target audience: TECH BUYER  Publication date: Jan 2024 - Document type: IDC Perspective - Doc  Document number: # CHE50368523

IDC Perspective: Digital Operations of Mobile Finance


  • Siri Si Loading
  • Eric Gao Loading


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In the era of digital optimization, financial institutions need to reconstruct in depth the digital operating models of mobile finance, which are a leverage for financial institutions to acquire customers, operate customers, display value proposition and brand image, and achieve business innovation and profit growth. The digital operations of mobile finance require taking customer experience (CX) as the core to comprehensively identify customer needs with the help of data, AI, virtual reality (VR), and other technologies; and realize intelligent operations through scientific user analysis, automated workflows, and personalized reach methods, thereby responding to customer needs in a timely manner and achieving in-depth operations of customers.

Siri Si, senior analyst, Financial Insights at IDC China, noted, "The digital operations of mobile finance is a systematic and comprehensive project, and financial institutions need to make plans for digital operations of mobile finance from a global perspective and with platform-based capabilities and ecosystem thinking. At the data level, financial institutions can build such data capabilities as data marts for marketing operations and data modeling platforms through hierarchical and classified management of all types of customer data, and standardized management of omni-channel operations data and business/product characteristic data to efficiently empower business operations. At the model level, financial institutions can accurately define and screen customers based on business models, strategy models, and recommendation models; and make accurate and personalized product/service recommendations in each touchpoint along the customer journey. At the development level, the basic capabilities of agile development can be built through a unified development framework and rich development components to enable mobile financial terminals to achieve efficient iteration. At the channel operations level, unified management, efficient collaboration, and efficient operations of channels can be achieved through the integration of omni-channel data and channel analysis capabilities. At the content operations level, content can be accurately matched with users based on content management methods such as content tag and user tag system building, accurate recommendation models, and content operations strategy consulting, to achieve refined content management and help financial institutions achieve both monthly active users (MAUs) and assets under management (AUM) promotion."


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