Financial institution Union First Market Bank is rounding out its mobile efforts by letting consumers bank on their mobile devices with an Android application.

Since adding mobile banking platforms in August, 12,000 Union First Market Bank consumers who use online services have signed up for mobile solutions. The financial institution also offers a mobile-optimized Web site, an SMS program and an iPhone app.

“With an Android app, it covers us with the two dominant platforms for consumers,” said Bill Cimino, spokesman for Union First Market Bank, Richmond, VA.

“Combined with our mobile Web site and SMS program, we feel like we’re now on all the major platforms,” he said.

Union First Market Bank has 99 branches and more than 160 ATM locations across the state of Virginia.

Mobile money
Based on Union First Market Bank’s previous mobile initiatives, the bank hopes to convert approximately 10,000 consumers with the Android app out of 60,000 total clients who use online banking.

With the Union First Market Bank Android app, consumers can perform basic banking services.

Clients can transfer funds between accounts and make mobile payments.

Additionally, the app has a location-based feature that lets consumers find nearby branches and ATMs.

Consumers can find nearby branches and ATMS via the app

The app also features a click-to-call function to contact locations.

“Even though we have a line of mobile services, there is still an underserved market with Android users,” Mr. Cimino said.

“As we look at it, people who are online users are comfortable doing their transactions on mobile as well,” he said.

Multiplatform banking
For Union First Market Bank, the financial institution has accomplished establishing itself on multiple major platforms, which is critical for both small and large banks.

Additionally, Union First Market Bank is rolling out its mobile products in a chronological order that makes sense.

The bank launched its mobile Web site, iPhone app and SMS programs on Aug. 1 and has since seen a need to expand to the Android platform.

Union First Market Bank is not the only bank that is expanding its mobile services to multiple platforms.

Recently, U.S. Bank expanded its mobile tools to include an optimized Web site for business clients after rolling out applications for the iPhone, Android and BlackBerry apps for consumers (see story).

“We still like for consumers to go to branches to do their banking, but our mobile tools make it possible for them to do it from elsewhere quickly,” Mr. Cimino said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York