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Top Management Seminar, Japan 2010

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As presented as Key note speaker in the Top Management Seminar , organized by ATMJ in the Penninsula Hotel in Tokyo. Best Practices and innovation in marketing in the retail banking business in Spain …

As presented as Key note speaker in the Top Management Seminar , organized by ATMJ in the Penninsula Hotel in Tokyo. Best Practices and innovation in marketing in the retail banking business in Spain by BBVA; Dinamic marketing, new messages, new devices, new multidimensional custonmer experiences in hybrid enviroments

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  • KONICHI WA
    Thanks, on behalf of BBVA , to the organisers for this opportunity tpo share with you our best practices.
    Thanks to all of you for your attention , and my apologies for not being able to speaj japanesse and commnicate directly with you.
    I must confess I feel honoured for being in front of such distinbguished audience, a mix of excitement and intimidation .
    A little bit like the first time I had Wassabi. Now I love it.,
    Thank You – Domo Arigato.
  • <number>
    INDEX
  • We are present in more than 32 countries with 48 million customers.
    We have a leading position in Spain & Portugal, Mexico and South America.
    We also have a strong position in the southern US, and we have important alliancesin Asia with China Citic Bank, which is the fourth largest Chinese bank.
  • Today a global brand with almost 50 million (HAPPY) customers in over 30 countries ,
    And a staff of 100.000 employees,
  • As of December 2009, BBVA had a market capitalization
    of 48 billion €, which means that we are the third biggest bank in Europe.
  • As you can see, we have been able to maintain and even increase our profit levels during the financial crisis,...
    … compared to the performance of the biggest banks in the world, which are still recovering form heavy losses.
    And doing business in a profitable way. Our business model has proven to be successful even in tough conditions . A business model based mostly on retail banking
  • Retail Banking in 4 mayor business Units geographically distributed,
    Also wholesale banking
  • And of course ASIA. Over 30 years, but a new strategy of deployment in the last 5 years in China, India, Korea, Singapore … and , of course Japan.
  • Japan: Upgrade from a Representative Office to a full operational branch specialised in Wholesale Banking and Trade Finance.
    Specialized in Trade Finance and Corporate Banking and JBIC and NEXI supoorted operatuions.
    Since we are not doing retaile business in Japan I can more freely share with you some secrets… tnat I wouldný do wit our competitors.
  • <number>
  • So, now that we know each other, let´s talk about Marketing, and the innovative experiences we are conducting In Spain.
    What is marketing about?
  • Let´s Revew a look to Spanish retail banking system: Spain, 40 million people –about 30 million potential banking clients…. And 44.238 banking Branches ; more than 1/ 1000 people … roughly twice ot other countries , and over 60.000 ATM´s : A LOT!
    Half of the branches in the US … with a population 10 times bigger.
    Or 4 times the brances in japan
    A Branch in every corner - Look at the street of an average city
    Academics call it… “capillarity” ; I call It COMPETITION . BBVA share 7% and 8% (is 3022 branches and 4900 ATM´s )
  • Let´s Revew a look to Spanish retail banking system: Spain, 40 million people –about 30 million potential banking clients…. And 44.238 banking Branches ; more than 1/ 1000 people … roughly twice ot other countries , and over 60.000 ATM´s : A LOT!
    Half of the branches in the US … with a population 10 times bigger.
    Or 4 times the brances in japan
    A Branch in every corner - Look at the street of an average city
    Academics call it… “capillarity” ; I call It COMPETITION . BBVA share 7% and 8% (is 3022 branches and 4900 ATM´s )
  • Views of BBVA Branhes.
    Branchs are an expensive asset ; How is it possible to be so efficient?
    Micro-branching
    53% have less than 3 staff M only 21% have mor than 5
    (back office….)
    Tetatively , 30 m” / employee.
    Many obices of about 100 m2 . Even 45!!
  • Views of BBVA Branhes.
    Branchs are an expensive asset ; How is it possible to be so efficient?
    Micro-branching
    53% have less than 3 staff M only 21% have mor than 5
    (back office….)
    Tetatively , 30 m” / employee.
    Many obices of about 100 m2 . Even 45!!
  • Views of BBVA Branhes.
    Branchs are an expensive asset ; How is it possible to be so efficient?
    Micro-branching
    53% have less than 3 staff M only 21% have mor than 5
    (back office….)
    Tetatively , 30 m” / employee.
    Many obices of about 100 m2 . Even 45!!
  • Marketing as adverising – posters, , bringing information to customers. A head ache for a marketing manager with so many 3000 branches…
    In a digital world.
    World od Screens.
    Today uin UK for any boy under 3 ANY flat Surface is a Screen… and if doesnt … is broken!!
  • This is the country of Screens!! I am not going to teach you any thing about screens that you don know!
