Case | HBS Case Collection | March 2010 (Revised November 2012)

Bank of America: Mobile Banking

by Sunil Gupta and Kerry Herman

Abstract

In January 2010, Jen McDonald, head of Bank of America Corporation's (BAC) Digital Marketing group, was discussing the bank's mobile strategy with Douglas Brown, senior vice president, Mobile Product Development. BAC launched mobile banking in 2007 and within three years it had four million active customers. This success prompted line-of-business managers to request that Jen and Doug include more functionality in the bank's mobile app that was specific to its businesses, such as credit cards and mortgages. Jen and Doug had to decide how to leverage the mobile platform for the bank's various businesses 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 BAC's mobile banking in the long run.

Keywords: marketing; digital marketing; financial services; mobile banking; channels; strategy; Marketing Strategy; Service Delivery; Mobile Technology; Banks and Banking; Banking Industry; United States;

Citation:

Gupta, Sunil, and Kerry Herman. "Bank of America: Mobile Banking." Harvard Business School Case 510-063, March 2010. (Revised November 2012.)