For eBusiness & Channel Strategy Professionals

Case Study: E*TRADE Leverages Mobile To Offer Customers More Convenient Services

A Mobile POST Case Study

    Why Read This Report

    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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    • 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