This document discusses digital banking versus branch banking and provides a roadmap for ING Vysya Bank to move towards more digital banking. It highlights the advantages of digital banking through a SWOT analysis and compares the products offered by ING Vysya Bank and Axis Bank. Additional features for ING's digital platform like wallets, chat, a virtual branch, and customized products are proposed. Research findings show a need for banks to improve digital services to increase profits and customer base.

2. The ING Case Study Competition
Digital Banking
vs
Branch Banking

3. Executive Summary
• This presentation highlights the importance of digital banking and how it
has an edge over branch banking. This is explained with the help of a
SWOT Analysis of the both Branch and Digital Banking.
• Comparative analysis of the products
• Since ING Vysya Bank is already into Digital Banking, this presentation is an
attempt to provide with a roadmap which can help the Bank to become
more digitized.
• For this purpose some additional features have been explained for the
Digital platform.
• This will not only help in increasing customer base, but will also help it
improve on their customer services.

4. Digital Banking Industry
• The banking industry is increasingly becoming boundary-less owing to
customers who are ’omni-present’ (accessible anywhere and through any
channel).
• For banking industry, where products are getting commoditized, customer
experience has evolved as a True differentiator rather than a function as it was
thought earlier.
• Banks are increasingly focusing on taking steps to develop deeper
relationships with their customers .
• Banking firms want to differentiate themselves based on customer experience
with online, social media, mobile and cross-channel initiatives getting the top-most
priority for customer experience improvement

5. Growth Predictions
TODAY
•Optimized branch network
and contact center
• Enhanced digital channels
•Need-based offerings and
consistent sales behaviours
•Basic multichannel integration
“Next Generation Banking” models
• The “Intelligent Multichannel” Bank- “My
bank effectively engages with me on my real
financial needs.”
• The “Socially Engaging” Bank- “My bank
engages with me where I spend time.”
• The “Financial Non-Financial Digital
Ecosystem” Bank- “My bank gives answers
to my needs, providing easy access.”

6. SWOT Analysis of Branch Banking
* Provides Employment
* Beneficial to senior citizen
* Advance infrastructure
* Immediate Redressal of complains
* Security in the physical world in much more
intuitive for most people
* Server problem
* Long waiting lines at counters
* Huge Physical records
SWOT OF BRANCH
* To provide services to rural areas
* Security soft to track the fraud and CIS
BANKING
* Theft
* Loss of customers Loyalty because for poor
services

7. SWOT Analysis of Digital Banking
Strengths
•Internet banking does not consider limits about the time in contrast of the traditional
banking
•It supports many bank functions including account inquiries, transfers and automatic
payments, it reduces the cost of the banks and clients
•Superior technology allows Digital banking to better meet the needs of their customers in
ways that competitors can’t imitate
•Lower costs lead to higher profits for Online banking
•For Youngsters and working people Internet Banking is user friendly and easy to access
Weakness
•Internet banking remains in product-centered, rather than customer-centric
•Internet banks need talents who are familiar with both banking business and a good
network. At present the banks lack those compound talents
•Cost incurred for setting up digital platform for bank is huge.
•Weak research and development in India compared to foreign countries
•Online banking can charge higher prices for their products, because consumers can’t get
those products elsewhere

8. Opportunities
SWOT Analysis of Digital Banking
•Online banking only needs to target new customers in order to grow their business
•Online banking can market to a much wider audience for relatively little expense
•Greater innovation can help Online banking to produce unique products and services that
meet customer’s needs
•India being a Emerging market would enable Online banking to quickly expand
•New markets allow Online banking to expand their business and diversify their portfolio of
products and services
Threats
•Internet banking involves a lot of legal issues
•Changes in government rules and regulations can negatively affect Online banking
•Cyber crime threats include spyware (key loggers, malware), phishing, viruses, and
hacking.

9. Comparison of Products
1) Savings Account
ING VYASA BANK AXIS BANK
NO OF PRODUCTS  Orange savings bank
 Zink savings bank
 Zwipe savings bank
 Platina savings bank
 Basic savings bank ac
 Senior savings bank ac
 Prime savings ac
 Women savings ac
 Pension savings ac
 Insurance agent ac
 Youth account
 Prime plus savigs bank ac
Primary card annual fees Rs.199 p.a Rs 150 p.a
Quarterly average balance required Rs.5000 Metro and urban location-rs 10000
Rural- Rs 2000
Rate of interest paid 4% 4.00% on all accounts
Service Charges for Non-Maintenance of
Quarterly Average Balance (QAB)
 Less than Rs.3,000 - Rs.900/-
 Rs.3,000 – Rs.9999 - Rs.750/-

