[1] BTN: ATM and branch locators are staples of mobile banking apps. What makes finding ATMs by using augmented reality different and better?
Trebilcock: It's a more visual view. You can hold the mobile phone up and the image that comes through will be projected on the screen. We will overlay the location of branches and ATMs. You may look a little odd walking down the street and holding the phone up, but you can pan around to actually see the nearest branch and ATM.
[2] Is there an existing, active demand for this type of function?
Customers weren't asking for it. We have traditional ATM and branch locators in our mobile banking apps. Augmented reality is more of a showcase of what mobile technology can permit. And it gives PNC a chance to show that we are a tech leader, so we were trying to develop something that's meant to be a little fun and not necessarily connected to hardcore banking.
[3] How do you pick your spots when it comes to offering technology that doesn't have a pre-existing use case for banking, but is a showcase of cool innovation that can draw attention to the bank?
The genesis of the augmented reality ATM finder came from the gaming area. PNC is interested in younger demographics as part of our virtual wallet product, and gaming is popular in that segment. If you are familiar with gaming, a lot of it is done in a first person perspective - that is, people directly engage the content personally.
[4] What is the path between the popularity of gaming to getting people to use augmented reality for banking?
A lot of people are now going through the process of calculating how to make mobile devices more useful to them. Finding a branch [by aiming the phone at an area] isn't going to solve world peace, but occasionally the need arises.
[5] Other banks are experimenting with the technology embedded in new generations of mobile devices. Are there other types of mobile technology that interest you as a banker?
I find remote deposit capture interesting...and the phone has a built-in location capability. So I think you'll see financial institutions and other retailers using the GPS capability, along with transaction preferences to deliver messages.
