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Bank of America Case Study - Enterprise Architecture in Mobile Banking

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Michael Greene
Michael Greene

Presented in Fall 2012 at VCU in a graduate course on enterprise architecture

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BANK OF AMERICA Enterprise Architecture in Mobile Banking
AGENDA
AGENDA Why are we here 1.Public Image 2.Current State 3.Culture Mobile Banking 1.Industry 2.Consumer trends 3.Dollars & Sense Recommendations 1.Problems 2.Solutions Recap
0
Pre-Recession •Solid Financially •Nations largest bank •Many acquisitions Post-Recession •Mortgage crisis = black eye •Debit Card Usage Fee
Pre-Recession •Solid Financially •Nations largest bank •Many acquisitions Post-Recession •Mortgage crisis = black eye •Debit Card Usage Fee Brand ranking went from 14th worldwide to 92nd
CULTURE
CULTURE Deliver Trust Opportunity Embrace Responsibility
CULTURE Deliver Trust Opportunity Embrace Responsibility Diversity Community Sustainability
We offer the best in banking convenience, clarity and choice, through solutions that meet consumers’needs at every stage of their financial lives. SHAMEKA HILLAGE Banking Center Manager
Mobile Banking Industry Trends and Projections
Mobile Banking Industry 10,000,000Number of users in 2009
Mobile Banking Industry 37,000,000Number of users in 2014
Bank of America 3 years 1st 4 million mobile customers
Bank of America 3,000,000New mobile customers in last 12 months
Projected growth of mobile banking
0 5 10 15 20 2007 2008 2009 2010 2011 2012 2013 2014 2015 Current Growth Continued GrowthProjected growth of mobile banking
0 5 10 15 20 2007 2008 2009 2010 2011 2012 2013 2014 2015 Current Growth Continued GrowthProjected growth of mobile banking
Mobile Industry 87%U.S. Population with mobile phone 2012 Federal Reserve Study
Mobile Industry 44%U.S. Population with smartphone 2012 Federal Reserve Study
Mobile Industry 20%Americans with mobile phone and bank account conducting mobile banking in last 90 days 2012 Federal Reserve Study
Customers adapt as technology evolves
Dollars and Sense
• Cost per customer cheaper than other alternatives Dollars and Sense
• Cost per customer cheaper than other alternatives • How can we make our customers life a little more simple and efficient? Dollars and Sense
• Cost per customer cheaper than other alternatives • How can we make our customers life a little more simple and efficient? Dollars and Sense service + ➡cost = $$$
A rich experience will engage consumers, build our brand and increase customer satisfaction and retention rates ! DOUGLAS BROWN SVP, Mobile Product Development Recommendations
1.2xProjected smartphone growth
1.2x+ 3xProjected smartphone growth 2011Tablet growth
Transaction History Debt -------- Income Credit History
Transaction History Debt -------- Income Credit History
Transaction History Debt -------- Income Credit History
Transaction History Debt -------- Income Credit History
Transaction History Debt -------- Income Credit History
Transaction History Debt -------- Income Credit History
Transaction History Debt -------- Income Credit History
Transaction History Debt -------- Income Credit History
Online Banking Experience Transaction History
Mobile Banking Experience Transaction History
Transaction History
Transaction History
What does this mean? How can you improve? Transaction History
What does this mean? How can you improve? Transaction History
RECAP
RECAP0

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