Banks will become product innovators, capable of wresting large scale market share from incumbent super fund managers thanks to their existing relationships and access to financial data on millions of potential super fund members.This was the view expressed by Russell Mason, a Deloitte superannuation partner, talking to Banking Day after the release of his firm's report, "Adequacy and the Australian superannuation system".Mason predicts that once the modern employment awards become more widespread, and workers are no longer locked into industry funds, the banks will offer "enormous competition" to the industry funds. "They can use their branch networks. They've got the financial planning reach - and I put AMP in that category - as there are lots of things they can do. In the next three or four years we will see some very real competition."Mason believes that healthy competition will benefit all. "They haven't done it so far," he said, "but from now on expect the big banks to use analytics in much better ways to target their customers with superannuation offers. "With privacy laws they'll have to be careful how they do it, but in theory the bank knows a customer's income and spending habits, and possibly knows which super fund the customers are currently  making voluntary contributions in addition to, and got a they know if I've got a mortgage debt.Mason also puts less store in the future fee structures that are currently seen to favour industry funds over retail funds, many of which are run by wealth management arms of the major banks. "While the 'compare the pair' advertising campaign was an successful one," he said, "the differences in fees and charges highlighted by the industry funds largely came down to commissions and fees paid to advisers."Mason said that, when those commissions disappear under the new FoFA regime, it would  be "interesting to see in future how close the differences become.""And I wonder how much people are driven by fees, " he said. "Surely some are driven by good investment returns as well. If a fund, be it an industry fund or a retail fund, is a little bit dearer, say 20 or 30 basis points, but its return is even half a per cent better than its peers, you don't have to be an actuary to know you're better off."The other major message from the Deloitte presentation was that the rules should be tweaked to allow super fund members to, at some stage, contribute large lump sums allowing them to "catch up" as far as possible before the end of their working life. This could mean, for instance, allowing $70,000 contributions when people reach their 50s and have less commitments but still have reasonable incomes. The partners behind the Deloitte report did concede that for many people this would be unrealistic, before they countered that there were still a number of investors who would find this an attractive proposition."At age 25 it's unlikely someone will do that. However we have to have the system set up