Quản trị hoạt động trong phát triển dịch vụ thanh toán internet banking của ngân hàng GPBank

TABLE OF CONTENTS II Strategy for developing payment services via internet -Internet banking of GPBank Page 4 2.1 Business strategy of GPBank, market analysis and competitive advantages

Quản trị hoạt động trong phát triển dịch vụ thanh toán Internet Banking của ngân

hàng GPBank Topic: Make operation strategy for developing payment services via internet -banking of Global petrol Bank (GPBank).

TABLE OF CONTENTS

II Strategy for developing payment services via internet

-Internet banking of GPBank

Page 4

2.1 Business strategy of GPBank, market analysis and

competitive advantages in priority

Page 4

2.2 Strategy for developing Internet banking products of

GPBank

Page 8

2.2.1 Product development strategy directs to meet customers'

needs

Page 8

2.3.4 Decision making on products position Page 12 2.3.5 Forecast on needs, inventory and supply chain Page 13

I General background:

1 1 General introduction about GPBank.

Global Petro Commercial Joint Stock Bank (GP.Bank), previously known as Ninh Binh Rural Commercial Joint Stock Bank, has officially became the urban commercial joint stock bank, operating in Hanoi capital since 07/11/2005

Main field of business: provides banking products and services

Currently GP bank has charter capital of 3.017 billion dong with more than 2.000 employees and 200 branches/ transaction office nationwide

GPBank puts customers in the center to provide products and services, GPBank always tries to bring the best benefits and products to customers In order to achieve those goals, GPBank needs to do capacity building for staffs and apply advance technology in banking to meet the diversification of customers' needs

I.2 Organization structure of GPBank.

Shareholders

Board of management

Supervisory board

Department of Board of

II Strategy for developing payment services via internet - Internet banking of GPBank

2.1 Business strategy of GPBank, market analysis and competitive advantages in priority

2.1.1 Business strategy of GPBank

Board of directors

General director office Credit committee

Management

committee - Assets

- Liabilities

Individ

ual area

Corpora

te area

Business area

Operati on supervi sory area

Electronic Center Card

center

Payment center

Operati on support area

Individ

ual area

Related

departm

ent

Corporate customer relation department

Related departm ent

Business area

Related departm ent

Operati on supervi sory area

Related departm ent

International relation department

Marketing Department

Other department

Branches/ transaction offices

Correspondent banking

General Planning department

GPBank currently focuses on developing products utility payment services to meet diverse customers' needs based on of modern banking technology system T24

GPBank is one of three banks which have applied Temenos T24 successfully core software of Switzerland T24 allows banks to deploy more diverse products and services

to meet the increasingly diverse customers' needs

At this moment GPBank are building and deploying Internet banking payment products and services as follows:

 Account transactions:

 Balance checking

 Ledger statement

 Checking savings account balance

 Credit checking

 Transaction/ payment

 Money transfer via card

 Account transfer at GPBank internally

 Account transfer in bank network

 Transaction balance checking

 Rechecking request

 Electronic trading

 Phone recharge (Topup)

 Payment of telephone charge paid (Billing)

 Card charges for games

 Payment for ADSL charges

 Payment for fixed telephone charges

 Freight payment history

 List of beneficiaries

 Management functions

 Surfing history

 Password modifications

 Personal information modifications

 Usage instructions

Those are all products which are currently provided by GPBank It will continue to develop new products and services to meet customers' demands and needs

2.1.2 Market analysis.

There are a lot of domestic and international commercial banks operating in Vietnam so competition is severe It requires banks to have business strategy, perform market segmentation to choose a specific market niche to be in

 Market segmentation.

GPBank is a new bank so its financial capacity is not powerful and has not attracted many customers Hence, GPBank chose market segmentation with customers from cities, towns, industrial areas to serve, specific customers are as follows:

 Individuals

 Private business

 Small and medium enterprises

This customers group accounts for the majority in society with potential possibilities for bank to exploit and get them to use banking products and services, then

to increase the value to the Bank

On the other hand, this group is easy to access to information technology, especially Internet and to adapt quickly to changes in information technology

2.1.3 Competitive advantages in priority

GPBank makes its business strategy put customers in the center to provide products and services, its objectives are profitable, number of customers are growing and diverse, to meet the diverse needs of customers quickly at the lowest costs

Compared to other banks, GBPank is moderately capitalized, number of customer is insufficient Hence, in order to attract more customers, GPBank need to focus on developing a wide range of products and services, upgrading employees' capacities to meet growth in customer's demands

 Competitive advantages of GPBank.

With the motto of providing customers with the most convenient services with flexibility at the lowest costs, GPBank has attracted many people to use its Internet banking services

GPBank has following resources and strengths:

 GPBank have qualified employees who are friendly, enthusiastic, experienced, with professional knowledge to serve customers

 GPBank is using T24 software that allows GPBank to provide modern banking services through Internet banking

 Clients can trade 24/24 hours, at any time, any place (not need to go to bank transactions directly), at low cost and interact with friendly interface which is easy to use (Therefore customer's needs are met immediately, with many services to customers using)

 GPBank have a fairly wide branch network, with over 200 branches / transaction offices nationwide

Core competencies here in banking services provided by GPBank are very diverse based on T24 software GPBank provide services to customers through Internet banking, customers only need to open an account at GPBank and register to use the services, then they can use services immediately, with low costs, which have not provided by other banks,

With the T24 software GPBank can compete strongly with domestic banks and foreign banks in terms of products and services Thereby it will create market position and reputation in the international arena

