This Case is about MARKETING, STRATEGY
PUBLICATION DATE: March 02, 2010 PRODUCT #: 510063-HCB-ENG
In the month of January 2010, Jen McDonald, the head of Bank of America Corporation’s (BoA) Digital Marketing group, was going over the bank’s mobile method with Douglas Brown, senior vice president, Mobile Product Development.
BoA introduced mobile banking in 2007 and within 3 years it had 4 million active consumers. This success triggered line-of-business supervisors to demand Jen and Doug to consist of more capability in the bank’s mobile app that were certain to their companies such as charge card and home loans.
Jen and Doug needed to choose the best ways to take advantage of the mobile platform for different companies of the bank without developing confusion or enhancing intricacy for the customers. Acknowledging the possible effect mobile innovation might carry the whole banking market, they likewise needed to choose the best ways to place BoA’s mobile banking in the long run.