Citi’s Mission
• Become the world’s premier digital bank
• Become a truly customer-centric organization that puts customers at the heart of everything we do
• Enhance our clients’ lives through innovation that harnesses the breadth and depth of our information, global network, and world-class products
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Citi’s Mobile EcosystemCiti Mobile in the U.S. Today: Three Flavors
3. Text Messaging“Citi Text Banking”
1. Downloadable AppsFor iPhone (and iPad/iPod touch)
and for Android devices
2. Mobile Browser“Citi Mobile for Smartphones”
(go to Citi.com from smartphone)
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4
First major U.S. bank to “mash”
together mobile banking and
Twitter as a servicing channel
(Launched December 2010)
Mobile Social-Media Customer Service
© 2010 Citigroup Inc.
B2T allows for quick and easy
tranfers between Citi Handlowy
customers.
B2T uses
B2T is available in Citi Mobile
application installed on:
Mobile Innovation in Poland
Citi Handlowy (Poland):
transfers performed by
bumping phones
Bump 2 Transfer
&
© 2010 Citigroup Inc. 5
Why iAd?
Brand
Experience“Storytelling” platform.
InnovationRich media platform.
Targeting
PossibilitiesDemographics, geo-
location, iTunes.
Creative &
Production
SupportTraining and
optimizations.
Unique
FeaturesiOS4, delivery inside app,
app downloads, rich
functionality.
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Why iAd? What attracted us to the platform
• Most innovative mobile advertising rich media
platform.
• Unique brand experience:• “Storytelling” platform that combines emotional
impact of TV, interactivity of the web, explorative
nature of gaming, & physicality of print
• Unique targeting possibilities:• Demographics, geo-location, iTunes application
and music preferences and consumption habits.
• Apple provides the benefit of additional
creative and production support, learnings
and optimizations.
• Innovative technical features:• Format developed by the device / OS
manufacturer
• App downloads.
• Rich functionality: iTunes downloads, audio and
video, map functionality.
“We’ve all seen interactive ads
on the web. We want to deliver interaction – but also emotion.”
Steve Jobs
iAd launch conference, April 2010.
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Our approach to Citi’s first iAd
• Objective: provide brand engagement and
demonstrate Citi’s commitment to new channels
in vogue with our customers.
• Messaging: Citi can help you write your story.
• Execution: A street scene leading to three
content buckets:
• Branded videos tied to lifestages (Discover
stories).
• Enablement/Utility (Find cash with ATM
finder or a place of interest with Story
Sparker).
• Support for Acquisition (Find a Citi Card or
App).
• Citi was the only advertiser to use an external
data API.
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Our approach to Citi’s first iAd
MessagingCiti can help write
your story.
Discover
StoriesBranded videos tied
to lifestages.
Enablement
/ UtilityFind cash with ATM
finder or place of interest
with Story Sparker.
Support for
AcquisitionFind a Citi Card or App.
Balancing Entertainment and Utility
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Learnings: Ground your idea around business goals
• Ground your idea around a clear
theme that aligns to your brand and
business objectives
• Takes discipline to ground the big idea in
tangible, explicit linkages back to your
business.
• Beware of bright shiny object mentality,
leverage the inherent functionality of the
iAd platform, but don’t be boxed in by it.
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Learnings: Provide easy access to content
• Streamline the user experience with an
emphasis on easy access to content
• Smaller and more focused is better.
There's a lot of potential here, but it’s
critical to reel in the big ideas so not to
confuse the end user, or yourself.
• This will likely remain true for other rich
media mobile opportunities on other
platforms such as Android, iPads or other
tablets.
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Learnings: Create a compelling value exchange
• Reward consumers for their time with
a strong pay-off
• Digital is all about user initiation and the
value exchange is paramount, we give
you something entertaining or of value,
you give us your kind attention.
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Entertainment/Utility Spectrum for iAd Elements
iAd
Entertainment Utility
TV
Spots
Story-
Sparker
Custom
Videos
Ask an
Agent
GamesATM
Finder
Branch
Locator
App
Download
Card
Selector or
Citi Cards
deal finder
Click-to-
Call
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Our assessment of iAds in a short time
• iAds continue to be the most engaging and media rich
form of advertising available in mobile ecosphere.
• iAds represent opportunity to create immersive brand
experiences.
• Apple has aggressive plans to continue evolving the
platform.
• As a media vehicle, Apple’s platform is still evolving, and
does not currently offer the ideal levels of transparency.
Ability to scale is also limited.
• The implication is an on-going commitment/investment
and willingness to continue testing and learning.
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Reporting: Overall KPIs (August – December 2010)
• Results are still preliminary…
• Impressions: Over 104MM
• Average Time Spent: 48 seconds
• Cumulative TTR: .71%
• Significantly outperforming Stories CTR (.07%), which is consistent for mobile
• Within industry average range (.5-.7%) for rich media executions
• App Downloads: Over 1100
• Optimization efforts improved all key APIs including video views and StorySparker views
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