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Image by Mika Baumeister

iTV in the Banking Sector

How might we design an interactive TV platform to deliver secure, user-friendly financial services and help a European bank expand in India’s metro markets?

Year

2008

Timeline

8 Weeks

Client

Royal Bank of Scotland

​Background

  • RBS was exploring future prospects of ‘Financial services through the Interactive TV platform in India as they wants to expand its customer base in the Indian domestic market

  • Bank was considering introducing convenience of accessing financial services through interactive TV channel (iTV) in India.

  • Study was targeted towards the mass-affluent user population (SEC A) in Indian metros.

  • The study was conducted to get initial feedback from the participants on the concept of Interactive TV banking. It focused on capturing user behaviors, preferences, attitudes and concerns on following dimensions:

    • Use of Digital touch-points and Interactive TV services

    • Privacy and Security concerns

    • Financial services through DTH channel

Approach

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Quick Outlook

  • The study involved 36 participants from Delhi and Mumbai.

  • Most participants found the iTV experience favorable for basic banking activities, like checking account balances or making small transactions.

  • Privacy and security concerns were identified as higher priorities.

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