In the future, Ferra wants to ensure that when Fidelity customers access its services from a mobile device, their experience will be as seamless as possible. Three new features (which aren't quite ready for prime time just yet) are indicative of his future plans.

The first is what he calls device detection. New technology will let Fidelity's systems know the type of mobile device a customer is using—including keyboard layout and screen size—so they will be able to provide a customer experience tailored for each device. GPS capabilities will enable customers to find the nearest Fidelity branch office. Lastly, new wireless devices will allow customers to complete asynchronous voice and data functions at the same time. As an example, Ferra says a customer can be checking account balances on a device while simultaneously talking to a Fidelity customer representative. "That's really advanced," says the 451 Group's Rizzo.

Of course, Ferra notes, there are a limited number of handsets that can carry out those tasks today. But that hasn't slowed him one bit. "I'm a firm believer that the predominant way that people will access Fidelity will be through a mobile device," Ferra says. "And we will offer them the best experience."

Because if he doesn't, someone else will.

Senior Writer Thomas Wailgum can be reached at twailgum@cio.com.