    Buy I can teach you how are we using them in Our Branches , thanks to JR
  • DYNAMO PROJECT.
    Screens , to provided Digital marketing – CUSTOMIZED, to the Branch needs.
    Dinamic Marketing , easy to addapt, tahta makes a difference
  • How it works
  • Ejemplos
  • ¿merece la pena? RENTABILIDAD
    Con lupa
    Inversion
  • SE recuerda , metricas, estadisticas … YES!!!
    SIMPOLE, HELPS to Better know products and services
  • SE recuerda , metricas, estadisticas … YES!!!
    SIMPOLE, HELPS to Better know products and services
  • <number>
  • Invitation & Cahllenhe SHOTAI y CHAOSEN
  • Authentig.
    P-2-P
    Facebbok,
    Dialogue
    Ambitipous. 3054
    Online-Off line
  • Customised
  • How it lloks . Almost 12 Million Views!!!
  • <number>
  • In the ATM world, not many things have changed in 30 years.
    The way we interact with them is basically the same.
  • Features have been added to the ATM, and now more than 95% of the transactions that people do with a human teller can be done in an ATM…
    …but they just do cash withdrawals and still queue for deposits, transfers, receipt payments!
  • On top of this, there is no differentiation in ATMs from different banks (apart from the color, of course…)
  • As you can see, this a completely new concept
    in ATMs for a completely new customer experience
    For comfort: big, touch screen
    For privacy: 90 degree orientation
    For simplicity: one single slot for all the interactions including pin pad.
    For intuitiveness: a new graphic interface, which mixes real and virtual world
    Let me show you how it works (click en video)
    Look at all this area to leave your stuff..
    The large screen,
    You decide on the type of bills,
    The transition from virtual to real world,
    And the one slot concept!
  • Muindo On line, mundo Off line.
    Un solo mundo.
  • Todo lo que hemos visto… avatarres, redes , inteligencia coilectiva, UHGC´s, Moviloida extrema, convergencia de dispositivos, asistentes virtuales, vision satelital para particulares…
    Era ciencia ficcion en 2010. y todavia no estamos alli
    El futuro… nos va a traer cosas que HOY no podemos imaginar.
  • Transcript

    • 1. Challenges and Innovations for the new growth Strategy The Fourth Top Management SeminarThe Fourth Top Management Seminar Latest Marketing Activities for the retail business byPeninsula Tokyo September 14th , 2010
    • 2. Index Innovation & Marketing in retail business BBVA Who we are . Facts & Figures cases Get the most! N.I.C.E. Future of ATM Future challenges Let´s keep it simple
    • 3. USA LEADING FRANCHISE IN THE SUN BELT Asia/China STRATEGIC ALLIANCE SPAIN 1ST / 2ND LATAM 1ST / 2ND MEXICO MARKET LEADER
    • 4. BBVA Group Key data (March 2010) 48 Million (happy) customers Staff 103.000
    • 5. BBVA Group Key data (March 2010) 553,922 al Assets (€m) 7,469 branches 59.278.000.000.000
    • 6. 95 SAN 66,2 BNP 47,7 40,8 CS 39,3 38,4 36,2 28,7 30,7 18,5 39,5 35,5 BBVA ISP UNI SGUBS BARC DB RBSCA Market Capitalization (€ Billions, 31st December 09) BBVA positioned among the most important banks of Europe
    • 7. BBVA’s net profits (€m, excl. one-off items) 21,7 2002 31,4 2003 2004 2005 2006 2007 2008 2009 83,1 60,8 75,2 63,1 -28,6 44 Profits peer group banks (€bn, excl. one-off items) 1,719 2002 2,227 2003 2004 2005 2006 2007 2008 2009 5,414 3,809 4,580 5,403 2,923 5,260 * Peer group: BARCL, BBVA, BNPP, CASA, CMZ, CS, DB, HSBC, ISP, RBS, SAN, SG, UBS, LBG, Citi, BOA, JPM, Wells Fargo.
    • 8. 4 retail business areas South America Spain & Portugal Mexico United States
    • 9. 11 Present in Asia for 30 years. “Plan Asia” in 2005 and “Plan Asia II” in 2009 Tokyo Shanghai Hong Kong Beijing TAIWAN Taipei KOREA Seoul JAPAN CHINA SINGAPORE INDIA Mumbai AUSTRALIA Sydney 2005 2006 2007 2008 Asia Plan’s Started point February Singapore Branch Opening July Tokyo Branch Opening June Discussions on Collaboration Agreements between BBVA and CNCB- CIFH GM, Corporate, GTF, auto finance, Private Banking, Pension Funds Seoul RO Opening September Shanghai RO Opening April Taipei RO Opening August Sydney RO Opening October CNCB-CIFH Agreement Signing November Mumbai RO Opening January BBVA increases its steak on CNCB-CIFH November 2009 BBVA-CITIC Auto- finance/Privat e Banking negotiation May
    • 10. Tokyo Branch new stage in June 2005. focusing Trade Finance, involving 12 professionals. Fukoku Seimei Bldng 12 floor, 2-2-2 Uchisiwai-cho Chiyoda-ku (1000011) TOKYO Tokyo Branch Corporate banking services for big Japanese companies and multinational core and blue clients  International Trade Structure finance & Projects. .BBVA Tokyo is structure finance leader for GTF transactions between Japan and Latin America, guaranteed by Japanese ECA’s, JBIC y NEXI.
