Bank Case Studies Citibank in Japan
Citibank of the US is breaking into Japan
- In five years, the number of Citibank's retail customers in Japan has risen from 30,000 to 200,000.
- Japan retail operations in Japan can't really compete by providing plain vanilla services - must be a niche player
- offer the basic services, and then provides added value:
- includes rapid international fund transfers
- multi-currency accounts in 11 different currencies
- automatic bill paying
- main point of differentiation is its 24-hour cash-point machines.
- 40 on-site ATMs, with about 20 off-site.