NatWest has launched the first iPhone banking app, which is great to see, even if it isn't really the full service app their customers have been waiting for. It's a shame demand sank the technology when it launched - but NatWest had undoubtedly prepared for strong interest before it ran such a major advertising push so really that tells its own story. Now that the iPhone isn't only available on the frankly rubbish O2 network, demand can only increase - 30,000 people bought an Orange iPhone the first day it was offered.
Most bank websites aren't optimised for mobiles - my own bank's online banking appears in a column one digit wide on my Windows Mobile, which is challenging to use, to say the least - so it's no wonder this app was snapped up as soon as it appeared.
For the moment, NatWest has an advantage - assuming its customers can download the app, of course. But I'd be very disappointed if all their competitors aren't hard on their heels. As marketers, we just need to make sure the project team have built in enough capacity to meet the initial demand. Feedback on the NatWest app also needs to be incorporated into the next apps to be launched - which means interactivity will be key.
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