Heartbeat of a City: The Influence of Soccer in Rome :: Free Essays Online

Heartbeat of a City: The Influence of Soccer in Rome The first occasion when I went to Italy the cab driver that got my I up at Rome’s Fiumicino air terminal had his radio went to a station playing a Serie A soccer coordinate between two Italian powerhouse groups, AS Roma and Turin’s Juventus FC. From the start I simply expected the low-level, even stable of the hosts voice was only a discussion radio show, yet as I heard the fervor in his voice work as each group turned out to be nearer to scoring, and the foundation hints of the groups reciting and singing for their groups I started to comprehend the wonder that calico, the Italian word for soccer, was in Italy. Truly the heartbeat of a country whose history has been turbulent without a doubt, soccer has been a pillar in Italian culture for ages. Known as the world’s most well known game, proficient soccer has made and characterize various gatherings of individuals around the globe for longer than a century. The furor encompassing groups, geographic territories fans abide in, and political beliefs related with singular clubs have cut a personality for many supporters whose substance gets committed to their preferred players, arenas, and mentors. Soccer groups and their fans can give us a window into how individuals can be partitioned and characterized by their devotions and goals, and why those with comparative perspectives rally to make a recognizable domain for themselves. Enormous inquiries despite everything stay about the job of soccer in today’s world. For what reason do individuals in Europe and abroad become so committed to their groups, over all other social variables like governmental issues, clubs, and associations? How does soccer influence Italian and Roman political loyalties, and how does the dedication of each team’s fans influence the Roman urban space, the approaches and responses of the Italian government, and one another? By revealing and characterizing the significance of soccer in Rome, I am contending that Roman soccer fans are isolated by group hues and name, yet additionally by topography inside the city, political devotions, and social contrasts. I am additionally contending that the significance of soccer speaks to undeniably in excess of an enthusiasm for a game, however a portrayal of such a Roman resident, just as most everything being equal, live for and love.

