KUALA LUMPUR: Malayan Banking Bhd (Maybank) has launched two new mobile applications (apps) — Maybank Treats and Maybank Property Finder — as it aims to strengthen the group’s digital presence as well as enhance convenience for its cards and mortgage customers.

Maybank (fundamental: 1.5; valuation: 1.45) is targeting 50,000 downloads each for the Maybank Treats and Maybank Property Finder apps this year.

Maybank group president and chief executive officer Datuk Abdul Farid Alias said the introduction of these apps signifies the bank’s determination to build its digital banking presence and meet the fast-evolving demands of customers.

“In Asia alone, digital banking customers are expected to grow to 1.7 billion by 2020 from 670 million in 2012. About 40% of mass affluent customers now prefer online or mobile banking, and among those under 40 years of age, around half prefer digital banking,” Abdul Farid told reporters after the launch of the two new apps yesterday.

The Maybank Treats app will provide cardholders with information on the latest promotions and offers that are available nearby, and is customised for regional markets where Maybank cardholders, who are living in or travelling within Malaysia, Singapore, Indonesia and the Philippines, will be able to access the offers.

Currently, Maybank cardholders can enjoy some 500 promotions and offers via the Maybank Treats app in the region, excluding Malaysia. Another 1,000 deals can be accessed within Malaysia.

“This (Maybank Treats app) is the only regional card app of its kind and will serve the growing card base that we are building across our home markets. The intention is to build on our regional value proposition so that customers enjoy a seamless experience by banking with the Maybank group,” said Abdul Farid.

“This is just the first phase [in Malaysia] where we are launching it with a few [promotions] from stores, but it will get bigger and we will make sure more merchants subscribe to this,” he added.

The Maybank Treats app comes with an accompanying Merchant app that enables card merchants to broadcast their promotions via the iBeacon, a special bluetooth device placed in merchant stores.

Meanwhile, the Maybank Property Finder app aims to assist users to search for properties that are up for sale. The app is currently available in Malaysia and will progressively be rolled out to Singapore, Indonesia and the Philippines by the end of the year. Users need not be Maybank customers to use this app.

Both apps are available for download via Apple’s iTunes Store and the Google Play Store for free.

This article first appeared in The Edge Financial Daily, on April 16, 2015.