Financial
European and Asian financial institutions are using mobile to send account balance and other alerts as a value-added service.
A leading retail bank recently charged a friend of mine $40 for two overdrawn checks (she didn't know that her husband had written a large check for a vacation rental). She was livid that her bank would stick it to her for this first time transgression after 10 years of loyal business. She asked me for banks that offer text alerts, and is seriously considering switching brands. Rather than charge consumers for such a service, savvy marketers are realizing that this is a perfect opportunity to convey their brand as a service and make their customers' lives better.
Banking on-the-go
Alert services typically are configured and managed on a website and, like packaged goods, often include room for the brand to upsell services like auto loans.
