It isn’t exactly a secret that the banking industry is pulling up the rear when it comes to serving their customers over the mobile web or through apps. While many consumer service industries have been making this transition, banks are not yet on board with the emergent and popular mobile web trends that are quickly evolving to become a standard across a number of major industries. This is an interesting detail given that the demand for mobile banking apps and services is very high among consumers. The trend may be headed for change, however, as third-party developers are eager to generate a platform for mobile banking.

Such a change is indicative of a larger shift that is quickly becoming imperative to the success of companies in a number of different industries. While banks have made many of their basic services accessible over the mobile web, still smartphone users have demonstrated interest in more advanced options and the capacity to manage their financial accounts to a higher degree from their mobile devices.  And, not surprisingly, developers are quickly working to meet these demands.

For example, a start-up company called Square, which is backed by several major enterprise businesses including Twitter and Digg, recently announced the release of their new mobile payment technology, including a small detachable credit card reader that can plug into the audio input jack of any mobile device, and which will allow credit card transactions to take place on-the-go. Furthermore, Square’s accompanying app can help mobile users to keep track of their account balances, receipts, tips and taxes. But Square is certainly not alone in the running. Obopay, another company that specializes in the fusion of mobile web and banking payment solutions, also recently announced the launch of their white-label service “Mobile Money for Banks,” which will enable banks to eliminate many cash and check transactions by replacing them with mobile-based transactions.

The frenzied transition of banking to the mobile web serves as a great example for the rest of us however, particularly for anyone interested in going mobile. This shift demonstrates the critical urgency of getting your services on the mobile web—providing consumers and clients with your offering before they’ve even started to demand it. So while mobile devices haven’t entirely taken over yet, the example of the banking industry underscores the value of being proactive rather than reactive in regards to mobile technology trends, and the supreme importance of being accessible to this growing market.