Barclays talks up mobile success

Signalling its intention to continue pursuing an expansionary strategy in the UK mobile banking arena, Barclays Bank has introduced two enhancements to its web-based service aimed at enhancing customer appeal. The enhancements underpin what Sean Gilchrist, Barclays’ digital banking director, said has been “phenomenal growth” in the use of the bank’s mobile banking service this year.

The first enhancement is based on Barclays’ research showing that complex logging in processes put many customers off using a mobile phone for online banking. To address this, online banking log-in pages have been optimised for access and viewing on mobile devices while, in addition, a new quick access log-in has been added for customers who purely want to view their balance, statement or make a transfer.

“These improvements will significantly improve access to online banking for our existing mobile customers and will also reach out to new customers seeking,” said Sean Gilchrist, Barclays’ digital banking director.

The second enhancement focuses on Barclays’ branch and ATM locator service which now features a mobile specific locator with maps that adjust to fit the mobile handset which is being used.

“Our research and customer feedback has shown that how the banking content fits on the screen of a mobile phone is crucial to more people using such services in the future,” explained Gilchrist.