You can serve retail banking customers in branches, online and through mobile devices. But good luck getting them to ditch the first two for the mobile option.

New research by Novantas LLC, Forrester Research and others adds weight to an idea being kicked around in the industry: that mobile may have its limits as a way to entice tech-savvy customers, reduce branch use and cut costs. Depending on how it is deployed, it can even result in more phone and branch contacts.

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