Case Analysis of Bank of America: Mobile Banking

Case Analysis of Bank of America: Mobile Banking

Case Analysis of Bank of America: Mobile Banking

Marcus J. Durr

Professor Trittipo

AMBA 650 Section 9047

January 31, 2012

Abstract

During the tough time for the banking industry when many banks have gone into bankruptcy or have began add numerous fees to their service in order to stay afloat; Bank of American (BoA) has also experienced some of the effects of the financial crisis. In an effort to weather the storm BoA began to incorporate mobile banking. While its competitors were implementing their own mobile banking through mobile apps, mobile web, and short message system (SMS), BoA focused on the mobile app and mobile web only. This case analysis takes a look at some of the major strategic issues and problems, such as BoA leaving out a portion of their target market by opting out of using SMS, which left a portion of their market base outside in the cold. However there are some positives, that BoA realized and took swift action to capitalize on the fast emerging market of mobile banking. In the conclusion, recommendations are given on what BoA can do to keep a stable position in the future, as mobile banking will have a huge impact on the banking industry.

Case Analysis of Bank of America: Mobile Banking

In the banking industry Bank of America has grown to become a household name and evidence of their marketing efforts through all channels can be seen just about everywhere you go. Over the past few years the banking industry has surly gone through some turbulent times and they are not out of the woods yet. However, there is some light at the end of the tunnel, and through the use of today’s technology Bank of America and other major banks are utilizing the highly competitive mobile market through the use of mobile banking. As of 2012 mobile banking is widely accepted as part of the marketing process for large and small banks and even credit unions. However, with the success of mobile banking there were some issues that Bank of America encountered when planning this new form of digital marketing and there are some issues that lay ahead in the future for the company.

Identification of the strategic issues and problems

With all the government imposed laws and guidelines, and with other major banks disappearing, Bank of America has the issue of trying to figure out what the future holds for the company and their growth as well as the issue of deciding on the best use of their mobile banking app for their customers. While other banks decided on using multiple setups for their mobile