Exploring the Relationship Between Mother and Baby Essay Example for Free

Investigating the Relationship Between Mother and Baby Essay Investigating the connection among mother and child in the NICU corresponding to nursing support. Unique Point - To investigate the impact of cooperation identified with care-giving and data trade among medical attendants and moms comparable to maternal pressure and maternal-baby relationship in the infant emergency unit all through the clinic remain. Foundation Mothers in the NICU experience gloom, nervousness, stress, and loss of control, and they vary between sentiments of incorporation and prohibition identified with the arrangement of social insurance to their neonate. This writing audit assists with distinguishing nursing mediations that advance positive results among mother and infant by decreasing maternal sentiments of stress and uneasiness. Search Method A writing search covering the period 2008-2012 was led. Five articles announcing both quantitative and subjective examinations comparative with the subject were recovered. Discoveries Findings uncover that positive and trustful connections among attendants and moms create when medical attendants impart and communicate with moms. This mitigated mother’s uneasiness and upgraded their certainty while communicating with their child. Conversation Critical investigation just as qualities and shortcomings of the relative diaries explored is given together with helpful proposals that rise up out of the proof. End The writing checked on shows that nurture mother association improves mother-newborn child relationship. Thusly, this will inevitably help with diminishing maternal pressure and improve the maternal prosperity. Presentation Moms create connection to their infant during pregnancy, which proceeds and grows all the more completely after the youngster is conceived (Cleveland 2009). In any case, the pathway to turning into a mother is compromised with the confirmation of the child to the NICU. This happens because of the new and threatening condition of the NICU (Obeidat et al 2009). During the underlying confirmation guardians can accept that the medicinal services group is progressively ready to think about their child and this can impart sentiments of deficiency (Cockfort 2011). Subsequently, maternal connection might be postponed by the absence of socialization among mother and child as the greater part of the consideration is finished by medical attendants (Cleveland 2009). DeRouck and Leys (2009), found that the guardians of a baby admitted to the NICU face difficulties including access to data, exposure about the conclusion, treatment and guess of their infant, just as an absence of command over the consideration of their infant. Adding to this pain is the vulnerability of endurance or the possible effect of the infant’s condition on later wellbeing and prosperity. Likewise, feeling regretful to mother an unfortunate newborn child makes dread of social partiality. Further, the structure of the NICU places noteworthy boundaries on mothers’ capacities to institute the parental job since dynamic and the day by day care of the newborn child is taken over by clinical and nursing staff confining communications with the children peeling off their maternal power (Cleveland 2009). Actually, when infants are in the NICU, conventional conceptualizations of the parental job are adjusted. The circumstance requests uplifted parental investment while all the while setting serious limitations on parental inclusion. Accordingly, guardians need to arrange this pressure and customary meanings of the parental job, which must be ceaselessly reclassified all through their experience What rises is that the prevalent wellspring of misery is failure of the mother to shield the newborn child from torment and give fitting torment the executives. (Fenwick et al 2008). A ton of methodology cause torment in the neonate making worries for the mother, beginning from fringe cannulas, inhabiting catheters and intubation to make reference to a couple. In intubated babies, despite the fact that morphine mixtures are regulated, the child despite everything gives indications of misery during nursing times. For this situation, we direct a little bolus of help with discomfort before nursing so the infant would be progressively agreeable. On the other hand, Fenwick et al (2008) portrays factors that add to parents’ fulfillment in the NICU. These incorporate; confirmation and mental help, the arrangement of predictable data, instruction, ecological follow-up care, proper agony the board, and parental interest and closeness, just as physical and otherworldly help. Along these lines, it is basic that medical attendants ought to give a valiant effort to improve the mothers’ feeling of certainty, ability and association with her newborn child through guided investment (Domanico et al 2011). Johnson (2008) takes note of that skin-to-skin holding or kangaroo care advances maternal-newborn child sentiments of closeness, constructs maternal certainty, and might be a pressure decreasing encounter for both the mother and baby. Thus the significance of giving the chance to kangaroo care to happen. Chase (2008), takes note of that KMC is likewise vital to settle parameters, for example, cardio-respiratory parameters while being gainful for keeping up internal heat level. They include that even the frequency of nosocomial sepsis and the term of medical clinic remain diminished with rehearsing KMC. Moreover, Ali et al., (2009), found that Kangaroo mother care additionally demonstrated positive results towards rehearsing select breastfeeding. Cockfort (2011) noticed that, progression of care should be guaranteed consequently the significance of documentation. Hence, it is proposed that handover ought not be hurried, while an increasingly exhaustive handover can guarantee the smooth progress of care for staff and the family. At the point when guardians pose inquiries identifying with their child they feel guaranteed in the competency of staff when data has been passed on accurately. At the point when data isn't shared adequately guardians can lose trust and the organization separates. In Malta, despite the fact that handover of 2 back to back days is given, clashing counsel is as yet given on occasion due to the nurses’ diverse view-focuses. Subsequently, this requires ward gatherings so as to explain significant issues so guidance given and practice is steady. In Malta, around 373 infants are conceded yearly (Grech et al 2012). Taking into account the advantages talked about, medical caretakers ought to do their most extreme to improve the general understanding of the moms of such infants. Search Method A survey of distributed research comprised of the accompanying advances; expansive perusing to decide territories of center, recognizable proof of consideration and prohibition measures, writing search (addendum 1) and recovery, basic evaluation and examination of the exploration proof and amalgamation of proof. Proof was surveyed with the points of distinguishing boundaries that influence the motherinfant association inside the neonatal emergency unit how medical attendants can effectively bolster connection. Articles were incorporated if the setting was principally in a neonatal emergency (unit or neonatal emergency unit) the members were moms of babies admitted to neonatal concentrated consideration units or medical caretakers working inside that setting. What's more, All articles were basically dissected in light of two essential inquiries: (a) What are the necessities of guardians in the NICU? (b) What nursing practices bolster guardians in addressing these necessities? Articles were additionally included on the off chance that they were essential research considers distributed somewhere in the range of 2008 and 2012 and written in the English language. Essential and optional writing look were led through the EBSCO, ERIC, Sciencedirect and Medline databases. The essential pursuit terms included â€Å"NICU,† â€Å"Neonatal Intensive Care Unit,† â€Å"family support,† â€Å"communication,† â€Å"nurse† and â€Å"early intervention.† The auxiliary writing search terms included â€Å"nursing support,† â€Å"efficacy,† â€Å"family,† â€Å"communication,† â€Å"support†, â€Å"neonatal† and â€Å"Kangaroo Mother Care†. These terms were utilized and used in every conceivable mix to play out a broad writing search of the previously mentioned electronic databases. Thirdly, a survey of references was led of the recognized articles for any further examinations. Eighteen articles were found through the hunt. Six examinations met the consideration measures of which, 3 were subjective and 3 quantitative (informative supplement 2). The subject was constrain ed to the most recent 5 years. This time allotment helps in the getting the latest encounters since NICU is a changing situation particularly as respects to innovation which impacts the moms just as the medical attendants. Both quantitative and subjective examinations were found. Both subjective and quantitative research was directed to recognize what is thought about the requirements of NICU guardians and what practices bolster these guardians. The two techniques for inquire about were incorporated on account of the potential for each to add to an increasingly complete comprehension of this subject. In choosing an examination structure, analysts ought to be guided by one general thought: regardless of whether the plan does the most ideal activity of giving dependable responses to the exploration questions. One needs to take note of that the two investigations have impediments (Cottrell McKenzie, 2011). In quantitative research, the researcher’s point is to decide the connection between one variable (a free factor) and another (a ward or result variable) in a populace (Morrow 2009). As opposed to quantitative structures, subjective plans don't bring about numerical information for measurable investigation (Schira, 2009). In subjective strategies, analysts are keen on deciphering social marvels and investigating the implications that individuals join to their encounters (Polit and Beck 2010). Besides, perspectives, mentalities and practices might be investigated (Wood Kerr, 2011), through grounded hypothesis as it creates speculations that a

