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Citi expands mobile offerings for on-the-go convenience

January 25, 2010

Citi's app

Citi's app

Citibank has expanded its iPhone application to help customers stay connected to their finances in real-time.

The Citi Mobile application gives consumers access to their Citi credit card. Within the application they can check balances and transactions to make informed spending decisions.

“We’re constantly developing technologies that create new ways for customers to bank and manage their accounts,” said Liza Landsman, head of North America consumer Internet and mobile at Citi, New York.

“From the first ATMs to the introduction of banking alerts, we have always leveraged technology to break new ground,” she said. “As part of that history, almost a year ago now, we launched a very successful downloadable application for Apple’s iPhone.

“What we´re announcing now is an extension which builds on the user benefits of that app and now makes it available to millions of additional Citi customers.”

Citibank is a member of Citi, a global financial services company, which has approximately 200 million customer accounts and does business in more than 140 countries.

Consumer convenience
The application lets consumers view their available credit and check when their next payment is due.

Credit card customers can download the free application and sign on using the same user ID and password they use to access their accounts online at

Before the updates to the application, consumers needed to have a bank account with Citibank.

Ms. Landsman said it was very important to Citi to extend its benefits and open it up to customers who have a Citi credit card.

There is no target age group for the application. With this specific application update, Citi is targeting consumers who have both an iPhone and a Citi credit card.

More mobile
Citi Mobile also has text-message alerts.

Citi credit card customers can text a keyword to the short code MYCITI (692484) to request their balance, minimum payment, or recent transactions.

Citi has a WAP site available on all smartphones. It is also available in Spanish.

The application and Citi’s other mobile features are promoted via banners and calls-to-action on the bank’s Web site, email campaigns, statement inserts and ATM ads.

“The immediate benefit of mobile banking is for our customers, because of the incredible convenience and access that they gain,” Ms. Landsman said. “It puts them fully in control of their accounts all day, wherever they are.

“That means happier customers who are more likely to own and use a greater number of Citi products and services and to remain satisfied Citi customers for their entire lives,” she said. “What´s good for our customers is good for us as a company.”

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Chirs Harnick is editorial assistant on Mobile Commerce Daily and Mobile Marketer. Reach him at

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