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.
Having surveyed members of this...