Zhong Guo Zheng Quan Bao·2025-10-13 21:48Core Viewpoint - The banking industry is increasingly integrating various app functionalities into mobile banking apps to enhance user experience, reduce operational costs, and achieve centralized risk management [1][5]. Group 1: App Integration Trends - Several banks, including Beijing Bank and China Bank, are shutting down their standalone direct banking and credit card apps, migrating functionalities to their main mobile banking apps [2][3]. - The trend of app integration is not limited to direct banking and credit card apps; many banks are also applying for the cancellation of their enterprise banking and lifestyle service apps [3]. Group 2: User Engagement Challenges - The primary reasons for the "app slimming" initiative include low user engagement, poor user experience, and redundant functionalities [4]. - Initial strategies focused on lightweight, specialized apps to meet customer needs more precisely, but the proliferation of apps has become burdensome for consumers [4]. Group 3: Regulatory Influence - Recent policies from the National Financial Regulatory Administration emphasize the need for banks to manage mobile applications effectively, including optimizing or terminating low-engagement apps [4]. Group 4: Benefits of Integration - By consolidating apps into a unified "super app," banks can significantly enhance user experience, lower operational maintenance costs, and improve risk monitoring and prevention [5].