In order to serve consumers better, faster, and cheaper, Citibank has relied heavily on new technologies to change its offerings. Now the bank has over 1 million mobile banking users in Asia-Pac alone.
At the end of September, Citi had 1.1 million active mobile banking users in the region and is adding between 60,000 to 70,000 new mobile users every month. In total, the bank sees between 12 to 13 million online and mobile log-ins every month.
New initiatives often start in Asia-Pac where consumers easily adopt new technologies and where Citibank has a large market presence and good brand recognition.
Despite this, the bank continues to invest in its branch network. In 2010, Smart Banking branches, which embrace modern technology to serve clients quicker and more simply, were launched first in Asia and then globally. These branches are also bringing in several thousand new clients monthly, at a rate three- to five-times faster than in traditional branches, says the bank.
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