Was in January 2010, Jen McDonald, head of Bank of America Corporation (BoA) digital marketing group, about 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 demand, Jen and Doug to include more functionality in the mobile banking app that was specifically for their business such as credit cards and mo … Read more »

Was in January 2010, Jen McDonald, head of Bank of America Corporation (BoA) digital marketing group, about 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 ask Jen and Doug, more functionality in the mobile banking app for their business such as credit cards and mortgages were specifically included. Jen and Doug had to decide how to use the mobile platform for various companies of the Bank without increasing complexity or confusion for the consumer. Recognizing the impact of mobile technology could have on the entire banking industry, they also had to decide how to position BoA’s mobile banking in the long run.
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from
Sunil Gupta,
Kerry Herman
Source: HBS Premier Case Collection
22 pages.
Release Date: 02 March 2010. Prod #: 510063-PDF-ENG
Bank of America: Mobile Banking solution HBR case

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