Absa, a South African financial services provider, says it has seen an increase in the number of users for its mobile website, with around 1.3 million page views each month (view press release). The bank has seen year-on-year growth of 450% in mobile traffic, which it attributes to the portal’s redefined user experience, optimised for mobile visitors, including a range of handy tools and features along with useful content. Absa’s mobile site offers a range of services from ‘find a product’ tools that serve up appropriate package offerings based on simple information, to instant credit bureau checks, ATM, branch locators and calculators.

“Clearly the mobile channel has reached a tipping point – with users now utilising their cellphones for far more than just simple banking transactions or SMS alerts,” said Absa’s head of retail markets, Arrie Rautenbach. “Smartphones and feature phones are increasingly popular in the local market; data costs are declining; and users are generally becoming more comfortable using the mobile apps.”