Why Read This
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.
Tags: Brokerages, Consumer Mobility, Customer Experience Management, eCommerce, Financial Services, Go-To-Market Strategies, Investments, Mobile Commerce (mCommerce), Mobile Web, Omnichannel Customer Experience, Product & Solutions Strategies