ELEKTRONSKO BANČNIŠTVO S POUDARKOM NA MOBILNEM BANČNIŠTVU - Šorn, Dragica (D. Šorn, 2010)
Dandanes smo priča bliskovitemu razvoju sodobnih tržnih poti in njihovih ponudb. Mednje sodita tako elektronsko, kot tudi mobilno bančništvo. Potrošniki postajajo vse zahtevnejši, zahtevajo produkte, ki so prilagojeni njim in njihovim željam. Skladno s tem tudi banke niso mogle ostati na standardni ponudbi storitev, ampak so jih sami porabniki, kakor tudi konkurenca, prisilili k nadaljnjemu razvoju. Ugotovili smo, da se ponudba primerjalnih bank bistveno ne razlikuje, kajti ko ena banka uvede novo storitev, ji kaj hitro sledijo tudi ostale. Elektronsko bančništvo se je v zadnjem desetletju izkazalo za eno najbolj dobičkonosnih spletnih storitev. Za ponudnike je ključnega pomena pridobitev kakovostne splošne slike o panogi. Glavni dejavniki, ki vplivajo na uporabo elektronskega bančništva so predvsem skrb za varnost oziroma zasebnost, finančna tveganja, način dojemanja prednosti in uporabnosti storitve, ter odnos do spletnih storitev nasploh. Mobilni telefon danes predstavlja nujen informacijski in storitveni pripomoček. In WAP je s svojo tehnologijo odprl nove komunikacijske in poslovne možnosti. Tako je prav opravljanje bančnih storitev eno od pogostejših opravil, ki jih imetniki ustreznih telefonov lahko opravljajo neodvisno od kraja in časa. Največ pomislekov je seveda prisotnih zaradi varnosti. Absolutne varnosti ni, ne v klasičnem ne v računalniškem svetu. Vsak uporabnik bi moral poznati osnove varnosti, da lahko varno posluje pri uporabi elektronskega in mobilnega bančništva. Celovite varnosti ne more zagotoviti samo banka, za varnost morajo v prvi vrsti poskrbeti uporabniki sami. Ponudba elektronskega in mobilnega bančništva bo v prihodnje ena izmed ključnih momentov pri odločanju za izbiro banke, spletne storitve bodo postale ključni faktor pri ohranjanju oziroma pridobivanju ali izgubi tržnega dela med komitenti. We are facing a fast development of modern marketing approaches. Among them electronic and mobile banking have been developed. Customers are more demanding than ever and ask for novel products adapted to their needs. Consequently the banks couldn't keep to their standard way of operating. Customers and competitors have been forcing them to continuing development of their services. Bank to bank comparisons have shown that their offers do not differ significantly-when a bank introduces a new service it is soon followed by its competitors. Electronic banking has been shown as one of the most profitable services of the past decade. For the provider it is crucial to obtain a positive overall impression of the field/area. Key factors influencing the use of electronic banking are security/privacy, financial risks, way of understanding the advantages and usefulness of the service and customer general relationship to web services. Cell phone represents a necessary information and service device nowadays. WAP technology is offering new communication and business opportunities to its users. Consequently banking services access is one of the most frequent tasks that holders of the appropriate cell phones can perform independently of place and time. Major concerns raised are connected to security of such services. There is of course no absolute safety, not in a real nor in a computer world. Every user should be acquainted with the security basis that would enable him to safely use electronic and mobile banking. Overall security cannot be provided by the bank only, but is primarily the responsibility of the individual. Electronic and mobile banking offer variety/range will be one of the future key factors when choosing the bank Web services will be crucial for the bank in keeping the customers and increasing/decreasing market share compared to their competitors.