City Bank of Texas has been a mobile innovator for more than four years, launching a ClairMail-powered mobile site in Oct 2008. I first heard its story at the Mobile Summit in June 2009. At that time, the bank already had 10% of its online banking base using mobile.
City Bank now offers a full range of apps including Android, iPhone and iPad, which make for a pretty impressive graphic. The new apps are powered by Malauzai Software.
And, in a world where most apps look pretty much the same, it has managed to pioneer several unique features:
- Debit card on/off switch: If customers ever want to switch off their debit card, because it was misplaced, or if funds are running low, they simply move the toggle on the My Cards page of the mobile app (see inset).
- Reward-checking status: City Bank is a long-time rewards-checking client of BancVue. Its mobile app includes a rewards-tracking feature so users can see where they stand in the three-level program (see the Android screen in the lower right below).
Both features are must-haves. But the on/off switch is brilliant both for its simplicity and value. And this tangible mobile feature/benefit likely to get talked about in the press and at the weekend barbeque. We are giving it an OBR Best of the Web award, the first of the year and 84th of all time (see note).
The City Bank of Texas mobile lineup (link, 23 Jan 2011)
1. Since 1997, our Online Banking Report has periodically given OBR Best of the Web awards to companies that pioneer new online or mobile banking features. It is not an endorsement of the company or product, just recognition for what we believe is an important industry development. If anyone knows of other financial institutions offering a similar feature, let us know and we’ll update the post. City Bank of Texas is the 84th company to win the award since 1997 and the first in 2012. Recent winners are profiled in the Netbanker archives.