Bank of America: Mobile Banking

Posted: 2 Jun 2010

See all articles by Sunil Gupta

Sunil Gupta

Harvard Business School

Kerry Herman

Harvard Business School

Date Written: May 14, 2010


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 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 BAC's mobile banking in the long run.

Suggested Citation

Gupta, Sunil and Herman, Kerry, Bank of America: Mobile Banking (May 14, 2010). HBS Case No. 510-063; Harvard Business School Marketing Unit. Available at SSRN:

Sunil Gupta (Contact Author)

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Kerry Herman

Harvard Business School ( email )

Cambridge, MA
United States

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