May 27, 2009
Case Study: E*TRADE Leverages Mobile To Offer Customers More Convenient Services
A Mobile POST Case Study
This is the fourth document in the "Mobile POST" series.
by Julie A. Ask
with Michelle de Lussanet, Charles S. Golvin, Laura Wiramihardja
Executive Summary (This is a document excerpt)
E*TRADE's Mobile Pro application for the BlackBerry is the excellent result of a thoughtful and well-executed mobile strategy. The strong representation of SuperConnecteds and Connectors within the Mobile Technograhics Profile of its customer base opened up possibilities for feature-rich, Web-based offerings. E*TRADE chose objectives that were consistent with its overall business strategy of growing individual customer revenues and acquiring new customers. Finally, it clearly articulated a strategy before choosing the appropriate technologies rather than the reverse — having its technology choices dictate its strategy. The results of its mobile presence have been encouraging so far, with surveyed users reporting high levels of satisfaction with the mobile experience.
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TABLE OF CONTENTS |
NOTES & RESOURCES |
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| Forrester interviewed Paul Vienick, senior vice president of product management, and Alison Cahill, media relations manager, at E*TRADE for this case study. The Mobile Technographics data is from Forrester's North American Technographics Benchmark Survey, 2008. Forrester surveyed 61,033 households and adults in North America to learn about consumer adoption and use of mobile phones. Related Research DocumentsApril 9, 2009
April 9, 2009 |
The POST Method: A Systematic Approach To Mobile Strategy 
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