Average SAT Score Simple Strategies To Beat It

2015 was the sixth year in a row that saw average SAT score fall or remain steady. High School students who want to beat the average score will have to score 495 in critical reading, 484 in writing and 511 in Math. Now that’s a combined score of 1490, which was a couple of points lower than the previous year. A score of 1550 is considered to be a good score for SAT takers because it is seen as a marker to a decent performance in the freshman year. This score is considered to give you a 65 percent chance of getting a B minus or more on your GPA. Interestingly only 42% of test takers managed that score in last year’s test. Set the bar high for yourself If you are planning on taking the SAT then of course you need to have a target in mind from day 1. It gives you something to work towards during your course of preparation. Experts believe that trying to beat the average score can be a realistic and encouraging goal for beginners. However there’s definitely no harm in aiming higher and beyond 1550. But the first step in your preparation towards your goal should be thinking like the test and knowing exactly how the SAT is scored. Each section has multiple-choice questions and right answer gets you a +1 raw score for the section. Wrong answers in Critical Reading and Writing will get you penalized by -0.25 points. Simple steps to beat the average SAT score Once you have understood how the scoring for SAT works and the goal you have set for yourself, you can start your prep accordingly. You have to remember that the test is definitely beatable and there are simple steps, which let you do just that. Firstly, you need to look at your PSAT scores so that you can narrow down on the skills and areas that you need to work on. By all means prepare for all the sections of the test, but focus on those where you can do with some help. For Critical Reading you have to emphasize on building vocabulary. For Math questions where you are stuck for an answer, work backwards and eliminate wrong ones. Focus on typical grammar rules that are often repeated in case of Writing section. There are different skills you need to work on for the three sections of the test. But you shouldn’t consider them to be shortcuts because there aren’t any. Give yourself sufficient time to prep, take practice tests to be ready for the exam day. Beating average SAT score is definitely possible and you can do better than that too. Other articles that you might be interested in : SAT Grading Scale Upcoming Dates and Deadlines of SAT

