The future of the BofA iPhone app: besides better iPhone support, personalization?
Posted on August 19th, 2008
I recently went through the 350 or so reviews of the BofA iPhone app. Here are my conclusions. First of all, BofA should have called this app “ATM locator” instead of “Mobile Banking”, as the ATM locator capability is praised by most as a way to save on fees when traveling out-of-town or when in unfamiliar neighborhood, but the overwhelming majority comment on the fact that the application provides a very poor mobile banking experience on the iPhone. What is meant by iPhone-specific experience? iPhone-specific experience is the single most requested feature. I’m careful not to talk about implementation details here (native app versus iPhone-optimized Web app) as I still don’t have a strong opinion about which approach would ultimately bring the best user…