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U.S. Bank Introduces Augmented Reality iPhone® Application to Find Branches and ATMs

MINNEAPOLIS--(BUSINESS WIRE)--Apr. 11, 2012-- U.S. Bank employees are piloting one of the latest technology trends on the market today – augmented reality. The new U.S. Bank Find US+ Application for iPhone® allows on-the-go users to easily find and access more digitally enhanced information about the closest U.S. Bank branch or ATM.

“The Find US+ App for iPhone may soon empower our customers to interact with us more easily,” said Dominic Venturo, chief innovation officer for U.S. Bank Payment Services. “In addition to making it easier to find branches and locations, this application sets the stage for U.S. Bank to leverage its development efforts for future location-based experiences, including customized offers from our partners.”

The new Find US+ App, based on augmented reality, merges the real world with a digital experience, creating a new way for customers with iPhones to locate U.S. Bank branches and ATMs. When pointed in a specific direction, the phone displays a computer-generated graphic for each location (branch or ATM), its address and distance based on the user’s GPS location. Each graphic is color-coded to reflect whether the location is open, closing in an hour or closed. The app recognizes when the user arrives at the destination and asks if additional information is requested. It also provides the best route and hours of operation.

The Find US+ App also offers a street view utilizing the iPhone’s camera. The user’s screen displays all U.S. Bank branches and ATMs within view as well as walking directions and other pertinent location information when the camera lens is directed down the street at eye level. When the user is in sight of the branch or ATM, images captured through the camera, such as the U.S. Bank logo, trigger other digital animation to enhance the customer’s virtual and real world experience. For customers who know what type of location they are searching for, such as a “drive-up ATM only” or “open locations only,” the app allows the user to narrow the field of locations displayed.

A video on U.S. Bank’s YouTube channel demonstrates the new technology at http://www.youtube.com/watch?v=WNJIpR4MBxk.

The launch of the Find US+ App comes on the heels of U.S. Bank’s launch of the Instant Line Access App for iPad® that gives customers the opportunity to apply for and, if approved, receive on-the-spot credit to begin making purchases and earning rewards.

The iPhone and iPad are trademarks of Apple Inc., registered in the United States and other countries.

About U.S. Bancorp

U.S. Bancorp (NYSE: USB), with $340 billion in assets as of Dec. 31, 2011, is the parent company of U.S. Bank, the fifth-largest commercial bank in the United States. The company operates 3,085 banking offices in 25 states and 5,053 ATMs, and provides a comprehensive line of banking, brokerage, insurance, investment, mortgage, trust and payment services products to consumers, businesses and institutions. U.S. Bancorp and its employees are dedicated to improving the communities they serve, for which the company earned the 2011 Spirit of America Award, the highest honor bestowed on a company by United Way. Visit U.S. Bancorp on the web at www.usbank.com.

Source: U.S. Bank

U.S. Bank Public Relations
Teri Charest, 612-303-0732
teri.charest@usbank.com

"Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: Statements in this press release regarding U.S. Bancorp's business which are not historical facts are "forward-looking statements" that involve risks and uncertainties. For a discussion of such risks and uncertainties, which could cause actual results to differ from those contained in the forward-looking statements, see "Risk Factors" in the Company's Annual Report or Form 10-K for the most recently ended fiscal year.



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