Summary
The ability for online banking customers to quickly and easily move funds into and out of their accounts has dramatically altered how users manage their funds. The availability of account-to-account (A2A) transfers has also reshaped the account opening process online — enabling online banks like ING Direct and high-yield savings accounts like Citibank's eSavings to quickly accumulate billions of dollars in deposits. Still, adoption of A2A transfers has not gone mainstream. To encourage broader adoption of A2A transfers, eBusiness executives need to develop strategies that resolve customer confusion with transfer options and streamline the arduous account authentication process.
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