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U.S. Bank extends its mobile strategy with an iPad app

In its latest move to leverage mobile to enable customers to access and manage their finances whenever and wherever they choose, U.S. Bank has released a new mobile banking application designed specifically for iPad users.

The U.S. Bank app for iPad comes with all of the mobile banking features found in the bank’s smartphone apps. However, the experience has been optimized for the tablet’s larger screen and offers a more interactive user experience.

“We know that the era of tablets is just beginning,” said Niti Badarinath, senior vice president and head of mobile banking at U.S. Bank, Minneapolis, MN. “As more kinds of tablets come on the market and they continue to replace desktops or laptops as a primary digital device, the popularity of these devices will continue to grow.

“Customer adoption and usage rates for these devices will grow exponentially,” he said. “We expect it to become the primary way many of our customers will access banking services.

“Our goal is simple: provide a simple and powerful user experience, a secure mobile banking platform, and enable our customers to access and manage their financial life, whenever, wherever and on whatever device they choose to use.”

New mobile banking users
The iPad app addresses consumers’ growing interest in tablet banking. According to the 2011 Fiserv Consumer Trends Survey, 45 percent of current and prospective tablet owners use or would like to use them for banking.

U.S. Bank’s iPad app can be used with the device’s camera to deposit checks. Users can also make person-to-person payments, register for alerts, review rewards information and view account balances and transactions.

The app can also be used to pay bills and make payments to other U.S. Bank accounts.

The user experience has been optimized for the iPad. For example, customers can see a map alongside the text listing hours and a phone number when they search for the nearest branch.

In the three weeks since the iPad app has been available, U.S. Bank has seen that many of the customers downloading and using the app are new to mobile banking and not just existing iPhone users converting to a different device

The iPad app was created in partnership with Fiserv using its Mobiliti platform.

Mobile continues to evolve
U.S. Bank has been active in the mobile space and was one of the first banks to offer a mobile check deposit feature that was introduced in its mobile banking app in March 2011.

Last fall, U.S. Bank launched a credit card iPhone app at several retailers that enables customers to apply for and receive on-the-spot credit to make an in-store purchase.

Additionally, U.S. bank launched an iPad app in March for retail partner employees to use when talking to customers.

The banks other mobile offerings include apps for its prepaid cards including its ReliaCard, AccelaPay and Health Savings Account services.

Last month, U.S. Bank began piloting a new augmented reality app called Find US+ that enables users to easily find and access information about the closest branch or ATM (see story).

“We recognize that customer preferences and iPad capabilities will continue to evolve,” Mr. Badarinath said. “Ongoing research is starting to shed light on how customers are using their iPads – when they use it, what they use it for, etc.

“We are already working on the next release of our iPad app – due out later this year – that will further enhance the user experience, add more iPad-specific capabilities, and ensure seamless integration with our smartphone apps and online banking,” he said.