Electric Orange - Covering the bases?
Recently I received ING's e-mail announcement about their new e-checking account service - "Electric Orange." The market has been waiting for this for some time now so it doesn't come as any particular surprise. It is worth noting that this represents a slight departure from their prior strategy focus on low-volume transaction product offerings -- the [debated] idea being that low-volume electronic transaction accounts reduce relative service needs and result in further reduced operational costs.
However, to me, it is most interesting to look at how ING designed Electric Orange to meet the basic checking account service needs of online banking consumers -- a group that is already approximately a third of all U.S. households and growing steadily.
If I read the announcement correctly this account offers: