Fidelity’s Consumer Apps

Fidelity’s Next Generation Consumer Apps are available for Android users at the Google Play store. Fidelity Investments presently allocates 40 percent of its entire marketing budget on digital campaigns hoping to find competitive leverage in mobile platforms and mobile technologies that exploded during the financial downturn.

The Next Generation Fidelity App for Android™ is a powerful mobile solution providing users with real-time analysis, research, and trading tools. Users can access brokerage and workplace savings accounts and can also trade stocks, options, ETFs, and mutual funds. Key features of the app include: Fidelity BillPay® and mobile check deposit, real-time quotes and advanced charting, Customizable Home Screens, watch lists, U.S. Markets, World Markets, Market Movers, and more. The app also features Advanced Charting From the quote screen, News & Video, Alerts and Push Notifications and Enhanced Cash Management and Equity Dividend Information Banking enhancements.

Fidelity Android App

Jim Speros, Chief Marketing Officer of Fidelity Investments was recently interviewed by eMarketer regarding Fidelity's commitment to competitively leverage online and digital marketing which increased during the financial downturn. Speros stressed the importance of staying on top of digital trends as well its complexities; fluctuating market changes and challenges within the regulated banking industry.

In an economic downturn organizations tend to become quite the opposite by cutting marketing budgets during times of crisis. By increasing marketing spend while competitors are withdrawn, the organization is able to rely on its resilience by increasing market shares, return on investments by leverage lower budget costs. And even despite bank regulations Fidelity Investments outlook is positive for social media.  

Technology adoption is still slow within this sector for advisor services to use apps. “ It affects us in the context of social media. The financial services category as a whole has not been a first mover. There are many more regulatory, legal and compliance issues in the social media space and that makes the medium less fluid in terms of immediacy and responsiveness. In 2008, 15 percent of our marketing dollars were going into digital. Today we spend 40 percent in the digital space.” Still, I think we’ve done a pretty good job. We’ve got over 100,000 fans and followers right now on Facebook and Twitter. We partly use social as a distribution vehicle to share our thought leadership with communities of interest, who then re-Tweet that information. “ Advisors are demanding mobile services and companies are actively working to provide this for them.

Mobile trading apps are convenient for users to access investment data and connect with advisors. Fidelity is working to bring its WealthCentral mobile platform of technology and partners to offer services and information through its Android app. Mobile and cloud have been significant priorities for the company over recent years.