Competition among securities firms over mobile trading systems (MTS) is becoming intense again. In the past, fees and order speed were key. Recently, artificial intelligence (AI), content, community features and ease of use have emerged as major competitive factors.

According to the financial investment industry on Wednesday, Hana Securities is preparing to launch a new MTS in May. Hana Financial Group recently set a goal at an earnings briefing of raising Hana Securities' brokerage market share to at least 3 percent. It plans to pursue the new MTS launch alongside efforts such as improving the efficiency of sales channels.

The core of the new MTS is stronger AI and digital functions. It aims to introduce a "simple mode" so novice investors can access it easily, while maintaining the structure existing users are familiar with. The strategy seeks to attract new customers by reducing complex menus and placing frequently used functions at the front.

Meritz Securities is also preparing a next-generation investment platform. Its next-generation service, "Moeum," has been pursued with a beta version slated for the first half and an official launch in the second half. However, because platform completeness and stability are important, the actual release schedule may be adjusted depending on development progress.

Next Securities is also developing a next-generation MTS, targeting a launch in the second half. The focus is combining AI with short-form content. It plans to provide long reports and complex investment information through short videos and summary content, and its retail organization has grown to about 160 people, a significant share of whom are said to have been assigned to MTS development.

NH Investment & Securities is preparing "NamuX," a cross-platform service. NamuX, with a beta version scheduled to be unveiled in May, focuses on providing a similar investment experience across multiple devices including mobile phones, tablets and PCs. It is an attempt to link the investment flow into one, moving away from the existing approach of using different screens by device.

Other securities firms are also revamping existing MTS platforms. Mirae Asset Securities has stepped up its transition to "M-STOCK 3.0." It revamped its core "MY Assets" service so users can check asset status, detailed balances, investment returns and investment activity on a single screen.

Korea Investment & Securities is upgrading its MTS to strengthen global research and AI content. It is expanding functions such as AI-based investment information, report summaries and customised content.

These changes also align with the growth of online-based securities firms. Toss Securities and Kakao Pay Securities grew rapidly in the retail market by highlighting low transaction costs, intuitive user environments and community functions. In particular, an easy trading experience has become an important selection criterion among investors accustomed to mobile.

According to the Korea Exchange, individual investors' trading value in the KOSPI, KOSDAQ and KONEX markets, including exchange-traded funds (ETFs), totalled 334.7 trillion won in the first quarter. That was 2.26 times the 147.7 trillion won recorded a year earlier. Over the same period, Toss Securities' domestic stock trading value increased sevenfold.

As trading value rises, MTS competitiveness is translating directly into retail competitiveness for securities firms. That is because the entire process, from customers entering the app to checking information, making investment decisions and placing orders, takes place within the MTS. If app usability is poor or information provision is insufficient, the likelihood of customer churn increases.

Still, expanding functions alone is not enough. System stability is another key variable in MTS competition. If access failures or order delays occur when many investors crowd in, it can lead not only to inconvenience but also to losses.

Financial authorities are also examining system stability. The Financial Supervisory Service recently conducted IT checks at some securities firms as concerns grew over system failures due to increased stock market trading volume. Key areas include MTS error response systems, preparations for traffic surges and whether failures in external linked systems can be prevented from spreading.

The securities industry sees MTS competition continuing for the time being. That is because competition for brokerage market share is coming back into focus as individual investor trading increases and expectations grow that funds for overseas stocks will flow into the domestic market.

An official at a securities firm said, "As interest in the stock market increases, the role of MTS is expanding quickly beyond simple stock trading as AI, content and community functions are combined." The official added, "The biggest goal is to provide content differentiated from other competitors."