Internet banking systems in Latvia: Challenges and solutions

Research purpose is to facilitate inter-disciplinary communication between communication technologies and marketing fields by researching and identifying challenges and solutions of Internet banking systems in Latvia. Rapid development of Internet- and mobile- related technologies created a new environment for marketing activities. Sophistication level of Internet banking and possibilities to conduct marketing activities depends on technologies used by bank. Since Internet bank is bank's product that provides remote banking services for customers and the same time it is also environment for bank's marketing activities - marketing communications, pricing, custom product offering, etc. - there is very important to understand currents state of marketing within Internet bank in Latvia and also challenges of Internet banking systems. Authors have recognized as the main problem a lack of understanding regarding communication technologies challenges and possible solutions among marketing scholars and professionals. Authors have identified marketing possibilities offered by Internet bank and the main challenges that hinder Internet bank development as platform for marketing from technology perspective. Research could give marketing scholars and professionals deeper understanding regarding communication technologies challenges and solutions and it possible impact on the marketing within Internet bank. Research methods used by authors: literature reviews, statistical data analysis, expert survey methods.