September 3, 2009

Case Study: Bank Of America Makes The Most Of Mobile Banking

A Mobile POST Case Study

This is the eighth document in the "Mobile POST" series.

by Julie A. Ask, Seth Fowler

with Michelle de Lussanet, Laura Wiramihardja, Erik Hood

Executive Summary (This is a document excerpt)

Bank of America's mobile strategy aims to offer customers control of their accounts and convenient information through the most advanced mobile services available. Connectors and SuperConnecteds, whose cell phone habits include using productivity-enhancing tools like mobile banking, are more strongly represented among Bank of America customers than in the US population as a whole. The alignment of Bank of America's objectives, strategy, and technology choices has produced a mobile banking product that shows steady growth among its customer base and is well positioned to evolve as the mobile banking market becomes more nuanced and complex.

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