OREANDA-NEWS. November 29, 2012. HDFC Bank, the second-largest private sector bank, today announced the launch of its mobile application in Hindi. This will enable customers of HDFC Bank in the Hindi heartland to transact at their convenience, from their mobile phones in a language they are comfortable with. In a first of its kind service in the country, this application will allow users access to MobileBanking in Hindi from their Android smart phones. HDFC Bank has also launched its Hindi SMS banking service which is accessible from even the most basic handset. MobileBanking services is part of the Bank's overall strategy to use convergent communication devices and platform as the interface to engage with customers, across the length and breadth of the country.

Technology has been a crucial pivot for HDFC Bank in its endeavour to provide world- class banking products and services to customers. HDFC Bank realised and harnessed the power of mobile telephony, when it launched MobileBanking in 2000. Today, 82% of all customer-initiated transactions happen on electronic channels, signaling widespread acceptance of electronic banking. HDFC Bank has launched MobileBanking solutions ranging from SMS Banking, browser-based and Apps for smartphones like iPhones, Blackberry, Android phones etc.

MobileBanking transaction takes place in a completely secure environment. HDFC Bank regularly reviews, adopts and implements highest security standards to ensure a seamless customer experience. The MobileBanking application will show the users' customised image and security message so that a customer is assured that he or she is using a genuine HDFC Bank mobile application. Moreover, no transaction data or PIN information is stored on the device, so there is no threat to data security if the phone is lost or stolen.

With the launch of the Hindi mobile application and Hindi SMS Banking services, around 565 million Indians in the Hindi speaking regions of the country will now have instant access to their bank accounts in their preferred language. HDFC Bank has developed the banking application for the Android platform, which is the leading smart phone in terms of market share in India. Android phones constitute about 56.4 % of the total 5.5 million smart phones sold in India in the first half of 2012. (CyberMedia Research report -India Mobile Handsets Market Review 2Q 2012)

The Hindi mobile application will allow customers using an Android smart phone to conduct more than 30 banking transactions, from balance enquiry & checking transaction history to fund transfers and bill payments. HDFC Bank has also made banking services in Hindi available to customers using basic handsets. The Hindi SMS Banking service allows customers to carry out a set of 10 banking transactions such as balance enquiry, mini statement and stop cheque by sending an SMS to short code (5676712).

HDFC Bank also announced the launch of Netsafe on Mobile using which a customer can now create a single-use virtual card for shopping on the Net. This product provides complete security from on-line card frauds.

Speaking on the occasion Mr. Rahul Bhagat, Country Head, Retail Liabilities, Marketing and Direct Banking Channels, said "We understand that the Mobile phone will be the first access point to Internet for many Indians and for anyone to succeed in this space, the offering has to be in their language and in a manner that they can understand. "

Mr. Birendra Sahu, Senior Executive Vice President, Direct Banking Channels & Premier Banking, said "We are constantly in touch with our customers and evolve to suit their changing needs to make Banking safe and convenient. Our Hindi MobileBanking service and the Netsafe Card is one such step in this regard and will go a long way in the spread of Electronic Banking to the remote corners of India."