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first direct pioneers iPhone banking

09 Nov 2007

As the UK awaits the long-anticipated release of the iPhone, first direct has become the first bank to adapt its online banking to work seamlessly with Apple's latest offering ahead of its November release.

The direct bank - already the pioneer of text message banking and mobile phone banking - has gone one step further in creating truly mobile money management. Users of the innovative iPhone will be able to surf onto the first direct website and access all their online banking services wherever they are as easily as they could from a personal computer. first direct has adapted its internet banking site to work better on the iPhone.

The move comes as the bank celebrates its 18th birthday on 1 October. Chris Pilling, chief executive of first direct , said: "When we launched in 1989 we were known for our unprecedented use of technology, which allowed our customers to contact us 24 hours a day, every day of the year, and for our exceptional service. Eighteen years on, we are still using cutting-edge technology to make life easier for British consumers.

"We currently have over 875,000 internet banking users, and by working with the iPhone we will be giving our customers the opportunity of doing their banking when, where and how they want to."

first direct announced earlier this week that its text message banking 'red alerts' - which help people avoid going overdrawn or over their overdraft limit - would be free from 1 November, saving customers £30 a year.

For information on first direct and its internet banking services please visit www.firstdirect.com.

The Apple iPhone will be launched in the UK on 9 November 2007 with a RRP of £269.

ENDS

Media Enquiries to Amanda Brown on 0113 276 6700 or amanda.brown@firstdirect.com, or Rob Skinner on telephone 020 7992 1571 or email robskinner@firstdirect.com

Notes to editors

HSBC Holdings plc
first direct is a division of HSBC Bank plc. HSBC Holdings plc serves over 125 million customers worldwide through around 10,000 offices in 83 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. With assets of some US$2,150 billion at 30 June 2007, HSBC is one of the world's largest banking and financial services organisations. HSBC is marketed worldwide as 'the world's local bank'.

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