BEA's mobile app receives mixed reviews

BEA   MOBILE APP   BRAND LOYALTY

Hong Kong - The Bank of East Asia (BEA) has received mixed reviews for its iPhone app after the addition of a treasure hunt game which aims to make mobile banking more fun.

A week after the new app was launched, it has generated 65 ratings on Apple's App store with some users saying it is one of the most useful and sincere mobile banking apps while others complain it takes too much time to load.

The new version also added an ATM locator which earned compliments from most users.

BEA first launched its iPhone app in August 2010 to provide basic mobile banking functions such as account access, fund transfers, stock trading and bill payment. The new treasure hunt game aims to enhance customer experience and reward users by giving out prizes such as free spending credit and cash coupons for JUSCO, Maxim's and UA Cinemas.

Simon Lau, general manager and head of personal banking division of BEA, explained the game will keep the BEA brand at "the forefront of customers' mind".

"We believe the launch of our game will help generate additional public interest in our application, and enable us to gain new customers as a result," he said.

Lau added that mobile marketing will continue to be an essential part of BEA's strategy as customers become increasingly demanding in terms of what they can do and where they can do it.

"The mobile platform enables a bank to interact with its customers more directly, particularly with special promotions and games," he said.

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