By the beginning of 2010, Bank of America (BofA) “had nearly four million active mobile users” from its mobile Internet and mobile app and also had plans to further expand its mobile presence with the launch of short message system (SMS) capabilities in the upcoming months. Prior to this impending release, the head of BofA’s Digital Marketing group, Jen McDonald, met with Douglas Brown, BofA’s senior VP of Mobile Product Development, and David Carrel, senior VP of Strategy and Analysis at Starcom, to discuss the direction and future of BofA’s mobile strategy.
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