact" services commonly used by customers, such as online modification of card passwords, loss reporting and cancellation of bank cards, and bank reservation of mobile phone numbers; Mobile banking scanning code replaces bank card to handle business, which realizes the comprehensive coverage of high-frequency business in outlets; Provide online and offline integrated order service of "online ordering, offline processing/mailing". 202 1, customers handled more than170,000 transactions through cloud card, cloud account opening, cloud bill and cash withdrawal cloud reservation. Taking Ping An Bank's "cash flow" products as an example, Sun plans consumption funds and investment and wealth management funds according to customers' actual consumption and planned consumption, and carries out real-time consumption progress management, timely consumption reminder, excess warning and consumption suggestions. Clearly present the recent consumption trend map, capital utilization rate diagnosis and consumption type distribution map for customers, provide analysis and diagnosis, find capital problems and intelligently provide solutions for customers. When the customer is short of funds, prepare financial reinforcements in advance; When it is recognized that customers have idle funds, they actively provide investment advice to maximize returns, so that customers can easily manage assets without bookkeeping. These originally independent scenes have their own matching mature retail products and services. What Pocket Bank APP cash flow products do is to form an online product of comprehensive financial services through big data analysis and intelligent recommendation (based on customer recommendation and product recommendation) according to the capital needs of customers at different time nodes. Let the customer's funds flow between these scenarios that are independent from the business point of view and need deep connection from the customer's point of view. Countermeasures for personal information and fund security: Journalists' data security and privacy protection are the preconditions for the deepening operation mode of the main platform of mobile banking. What guarantees did your bank make in information collection and permission request? Before Sun 202 1, 1, 1 Personal Information Protection Law was formally implemented, Ping An Bank optimized and upgraded its workflow and system design according to the requirements of laws and regulations. At the same time, strict requirements are put forward for the handling of customer information, and a mechanism to ensure the privacy and safety of customer information is established. Zeng Guangfa Bank collects, processes and stores customers' personal information in strict accordance with national laws and regulations. Strictly control the access rights of networks, systems and databases, control users' access and operation of resources according to security policies, and implement password policy configuration for application system servers, database servers and other devices. How can journalists do a good job in privacy protection from two aspects: system control and system constraint? Zhao Lei Industrial and Commercial Bank has continuously improved its system and rules, and formed a "hard control" system, "strong restraint" system and a "soft environment" of culture, fully implementing the protection of customers' privacy. Based on system control, we will fully implement information output encryption, strengthen key information desensitization and information isolation, deploy automatic detection tools for abnormal customer information inquiry, and strengthen process monitoring. Take the system as the constraint, strictly implement the internal rules and regulations, strictly implement the information security management and control requirements, ensure the safety of remote transactions, and ensure zero information disclosure risk events. In combination with the latest laws and regulations, we will check and fill gaps, improve and optimize, carry out routine inspections and special inspections, strengthen employees' awareness of bottom line and compliance, and form a cultural atmosphere of alarm bells. How do journalists balance the relationship between privacy protection and convenient data services? Zeng: At present, data value sharing across institutions and industries has gradually become an urgent need for financial institutions to further promote digital transformation. On the premise of data security and privacy protection, Guangfa Bank actively cooperates with regulatory authorities and government agencies to conduct joint modeling and data analysis, and actively explores technologies such as joint learning, secure multi-party computing and privacy protection, which not only effectively protects data and customer privacy, but also provides fair, open and transparent data services for market participants. What are the new measures for payment security and anti-fraud under the reporter's main platform operation mode? In order to ensure the payment security in Zhao Lei, ICBC's mobile banking security system consists of authentication methods, transaction limits and security products, forming a strict and powerful protection matrix, including 8 authentication methods and 20 security products of software and hardware, covering login, account, fund, payment and equipment security in an all-round way. Constantly strengthen the product safety level, and use digital certificate, non-inductive authentication, biometrics and other security authentication technologies to protect the security of customer login, transfer, remittance and other trading scenarios. At present, a new type of digital certificate (cloud certificate) has been introduced, which uses digital technology to encrypt transaction elements to achieve irreversibility and traceability, and will completely replace physical media such as U shield in the future. In addition, ICBC Mobile Banking has established an ultra-high dimensional AI anti-fraud model, and based on the separation control strategy of "expert rules+intelligent model+various lists", it realizes millisecond anti-fraud identification and control. 202 1, nearly 260,000 fraudulent transactions were intercepted, and customers' losses exceeded 654.38+03 billion yuan. In order to provide customers with a more solid security guarantee, Ping An Bank has established an industry-leading security intelligent anti-fraud monitoring and early warning management system based on "Big Data+Technology", and through the whole process control before, during and after the event, the whole life cycle of customers' credit cards is monitored in an all-round and three-dimensional way for 7×24 hours, thus providing customers with a more solid security guarantee. At the same time, the SMS/phone check function is introduced, which can check the authenticity with one click, and the self-management function of network management payment is introduced to improve the security of account funds in an all-round way. Building an online one-stop integrated financial service reporter 202 1 Since the second half of the year, many banks have integrated and reconstructed the app, and migrated functions, permissions, scenarios and services to the mobile banking app. Does this mean that the direction of "the main platform operation mode of mobile banking" has been established? What positive role can the "one-stop comprehensive financial service" brought by this model play, whether it is internal management or external service? Zeng's APP integration or coexistence has its own advantages and needs to be determined according to the actual situation of each bank. Most of the peers have moved from "integration" to "separation", and now some of them have shown a trend of integration and integration, indicating that a diversified business service pattern with customer service as the goal has gradually taken shape. As far as Guangfa Bank is concerned, mobile banking is currently positioned as a "one-stop comprehensive financial service" platform. Internally, on the one hand, it can deeply integrate the resources in the bank, give full play to the synergy between business segments, and improve internal management efficiency; On the other hand, it can effectively connect and integrate product systems, service systems, operating systems and user systems to achieve capacity integration and data sharing; Externally, it can effectively improve the supply of integrated financial products and services, provide customers with diversified package solutions, lower the threshold for customers to use integrated services, and reduce the breakpoints used by customers in various scenarios. At the same time, it is found that the wonderful APP deeply cultivates young customers, gives play to the advantages of differentiated services, and builds a pan-financial ecosystem. The two APP technologies interoperate at the bottom, serve customers in different scenarios, and each has its own emphasis, forming a joint force to achieve the synergistic effect of "winning skillfully and winning by surprise". From integration and reconstruction to iterative upgrading, Sun embodies the initial intention of the banking industry to adhere to "customer first" and its determination to serve every customer well. Ping An Bank is constantly breaking through itself and exploring the advantages and potential of online operation. Whether it is internal management or external services, based on the same APP and the same set of experience standards, under the premise of compliance and consumer protection requirements, businesses and services can break through the original boundaries, get rid of physical restrictions, and make the operation of products and services "live" through the "three capabilities" of Ping An Pocket Bank APP. First, the ability to understand customer needs: customer-centered, find the real needs of customers in the scene; Second, the ability to apply technology to solve problems: customer-centered, through scientific and technological strength, big data capabilities and standardized product capabilities, to meet customer needs and solve problems; Third, the ability of continuous iterative optimization: focusing on customers, rather than on leadership will and administrative boundaries, constantly promoting the experiment, optimization and iteration of projects, and creating one-stop comprehensive financial service scenarios and products.