Fidelity debuts iPhone app

Fidelity Investments has released an iPhone app that allows consumers to interact with their brokerage accounts on their mobile phones.

The company introduced the app on February 23. Fidelity has rebranded its 10-year-old Fidelity Anywhere platform, used on RIM pagers and Blackberry products, as Fidelity Mobile.

“We wanted to take advantage of all of the multitouch features of the iPhone,” said Adam Banker, spokesman for Fidelity. “More and more folks are using mobile devices to access financial services.”

The app allows consumers to make simple trades and check account status and other data. It also features real-time quotes, news feeds for investors and interactive charting capabilities.

Fidelity is promoting the application on its Web site, as well as through a direct marketing and advertising campaign that launches February 25. Banker declined to provide specifics on the direct marketing components of the campaign.

Fidelity is using the app for both acquisition and retention. “We think it will be attractive both to existing customers, and it may be interesting to folks who are looking for a brokerage house,” said Banker.

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