For Consumer Product Strategy Professionals

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	May 27, 2009 Case Study: E*TRADE Leverages Mobile To Offer Customers More Convenient Services A Mobile POST Case Study by Julie A. Ask with Michelle de Lussanet, Charles S. Golvin, Laura Wiramihardja

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Executive Summary

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.

TABLE OF CONTENTS

• The POST Method: A Systematic Approach To Mobile Strategy
• Understanding Customer Behavior Comes First In Mobile Strategy Design
• Objectives, Strategy, And Technology Decisions Follow
• E*TRADE's Technology Choices Map Well To Its Strategic Plan
• Supplemental Material
• Related Research Documents

This is an excerpt

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