Why Read This
Mobile strategies fail when firms fail to understand customers or outline clear business objectives. eBusiness and channel strategy executives at banks should document strategic plans that all stakeholders — marketing, product teams, technology management, and lines of business — agree on. This report, part of our mobile banking strategy playbook, answers two essential questions: How do we build a strategic plan, and what should be in that strategic plan? This report also includes our mobile banking initiative checklist, designed to help eBusiness and channel strategy teams avoid common mistakes and succeed in mobile banking. This report was originally published on March 4, 2013; Forrester reviews and updates it periodically for continued relevance and accuracy, and substantially revised it to reflect new research as of October 2014.