Citibank this week announced the roll out of its Citibank for iPad application in the Russian and Hong Kong markets, and revealed future plans to release the app in other key locations such as Asia-Pacific, Latin America, the Middle East and throughout Europe.
Citi’s expansion into Russia and Hong Kong are part of the financial institution’s larger marketing strategy to expand consumer reach in large foreign markets, according to Mobile Commerce Daily.
“The rollout of Citibank for iPad marks the most recent example where Citi has helped to simplify the lives of its customers by bringing them top-tier digital banking wherever they are in the world,” Marc Luet, Citi CEO of consumer banking EMEA, told the Wall Street Journal.
Citi has recognized that mobile and online banking users are growing and represent a significant opportunity for company growth. The Citi iPad app was first launch in the US in 2011, and proved popular amongst Citi customers using the application to complete various banking activities.
Luet commented, “Citibank for iPad has been heralded in the US as the leading bank tablet because of its state-of-the-art design and features.”
Consumers can track and read finances through visually enhanced features such as graphs and charts that are easy to read. The app offers other features such as pie charts to represent spending habits and image archives that keep images of deposited checks. The application is also linked to social media sites such as Twitter and Facebook that enable consumers to share content and solicit real-time support.
Citi customers can log into their accounts through the mobile app. Banking regulations and services vary from country to country, which will require Citi to tailor the app depending on its consumer base. For example, the Russian market requires a more rigorous process to complete bill payments. Moreover, international currencies, visuals and other logistics will be tweaked on the mobile app to better resonate and comply with each country’s lifestyle.
Next on the list to gain access to the mobile app are Latin America, Europe and Asia-Pacific: regions in which Citi plans to introduce the tablet app by the end of 2013. Citi will introduce the app to the Middle East some time in 2014.
“We have a long list of countries targeted for rollout over the coming months in multiple regions, Andres Wolberg-Stok, global mobile and tablet banking director of consumer banking, told Mobile Commerce Daily.
“We hope this world class app will delight our customers in each and every one of them.”
To read the full story at Mobile Commerce Daily click here, or to read the full story at the Wall Street Journal click here.
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