Bank of America: Mobile Banking Case Solution

In January 2010, Jen McDonald, director of the Bank (BoA) digital marketing group in North America Corporation, discussed the strategy of mobile banking with Douglas Brown, senior vice president of Product Development for Mobile. BoA launched mobile banking in 2007 and in three years, had 4,000,000 active customers. This success has led to business line managers to ask Jen and Doug to include more features in the mobile application of the bank that are specific to your business, such as credit cards and mortgages. Jen and Doug had to decide how to leverage the mobile platform to the various businesses of the bank without increasing complexity or confuse consumers. Recognizing mobile technology could have a potential impact on the entire banking sector, also had to decide how to place the BoA mobile banking in the long run.
Sunil Gupta,
Kerry Herman
Source: HBS Premier Case Collection
22 pages.
Release date: March 2, 2010. Prod #: 510063-PDF-ENG
Bank of America Mobile Banking Solution Case

Bank of America: Mobile Banking Case Solution
Share This