Banking Fintech

Citi’s geolocation move

Citi's geolocation move. Image: Cienpies Design, Shutterstock.com
Written by Bob Meara

Bob Meara on how Citi’s cardless access to bank branch ATMs is geolocation innovation worth applauding.

American Banker just ran an interesting article about Citi’s foray into the use of geolocation (beacons) as it pilots several use cases in its ‘smart branches’. Several thoughts immediately came to mind as I read Tanaya Macheel’s well-written article:

  • The use of beacons for cardless access to branch ATMs after business hours was the lead use case cited in the article. But, that’s just one of a growing number of potentially very useful applications for beacons in retail financial services.
  • Banks have barely scratched the surface in more usefully integrating digital and physical channels as they seek to maximise customer engagement.
  • Geolocation, in particular, is under-utilised by retailers (especially banks) and remains largely experimental.

My hat is off to Citi for its purposeful investment in developing expertise in this area, and to American Banker for writing about Citi’s work. In my view, the most impressive aspect of this initiative isn’t so much Citi’s pushing the technology envelope, it’s the organisational effort that was likely required. Getting its branch operations, mobile product management, IT and LOB leadership aligned represents real commitment to innovation.

How far ahead of the industry is Citi?

Here’s one data point. In Celent’s inaugural Branch Transformation Research Panel survey in June 2015, we sought to establish a benchmark on just how far and how fast NA institutions were pursuing branch channel transformation. Of course, several questions addressed planned technology usage. Of a dozen examples of technology usage, geolocation ranked dead last in terms of the likelihood of usage in future branch designs; just 27% of surveyed institutions thought the use of beacons would be “somewhat likely” or “very likely”.

Likelihood of technology usage in future branch designs. Chart: Celent

Pretty far, I’d say!

– This article is reproduced with kind permission. Some minor changes have been made to reflect BankNXT style considerations. Read more here. Image: Cienpies Design, Shutterstock.com

About the author

Bob Meara

Bob Meara is a senior analyst with Celent's banking practice. His research focuses on branch and ATM delivery channels, customer analytics, and check and cash payment processing technologies.

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