The Psychosocial Theory Of Human Development - 832 Words

A third development theory that I will discuss is called the â€Å"Psychosocial Theory.† The psychosocial developmental theory emerged from the work of psychologist Erik Erikson. Erikson argued that human development was influenced by social experiences that take place through eight stages. In fact, Erikson’s theory was influenced by his experience in analyzing and studying of various types of people from various backgrounds and culture. Thus, Erikson believed that human life evolved through experiencing life crisis in each of the eight stages of development. Moreover, it is through the experiences of life crisis and their eventual resolution that allows individuals to continue to grow. According to Erikson, life crisis symbolized a time when vulnerability and possibilities were intertwined (Fiore, 2011). Erikson proposed that life crisis’s was an opportunity where an individual was trying to achieve, while at the same time working towards creating a sense of self—eventually this process would lead to the work of self-development. Stage 1: Basic trust vs. Mistrust (birth to 2years, infancy, hope, maternal), Stage 2: Autonomy vs. Shame and doubt (2-3 years old, early childhood, willpower, both parents or adults substitute), Stage 3: Initiative vs. Guilt (3-5, preschool, nursery school, purpose, parents, family friends), Stage 4: Industry vs. Inferiority (5-12, middle school, competence, school), Stage 5: Identity vs. Identity confusion (12-18, adolescence, fidelity,Show MoreRelatedErik Erikson s Psychosocial Theory On Child Development1388 Words   |  6 PagesErik Erikson’s Psychosocial Theory on Child Development Erik Erikson, a well known developmental theorist, developed his theory about stages of human development from birth to death by using Freud s work as a starting point. According to Erikson, personality develops in a series of stages. Erikson found out that children experience conflicts which affect their development. He described the internal conflict which children go through in developmental stages using the term ‘crisis’ and are based onRead MoreEarly Childhood Psychosocial Development Essay1307 Words   |  6 Pagesoccur in human throughout the life span. The development starts from infant until old age. Childhood is a time of tremendous change, but people also continue to grow slowly and develop during adulthood. It is a continuous process with a predictable sequence. These developmental changes may be influenced by genetic factor, environment factor and maturation factor. There are three types of human development changes: physical development, cognitive development and psychosocial development. Our groupRead MoreErik Erikson s Theory Of Psychosocial Development1359 Words   |  6 Pagesstages in their life. 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The assumptions, ‘development follows a predictable pattern’, ‘human beings are resilient’, and ‘development is a function of the interaction between innate and environmental functions’, will also be examined insofar as they relate to the issues and concepts of Erikson’s theory. FurthermoreRead MoreErik Erikson s Theory Of Psychosocial Development884 Words   |  4 Pagesfamous theory of psychosocial development and the concept of the identity crisis. His theories marked an important shift in thinking on personality; instead of focusing simply on early childhood event, his psychosocial theory looked at how social influences contribute to personality throughout the entire lifespan. Erik Erikson died May 12, 1994 due to prostate cancer. (Erik Erikson, 2015). Stages of Psychosocial Development Comprehension of Erikson’s eight stages of psychosocial development requires

