CitiGroup – SMAC ImplementationMBA- BIM, Trichy

Team• Maitreye (29025)• Piyushree N (29036)• Ranjani P (29041)• Shalini Ray(29051)• Sivaraj Kumar N Y

(29053)• Thejaswini (29114)

Introduction to Citi Group• Based in New York City, Citigroup Inc. is one of the world’s

leading financial services companies. Citigroup has approximately 200 million customer accounts and conducts business in more than 140 countries. • Through two divisions—Citicorp and Citi Holdings—the company

offers a broad range of financial products and services for consumers, corporations, governments and institutions, including • consumer banking and credit• corporate and investment banking• securities brokerage • transaction services• wealth management

Social – Citi using ‘S’ to increase Sales• Objective

• Bring Citibank card customers a unique shopping experience during the festive period. Provide a fillip to the Indian e-commerce industry by benefiting partnering e-tailers

• Execution• A pendulum shaped, countdown cover image of the OMG! Sale

campaign as a teaser was • uploaded on Facebook• A dedicated Citibank OMG! Sale event page was created• The event link was shared on the brand‘s Facebook wall• Interesting OMG! Videos were shared on Citibank India‘s

Facebook wall• Updates shared about the launch of the OMG! Sale

• Key Results• Citibank card spends grew eight times over average daily

spends at the 17 partner websites• The average ticket size increased by 30% for the partner

websites on Citibank cards• Citibank India Fan page achieved the highest reach ever visits

in 2012 – 20,95,104 and the highest virality – 7.63% during the OMG! Sale

Mobile – Citi using ‘M’• Mobile Money• Steps Taken

• Accelerator 1: Ensure Mobile Money Transfers Are Safe and Transparent• Accelerator 2: Establish an Inter-agency Government Process to

Coordinate Mobile Money Decisions• Accelerator 3: Leverage Mobile Money for Government and Donor

Payments and Collections• Accelerator 4: Get Food and Household Product Retailers to Accept

Mobile Money• Accelerator 5: Promote Open-Architecture Policies and Interoperability

Within and Across Ecosystems• Accelerator 6: Allow Mobile Money Transfers to Move Seamlessly

Across Borders and Mobile Networks• Accelerator 7: Pilot Programs to Test Innovative Approaches, Create

Impact Analysis, and Develop Replicable Opportunities for Scale• Accelerator 8: Protect People through Client Education and Consumer

Protection Measures• Accelerator 9: Facilitate the Ability of People to Put Cash In and Take

Cash Out of Their Mobile Wallets• Accelerator 10: Tackle the Identity Issue for the Unbanked

Mobile & Tablet Banking•Mobile Check Deposit•Citi Mobile & TabletApps•Citi Mobile for Smartphones•Citi Text Banking

Analytics – Citi using ‘A’• Citi Global Data Repository (GDR).•  Citi's global on-line portal, CitiManager• Custom & Standard Reporting: -multi-lingual web-based application 

-superior-quality business intelligence engine

-enables customers to leverage Citi's standard reports or create customized reports from over 600 data elements

• Program Dashboard: -provides a dynamic, graphical presentation of key account and transaction information

• Program Audit Tool: - allows customers to quickly and easily identify suspicious transactions 

• Citi Treasury Analytics: -A single, comprehensive location of all investment related information in a user-

friendly format including executive dashboards

Cloud – Citi using ‘C’• Need• Citigroup wanted to dramatically reduce time to market by rapidly

accelerating development cycles for the company’s more than 20,000 internal application developers, who were typically forced to wait up to 45 days for server resources to be provisioned

• Solution• Citigroup built an internal cloud using IBM® Cloudburst™ and Tivoli®

software solutions, enabling self-service request, automated provisioning, and internal chargeback capabilities, while at the same time boosting utilization rates and improving operational efficiencies.

• Benefit• With the IBM solution, Citigroup slashed server provisioning times from

45 days to less than 20 minutes, speeding development cycles and allowing the company to put new features and enhancements in the hands of customers more rapidly.

Thank You