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Bank of American

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Submitted By lixiabing
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In January 2010, Jen McDonald, head of Bank of America Corporation’s (BoA) Digital Marketing group, and Douglas Brown, senior vice president, Mobile Product Development, were discussing the bank’s mobile strategy. BoA launched mobile banking in 2007, and within three years, it had 4 million active customers. This success prompted line-of-business (LOB) managers to ask McDonald and Brown to include more functions in the bank’s mobile app that were specific to their businesses, such as credit cards and mortgages. McDonald and Brown had to decide how to leverage the mobile platform for various businesses of the bank 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 how to position BoA’s mobile banking in the long run.

Refer to the complete case, which is enclosed, to answer the following questions

Questions: (Answer ALL questions)

1. What benefits does mobile banking provide to consumers? Why haven’t many consumers adopted mobile banking yet?

2. What is BoA’s motivation to offer mobile banking to its customers? What are the associated costs and risks to the bank?

3. What lessons can the bank learn from its online banking operations? What are the costs and benefits of having customers migrate to online banking?

4. How is mobile technology likely to influence the banking industry in the future?

5. How should McDonald and Brown respond to the LOB managers’ request to include more functions in the bank’s mobile

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