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Case Study 8: iGaranti: Expanding the Frontiers of Mobile Banking Innovation

  • Selcen OzturkcanEmail author
  • Deniz Tuncalp
Chapter

Abstract

iGaranti have claimed many awards and recognitions, in addition to the wide press coverage. Two years into its launch, iGaranti counted for an active user base of 110 k. However, the spread of its reach was only about 2 % of the active mobile banking users in the market. Mr. Yılmaz worried about the bottlenecks that had limited further user acceptance and engagement.

Keywords

Smart Phone Internet Banking Mobile Banking Customer Engagement Brand Relationship 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Notes

Acknowledgement

We thank Ms. Burcu Gümüş (PhD Student, Istanbul Bilgi University) for her invaluable support.

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Copyright information

© Springer International Publishing Switzerland 2017

Authors and Affiliations

  1. 1.Kadir Has UniversityIstanbulTurkey
  2. 2.Istanbul Technical UniversityİstanbulTurkey

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