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  • March 2010 (Revised May 2012)
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Bank of America: Mobile Banking

By: Sunil Gupta and Kerry Herman
  • Format:Print
  • | Language:English
  • | Pages:22
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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; Banks and Banking; Marketing Strategy; Service Delivery; Mobile and Wireless Technology; Banking Industry; United States

Citation

Gupta, Sunil, and Kerry Herman. "Bank of America: Mobile Banking." Harvard Business School Case 510-063, May 2012. (Revised from original March 2010 version.)
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About The Author

Sunil Gupta

Marketing
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Related Work

    • March 2010 (Revised May 2012)
    • Faculty Research

    Bank of America: Mobile Banking

    By: Sunil Gupta and Kerry Herman
Related Work
  • Bank of America: Mobile Banking By: Sunil Gupta and Kerry Herman
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