In January 2010, Jane McDonald, head of the Bank (BoA) of America Corporation, Marketing Digital, discussed the bank's mobile strategy with Douglas Brown, senior vice president, development of mobile products. BoA launched mobile banking in 2007 and for three years she was 4 million active customers. This success prompted the line of business managers to ask Jen and Doug, to include more functionality in a mobile application of the bank, which are specific to their business, such as credit cards and mortgages. Jen and Doug had to decide how to use the mobile platform for various businesses of the bank, without creating confusion or complication for consumers. Recognizing the potential impact of mobile technologies can have on the entire banking sector, they also had to decide how to position the mobile banking BoA in the long term. "Hide
by Sunil Gupta, Kerry Herman Source: Harvard Business School 22 pages. Publication Date: Mar 02, 2010. Prod. #: 510063-PDF-ENG
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