The Increase Of Women During The Prison System - 945 Words

It is shocking to see the increase of women that have been imprisoned. Looking at the table titled â€Å"number of female prisoners under the jurisdiction of State or Federal correction. In 2003 the percentage was 6.6%this is when the increase of women in Federal and State prison. In 2006 to 2008 the rate was at all-time high of 6.9%. (120) However by 2009 the rate decreased to 6.8%. According to the author Mexican and African American women experience a high incarceration. The â€Å"get tough† policies were to dissolve the illegal activities of drug dealers and big kingpins. This policy didn’t work 35.9% of women are serving time for drugs passion offenses in the prison system many women of color. I believe some of the women that are incarcerated for passion is because to a boyfriend manipulate the girl into doing illegal activity , also females enjoy material things and coming from a low income area females believe they have something to prove to others in their low income neighbor. Many of these females are from dysfunctional homes where there is a lot of physical abuse, drug abuse, sexual abuse and mental abuse. The author states there have been new technologies for determine drug use, such as a urine analysis, which can determine if the female parolee is in violation of her parole. According to the author this is the reason women are returning to prison for parole violation. The author also states one out of five women returned to prison on parole violation. According to theShow MoreRelatedThe United States : A Growing Problem With Women1553 Words   |  7 PagesThe United States has a growing problem with women in the criminal justice system. There has been a dramatic increase of women since the 1980’s. In addition, the increase of women has brought mothers into the equation. Pregnant mothers who are allowed to keep their newborn while incarcerated has been theorized to have many positive results. Including a higher chance of a pos itive reentry, allow bonding time between the mother and her child, and easing the pain of their incarceration. Laws vary fromRead MoreAfrican Americans And The Criminal Justice System1394 Words   |  6 Pagesmyriad of institutions. One of these institutions which have policies which negatively affect minorities is the criminal justice system. There is an overrepresentation of African Americans and Latinos within prisons. Discrimination and prejudice have morphed throughout time to continue to keep individual without power. There are more African American adults in prison or jail, on probation or parole—than were enslaved in 1850 (Alexander. New Jim Crow.) Through the history of this country, this trendRead MorePrison Policies Surrounding Incarcerated Women in US Prisons848 Words   |  3 PagesPrison Policies towards Mothers Introduction Even though mothers in prison represent only 8.1% of all incarcerated parents, the actual numbers are shocking at 65,600 by 2007 mid-year (Glaze and Maruschak, 2010). This number has doubled (122%) during the previous 16 years and the number of children affected have increased by 131% to 147,400. In addition, the rate of increase in incarcerated mothers was twice that of incarcerated fathers during the same period. Race is also a significant factor,Read MoreThe American Education System1437 Words   |  6 PagesThe American education system, as we know it, has failed us, and more of our youth are becoming incarcerated at young ages. The educational system has taken a backseat when it comes to funding prisons; youths have chosen to live a life of crime, as education has become less substantial than money and resources allocated to prisons. Although television shows such as Lock Up or Lock Down expose the harsh realities of the wars that are ongoing in prison, the war on education h as taken a substantialRead MoreU.S. Prison System and Its Populations: Whites vs. Minorities1736 Words   |  7 PagesCourse Project Outline Scenario #4 U.S. Prison System and its Populations: Whites vs. Minorities Kent Johnson SOCS350 Professor: Dr. J. Johnson June 7, 2010 Table of Contents General Statistics 3 Men vs. Women 4 Statistics: The Who and the Why 6 Black Judges vs. White Judges and Their Decisions 8 What is being done to reverse this Trend 10 References 11 Statistics In the prison system today, there has been an explosion of minorities beingRead MoreEssay on A Different Type of Special Needs1185 Words   |  5 PagesTherefore, within the corrections system, individuals with unhandled issues are held, furthermore unable to access care. On the contrary, to the responsibility of the government to its citizens, the corrections system is to provide care for its prisoners and if they are not taken care of correctly, they are scrutinized. This article will focus on women and elder needs, researching needs that may relate to one ore both classifications of people. The population of women inmates has been on the riseRead MoreWomen Who Use Drugs Are Caught Up Within A Cycle Of Prison And Reoffending1052 Words   |  5 PagesWomen who use drugs tend to be caught up in a cycle of prison and reoffending. The article written by Margaret Pereira is her personal account of the damaging effect that incarceration can have on a woman and her family. Pereira posits that something should be done to curb the cyclical nature of drug use and incarceration. She notes that since the advent of the war on drugs the amount of offenses created by arresting drug users has increased the workload of officers significantly, rather thanRead MoreIncarceration Is A Method Used By The United States Criminal Justice System1364 Words   |  6 Pagesby the United States criminal justice system as a repercussion for certain unlawful actions. Criminal punishment varies upon circumstance of crime. The United States consists of approximately 125 federal prisons with approx. 200,000 inmates. According to statistics, women represent 6.7% of inmates in federal prison. When thinking of women in prison, one s first thought may be, â€Å"What about the children?† In the United States, the numbers of incarcerated women are increasing, as well as the impactRead MoreBeing Released From Prison : A Positive Outlook On Returning1075 Words   |  5 Pages Being released from prison can be very hard and often the released do not have much of a positive outlook on returning to their communities and staying out of prison. These ex-offenders often return to an area that is disenfranchised and they themselves have a strong sense of anomie and disconnect. This coupled with the lack of resources, skills, opportunities, family ties, health issues, and the now added stigma of a criminal record often leads them back into the lives they may want to escapeRead MoreBehind Bars: Pregnant Inmates and the Challenges of Care Essay1378 Words   |  6 PagesAs a woman, the experience of pregnancy and preparing to bring a new life into this world is, in general, an incredibly exciting time, unless of course, you are one of thousands of women incarcerated in the United States, serving prison time for felony convictions. While most expectant mothers are planning for baby showers, shopping for maternity clothes and preparing the baby’s nursery, the incarcerated mother-to-be has to remain in a constant state of alertness and preparedness for situations

