Truth | Page 23

#5 POSITIVE SIMPLICITY IS THE HOLY GRAIL People are increasingly relegating timeconsuming banking processes to their technology. So much so that for many segments of society, mobile and online banking is the norm. The same claim wouldn’t have been true six years ago and six years from now it will have evolved much further. Time is a precious commodity and if brands can help us by simplifying complex and time consuming procedures we’re more likely to use their services. The desire for simplicity is driving innovation in hardware and service technology and the seamlessness that emerges will present a key battleground for financial service brands seeking compatibility with the rhythms and rituals of daily life. 23 PR E S E N T A N D P O T E N TIA L F UTURE S IN F IN A N CIA L SE RVICES