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Citi's Asia Plan: Look Beyond the Elite

Wall Street Journal Original article ›

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How does this compare with Lever Brothers trying to access the small budget customers across Asia and the developing world? And how might this compare with the efforts by Tata Motors and other European and Asian car manufacturers to sell cars to the small budget customers in Asia and elsewhere? Note the different ways Citigroup is expanding its presence to get closer to the buying public with small outlets that are not regulated like branches are. Note the partnership with Singapore's subway system for outlets at 51 stations. And note how is using cell phone users prepaid credit cards to initate funds transfer in Malaysia for overseas workers. Citigroup has combined this with acquisitions to get a retail banking presence in Korea, China and other places.


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