My Personal Goals Essay Example For Students

My Personal Goals Essay My Personal Goals Essay The personal goals I want to achieve as a student at University of Phoenix is to receive a college degree and make my mother proud. I know once that has been achieved, my future prospects are limitless. I am a product of a parent who grew up on welfare, but not only obtained her Bachelors degree, but went back to school two more times to obtain her Doctorate of Education. Her mother sacrificed plenty to send her to college and my mother always knew the power of education. As my sister and I were growing up we would always listen to my mother tell stories about how she had to walk about 10 miles to and from school, but she was never discouraged. To achieve these goals I plan on using the University of Phoenixs classes and academic services and to eventually use the degree I will receive from the university. To achieve my education goals I plan on using classes and academic services provided by the University of Phoenix. To strengthen my grammar and interpersonal skills, I plan on taking classes at the University of Phoenix that will give me more confidence and experience in writing and communication. I also plan on attending writing workshops that the University of Phoenix offers and use of the Center for Writing Excellence to help me as well. To gain knowledge and training in computer and network administration I plan on taking the computer courses that the University of Phoenix offers. I plan on taking computer-programming courses to help me to develop an understanding of computer software programs and how they are designed. I plan to take networking and telecommunication courses to allow me to develop my understanding of computer and telecommunication networks. All of this education and training will then culminate in me receiving my Bachelor of Science in Information Technology. In order for me to meet my career goal of advancing in my current field or changing to the Information Technology career field I will first need to meet all of my education goals and attain a Bachelor of Science in Information Technology from the University of Phoenix. Once I have received my degree I can use it in conjunction with my Associates degree that I have in Paralegal Studies and would qualify for many legal office manager positions or I could use it to attain a job with the federal government as a paralegal (because the federal government requires any person with a paralegal certificate to also possess a Bachelors degree). The degree would also allow me to exit the legal field altogether if I wanted to and I would be able to enter Information Technology job market. When developing a time-line for my goals, it is best to divide the goals up into short and long-term goals. Short-term goals to goals that I can reasonably accomplish in the next year and long-term goals will be any goals that will be in excess of a year. Goals that I can reasonably accomplish within the next year are my ability to strengthen and develop my grammar and interpersonal skills. After completing this class, I will be able to take additional courses that will help me grow more confident and develop my writing and speech giving capabilities. Although I dont expect these skills to perfect overnight, I do believe they will be at a higher level in about a year. My other goals will most likely be long term in length. I feel that I will meet my goal of gaining knowledge in computers and network administration in around a year and a half. Most of the courses that cover these areas are later in the universities curriculum, but if I stick to my current academic plan I should be done with all of those courses in that time. My goal of attaining a Bachelor of Science in Information Technology can be attained in about two years if I stick with my current academic plan. Once I have attained my degree, I should then be able to accomplish my career goal of advancing in my current field or changing to the Information Technology career field. My goals should be accomplished in the time frame I have established, unless I run .

