亚洲数字银行竞争：满足客户需求（英文）_16页-2mb

Asia’s Digital Banking Race: Giving Customers What They Want

Introduction

The increasing use of smartphones and digital channels is transforming how customers in Asia engage with banking services. This shift is driven by growing consumer openness to digital banking, which presents both opportunities and challenges for traditional banks. Non-traditional players such as fintechs and digital-only banks are emerging as serious competitors. To remain relevant, incumbent banks must adapt to this evolving landscape.

Core Content

The McKinsey Asia Personal Financial Services (PFS) Survey, conducted every three years since 1998, provides insights into customer behavior, acquisition, loyalty, and retention in 15 Asian markets. The 2017 edition covered 17,000 urban banked respondents and highlighted significant trends in digital banking adoption.

1. Are branches still relevant?

• Branch usage is declining: In Developed Asia, branches account for 12–21% of total monthly transactions, while in Emerging Asia, this figure is even lower.
• Digital transactions are rising: Digital transactions are 1.6 to 5 times more frequent than branch transactions.
• Branches evolving: Banks are rethinking the role of branches, moving from transactional hubs to interaction centers that offer complex financial services such as investment advice and sales.
• Customer preference: Simple, routine transactions are increasingly conducted via digital channels, while complex ones still rely on physical branches.

2. How disruptive are the new-age digital players?

• Digital-only banks are gaining traction: A significant portion of customers (55–80%) would consider opening an account with a digital-only bank.
• Nonbank fintechs are expanding: Companies like PayTM in India and Alipay/WeChat Pay in China are leading in nonbanking payments solutions, with high penetration rates.
• Digital channel satisfaction: Satisfaction with digital channels is moderate in both Developed and Emerging Asia, but has significant potential for growth.
• Opportunities for disruption: Digital-only players are offering services in lending and investment, traditionally core banking areas, which could affect incumbent banks' revenue and margins.

3. Can banks still bank on loyalty?

• Loyalty levels are stable: Loyalty to primary banks in Asia remains comparable to 2014 levels, with about 70% of Emerging Asia consumers willing to recommend their bank.
• Branch satisfaction is low: In Developed Asia, satisfaction with physical branches is particularly low, while digital channels show more promise.
• Digital marketing is critical: Banks must enhance their digital marketing strategies to attract and retain customers in a competitive environment.
• Customer engagement drives value: Digitally active customers tend to purchase more products and have lower service costs than non-digital customers.

Key Insights and Trends

• Digital banking growth: Digital banking penetration in Emerging Asia has grown 1.5 to 3 times since 2014, while in Developed Asia, it's around 97%.
• Smartphone banking: Smartphone banking is growing faster than overall digital banking, with many Emerging Asian markets seeing a two- to four-fold increase.
• Customer behavior: 30–50% of non-digital users are likely to switch to digital banking, indicating strong potential for future growth.
• Digital product evaluation: 35–50% of Asian consumers change their banking decisions after evaluating products online.
• Data utilization: Over 60% of Emerging Asia customers are open to sharing data for personalized banking services.
• Digital value creation: Banks that leverage digital channels can achieve higher income, lower cost-to-income ratios, and improved return on equity.

Winning in a Digital Banking World

To succeed in the digital banking landscape, incumbent banks should focus on four key areas:

1. Digital marketing: Enhance brand presence and engagement through social media, internet advertising, and data-driven campaigns.
2. Value generation: Leverage digitally active customers to drive product sales and reduce service costs.
3. Data analytics: Use internal and external data to create tailored offerings and improve credit scoring.
4. Embedding banking in daily life: Develop ecosystem-based services that integrate into customers' everyday activities, such as shopping, travel, and healthcare.

Examples of Digital Success

• Kakaobank (South Korea): Launched in 2017, it quickly gained over 5.5 million users and became the fastest-growing mobile bank globally.
• DBS (Singapore): Pioneered digital value creation measurement, achieving higher profitability from digital segments.
• BBVA (Spain): Achieved global recognition for its mobile banking service, with a 33% digital sales share in 2017.
• State Bank of India (SBI): Launched the YONO app in 2017, offering a wide range of financial and lifestyle services.

Conclusion

The digital banking race in Asia is accelerating, with customers increasingly favoring digital channels. Incumbent banks must innovate and adapt to maintain relevance and profitability. By embracing digital transformation, improving customer engagement, and leveraging data analytics, banks can not only retain customers but also capture new market opportunities.