台灣行動銀行服務現況探討

林珍如*

慈濟技術學院會計資訊系

陳昱綸、徐家緯、林耕泓、張皓旗、王霈祈、陳星佑、黃浚崴

慈濟技術學院會計資訊系

摘要

台灣金融機構推展行動銀行服務至今已將近十年光景，自2000年開始萌芽至今一直未受消費者青睞，依照技術介面層次發展而言，較早期STK、WAP、i-mode等並未成功扮演推廣行動銀行的角色。自2008年起因智慧型手機與行動3G技術逐漸普及，行動銀行的發展技術邁向新的里程碑，透過行動通訊可供的服務項目大幅擴充；然而在消費面的市場反應顯示，截至2010年底止，行動銀行的應用依舊未有明顯的成長與起色。本研究旨在探討近期行動銀行在台灣的服務現況，透過金融機構供應面的實際發展策略，尋求並分析行動銀行發展受阻的原因；本研究採個案研究法，透過背景資料蒐集，以及訪談國泰世華銀行、渣打銀行與中國信託銀行，發現行動銀行推展的供應政策與困境，以及未來服務的市場潛能。

關鍵字：行動銀行、行動通信系統、供應端政策、個案訪談法

Chen-Ju Lin*

Department of Accounting Information, Tzu Chi College of Technology

Yu-Lun Chen　Chia-Wei Hsu　Keng-Hung Lin　Hao-Chi Chang

Pei-Chi Wang　Hsing-Yu Chen　Jiun-Wei Huang

Department of Accounting Information, Tzu Chi College of Technology

Abstract

The financial institutions in have promoted mobile marketing services for a decade. However, the consumers did not favor even be used to applying these services since the beginning of product introduction. The tech-system in early stages (e.g. STK、WAP、i-mode) failed to attract the public attention to mobile marketing services. Due to the prevailing of smart phones and 3G technology, the development of mobile banking services have been expanded concurrently in Taiwan. Thus, this study adopt the method of case study to collect the secondary data of industrious background and also have interviews to famous banks that provide mobile banking services. Expectedly, we find out the traps, difficulties of bank strategy in promoting the services, and as well the market potential in the future.

Keywords：mobile banking; mobile telecommunication system; supplier strategy; case study