Hello bank! The birth of a mobile bank
This case is available at The Case Centre with reference no. 315-042-1.
The case takes us back to June 2013, a few weeks after the BNP Paribas Group, a leading bank in the Euro zone, had introduced an innovative mobile retail bank - 'Hello Bank!' - in Belgium and Germany, with France and Italy set to launch later that year. We follow the reasoning behind the development of Hello bank! and offer insight into why the Group’s senior management gave the utmost strategic priority to this project. We then focus on the launch of Hello bank! in Belgium and observe how three key executives - the Director of Marketing, the Head of Hello bank! Belgium, and the Program Manager - appraised the launch and assessed the challenges ahead.
Although they were satisfied that the launch was a success, they had to keep the momentum going and make important strategic decisions regarding how to:
(1) get more youngsters on board (their target group as the new generation of mobile customers);
(2) stay ahead of the competition, who were certainly going to jump on the bandwagon;
(3) create synergies between the mobile Hello bank! model and the multi-channel BNP Paribas Fortis retail banking model (in order to accommodate customers with more complex needs), and
(4) stay abreast of new technological developments.
The case study 'Hello bank! The birth of a mobile bank' has won the 'Outstanding Case Writer: Hot Topic' competition.