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Citibank Malaysia Launches Industry First "Citibank World Privileges on Mobile"


Kuala Lumpur – 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 country.

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.


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