Citi banks on greater tablet use with optimized apps

09/13/2013 | MobileCommerceDaily.com

Citibank is adapting its mobile efforts for increased customer use of tablet devices, according to an executive speaking at the Mobile Marketing Summit. Citi optimized the tablet form factor and rolled out global versions that take local currency into account. The effort comes out of a Citi study on how and when consumers do mobile banking. "A year ago, we would have told you that [the tablet] was a lean-back device. Now, you're taking it on the go, there's data plans, there's better Wi-Fi," said Citi's Melissa Stevens.

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