Bradesco's mobile play changes consumer habits in Brazil

This event report shows how Bradesco, the Brazilian bank, allied with mobile networks such as Telefónica to introduce a "sponsored data" program that give customers free access to its app and mobile website.

Bradesco's mobile play changes consumer habits in Brazil

Stephen WhitesideWarc

Bradesco, Brazil's second-largest private bank, had noticed a trend that seemingly ran counter to the explosion of digital media taking place across the country.

It knew that a growing number of consumers – a total pegged at roughly 70 million by research firm eMarketer – were going online via their mobile phones. But although 10% of the financial-services provider's customers had embraced its wireless-banking tools by early 2014, many of them were switching back from this channel to its call centres or bricks-and-mortar branches.

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