Harvard Business review -BofA 케이스 스터디 자료
- 최초 등록일
- 2014.01.31
- 최종 저작일
- 2013.05
- 8페이지/
MS 워드
- 가격 2,000원
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소개글
Harvard Business Review에서 소개된 Bank of America에 대한 케이스 스터디 문제에 대한 답을 카이스트 조별과제로 해결한 자료 입니다.
목차
1. Mobile banking benefits for consumers and reasons for low adoption
2. BofA’s motivation to offer mobile banking and associated costs and risks
3. Lessons from online banking and costs and benefits with migration
4. Mobile technology’s influence on banking industry in the future
5. Response to LOB managers’ request to include more functions
6. Additional issues
본문내용
1. What benefits does mobile banking provide to consumers? Why haven’t many consumers adopted mobile banking yet?
According to the BofA case material, we can define mobile banking as an electronic system that provides most of the basic services available in traditional banking, but does so using a mobile communication device, usually a smart phone. Customers could access the bank through a mobile application (or app) on their smartphones, and through the mobile web on their phone’s browser. In some cases, a well-developed mobile banking system can actually provide point-of-sale ability similar to an ATM or credit card.
<중 략>
Lastly, BofA could not avoid the growing demand for mobile banking in line with the changes of the external environments. Smartphones were expected to grow in use from 10% in 2008 to 46% of the total US mobile phone market by 2012. Various types of mobile payments, such as local mobile payments, mobile commerce, and P2P payments, were increasing. It was obvious that demands for mobile banking would increase, and BofA needed to meet the changes of the environment to sustain competitiveness in the market.
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