Case ID: 510063     Solution ID: 30409

Bank of America Mobile Banking Case Solution

Abstract

In January 2010, Jen McDonald, head of Bank of America Corporation's (BoA) Digital Marketing gathering, was talking about the bank's versatile procedure with Douglas Brown, senior VP, Mobile Product Development. BoA dispatched portable keeping money in 2007 and inside of three years it had 4 million dynamic clients. This achievement provoked line-of-business directors to ask for Jen and Doug to incorporate more usefulness in the bank's portable application that were particular to their organizations, for example, charge cards and home loans. Jen and Doug needed to choose how to influence the portable stage for different organizations of the bank without making disarray or expanding multifaceted nature for the shoppers. Perceiving the potential effect versatile innovation could have on the whole saving money industry, they additionally needed to settle on the best way to position BoA's portable managing an account over the long haul.


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