银行App“瘦”下来 服务才能“强”起来

Core Insights - The recent trend of banks consolidating their apps is a strategic decision to address user pain points and enhance service quality, marking a shift from rapid expansion to a focus on quality improvement in digital transformation [1][2][3] Industry Trends - The closure of independent banking apps, such as credit card and direct banking apps, is a response to issues like redundant functionalities and poor user experience, which have emerged from the previous rapid proliferation of various banking apps [2][3] - According to iResearch, user engagement with mobile banking apps in China is declining, with daily effective usage time dropping from 4.93 minutes to 2.70 minutes and daily usage frequency decreasing from 4.54 times to 2.86 times between 2023 and 2025 [2] Operational Efficiency - By shutting down less frequently used apps, banks can significantly reduce redundant technology development and operational costs, allowing for a focus on enhancing core functionalities such as biometric recognition, intelligent customer service, and risk control models [3] - The integration of functionalities aims to create a unified user data platform, breaking down data silos and enabling a shift from product-oriented to user-oriented services [3] Future Outlook - The ongoing "slimming down" of banking apps reflects a rational return for the banking industry, moving away from digital anxiety towards a focus on quality improvement, emphasizing service quality and user experience [3][4] - As technologies like artificial intelligence and big data become more prevalent, banking apps are expected to offer more precise functionality customization and smarter service recommendations, becoming a key battleground for competitive differentiation [3][4] User-Centric Features - Banks are encouraged to retain and optimize features for specific user groups, such as large text interfaces and voice navigation for elderly users, and one-stop services for small business owners [4] - Effective communication during the transition of functionalities is crucial to minimize user dissatisfaction, utilizing methods like SMS notifications, app tutorials, and dedicated customer service lines [4]