Citi UAE: Dubai Branch Digital Transformation

Since last year, Citi UAE has embarked on an aggressive push to transform the branch network in the UAE. Earlier this month we launched our second state-of-the-art Smart Financial Centre in Dubai Mall as part of the bank's continuing investment in its high-tech Smart Banking Ecosystem in the UAE. It makes banking better, faster and simpler.

Located on the lower ground floor of Dubai Mall, between the cinema car park entrance and Waitrose supermarket, the Smart Financial Center covers 903 square feet and is equipped with a workbench, two video-enabled private briefing rooms, two ATMs, two state-of-the art digital screens and two interactive sales walls. The new location features a queue management system with an SMS-based token, video banking for specialized investments advice, straight-through application processing for credit cards and personal loans, and digital forms for all sales and service requests.

The smart ecosystem offers an interactive digital experience, whether people are looking for new products, services, or solutions delivered either through interactive touchscreens or universal bankers present onsite. Existing Citibank customers can transact using the enhanced Citibank Online platform on terminals installed at the kiosk or wherever their smartphone has a live connection. Consumers can also apply and receive a banking account, credit card of choice or a loan within a much shorter period of time than conventional banking channels. A unique feature of the new branch is that it makes maximum use of the alternative self-service opportunities in addition to the services offered by the bank employees.

In October 2014, Citi inaugurated their very first Smart Kiosk in Ibn Battuta Mall. It has an innovative island format, which is unique for Citi globally. This center has demonstrated solid performance and is a leading smart center in EMEA, in terms of asset acquisition and productivity.

As we look ahead, we have a packed schedule. Later this year, we will open our third smart center at the second busiest mall in the UAE, Mall of the Emirates. For next year, we are also working on opening two iconic centers for our Citi Private & Citigold Clients, as well as adding another two smart centers to our growing smart network.

Needless to add, this will go a long way in completely transforming Citi's brand perception in the local marketplace.