In the last 5 years, many financial institutions have implemented advanced technological platforms, introducing a number of interactive marketing channels: e-banking, Internet banking, mobile banking and interactive TV applications. What is more they have implemented the multiple-channel that provides additional channels for customers, and the multichannel marketing that offers a cross-channel benefits based on an integrated multichannel approach. Driven by the competitive pressures within the market and the desire to reduce costs and improve the company’s offerings, banks have moved from a unichannel approach to a multiple-channel delivery of financial services.
Another example is that a significant number of IT and telecom companies have recently introduced new devices that can be used in the banking sector. For example, Zapp Mobile, a mobile telecommunication company and IP Devel have developed the application Mobile Point of Sale 2002, which uses the CDMA technology (code division multiple access) in order to allow the payment to a mobile POS, using credit or debit cards. The 3G mobile telecommunication system is already functioning in Romania, providing the necessary technology for complex mobile banking services.
Local software companies have also introduced advanced systems for financial services management. A good example is the local firm JVM Technologies, which has already implemented its financial data management system in Libra Bank and in the Commercial Bank of Greece.
By: Pablo Manuel López Navarro 143380
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