MMA Turkey undersigned the first social responsibility project, Digital Literacy Turkey (DOT). Turkey's four leading banks; Under the sponsorship of Akbank, Garanti BBVA, Türkiye İş Bankası and Yapı Kredi, the project will provide digital literacy training, especially to individuals over the age of 65. With DOT, over 65s will easily manage digital processes such as online shopping, savings, money transfer, payments, e-Government access and account opening.
Digital literacy has become an indispensable part of life after the Kovid-19 epidemic in the digitalizing world day by day. Being locked in their homes from 7 to 70 due to the global epidemic, human beings are trying to manage their processes through digital platforms. This situation, which has become the new normal of life, can sometimes seem challenging. MMA Turkey (Mobile Media Research and Marketing Association), which set out with the motto of 'Shaping the Future', is undertaking a very strong social responsibility project to overcome this challenging process. With the project called Digital Literacy Turkey (DOT), training will be provided for individuals over the age of 65 to easily manage digital processes such as online shopping, savings, money transfer, payments, e-government access and account opening. Free digital and financial literacy trainings, which will be provided by Facebook and Google, will be implemented in cooperation with Turkey's four leading banks. With the DOT Project, which will be implemented with the sponsorship of Akbank, Garanti BBVA, Türkiye İş Bankası and Yapı Kredi, digital platforms that have become a necessity rather than a choice for those over the age of 65 and ease of use in internet banking will be taught.
Usage has doubled
Regarding DOT, which is the first social responsibility project of MMA Turkey, MMA Turkey Chairman of the Board Ahmet Pura said that according to Kantar TGI data and WeAreSocial report, internet usage has increased to 19 percent compared to the population with Kovid-77. Pura said, “The highest increase occurred in the 45-54 age group. In the pandemic, where digital transformation was experienced by people from all groups, online banking transactions also made a difference in usage. Especially in the group we call digital immigrants over the age of 45, the use of online banking has doubled.”
Target continuing education
Noting that the rapid transformation in financial services has led digital immigrants, the first leg of the DOT project, to the field of digital financial literacy, Pura said, “In the light of this change, we have implemented our portal with free educational content in order to contribute to the development of individuals with high digital and financial awareness. We are starting a long-term social responsibility project by providing training on digital and financial issues to individuals from all age groups.” Pointing out that they created the content and roadmap by making a joint decision with all banks while designing the project, Pura thanked the banks, the board of directors and the supporters of the project.
Become a customer from mobile
Burcu Civelek Yüce, Deputy General Manager of Akbank Strategy, Digital Banking and Payment Systems, said that the tendency of consumers to turn to digital solutions in the field of finance has increased rapidly due to the pandemic. "We have observed particularly great increases in mobile banking usage rates," said Yüce, adding, "In the last year, the number of monthly logins to Akbank Mobile has increased by approximately 40 percent, and the number of customers making financial transactions via mobile has increased by more than 20 percent. Akbank Mobile application offers our customers a holistic banking experience in a digital environment with more than 300 functions. Expressing that with the new legal regulation that came into effect as of May 1, Yuce said that everyone can become a bank customer from mobile without going to any branch, and continued: “In order to benefit from this customer experience, our customers in certain age groups, who have just entered their lives with digital solutions and financial technologies, becomes in need of literacy training and guidance. Since the first days of the pandemic, we, as Akbank, have produced many content that show step-by-step how daily banking transactions are done on mobile, and we have presented these contents to our customers through various channels. Being the first social responsibility project of MMA Turkey, DOT aims to develop in this field and supports a very important need. As Akbank, we are very pleased to be one of the stakeholders of this project.”
They adapt to the transformation
Garanti BBVA Deputy General Manager Işıl Akdemir Evlioğlu said, “With the pandemic process, digitalization and transformation in the banking and finance sector has evolved to a new dimension, and in an environment where almost all products and services are digitized, customers are trying to keep up with this transformation much more intensely. On the other hand, with this extraordinary process we are going through, there are still millions of potential customers who need to be included in the system and who have never met digital banking yet. The way to include this large audience in the system and gain customers who stay away from digital banking due to some trust concerns and some lack of experience is undoubtedly to improve their digital and financial literacy levels.”
