BoI to Launch 'Pay to Mobile'

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Interesting app in development from BoI ...

 
Similar idea was advertised for some english bank, possibly Halifax recently. I dont understand how banks go to such trouble over PIN numbers, confirmation codes etc and then allow you to transfer with just a mobile number. Seems very unsafe IMO.
 
Max. €100 per transaction, and only to other BoI personal banking customers who have also signed up to it and registered their mobile number. With only a few more clicks of the existing app I can do a lot more, regardless of which bank the recipient uses.

It's handy enough, I suppose, but as an added convenience it hardly makes up for the reimposition of fees on current accounts and the reduction of in-branch services. Maybe it will lead to more useful developments (like text alerts, available through many other online banking services).