Credit unions of every shape, size and type recognize thebenefits that mobile banking offers – a lower cost to serve,increased member satisfaction, retention and a higher return oninvestment. But for many, breaking through the mobile bankingadoption glass ceiling has been challenging.

The mobilebanking glass ceiling lies just beyond the threshold of earlyadopters, designated as the first 20% of a financial institution'sonline banking user base. Many credit unions are on a mobilebanking adoption path that attracts the early adopters within ayear of offering the service, but the trajectory then stagnates toinclude just a small additional percentage of adopters over thenext two years.

To move beyond the initial wave of early adopters and reach moremembers, credit unions must promote widespread consumer acceptance.By leveraging the key drivers of consumer adoption, credit unionscan realize a faster rate of adoption that will establish mobilebanking as the norm.

Five Factors Contribute to Consumer Acceptance ofMobile

For credit unions that aspire to break through the glass ceilingof mobile banking adoption, there are five factors of consumeracceptance to consider. Consumers must decide if mobile bankingservices are: 1) useful, 2) accessible, 3) secure, 4) familiar and5) easy to use. How consumers perceive mobile banking in terms ofthese five factors will impact the adoption outcome.

1. Making the Case that Mobile Banking isUseful

Persuasive ways to convince consumers that mobile banking willenhance their experiences include messages focused on saving timeand money. Consumers today are busy and budget-conscious, so thebenefits become tangible when they are reminded that mobile bankingsaves time and can serve up alerts and reminders that helpsafeguard against missed payments and late fees. Additionally,using real-life examples illustrates how mobile banking can come inhandy and will benefit them in their own lives.

It also is important to keep in mind that different messageswill resonate with different audiences, particularly those based onlifestyle. Busy moms, who are often on the go but may not considerthemselves tech-savvy, need to be assured that the mobile bankingis easy to use and offers a practical way to stay on top of theirfamilies' daily finances. Meanwhile, younger Gen Y members, whoplace a high degree of importance of social activities, will find amessage about having more time to spend with friends to becompelling.

2. Providing Access to Mobile Banking through All TheirDevices

Simply put, the more accessible a product, service or technologyis, the greater the opportunity to use it. To break through theglass ceiling and attract additional users and transactionalactivity, mobile banking must be made more attractive andaccessible. Credit unions should ensure mobile bankingaccessibility for as many members as possible and support multipleplatforms and devices, to tap into a broader user base.

3. Helping Consumers Overcome SecurityConcerns

The perception that mobile banking transactions are less securethan online banking transactions is a big factor to overcome inturning skeptics into users. To convert a greater share of the massmarket, perceptions about mobile security must be properlyaddressed.

Credit unions need to go the extra mile to help membersunderstand that mobile banking is safe and secure. For example, aSecurity Guarantee or Mobile Banking Guarantee should be providedthat explains how consumer information and transactions areprotected, and that offers assurances, such as a money-backguarantee. Taking a proactive position to provide members with theknowledge that their privacy and transactions are safeguarded ismore effective than waiting for a question that may never come.

4. Familiarity Creates a Natural Transition acrossChannels

Consistency in branding and experience across channels allowsfor an easier and more comfortable transition from one channel toanother. Facebook, for example, does an excellent job of providingconsistency across channels. Regardless of the channel, platform ordevice, consumers enjoy a consistent experience when they accesstheir Facebook accounts. If a mobile banking offering is consistentwith what is presented in other channels, consumers will recognizeand feel comfortable with the service.

Credit union members should recognize the brand in the mobileuser interface; the logos, graphics, colors and copy should beconsistent with all other channel experiences. This includescustomizing and optimizing the user interface based on the platformsuch as Android and iOS. The overall experience should be familiarto the member and consistent with the operating system.

5. Mobile Banking Services Must Be Easy to Use

Technology is intended to make life easier, but if it's not easyto use, only early adopters or tech-savvy consumers will continueto use the technology. In a market where new technologies andfeature sets are rapidly developed and promoted as differentiators,financial institutions need to understand the importance ofbalancing the sophistication of the technology with simplicity forthe consumer.

To ensure mobile banking services are easy to use, credit unionsshould deliver an intuitive user experience that eliminates theneed for training prior to conducting simple activities.Communication with members via posts and collateral about thebenefits and ease of use of mobile will also be effective.

Breaking through the Glass Ceiling isAchievable

For the majority of consumers, mobile technology is a part ofeveryday life. Credit unions can take advantage of this by focusingon mobile as a viable channel for transactions and positioning itas an integral part of the member experience.

Credit unions that successfully address the five key factors ofconsumer acceptance – usefulness, accessibility, security,familiarity and ease of use – and devote the time and effort togaining consumer acceptance will be rewarded with a higher rate ofadoption. Credit unions have the knowledge and capability to enablethis acceptance. By acting now, you can extend the benefits ofbanking via the mobile channel to the broadest possible range ofmembers.

John Moon ismanager of mobile adoption marketing at Fiserv Inc. in Brookfield, Wis.