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Citi ramps up mobile banking strategy with Kindle Fire extension

March 9, 2012

Citi is expanding its mobile repertoire with the launch of a Kindle Fire application that lets consumers track, analyze and plan their finances.

The Citibank Kindle Fire app lets consumers access their finances no matter where they are. In addition to the new app, Citi has also rolled out two additional mobile banking capabilities – mobile check deposit and Citibank Popmoney.

“It’s about our customers – we don’t choose the touchpoints so much as see what our customers are choosing and go from there,” said Andred Wolberg-Stok, director of strategy for mobile and emerging technologies at Citibank North America.

“We launched a very successful banking app for iPad, one which transforms the digital banking experience and it was very well received,” he said. “We were looking for our next step.

“It had to be an Android tablet app and then Amazon came out with the Kindle Fire.”

Citi is a global financial services company, which has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions.

Bank on mobile
According to Citi, the new app was designed specifically For the Kindle Fire’s seven-inch, full-color touchscreen.

Consumers can plan cash outflows with the help of an interactive chart of past and future payments and transfers.

The Citi Kindle Fire app

The app also lets users analyze personal spending habits through automatically generated, customizable charts of payee spending and compare personal spending habits with general consumer data, filtering by location, age group, income bracket and purchase category.

Additionally, consumers can access resources and information that help them manage their finances.

Consumers can also use the app to reach customer service directly.

“We’re always trying to look ahead in the game,” Mr. Wolberg-Stok. “When you look at the reported sales number for Kindle Fire, it has phenomenal success.

“The growth in mobile and tablet usage at Citi has been spectacular,” he said.

Added features
In addition to the new Kindle Fire app, Citi’s believes that its two new mobile features – Mobile Check Deposit and Citibank Popmoney will help advance the company in the mobile space.

Through the Mobile Check Deposit feature, consumers can take photos of the front and back of their check and submit it for verification.

The Popmoney feature lets users send money through the Citi Mobile app to people they have set up as payees on Citibank Online.

“Mobile is central to our strategies overall,” Mr. Wolberg-Stok said. “Mobile is what’s always with you.”

Final Take
The popular Citi iPad app

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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