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

A Mobile POST Case Study

May 27, 2009

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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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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

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