    • 11. Index Innovation & Marketing in retail business BBVA Who we are . Facts & Figures cases Get the most! N.I.C.E. Future of ATM Future challenges Let´s keep it simple
    • 12. IDENTIFY ANTICIPATE SATISFY Customer Needs PROFITABLY ¿MARKETING ?
    • 13. 44.000 branches 60,600 ATM´s
    • 14. 44.000 branches 60,600 ATM´s
    • 15. ¿44.000 branches ?
    • 16. ¿44.000 branches ?
    • 17. <3 53%4 o 5 26% > 5 21% 30 m2
    • 18. Dynamo
    • 19. Dynamo Branches Branch Profyle Enviroment -(language Tenencia de Productos (hipoteca, nómina) Quality Indicators: Competition Trust Client´s profyle (SME´s, age, children …) Line of business Automatization CanalContents Each Branch shows different contents according to their layout and sppecific profyle : CUSTOMIZATION
    • 20. Standard branch : Commercial offer according to branch´s customers profile. Stress Branch – queues, trouble quality customers >> + entertainment, news, weather Improve quality PERCEPTION.
    • 21. ¿Customers opinion on Dinamic marketing? Pantallas Caja Vs. Carteles Retroiluminados Dynamo vs. Poster Do you remember? Recuerdan haber visto algún soporte de CD Se han fijado en el contenido y la información 75% Espontáneo 50% Recuerdan algún contenido concreto 65% 86% Sugerido 32 29 30 16 16 52 46 46 44 43 5 16 17 10 26 1 6 5 3 8 9 3 3 27 7 0 10 20 30 40 50 60 70 80 90 100 Son fáciles de leer Son formas novedosas de informar y comunicar Son originales, sorprendentes y llamativos Son fáciles de usar Son útiles No sabe Nada Un poco Bastante Mucho
    • 22. ¿Customers opinion on Dinamic marketing? Pantallas Caja Vs. Carteles Retroiluminados Se han fijado en el contenido y la información 50% Recuerdan algún contenido concreto 65% 86% Sugerido Dynamo HELPS customers to know BETTER BBVA´s products and services Innovative Surprising Easy to read Easy to use Helpful SIMPLE
    • 23. Index Innovation & Marketing in retail business BBVA Who we are . Facts & Figures cases Get the most! N.I.C.E. Future of ATM Future challenges Let´s keep it simple
    • 24. an INVITATION and a CHALLENGE BBVA is the first bank to challenge it’s customers to get the most of their bank 招待 挑戦
    • 25. Our branch managers play the leading role in the campaign • They direct their message directly to their branch customers and community • They explain the concept of “getting the most of” • They make the promise real by providing specific commercial examples • They invite customers for a personal consultation Making of Utrera San Vicente
    • 26. Customised branch posters with specific customer numbers Signed by each Branch Manager Campaign credibility further strengthened with localised & personalised content
    • 27. get the most 招待 挑戦
    • 28. Index Innovation & Marketing in retail business BBVA Who we are . Facts & Figures cases Get the most! N.I.C.E. Future of ATM Future challenges Let´s keep it simple
    • 29. New BBVA.es
    • 30. 37
    • 31. Migration
    • 32. BBVA.es is 100% integrated w/ Bank interfaces  CUSTOMIZED AGGREGATED RELEVANT SOCIAL
    • 33. Index Innovation & Marketing in retail business BBVA Who we are . Facts & Figures cases Get the most! N.I.C.E. Future of ATM Future challenges Let´s keep it simple
    • 34. In 30 years, not a lot has changed
    • 35. Features have been added to the ATM, but they didn´t translate to an improved experience
    • 36. ATM design was traditionally controlled by manufacturers, which lead to no differentiation
    • 37. Privacy
    • 38. Simple intuitive
    • 39. Customization
    • 40. NEW USER EXPERIENCE Vid moma
    • 41. Index Innovation & Marketing in retail business BBVA Who we are . Facts & Figures cases Get the most! N.I.C.E. Future of ATM Future challenges Let´s keep it simple
    • 42. vid
    • 43. Transformation of the customer experienceTransformation of the customer experience Simple& customized approach Unique customer experience Futurebanking model CustomerCentric
    • 44. ありがとう !