...economic condition that faced the nation in 2008-2009, Bank of America (BoA), and other financial institutions within the country, faced the problem of how to differentiate themselves, keep their existing customers, and, at the same time, attract new customers. The leadership of the organization identified mobile banking as a new field within the financial services industry to help provide faster, easier, and more convenient services to its customers. Mobile banking offers an opportunity for BoA to increase its operational efficiency and customer retention. The key challenge facing management is both tactical and strategic in nature. From a tactical perspective, management is faced with the problem of deciding which functionality of mobile application the Mobile Product Development Unit of the organization should firstly implement and which other business unit the organization should focus on. From a strategic viewpoint, management is faced with the problem of positioning itself within the industry. The financial services industry is fast-paced with tight competition. As such there is increased pressure on management to position itself in the long-run in order to be able to compete with other major players within the industry. Analysis and Evaluation The financial services industry serves as a vital component of the United States economy. The industry caters to commercial, private, and governmental needs. Historically, Bank of America has always differentiated itself as an industry...
Words: 1379 - Pages: 6
...Brack Bank Corporate Vision Building profitable and socially responsible financial institution focused on Market and Business with Growth potential, thereby assisting BRAC and stakeholders to build a just, enlightened, healthy democratic and poverty free Bangladesh”. Corporate Mission Sustained growth in Small & Medium Enterprise sector Continuous low-cost deposit Growth with controlled growth in retail assets. Corporate Assets to be funded through self-liability mobilization. Growth in Assets through syndications and investment in faster growing sectors. Continuous endeavor to increase non-funded income Keep our debt charges at 2% to maintain a steady profitable growth Achieve efficient synergies between the bank’s branches, SME unit offices and BRAC field offices for delivery of remittance and Bank’s other products and services Manage various lines of business in a full controlled environment with no compromise on service quality Keep a divers, far flung team fully controlled environment with no compromise on service quality Keep a diverse, far flung team fully motivated and driven towards materializing the bank’s vision into reality Core Values Our Strength emanates from our owner - BRAC. This means, we will hold the following values and will be guided by BRAC as we do our work. Value the fact that one is a member of the BRAC family Creating an honest, open and enabling environment Have...
Words: 1501 - Pages: 7
...Bank of America: Mobile Banking Bank of America has been successful in the US in proving mobile banking though the use of a basic smartphone application (app). The bank’s customers enjoy the convenience of, for example, checking their account balances or locating branches/ATMs using their phones. With the success of their basic banking app, Bank of America is considering expanding the functions of their app to other lines of business such as credit cards or mortgages. The problem is to decide whether to invest in increasing the functionality of the app, as it would mean “reprioritizing critical bank technology resources from other important business areas”. Bank of America could add additional functionalities to their current smartphone application. As an alternative they could make no changes, focus more on online (website) banking, or even mobile banking through SMS as Chase Bank has done. Bank of America could also create different, new, applications for each of their target groups such as brokerage, mortgage, credit card or small business. Adding functionality to their current app “could slow down the application and negatively affect the user experience”. Mobile app development is expensive, and can cost from $40,000 to several hundred thousand dollars. Making as much of their customer interaction as possible through mobile banking would reduce costs as it is one of the “least costly banking channels”. Making no changes to their app could possibly be a lost...
Words: 664 - Pages: 3
...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...
Words: 1301 - Pages: 6
...Letter of Transmittal April……………… Department of Accounting Rangpur Government College Subject: Submission of the Term Paper. Dear Sir. I am pleased to inform you that I have completed the Term Paper on Dutch Bangla Bank Mobile Banking. I am in high spirits that now I can present it. Though due to shortage of time I face some difficulties to complete this report properly but I have tried my level best. I, therefore, hope and pray that my report would quench your thirst and will leave up to your satisfaction. Sincerely, Mintu Kumar Roy Roll:9585570 Reg;1567512 Department of Accounting Rangpur Government College, Rangpur All admiration and praises are solely to “Almighty Allah” whose mercy absolutely enabled to us to pursue the study under the supervision of eminent teachers and complete the Term paper work successfully. The authors expresses his abysmal respect and deepest sense of gratitude and heartfelt thanks to their most reverend teacher and Term paper supervisor Joynal Abedin; Lecturer, Department of Accounting, Rangpur Government College, for his efficient guidance, keen interest, timely instruction, valuable advice and continuous encouragement throughout the Term paper work and completion of this Term paper. Special thanks are also extended to the employee of our selected organization and whose valuable opinion helped me to complete the analysis of the Term paper. I also acknowledge the co- operation of my friend, Md...
