Case 2 - American Express: Bank 2.0 What insights does a SWOT analysis reveal about how Bank 2.0 should be positioned in the future? Based on Swot analysis, Bank 2.0 business model has some strengths that seems to outweigh its weaknesses. It also has some threats that needs to be addressed. Strength includes: 1. Prepaid product experience 2. Easy money transfer without using physical branch services. 3. Loyalty program that will help expand the brand. Weakness: 1. Trust of another nancial institutes business based on customer's spending. 2. Distribution channel varies from the traditional American Express customers, this may create a challenge in getting customers attention. Opportunities: 1. Digital or mobile market 2. Target customers outside traditionally banking system 3. Innovative Threat: 1. Frequent on fees charges 2. Competition from other financial companies 3. Credit crisis