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  • April 2012
  • Case

Bank of America: Mobile Banking (Abridged)

By: Sunil Gupta and Michael Norris
In January 2010, Bank of America is discussing its future mobile strategy. Should the company add complexity to its app, design multiple apps for business segments, or expand into other mobile channels? View Details
Keywords: Technology Adoption; Mobile and Wireless Technology; Banks and Banking; Banking Industry; United States
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  • March 2010 (Revised May 2012)
  • Case

Bank of America: Mobile Banking

By: Sunil Gupta and Kerry Herman
In January 2010, Jen McDonald, head of Bank of America Corporation's (BAC) Digital Marketing group, was discussing the bank's mobile strategy with Douglas Brown, senior vice president, Mobile Product Development. BAC launched mobile banking in 2007 and within three... View Details
Keywords: Marketing; Digital Marketing; Financial Services; Mobile Banking; Channels; Strategy; Banks and Banking; Marketing Strategy; Service Delivery; Mobile and Wireless Technology; Banking Industry; United States
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