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E*Trade introduces mobile banking app for Windows Phone

Consumers can download the app on several Windows Phone devices, including Nokia Lumia 900. According to the company, consumers can access the same features that are available on its Web site.

“With E*Trade Mobile, we enable customers to stay in touch with the markets and their accounts on the go,” said Eric Johnson, director of product management at E*Trade, New York.

“Following the success of our iPhone, iPad, Android and BlackBerry apps, we’ve expanded our suite of mobile investing capabilities to now allow Windows Phone users access to E*Trade Mobile,” he said.

“E*Trade Mobile for Windows Phone provides on-the-go access to customers’ accounts, real-time quotes and market news, and the ability to trade stocks on Windows Phone devices, such as the popular Nokia Lumia 900.”

E*Trade provides financial services including online brokerage and related banking products and services to retail investors.

Bank on mobile
Through the app, consumers can trade stocks and check out real-time streaming stock quotes.

Consumers can also view orders, alerts, integrated charts and breaking news, as well as manage accounts using the “Complete View” feature.

E*Trade is smart to expand its mobile repertoire.

Consumers do not only have iPhone or Android devices. Therefore, having a mobile app presence on as many platforms as possible is important.

“Our integrated campaign to promote the new E*Trade Mobile app for Windows Phone takes a multichannel approach which includes Web site pages, social media, emails and marquees,” Mr. Johnson said.

“Nokia and Microsoft have also taken to social media to promote E*Trade Mobile for Windows Phone,” he said.

Mobile past
E*Trade is no stranger to mobile.

Earlier this year, E*Trade added a mobile deposit feature to its iPhone application to help consumers easily deposit checks.

The company added the feature after seeing approximately 17 percent of all unique log-ins happening via mobile (see story).

Most recently, E*Trade added a slew of new features including bar code scanning, mobile deposits and voice recognition to its iPhone and Android applications to help speed up how the company’s clients manage their finances (see story).

“As mobile adoption expands, it’s become an increasingly important extension of how customers do business with us,” Mr. Johnson said.

“We’re focused on harnessing a mobile experience that allows users to interact with us, the markets and their accounts, wherever they go,” he said.  

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York