Executive Summary (This is a document excerpt)

Apple's iTunes App Store now offers more than 1,000 personal finance applications from banks and third-party developers for download. While today's iPhone apps from the largest banks add little value beyond what is already delivered through online banking and mobile Web sites, simple iPhone apps like bill reminders and checkbook registers have rushed in to fill mobile bankers' unmet needs. By monitoring user feedback and tracking new finance app development trends on iTunes, retail banking eBusiness and channel strategy professionals can gain a fuller understanding of how their customers are using mobile banking today and what functionality they may be looking for next.

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