Presentation walks through 3 stages of customer lifecycle at Citi and showcases how Mobile (smartphones) has impacted each stage: 1. Acquisition - example highlights responsive design 2. Wallet Growth - example highlights the importance of data 3. "Sticky Services" - examples highlight creative ways to engage customers with mobile.

1. Mobile in the Customer Lifecycle
June 11, 2013
Presenters: Alex Quintana

2. 2
Agenda 1. Acquisition
2. Wallet Growth
3. Sticky
Services

3. 3
Changes to the Digital Landscape
1 in 3 Americans now has a tablet device. [Pew Internet & American Life Project]
Users are consuming more content on mobile devices than ever before, and that consumption will only continue
to grow.
User are being ‘force upgraded’ to touch as replacement desktops/laptops are being factory shipped with touch
capability
The market is seeing a flood of affordable tablet and mobile devices of many different sizes and configurations
Mobile (smartphone & tablet) web browsing will soon eclipse desktop browsing in the U.S. and worldwide

4. 4

5. 5

6. Digital Strategy needs to meet customers
where they are…And 85% of smartphone
owners are using a tablet or smartphone
while watching TV
Source: Nielsen , 2012

9. 9
Agenda 1. Acquisition
2. Wallet Growth
3. Sticky
Services

10. 10
Mobile Offers utilize behavioral targeting
New UI design aligns with Global Mobile “Products & Services” template.
Note: Offers will be available in Mobile App and Cards Thin Client (Thin Client shown here on Nokia Windows Phone)

11. 11
Context is King
21
Have a safe flight, Judy.
Please remember that your
Citi Card has no foreign
exchange fees,

12. 12
Agenda 1. Acquisition
2. Wallet Growth
3. Sticky
Services

13. 13
Customers
are no longer
only here

14. 14
Be Relevant to the Device
Intercepting customers
who were using mobile
devices to access their
accounts – and
prompting them to
download the Citi app –
resulted in a nearly 10%
lift in daily downloads.

15. 15
Nearly 60% of Customers Opened this Email on Mobile

16. 16
Device Sensitive Banners allowed us to bridge Email – Mobile Channels
Device Sensitive Banners
allowed:
1. Easier access to the message
2. Contextual / Relevant way to promote mobile app usage
3. Lowest cost per acquisition – our most effective way of growing
mobile adoption

17. 17
Online Strategy = Mobile Strategy
Banners that are made to look contextual to navigation perform significantly
better. In the case of “Download Now”, the blue wave format performed nearly
30% better than the image.

18. 18
Context drives a Multi-Channel Response
Customer Deposits Check in ATM
1 2
Trigger Contextual Message Online
Customer
downloads
Citi Mobile
3

19. 19
• Your customers are going multi-screen – be there to meet them
• Treat mobile as the most personal channel you own and be sure your offers are highly
relevant and targeted
• Different devices call for different strategies
• Online Strategy does not equate to Mobile Strategy
• Be creative and present relevant messaging to customers to bridge channels
Key Takeaways

20. Thank you very much!
For more information, contact:
Alex Quintana
@atQuintana
alejandro.quintana@citi.com