Abstract

In early 2008, Barclays in India launched a unique mobile banking service called Hello Money. The service, which the bank claimed was more user-friendly and cost-effective than the mobile banking facilities offered by other banks, was the bank effort to expand its customer base in an environment where there is a restriction on the number of branches that a foreign bank can open.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Barclays, Barclays in India, strategy, banking, retail, financial services, commercial banking, corporate banking, retail banking, mobile banking, Hello Money, foreign bank, regulatory hurdles, branch expansion, late entrant, credit card, emerging markets