Words: 696 - Pages: 3
...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...
Words: 344 - Pages: 2
...Introduction Bank of America is one of the largest U.S. bank holding companies; it was founded in 1904 and expanded with several acquisitions. Mobile banking was launched in 2007 and within three years Bank of America had 4 million active customers using this service. Mobile banking may be the single biggest innovation the global banking industry has seen. From smart phones to tablets and laptops, banking customers are pushing their institutions to develop more mobile services. This success prompted line-of-business managers to request more functionality in the bank's mobile application that was specific to their businesses such as credit cards and mortgages and to determine how this change would affect their clients. Bank of America offers applications for over 800 devices, which include smart phones and BlackBerry devices. Bank of America was struggling to position their mobile banking service in the continuously changing industry. “The banking industry was fragmented, with thousands of banks offering retail and wholesale banking services.” (Gupta & Herman, 2010, p.2) Recognizing the potential impact mobile technology could have on the entire banking industry, Bank of America must decide on how to position itself within the mobile banking industry. This paper will identify the strategic issues, the benefits of mobile banking to customers and attempt to explain why some consumers have not adopted mobile banking. I will then analyze and evaluate Bank of America’s...
Words: 1027 - Pages: 5
...Analysis: Bank of America: Mobile Banking Introduction Bank of America is one of the largest U.S. bank holding companies; it was founded in 1904 and expanded with several acquisitions. Mobile banking was launched in 2007 and within three years Bank of America had 4 million active customers using this service. Mobile banking may be the single biggest innovation the global banking industry has seen. From smart phones to tablets and laptops, banking customers are pushing their institutions to develop more mobile services. This success prompted line-of-business managers to request more functionality in the bank's mobile application that was specific to their businesses such as credit cards and mortgages and to determine how this change would affect their clients. Bank of America offers applications for over 800 devices, which include smart phones and BlackBerry devices. Bank of America was struggling to position their mobile banking service in the continuously changing industry. “The banking industry was fragmented, with thousands of banks offering retail and wholesale banking services.” (Gupta & Herman, 2010, p.2) Recognizing the potential impact mobile technology could have on the entire banking industry, Bank of America must decide on how to position itself within the mobile banking industry. This paper will identify the strategic issues, the benefits of mobile banking to customers and attempt to explain why some consumers have not adopted mobile banking...
Words: 321 - Pages: 2
...TERM II Term Paper On CORPORATE FINANCE A study on Mobile Banking initiatives taken by Reserve Bank of India (RBI) to enable financial inclusion SUBMITTED BY A Naga Jyoti 1313009 Scope: This term paper envisages to study the major initiatives taken so far by Reserve Bank of India to enable financial inclusion using mobile device and the way forward to take the initiatives to the next level. Financial inclusion is the delivery of financial services at affordable costs to the disadvantaged and vulnerable segments of society. Indian banking sector has been facing severe challenges in bringing these under privileged sections of the society into the formal financial system. More than 70% of the population, in India, live in the rural areas and these people do not have any access to organized banking facilities. Extending the financial services to these unbanked population is a major challenge to the banks as operating cost of providing the services to this population is much higher than the monetary value that is carried by their financial transactions. Several innovative measures have been initiated by RBI to drive growth in financial inclusion like: 1. No-Frills Accounts (NFAs): RBI encouraged the banks to review their existing practices to enable financial inclusion. Banks extended financial services to the unbanked households by opening “no-frills” account (NFAs) with nil or very low minimum balance. Banks have even relaxed Know your Customer (KYC) norms for...
