Another bank app is about to go offline. On December 24, China Construction Bank Corporation(601939) longpay app released an announcement on the migration of longpay app (personal version) (the announcement) that longpay app will be offline from major app stores on December 27, 2021, longpay app will not be able to download, and relevant functions will not be updated. In the future, various services will be shut down gradually, and the Dragon payment app will not be able to register, log in and use.
Source: Dragon payment app
dragon payment will go offline
China Construction Bank Corporation(601939) said in the announcement that all functions, interests and scenarios of dragon payment can continue to be used through the Dragon payment module in China China Construction Bank Corporation(601939) app and CCB life app.
Why did dragon payment app suddenly go offline? When Zhongxin Jingwei called the China Construction Bank Corporation(601939) customer service hotline, the relevant staff said that because the bank integrated the app, it would no longer upgrade the Dragon payment app.
According to public information, in November 2016, China Construction Bank Corporation(601939) officially announced the launch of dragon payment. Dragon payment is a unified payment brand launched by China Construction Bank Corporation(601939) . It integrates a full range of existing products such as online payment and mobile payment. It has eight functions, including CCB wallet, CCB QR code, full card payment, dragon card cloud flash payment, free access, friend payment, AA collection and dragon merchant.
Zhongxin Jingwei found that China Construction Bank Corporation(601939) has made frequent moves in app adjustment recently. On the one hand, it has cut off the payment app, on the other hand, it has increased the promotion of CCB life app, launched services in Haikou, Xiamen, Fuzhou and other places, and held relevant promotion activities.
What is CCB's consideration between one minus and one plus? Pan Helin, executive director of the Digital Economy Research Institute of Zhongnan University of economics and law, said in an interview with Zhongxin Jingwei that there may be two reasons for CCB's move: first, the simple payment app can't get enough user traffic; Second, the life app can obtain user traffic and provide financial increment through the life service mode.
repeated construction of bank app becomes a burden
In recent years, mobile app has become the traffic entrance for banks to compete for customers, and the bank's app has also become the standard configuration of major banks, especially large banks. Almost every bank has three or four apps. Credit card, loan, life service, payment and other subdivided fields are involved.
However, the repeated construction of bank app has become a burden for many users. The user Ms. Zhang told Zhongxin Jingwei that a folder for bank apps was set up in her mobile phone, including 18 bank apps.
"Usually, the apps of credit card and debit card are separated. You need to download two apps to grab discounts." Ms. Zhang admitted that in fact, the opening rate of these apps is not high, and she is also worried about the security of funds after the loss of mobile phones.
Dong ximiao, chief researcher of Zhaolian finance, told Zhongxin Jingwei that under the "anxiety" of digital transformation, some banks have developed many apps. This easily leads to the separation of data and information in the bank, and it is difficult for users to choose. Moreover, after some apps are developed and deployed online, there is little follow-up for subsequent maintenance and operation.
Dong ximiao further pointed out that although the number of registered users of mobile banking is very important, if the activity of registered users is very low, it is of little significance to have a large number of registered users, and it also takes up a lot of resources, which is similar to the bank's sleep card or long-term immovable users.
multiple banks integrate their app
In addition to China Construction Bank Corporation(601939) , in recent two years, many banks have begun to integrate and "downsize" their mobile app.
As early as last July, China Everbright Bank Company Limited Co.Ltd(601818) integrated its direct bank sunshine bank app and mobile banking app, and all the functions and services of the former were migrated to Everbright mobile banking app.
On October 11 this year, Industrial Bank Co.Ltd(601166) terminated the app service of industrial enterprise bank, and the relevant functions will be migrated to industrial housekeeper app On November 17, the postal savings bank of China stopped the registration and payment services of postal savings life app, and the bank stopped all services of postal savings life app from December 22. It is reported that the postal savings life app has been online for only one year. On December 18, Guangfa bank also stopped the app service of Guangfa direct bank.
For many banks to integrate and "downsize" their mobile app, Dong ximiao suggested that banks should pay attention to operation and use the concept of "process bank" to make mobile banking app. "In particular, small and medium-sized banks should not be greedy for perfection. More apps should be merged, merged and classified. Establish a special operation team, create an open API, do not make cars behind closed doors, and strengthen open cooperation with other financial institutions and non-financial institutions, so as to really do a good job in operation."
"Simply providing financial functions online and solving financial problems can't obtain enough user traffic. Traffic needs to be obtained in other ways." Pan Helin believes that embedding more life content in the financial online app and strengthening user stickiness is a new model for commercial banks to develop online business.
Pan Helin mentioned that in the process of expanding other traffic entrances, the bank still has some problems, such as the bank's life service app's weak innovation ability and insufficient focus on obtaining traffic. Even if there are preferential measures, few people know about these activities. "To integrate financial and life services, the design should be as simple as possible, and do some publicity through marketing channels to cultivate users' habit of using bank app."
(Zhongxin Jingwei)
