New Fidelity Mobile App Tailors Trading to User

Since the beginning of the commercial internet, companies have been desktop centric because the big assumption was that customers would access Web sites from desktop and laptop computers. That assumption is now gone, according to Stuart Rubinstein, senior vice president of digital solutions at Fidelity. 'While desktop and laptop experiences are still important, we are in the midst of a movement to a mobile centric world,' said Rubinstein. 'More and more consumers want to conduct all of their business with a company via their phone and that includes trading.' The number of U.S. adults owning a smartphone has more than doubled to around 70 percent in the past three years from 35 percent, according to the Pew Research Center. At Fidelity, mobile DARTs (Daily Average Revenue Trades) have increased 160 percent since 2013. Similarly, mobile check deposits are up 140 percent in that same timeframe and now account for more than one third of all check deposits coming into Fidelity. Rubinstein said Fidelity's new mobile app for iPhone and Android use will create a more personalized experience for the user.