Words: 2921 - Pages: 12
...International Management II (Core Competencies) Case Study Bank of America (A) by Alexander Beil Christoph Hillgärtner Florian Schlegelmilch Harvard Case Study: Bank of America List of Contents 1. Introduction / Definitions 2. Overview “Bank of America” 3. Product development processes 4. Strength and weaknesses of the systems 5. Learning through experimentation 6. Conclusion / Learnings 7. Summary 8. Questions for group discussion 9. References 1 Harvard Case Study: Bank of America 1. Introduction / Definitions Description of the case study “Bank of America (A)” * The case study describes how Bank of America is creating a system for product and service innovation in its retail banking business. Emphasis is placed on the role of experimentation in some two-dozen real-life "laboratories" that serve as fully operating banking branches and as sites for testing new ideas and concepts. Focuses on: 1) how learning from experimentation can be maximized; 2) incentive and reward systems that motivate employees to experiment in "life" environments; 3) the challenges of managing innovation in an industry that eschews risks, failure, and change. *Reference: http://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=603022 Harvard Case Study: Bank of America 1. Introduction / Definitions Process: which activities are to be taken, in which order* Organization:...
Words: 1164 - Pages: 5
...& Design | Bank of America | Mobile Banking | | Ashlee BlairDaniel CareyStephanie FortnaBrandi Stricklin | 8/4/2011 | | 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...
Words: 5971 - Pages: 24
...& Design | Bank of America | Mobile Banking | | Ashlee BlairDaniel CareyStephanie FortnaBrandi Stricklin | 8/4/2011 | | 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...
Words: 5971 - Pages: 24
... | |Bank of America | | | | | |Name | |University | | | | | Bank of America Identification of Strategic Issues and Problems The Bank of America operates in an industry marked with rapid changes, the financial crisis and evolving technology. There are two challenges faced by Bank of America at this point. For the long term, the Bank faces a challenge in positioning itself. This is because mobile banking is evolving rapidly and could have a significant influence not only on Bank of America but also the whole financial...
Words: 1122 - Pages: 5
...Bank of America: Mobile Banking Assignment Questions: 1. How is mobile technology likely to influence the banking industry in the future? 2. What benefits does mobile banking provide to consumers? Why haven’t many consumers adopted mobile banking yet? 3. What is Bank of America’s motivation to offer mobile banking to its customers? What are the associated costs and risks to the bank? 4. What lessons can the bank learn from its online banking operations? What are the costs and benefits of having customers migrate to online banking? 5. How should McDonald and Brown respond to the LOB managers’ request to include more functions in the bank’s mobile app? Bank of America: Mobile Banking Assignment Questions: 1. How is mobile technology likely to influence the banking industry in the future? 2. What benefits does mobile banking provide to consumers? Why haven’t many consumers adopted mobile banking yet? 3. What is Bank of America’s motivation to offer mobile banking to its customers? What are the associated costs and risks to the bank? 4. What lessons can the bank learn from its online banking operations? What are the costs and benefits of having customers migrate to online banking? 5. How should McDonald and Brown respond to the LOB managers’ request to include more functions in the bank’s mobile app? Bank of America: Mobile Banking Assignment Questions: 1. How is mobile technology likely to influence the banking industry in the future...
Words: 325 - Pages: 2
...consumers in US and its foot print covers 80 % of the population. The bank is being led by Brian Moynihan who succeeded Ken Lewis as the President and CEO effective January 1, 2010. Some of the key highlights of Bank of America are: As of 2010, it is the second largest bank holding company behind JP Morgan Chase in United States by assets which stood over US$ 2 trillion As of 2010, the company is the fifth largest company in United States by revenue which is over 111.4 billion2 The company was also the 3rd largest non-oil company in the US after Wal-Mart and General Electric In 2010, Forbes listed Bank of America as the third largest company in the world 3 The bank has over 5500 branches along with approximately 16300 ATMs and an online banking with 30 million active users 4 The major competitors of Bank of America are JP Morgan Chase, Citi Group and Wells Fargo Bank. 1 http://www.forbes.com/companies/bank-of-america/ 2010 Bank of America Annual Report 3 http://www.forbes.com/companies/bank-of-america/ 4 http://investor.bankofamerica.com/phoenix.zhtml?c=71595&p=irol -homeprofile#fbid=W6HlSIbzfcd 2 4 Bank of America: Mobile Banking Case Report Financial Snapshot 5 Company History The company was founded originally as Bank of Italy in 1904 by Amadeo Giannini in San Francisco. Amadeo established the bank to serve the banking needs of many immigrants at that time who were ignored by the existing American Banks. The banks reputation increased when Amadeo Giannini was able to save all the...
Words: 4633 - Pages: 19
