SWIFT not getting it at EBA Day

While costs may be high, the few case studies I've come across demonstrate abundant benefits. Despite a strong business case, if SWIFT connectivity hasn't gained enough traction among corporates and SMBs, it seems to me that SWIFT and its resellers haven't done enough to provide a compelling reason to buy that resonates with their prospective customers' pain areas. Maybe they should take a leaf out of the marketing playbooks of ERP vendors who've managed to grow their revenues constantly by selling to corporates and SMBs over the years despite high license, consulting and maintenance costs against a backdrop of less than perfect track record of successful implementations. 

Thanks for your comment

Yes there is benefits for Corporates but they dont see it. They have costs to connect to SWIFT and then operate. The low cost tarrif that SWIFT offer EURO per month 250 is still on top of Bank charges. Allthough i am sure Banks would offer a price incentive for Corporate using SWIFT 

The overall start up and ongoing running costs just look far to expensive when the Corporate does not understand the technology,benefits or why they should be undertaking operations they pay the Banks to do

More knowladge needed by the corporates and more inventive commercials by the banks to get the ball rolling