Contributing to financial awareness
Garanti BBVA Deputy General Manager Işıl Akdemir Evlioğlu said, “As Garanti BBVA, we have embraced the aim of being more than a bank for our customers and positioning them as a solution partner in their lives with the pandemic, and that they have developed solutions for customers who have not been in digital banking or have just met. recorded. Evlioğlu said, “We acted with the awareness that we have a responsibility towards our customers, especially in the relatively older age group, and worked to make them adapt to the system more easily.” Evlioğlu continued his words as follows: “As a bank, increasing the financial literacy of our customers and improving their financial health are among our top priorities. We think that the process of becoming a remote customer, which has been implemented very soon, will make a significant contribution to financial literacy awareness by enabling us to include these millions in the system with a well-designed and well-designed experience. In this context, we attach great importance to this project implemented by MMA for a digital and financially literate society and we are very happy to be its supporter.”
Digital transformation will become evident
Turkey İşbank Deputy General Manager Yalçın Sezen stated that digitalization has accelerated with the pandemic and that digital experiences are the prominent solution within the social distance rules, and said, “There is a natural tendency for our customers to use mobile banking, mobile payment, contactless payment and e-commerce shopping in their behaviors. it happened. Our customers, who stay away from digital banking, also increased their expectations for practicality, speed and convenience during this period.
Emphasizing that they believe that their customers' feeling safe and experienced while receiving services from digital applications depends on increasing their digital literacy level and meeting their personalized customer experience expectations, Sezen said: "In addition to the changing behaviors of individuals, new regulations such as digital customer acquisition, which have recently entered our lives, We anticipate that it will make an expanding contribution to the access and penetration of financial markets. Digital transformation will become even more evident. Our customers can open an account within minutes without going to the branch, apply for credit cards and loans, and access over 420 banking transactions by using our İşCep application immediately. We will continue to provide a perfect customer experience not only in our bank's service channels, but also in all kinds of different platforms where we will integrate with our business partners. Our customers will experience the difference of being able to receive easy, reliable, customized and advantageous service from us at every point they need.” Emphasizing that they support the Digital Literacy Turkey project, which aims to enable individuals to be included in the change with correct and educational content in the digital world that is developing and deepening day by day, Sezen thanked MMA Turkey, which brought the project to life.
Will reach wider audiences
Yapı Kredi Deputy General Manager Serkan Ülgen stated that digitalization has become an indispensable element of life with the effect of the epidemic, and said, “We are witnessing that transactions in the physical world are rapidly moving to the digital world in all areas. One of the sectors that benefited most from this situation is banking. As Yapı Kredi, we encourage our customers to turn to digital channels and regularly inform them about how to use these channels. We tell our customers how to use our digital channels more effectively with #HowTo Contents we publish on our social media channels. As a result of our work; Our digital infrastructure and applications that make life easier have started to be used by a larger audience. In fact, in the period under the effect of the pandemic, our number of mobile active customers increased by approximately 30 percent, showing a faster growth than the total growth rate of the market. In this process, our branch density decreased by 76 percent compared to previous periods. 4 out of 3 of our customers made their transactions using our digital channels. In addition, there has been a great increase in the number of our customers, to whom we provide the opportunity to become Yapı Kredi customers through “Video Transaction Assistants” on Yapı Kredi Mobile, without going to the branch. In the period when the pandemic was effective, the number of new customers we gained with this service increased 4 times. On the other hand, our customers continued to carry out more than 800 individual and corporate transactions through our digital channels. Thanks to all these digital opportunities we provide, our customers can complete their transactions quickly and safely through our digital channels without leaving their homes. Emphasizing that they are extremely happy to be a part of this important project developed by MMA Turkey in order to adapt to this change brought about by the digital world, Ülgen added that they believe that the financial services they offer in the digital field will become more accessible to all audiences with DOT.