Just two days after announcing its browser-based (WAP) mobile banking service (press release here), it's already showing up in the bank's cross-marketing efforts. When I logged out of my Wells Fargo account this afternoon, I was greeted with this message:

Clicking on Sign Up Now takes you to this topnotch landing page (here). The Take a Tour button in the lower right triggers a short animated demo of the mobile service right on the landing page:

Features
The bank is using a new, shortened URL, <wf.com> for mobile access, a huge keystroke advantage over <wellsfargo.com>. Both <wf.com> and <mobile.wellsfargo.com> go directly to a mobile phone-optimized secure sign-in page (see inset). The mobile service offers:

• account balances for checking, savings, mortgage, home equity, brokerage, auto loan, student loan, and credit cards
• transaction history
• funds transfer between Wells Fargo accounts

Note:

1. An interesting side note to the announcement: The first result in a Google search for "wells fargo mobile" still leads to an August 2002 CNet story on Wells Fargo's decision to shutter its original mobile banking platform launched in 2001 (see inset).