Bank of America Mobile Banking
Chase Mobile (SM)
PayPal
Discover Mobile

The top four free Finance category iPhone apps all have something incommon (besides being located in the iTunes store):

Practical Functionality

With these four apps users can check balances, look at statements and monitor their finances with no unnecessary add-ons or frills. In other words, the apps are a complement to the already existing online banking sites, not a replacement. And while some users describe these apps as nothing special, thats not necessarily a bad thing. Although mobile devices are quickly becoming a primary means to accomplish tasks, find information and experience media, their very scale and design helps dictate functionality.

You wouldnt use a snorkel mask to go scuba diving. (You wear one so you can explore the oceanbut not to the extent that you would with air tanks and scuba gear.)

So what does this say about the future of financial apps?

Although we will be capable of accomplishing more through our mobile devices as technology, bandwidth, and battery life evolves, the medium will continue to dictate the material. Applying for a loan, reading terms and signing a contract on a mobile device simply isnt practical. Financial apps will allow users to accomplish the tasks they deem necessary on the go. In effect, there will be more financial apps for more financial institutions as the consumer needs grow, but the depth of the apps may not increase at the same speed. Yet, mobile banking and monitoring interfaces will become more intuitive and therefore easier to usedriving mobile banking usership alongside smart-phone technology.

Consumers are already considering mobility a factor when deciding on financial institutions. Does the user find functional value in the app? Is the interface user-friendly? These mobility-centric questions will continue to fuel innovation in the financial services decision-making process. One of biggest challenges for the future of financial apps is to, as Mike Maddock puts it in Always Bring Donuts, Design useful things."

Have you seen the new Maddock Douglas homepage?