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Bank of America Final

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Submitted By abhi134
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Precision Research & Design | Bank of America | Mobile Banking | | Ashlee BlairDaniel CareyStephanie FortnaBrandi Stricklin | 8/4/2011 |

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Table of Contents

* Introduction: Main Challenge ……………. 2 * Industry Description ……………………… 3 * Brand Analysis…………………………..... 8 * SWOT Analysis………………………….... 10 * Business Model …………………. ………. 13 * Digital Marketing ………………………… 16 * Suggested Solution ……………………….. 21 * Exhibits …………………………………… 23 * References ………………………………… 26

Introduction
Bank of America launched mobile banking in May 2007. Mobile Banking lets customers easily and securely access balance information, pay bills with optional Bill Pay service, transfer funds, and find nearby ATMs and banking centers through a mobile application on their smartphones, and through mobile web on their phone browser.
Main Challenge
WHAT: Increasing overall growth in mobile banking in the financial services industry. Douglas Brown Senior Vice President of Mobile Product Development was quoted, “In less than 3 years we have four million mobile banking customers. That’s an adoption rate almost five to eight times that of our online banking several years ago.” Line-of-business managers are looking for leveraged mobile platforms to meet the needs of their specific businesses. The capabilities of mobile banking through the use of your smartphones or mobile web have become popular with today’s bank customers.
WHO:
* Jen McDonald, SVP of Bank of America (Digital Marketing Group) * Douglas Brown, SVP of Bank of America (Mobile Product Development) * David Carrel, SVP of Starcom Agency (Strategy and Analysis)
WHEN: January 2010
WHERE: Bank of America Headquarters; Charlotte, NC
WHY: Functionality of apps to meet different needs and specific businesses. By providing apps to the different target groups such as:

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