Citibank has again raised the bar in driving innovation
in the credit card industry with the introduction of the “Citibank World
Privileges on Mobile,” the first service of its kind in Malaysia. The
new service is expected to attract 100,000 users over the next two years.
Recognizing that credit card customers often miss out on deals and
discounts at different outlets because information is not readily
available, Citibank has introduced this new feature which allows
customers to know all relevant offers at 40,000 merchant outlets in more
than 40 countries, on their mobile phones.
The “Citibank World Privileges on Mobile” service exemplifies the
leading edge innovation of Citi’s many successful business “firsts” that
have enabled it to remain in the forefront of the financial services
industry, both on the local and global fronts.
“The spirit of innovation is high at Citibank as customers want things
‘now’ or instantly. As consumer lifestyle and needs evolve, we create
products and services to serve these needs, while providing quality
customer experience. By focusing on customer needs, we are able to
develop innovative solutions that customers want, and this influences
and strengthens their relationship with Citibank,” said Piyush Gupta,
Citi Country Officer and Chief Executive Officer of Citibank Berhad.
Piyush Gupta added that sustaining innovation across the different
businesses is essential for banks to remain relevant to consumers.
“Consumers want flexibility in payments and value added services like
‘Citibank World Privileges on Mobile.’ When customers recognize value,
they remain loyal to the brand.”
From today onwards, Citibank credit card holders can use their mobile
phones to access information related to special offers at 40,000
merchant outlets across more than 40 countries, including over 1,000
outlets in Malaysia. With this service, they can discover latest
discounts offered for shopping, dining, travel, hotels and much more
under the Citibank World Privileges umbrella.
“The Citibank World Privileges on Mobile is ideal for customers who are
always on the look out for money saving deals. Quick and easy, this
mobile directory is a good starting point to find out where’s a good
place to shop, dine or even, obtain a good holiday package,” said Vipin
Agrawal, Cards Business Director of Citibank Berhad.
Vipin Agrawal added, “With so many options available, it is also
important for customers to learn how to use credit wisely. As such, we
are giving Citibank credit cardholders the opportunity to shop
responsibly and save as they purchase items with added discounts. At the
same time, they can earn Citibank Rewards points, which can then be used
to acquire additional items from our Rewards Catalogue featuring a range
of over 200 items for redemption.”
For those who are going on vacation overseas and are searching for
interesting offers, they can even search for fantastic shopping, dining
and hotel bargains via this application, even before they leave the
Customers who use this mobile service will also be rewarded with
exclusive Citibank mobile vouchers from time to time. Mobile vouchers
can be offered by Citibank merchant partners who like to target specific
segments within Citibank’s cardholders’ base to promote their merchandise.
“We made a serious attempt to understand our customers’ lifestyles as we
want to be more than just a credit card issuer. We want to give them
quick access to information. As practically everyone these days has a
mobile phone, and since mobile technology has become sophisticated, it
has become an invaluable tool in managing information and
communication,” commented Vipin Agrawal on the rationale for introducing
this service using mobile technology.
In order to access the “Citibank World Privileges on Mobile” card
members’ mobile phones must have GPRS, EDGE or 3G, be Java software
Mobile Information Device Profile (MIDP) compliant and have a minimum of
700kb of available phone memory. We believe more than 70% of Citibank
cardholders fulfill this criteria.
The “Citibank World Privileges on Mobile” service is offered free of
charge to all Citibank credit card holders. Customers only need to pay
for their GPRS/WAP/EDGE/3G connection costs to their mobile service
provider [SMS costs related to the download (RM0.30 per SMS/download)].
Citibank is the market leader in the local credit card industry with a
20% share, and over a million credit cardholders. The Citibank credit
card also commands over 90% brand awareness in Malaysia and it is the
“number one” card issuer worldwide, with more than 145 million cards in
Citi, the leading global financial services company, has some 200
million customer accounts and does business in more than 100 countries,
providing consumers, corporations, governments and institutions with a
broad range of financial products and services, including consumer
banking and credit, corporate and investment banking, securities
brokerage, and wealth management. Citi’s major brand names include
Citibank, CitiFinancial, Primerica, Citi Smith Barney and Banamex.