From Citigold to the Citi clear, will Citibank win them all?

Citigroup has shifted its focus on the masses, such as its recent launch of the Citibank clear card that comes without the mandatory minimal income requirement. And in Vietnam, Citibank has extended its banking services through the post offices.

Citigroup will work with Vietnamese postal savings service to put in place services that allow for payments, transfers and foreign-currency transactions at Vietnam's 3000 post offices, nationwide.

“The joint product we are launching today will bring international payment standards to serve Vietnamese people in cities as well as remote areas of Vietnam,” Charly Madan,
Citigroup's Vietnam country manager said.

While banks like HSBC and Standard Chartered are expanding their affluent business models, Citibank is taking eager steps to sell its products to the rest. In Malaysia, foreign workers can send money home via their mobile phones and in India, thumb print recognition systems are installed in Citibank’s automatic teller machines, simplifying banking processes for all.

While Citibank strives to do it all, many prefer to stick to a niche. HSBC recently re-launched its premier banking services, changing many of its existing branches to premier banking centers to cater solely to the affluent.

So can Citibank have it all? Can the biggest U.S. bank win over the masses and maintain its stronghold on the discerning wealthy?