Citibank targets 100% mobile app use in 2 years
CITIBANK expects 100 per cent of its customers to access its services via mobile application within the next two years.
The firm also announced that it was aiming for 6-per-cent growth by the end of this year.
Pratheep Kamath, senior vice president, digital and decision management at Citi Thailand, said the firm’s Citi mobile application aims to provide convenience to Citi’s credit-card customers in managing their credit cards using the Global Platform system.
The platform is built on a system that meets global security standards and provides a comprehensive range of digital banking services, including Scan and Pay that enables its customers to make payments through their smartphones without having to carry cash or a credit cards with them. They can also take out cash loans on their credit cards, convert their transactions into monthly instalments, temporarily lock their credit card to prevent misuse and unlock it when needed, and also create a new ATM PIN security on their smartphones.
He said the mobile app also provides a new way to redeem reward points through the application of its partners such as Samsung Pay and AirAsia or via Citi Line Connect Citi World Privileges. It has more than 11,000 locations in over 90 countries to provide privileges to its customers.
Warote Nguitragool, head of Citi Rewards, said Citi Thailand was the first bank in Thailand to meet the regulatory sandbox eligibility criteria that provides Scan to Pay to customers, which allows customers to pay for products and services via OR Code, or to use their credit cards without having to carry them to shopping malls and retail shops such as The Mall, Central Online and Major Cineplex. It is also offering Bt120 cash back to customers that use the Scan and Pay service for the first time and spend Bt300 per sales slip.
“Mobile banking is an important strategy for us to allow customers easy access to our services,” said Kamath. “We started providing mobile application in 2016 and this year we have seen a 100-per-cent increase in customers participating with mobile banking. Thailand is among the top three countries in the region where our customers access our services via mobile application,” said Kamath.
He added that the firm would continue future development of its mobile application to support the national digital identification and PromptPay services.
He said the firm has more than 1 million customers and more than 50 per cent of the customers had access to its services via mobile application. It has around 40 per cent active mobile users.
