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商品編號： 9-510-063 出版日期： 2010/03/02 作者姓名： Gupta, Sunil;Herman, Kerry 商品類別： Marketing 商品規格： 22p 再版日期： 2012/11/05 地域： United States 產業： 個案年度： 2009 -
商品敘述：
In January 2010, Jen McDonald, head of Bank of America Corporation''s (BoA) Digital Marketing group, was discussing the bank''s mobile strategy with Douglas Brown, senior vice president, Mobile Product Development. BoA launched mobile banking in 2007 and within three years it had 4 million active customers. This success prompted line-of-business managers to request Jen and Doug to include more functionality in the bank''s mobile app that were specific to their businesses such as credit cards and mortgages. Jen and Doug had to decide how to leverage the mobile platform for various businesses of the bank without creating confusion or increasing complexity for the consumers. Recognizing the potential impact mobile technology could have on the entire banking industry, they also had to decide on how to position BoA''s mobile banking in the long run.
涵蓋領域：
Finance and investing;Marketing;Strategy
相關資料：
, (9-511-053), 18p, by Sunil Gupta
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