America Promotes .Mobi, One Million Users — Bank of

Bank uses .mobi in promotion of mobile online services.

Bank of America (NYSE: BAC) now has 1 million mobile users, notes Mobile Marketer. Bank of America has 25 million users of its online services, but the generational divide is promising: two-thirds of its mobile banking users are under 35.

On the firm’s web site, users are encouraged to type .mobi into their browsers to access the mobile site. This is great news for .mobi, as many firms have promoted dotcom for their mobile sites. Still, Bank of America isn’t actually using .mobi. BofA.mobi merely forwards to bankofamerica.com/mobile. Furthermore, typing BofA.com into your mobile phone also forwards to this address.

Nevertheless, it’s encouraging to see broad adoption of a firm’s mobile platform for secure access rather than just content. Almost all Bank of America mobile clients use the mobile banking service to see account balances and eight in 10 review transactions, notes Mobile Marketer. Four in 10 use their mobile phones to move money or pay bills. The service is most popular in sizable metropolitan areas.

[Thanks to Will for the tip.]