Shulou(Shulou.com)06/02 Report--

I don't know if you realize that when you go into some banking outlets to handle business, downloading the mobile banking APP first becomes a prerequisite for you to do business. If you encounter a reluctant customer, the lobby manager will also try to convince you: "you download and register first, and so on, you can uninstall it immediately."

This kind of semi-forced selling of downloading APP is very common in daily life. A bank has dozens of APP with overlapping functions, and the convenience once brought by APP is gradually lost in the ocean of applications full of screens, becoming an "unbearable weight" for mobile phones.

Some users report that the design of many app is very "chicken rib", the function is not commonly used, not practical, but after abandoning it, there is occasionally a need to scan the membership code, query consumption records, and so on, often deterred from looking at the full screen of app, making it a "burden on the fingertips."

Many employees of banks and securities outlets also complain that because their superiors have assigned the task of promoting APP, they sometimes have to forcibly sell to customers, and the operation of each APP is not the same, which bothers customers and requires a lot of energy.

Mini Program has become a "breakthrough" for innovative services

For customers, Mini Program's out-of-the-box feature not only avoids the bloated and tedious steps of "installing an APP on your phone when you enter an organization", but also gets rid of the chicken rib feeling of installing an app that you don't need most of the time.

For bankers who continue to accelerate the pace of embracing the Internet, Mini Program is also a good opportunity to change customer habits and increase customer viscosity. At the same time, for financial institutions, Mini Program can greatly reduce the cost of R & D manpower, security and other aspects of App, and operators can also reduce the difficulty of promotion.

And at present, Mini Program backstage and financial institutions can get through their own backstage, all customer staff in Mini Program marketing data, operation data can be compliance monitoring left traces. Even if used on some public platforms, this information will not be passed through third parties. Only by ensuring data privacy and supervising the standardization of services, can the relevant business be carried out at ease. The organization not only meets the requirements of compliance supervision, but also can reach users through a variety of entrances.

Financial institutions should "embrace" Mini Program

"fragmentation" is now a trend. First of all, in the era of mobile Internet, the reading time and application time of users are highly fragmented. Corresponding to this is the fragmentation of the front-end user experience. Mobile phone users all over China have been fully educated by WeChat Mini Programs. "on demand" and "throw it away" in various scenarios is a very typical "utility computing".

If banks and securities firms can make their App as stable as Wechat, and split the business functions in App into fragmented, single-responsibility, independent lifecycle development and deployment with a technology carrier similar to Mini Program, is there hope that the contradiction unique to the financial industry that requires both stability maintenance and agile iteration can be resolved?

This level of loose coupling allows business functions to be developed, tested, and shelved independently of App, with some obvious benefits:

The new business function is tested and released separately, which does not affect the stability of the basic App, and there is no need to test the App with full regression. Business function development can be highly parallel-as long as there are many people, it is easy to do things (think of Wechat so that developers across the Internet can provide it with massive application scenarios without affecting each other at the same time), which is impossible under the traditional native App technology system. Easy blue-green testing, grayscale release-granularity is fine to the fragment level (for example, a WeChat Mini Programs can only be tested within the scope of the whitelist). To form a technological ecology. If a financial institution has mastered the technology like Wechat, it can also become a technology ecological center, allowing external developers and partners to follow certain standards to develop fragment functions and apply to the financial institution's "app store". Under the premise of compliance, these fragments can be similar to WeChat Mini Programs and can be used by the financial institution's App users.

Fantai geek believes: "over the years, all kinds of financial institutions APP continue to do functional 'addition', resulting in APP getting heavier and more functional, maybe it is better to return to basics, and now is the time for APP to try 'subtraction'."

Although it does not seem so easy for financial institutions to build their own Mini Program platform, and it takes a lot of energy at the operational level, in the long run, the advantages outweigh the disadvantages.

First, it is conducive to digital transformation. Mini Program has become the accelerator of the digital transformation of financial institutions, helping institutions to quickly digitize users, full scene and full link at a lower cost. Whether the significance of App or Mini Program to banks has long gone beyond the supplement of physical outlets, or a branch of electronic channels, it has really become the most important "portal" of commercial banks, especially since last year, with the promotion of the "open bank" strategy, the existence and development mode of banks are being reconstructed, and APP and Mini Program are also becoming the most important arenas in the process of digital transformation of banks.

Second, it is conducive to compliance supervision. Due to the social particularity of the financial industry, bank account managers are unable to recommend wealth management products to customers through Wechat; brokerage investment consultants are unable to recommend stocks to customers through Wechat and allow customers to click directly to open the trading interface to place orders. But now customers are highly dependent on Wechat, a social platform. At this time, Mini Program can be useful. As mentioned just now, Mini Program and the financial institutions' own backstage can get through. All customers' marketing data and operating data can be traced in compliance, which is conducive to compliance supervision and can also prevent employees from making revenue promises when recommending wealth management products to customers.

Third, it is conducive to the construction of "APP ecology". The first change that can be brought about by Mini Program platform is that App will be more agile in response to users' needs and can respond to users' needs in a timely manner; the second change is that it can introduce multiple cooperation organizations, which will greatly enrich the ecology and experience of App and improve its own App ecosystem strategic layout. So for those banks that already have a large number of users, becoming a super platform is a natural choice. This is not only a key battle to reach users and power retail business, but more importantly, having an "ecology" that connects multiple consumer scenarios will also add more weight to the bank's "open bank" battle. It can be predicted that in the future, Mini Program-like platforms will develop more features, attract more cooperation organizations, convert resources into traffic, enhance the user experience in an all-round way, and become an open model for the banking scene. This change is not only related to the future survival and competitive state of banks, but also affects every financial consumer.

About Fantai geek: use compliant financial social technology to help financial institutions achieve digital services. The ecological members include FinChat Mini Program Runtime. It can help financial institutions build their own Mini Program ecology. With this technology, financial institutions can slim down their App, peel off the old and new functions, and develop in an independent lifecycle and independent development and test team. Keep the basic App stable, make frequent additions, deletions and changes of business functions possible, while minimizing the development threshold, reducing trial and error costs, and achieving agile iterations.

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