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U.S. Bank Pilots Mobile Photo App for Card Applications

The bank is testing the service for its Minnesota Twins-branded cards.

U.S. Bank is using a new mobile photo app to allow consumers to sign up for Minnesota Twins-branded credit cards by taking pictures of their drivers' licenses.

The Minneapolis-based bank is teaming up with the Major League Baseball team on the pilot program, which is being conducted at Target Field, home of the Minnesota Twins, where Twins employees are stationed across the facility to accept applications. Currently, the app is only available for the iPad.

The new feature speeds up the time it takes to enter basic information needed for the application, while also reducing paper and the risk of phony applications, according to U.S. Bank. After snapping a picture of his license, the applicant can then verify the information and add additional information for a few other required fields that do not appear on a driver's license.

U.S. Bank and the Twins worked with San Diego-based Mitek, a provider of mobile imaging for financial transactions, on this feature. The bank and Mitek have a history of working together on mobile imaging features. Last year, U.S. Bank launched its mobile photo bill payment service for retail customers using Mitek technology. 

Bryan Yurcan is associate editor for Bank Systems and Technology. He has worked in various editorial capacities for newspapers and magazines for the past 8 years. After beginning his career as a municipal and courts reporter for daily newspapers in upstate New York, Bryan has ... View Full Bio

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Becca L
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Becca L,
User Rank: Author
7/31/2014 | 3:33:24 PM
Re: Why iPad only?
At first I imagined tons of fans bringing their ipads to take pictures at the game... It happens.

Kelly22
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Kelly22,
User Rank: Author
7/31/2014 | 11:20:40 AM
Re: Why iPad only?
Ah I see, that does seem more appropriate. I'm sure most game-goers leave their iPads at home, but conducting business on a tablet would be much easier for employees. 
KBurger
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KBurger,
User Rank: Author
7/31/2014 | 10:39:46 AM
Re: Why iPad only?
Ah, that makes sense -- it's all about the form factor. Thanks for clarifying that, Ann. I guess if more of a self-service angle evolves as part of this initiative, then the smartphone angle becomes more relevant.
Becca L
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Becca L,
User Rank: Author
7/30/2014 | 7:38:06 PM
Re: Why iPad only?
Thanks for the clarification, Ann. I can understand the employees carrying around ipads at stadiums. I thought it was customers at first, which led to some questions about how many Minnesota fans are taking at-the-ball-game selfies with ipads.
AnnR719
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AnnR719,
User Rank: Apprentice
7/30/2014 | 6:06:55 PM
Re: Why iPad only?
It is being used by MinnosotaTwins employees to take credit card application at Target Field during home games.  It could be implemented on a smartphone but most brands prefer to do assisted service apps on an iPad. 
Jonathan_Camhi
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Jonathan_Camhi,
User Rank: Author
7/30/2014 | 4:15:37 PM
Re: Why iPad only?
It oculd also be because it would be easier to eneter any additional info on an iPad instead of a smartphone.

 
Kelly22
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Kelly22,
User Rank: Author
7/30/2014 | 2:48:59 PM
Re: Why iPad only?
I asked myself the same question when I read this, and camera quality/market share of the iPad could explain it. Though I also feel like more people would want to use smartphones for this kind of service, even if only because they're more likely to carry them around. 
Byurcan
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Byurcan,
User Rank: Author
7/30/2014 | 2:39:14 PM
Re: Why iPad only?
Possibly the tablet camera was deemed better, and unlike phones where there re several players with market share, the tablet environ is still dominated by iPad.
KBurger
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KBurger,
User Rank: Author
7/30/2014 | 2:21:44 PM
Why iPad only?
I wonder if the reason this is currently only available on iPad is a technical consideration (capabilities, etc.) , or based on US Bank insights about iPad penetration, or none of the above? It would seem to me that if it's only available on one channel, iPhone/smartphone would be more likely.
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