10. 2) Current account
Comparison of Products
ING VYASA BANK AXIS BANK
NO OF PRODUCT  General current account
 Comfort current account
 Advantage current account
 Flexi current account
 Orange current account
 Institutional current account
 Platina current account
 Resident foreign currency
account
 Regular current account
 Exclusive current account
 Current account by industry
Cash withdrawal per
day
Rs 50,000 per day Upto 1 lac per day other than
home branch
Home branch deposit
facility
Free upto 1 lac per month Free upto 2 lacs per month
Transactional charges Rs. 3 /per entry Rs.2.5/per entry

11. 3) Fixed deposit
Comparison of Products
ING VYASA BANK AXIS BANK
Tenure Min 7 days and max 10 years Min 6 months
Penalty at premature
withdrawal
Premature withdrawal is allowed
at a nominal penalty of 1% on the
applicable rate.
1%
4) Loans
ING VYASA BANK AXIS BANK
Types  Home loan
 Personal loan
 Gold loan
 Loan against securities
 Loan against property
 Home loan
 Personal loan
 Gold loan
 Loan against property
 Loan against fixed deposit
 Car loan
 Educational loan
 Loan against share

12. Roadmap for ING Vysya to
move towards Digital Banking
1) Building on enhanced multichannel experiences:
To engage customers and meet their financial needs effectively
2) Leveraging Social media:
 Interactions to increase customer intimacy (the “Socially Engaging” Bank)
3) Placing the Bank at the center:
 Selling financial and non-financial services, leveraging in particular the
power of mobile technology

13. Post
Branch
ATM
Call
Center
Rich Experience User Centricity
Online Offline
Website
Messaging
Mobile App
Email
Voicemail
SMS
Social
Media
Mobile Wallets
Mobile Payments
Proximity/
Remote
Payment
Traditional Digital
Seamless Channel
Switch
Collaboration
Social Monitor
Social CRM
Customer/Channel Performance
Unstructured Data Management
Customer Data
Integration
New Channel Integration
Alternate Currency
Payment Processing
e/m Retailers
Brick-n-mortar
Retailers
Core
Processing
Information
Mgmt

14. Additional Benefits to the
Digital Platform
•Pockets/Wallets
Pockets will enable Bank offer you the convenience of banking on Facebook and your
smart phone. This will be first-of-its kind app uses Facebook credentials to log into your
account on Facebook and mobile to make banking fun and social.
•Chat and Instant Messaging
Chat and Instant Messaging service will provide customers will 24*7 service .In this
service customers can solve their queries related to any products at a go.
•Virtual Branch (WEBSITE)
Creating a virtual bank online (website) will engage customers on the ING site and
make surfing digital platform more interesting
•Donate Online
ING Bank will now provide you the facility to make a difference to India's
underprivileged - online, anytime, from anywhere.

15. Additional Benefits to the
Digital Platform
•Customization of products
Customers have different expectations of their bank, and are willing to pay for
different services. Now providing customers with these services can make
customers more satisfied and more profitable
•3 in 1 account
Link your banking, trading and demat accounts with our Seamless, Secure and
Integrated 3-in-1 trading platform
•E-locker
ING e-Locker will be an online document storage facility to store all your valuable
documents at one central secure location. Be it your birth or marriage certificate,
passbook statement, life insurance policy, PAN card copy or any other prized
document, access all your documents anytime conveniently

16. Primary and Secondary
Research Analysis
As per our survey 66% people are satisfied with the services offered by banks at their
branches but there are 34% people who still believe that the services are not upto the
mark and they are lacking in server problem, customer service provided by the banks,
cheque book, pass book etc not issued on time and Long waiting queues at the branches.
If we look at these situation from a larger perspective the banks Term Deposits have
been decreasing from 278989 to 274581 ,also the Net profit generated by the bank YOY
has Decreased from 34% in 2012-13 to 7%in 2013-2014
Therefore there is a need for banks to improvise on their existing digital platform to
increase their revenue, profit, customer base, market share and to strengthen their Brand
Name in the market.
Banks need to include different services in their digital platform like Pockets/Wallets,
Chat and Instant Messaging, Virtual Branch (SITE),Donate Online, Customization of
products,3 in 1 account, E-locker to stand unique in the market as this will help them
attract new customers and increase their customer base.

17. Primary and Secondary
Research Analysis
Now these are the services which I suggest to ING Vysya bank to help them increase
the revenue and customer base but it is upto the banks financial and scope to
implement them
The cost which the bank has kept aside to implement innovative things on a yearly
basis to increase the sales can be utilised on these services. Also apart from these
services the bank can earn revenue using digital marketing platform by allowing
different companies to advertise on their site .
The cost which the company will have to bear will be on technology that is website
development, maintenance of the website and mobile application as well as on
recruiting new employees to run the site and maintain it.