Mobile Banking free essay sample

Bank of America is the largest US bank founded in 1904, it has expanded through several acquisitions. By the end of 2009, Bank of America was the market leader serving 82% of the US population and over 53 million customers. They are positioned as number one in online and mobile banking. Their mobile banking services were launched in 2007 and have gained 4 million customers in less than three years. Acquisitions made by Bank of America prior to the financial crisis caused a very strong drop in their stock price. Customers: In 2009, 10 million customers used mobile banking and this is expected to grow to 37 million by 2014. Customers that use mobile banking are not the same as online customers. Customers that use mobile banking represent a different segment of the market that other banking customers. Security issues, a perceived low value and expense, were the primary reasons that customers did not switch to mobile banking. Potential customers were reluctant to try a new banking service that are represented an extra cost and they were also afraid of losing control of their finances. We will write a custom essay sample on Mobile Banking or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Debit cardholders were the most active users. It was convenient for them because they could check their account at any time. Customers that used this service changed their usual banking channels and as a result -the bank had a higher retention for these users of online services. Competition/Competitors: Bank of Americas main competitors were: Bank of New York Mellon, JP Morgan Chase Co. , Wells Fargo Co. , Citigroup, and PNC Financial Services. These competitors also used mobile banking to ensure good service for their customers. They used SMS, customized web browsers and apps, depending on the bank and the customers they served. Citibank and Wells Fargo had different applications customized for their target groups. General Context Considering that the banking industry is fragmented, with thousands of banks offering retail and wholesale banking services; ten of the largest banks hold 46. 4% of total deposits, Bank of America being the largest one. The mortgage crisis of 2009 led to a deep recession and spilled over into a financial crisis that affected the retail banking business. Banks started waving fees and offering additional benefits in order to capture and retain customers. Mobile banking was introduced in the US in 2007 which added costs to each transaction. However, these costs were lower than call centers and interactive voice response costs. Bank of America had three options: mobile messaging (mobile stream modification without any software installation), mobile Internet (wireless application protocol), and mobile applications. Mobile applications in particular were more sophisticated and costly. Smartphone use was estimated to grow to 46% by 2014. Development Dilemma: Bank of America has two options to handle the future of mobile banking: 1) Build new and various applications to target different customers a) Pros: i) Customers want customization in the products; this will increase retention and satisfaction. ii) Marketing strategies can be segmented into different types of clients. This increases efficiency and reduces costs. iii) Superior brand and innovation perception. a) Cons i) Cost of application creation will increase due to the different areas and type of customers at Bank of America ii) Any changes in the bank services will have to be applied to all apps. Some customers will have to download and use various apps at the same time 2) Refuse to add complexity to the current application a) Pros: i) No extra costs on building a new application ii) Customers that don? t like technology or doubt about security issues wont be affected b) Cons: i) Other banks offer better mobile apps and this will increase their competitive advantage ii) Customer satisfaction will suffer if the app is not updated and does not fulfill their needs. iii) Transactions will still be done through ATMs, Call centers and IVR, which are 4 to 11 times more costly. Opportunities: Since Bank of America is one of the largest financial institutions in United States that has millions of customers; online banking is an important feature that offers to ease transactions and provides access to billing statements. However, because of the multitude of services banks offer it is overly-complicated to provide all items in one bundle. Because of this complexity (to add all the banking features in one app for mobile banking) Bank of America should target tablet-users to provide all the banking features with different applications. For example Bank of America can provide tools like market reports for savvy investors or savings programs for households (where it is easier to keep track of expenses. ) Tablets are relatively easier to use than mobile phones. Targeting such a market at an early stage can broaden the spectrum in which Bank of America operates its mobile banking. This opportunity which targets future markets as computers are being replaced by tablets should not be forgone. 1) Pros: a) Ease of access and use for customers with multiple Bank of America services, easier tracking of frauds or errors. ) Bank of America customers will be able to access a large array of services online. c) For some high-end apps a nominal fee may be charged to cover some of the technology budget. 2) Cons a) Customer information may be at risk as it is insecure to access sensitive information online for which Bank of America will have to maintain high privacy, increasing cost. b) Some of the features may still be complex and require customer support hotline. c) Customers may act on unintended transactions involving significant funds. Recommendations: Bank of America needs to improve the complexity to the current application. After analyzing the options and the opportunity, we think that Bank of America has to differentiate themselves from their competitors while offering a great service to their clients, we would recommend to increase the functionality of the mobile app. This change will bring extra benefits to the different type of clients in a single download. The company will also cut costs in the type of transactions made by the clients. The continuous growth of the mobile market especially the Smartphone use is another aspect of the recommendation. Having a mobile has become a commodity for the population. The new generation will get so accustomed to this technology that they will be able to deal with any app complexity without any problem. Bank of America has to think of its future customers, not only the current mobile technology adaptors. Having a better application will differentiate the bank compared to their competitors b) Customers will have overall services in a single application. ) Mobile payment services would be added to the app and will attract and benefit many customers. d) Transaction costs will become lower as the % of Smartphone users grows (46% for year 2014). 2) Cons: a) Added complexity will discourage some customers to use the application b) Speed of the application may suffer if the customer has a bad connection or has too many applications downloaded in their mobile. c) The cost of developing a more complex application is larger and may require more expertise and training for employees and customers as well.