Case ID: 510063
Solution ID: 1290

Bank of America: Mobile Banking

Case Solution

In January 2010, Jen McDonald, head of Bank of America Corporation's (BoA) Digital Marketing group, was discussing the bank's mobile strategy with Douglas Brown, senior vice president, Mobile Product Development. BoA launched mobile banking in 2007 and within three years it had 4 million active customers. This success prompted line-of-business managers to request Jen and Doug to include more functionality in the bank's mobile app that were specific to their businesses such as credit cards and mortgages. Jen and Doug had to decide how to leverage the mobile platform for various businesses of the bank without creating confusion or increasing complexity for the consumers. Recognizing the potential impact mobile technology could have on the entire banking industry, they also had to decide on how to position BoA's mobile banking in the long run.


Request Case Study Solution

Prepared by MBAs and CFAs according to your requirements


Words
Pages
Upload

 

Already Registered? Login here!

 

Order Summary

SubjectNot Selected
LengthNot Selected
Deadline Not Selected
Estimated Submission On
Total 0