Example : Customer wants to do payment of telephone charge paid after

He only needs to enter https://ib.gpbank.com.vn and then choose payment for

telephone charge paid after, fill telephone numbers in, system will tell charges amount and send a confirmation code to telephone number which is already registered User fill the confirmation code in and then confirm, system will deduct charge amount to perform payment for subscribe

(Source: Ib.gpbank.com.vn)

With this kind of services, clients can pay for all postpaid customers, they do not need to go to the bank for transactions without any transaction costs (currently transaction costs are free) and this service does not take time 24/24h at any time, any where

GPBank builds its competitive strategies towards flexibility, with diversified products to meet customer needs

- Low costs

- Easy to register

- Convenient to use

Time:

- Short transaction time

- Transactions are processed

immediately by the system

Quality:

- Information is secure

- Systems runs smoothly

Flexibility:

- Many products and services

- Flexible time 24/24h

- At any time, any place

With advantages mentioned above GPBank initially attracted a lot of customers using online payment services via Internet banking which is provided by GPBank That is the basis for GPBank to compete with its competitors, to improve products and services quality, and then bring GPBank in revenue, profits

2.2 Strategy for developing Internet banking products of GPBank.

2.2.1 Product development strategy directs to meet customers' needs.

Vietnamese Joint stock banks all provide credit products and homogeneous capital with relatively little difference Banks compete with each other primarily based on service quality, time and cost spent to use products and services of the Bank

In addition to traditional services, commercial banks have invested in technology

to develop new products and services to meet the increasingly diverse needs of customers through the competition with other banks

Along with Internet development, GPBank have developed Internet banking products and services to provide utility service to customers

COMPETITIVE ADVANTAGES

Market research results showed that the majority of the workers, companies in cities, towns, industrial areas use the Internet to perform transactions, with convenience, saving time and cost

On that basis, GPBank has developed Internet banking products and services with products and services to meet customer needs

Products and services development is done by staffs and management staff in T24 software development team who has the responsibility for implementation

These are simple products, easy to use, customers can proactively conduct transactions without going to bank to perform transactions Thereby it saves time, travel costs and, when needed, customers can proactively without going through banks

Here are some services which are currently provided by GPBank to customers

(Source: Ib.gpbank.com.vn)

To register to use service mentioned above customers need to contact GPBank transaction offices to open deposit accounts for payment and register to use Internet banking services provided by GPBank

To develop products and services mentioned above GPBank has designed its products which are very subtle and easy to use

Site address: ib.gpbank.com.vn associated with the abbreviated name of GPBank,

in addition to the website's logo GPBank, GPBank partners for users to remember and easy to use

Products and services are arranged according to product groups with similar features for users to easily search

Product designs are so simple to ensure sufficiency and accuracy of essential information

Transaction is done and processed promptly with high accuracy, information is in security, and transaction is not limited by time and location

Operational Management is the primary task of domestic payment department However, this process is the cooperation among different departments of customer care, domestic payment, information technology Complex cases require the participation of board of leaders

Establishment of Internet banking payment products and services has been completed Remainder is for sale department to find customers to drive customers to use services provided by the Bank

2.3 Business decision making.

2.3.1 Decision making on procedure.

 Procedure to set up payment products via Internet banking provided by GPBank.

With operational management responsibilities, department of information technology (IT Department) and domestic payment and accounting department must comply with GPBank development strategy Departments must make Internet banking payment products and services towards competitive features and customer needs

Procedure of making Internet banking payment products and services as following:

Step 1 IT and domestic payment and accounting department design products

system based on T24 software

Step 2 Customers register to open payment accounts at GPBank and put money

on account for use and registration of the use of Internet banking services GPBank

Step 3 Customers log on to use the system via web services ib.gpbank.com.vn to

use the service

Step 4 T24 system performs client's requests and domestic accounting department

to check out customer requirements in accordance with bank's rules

Step 5 When there are errors, client sends a message to bank then bank will check

the correctness of information receipt, if there is any difference, it is adjusted according to customer's requirements Process of using customer service is completed

To provide products and services to customers, GPBank involves its staff to become service users, then give feedback to IT department, then it will adjust to introduce professional products to suit the user's requirements

When products and services have been completed, GPbank introduces their products and services to their customers to use its products through its main branches/ transactions office nationwide as well as the mass media

 Flexibility about resources.

Development of Internet Banking payment products and services will help GPBank to reduce personnel's in domestic payment department significantly Since all transactions will be processed by T24 systems department and domestic payment and accounting department

On the other hand, implementation of the transaction will be done by the customer Bank will reduce time, as well as the daily pressure of work, reducing the investment costs into machinery and equipment Thereby it improves quality of business operations, reduce costs and increase profits for bank

 Capital investment level.

T24 is modern and advanced banking software which is currently used by some domestic banks and foreign banks This is open software with enhanced security, allowing developing many modern banking services and products to meet customer needs This is software which was purchased from foreign partners Temenos of Switzerland by GPBank Hence, purchasing cost is huge, requiring banks to have adequate financial resources to invest into new and modern product development to meet the needs of customers

2.3.2 Decision making on quality.

T24 is security based software which can handle a lot of transactions at once for a short time and high precision Hence, when using payment services products through Internet banking provided by GPBank, customers are assured of quality service, the utility gives customers is huge

When using online payment service of GPBank, customers can manage their financial resources in a proactive way and time and place of transaction is easy and convenient to process

2.3.3 Decision making on productivity.

T24 is powerful software with large capacity and high processing speed, unlimited transactions at the same time This is one strong point that no other software can give

With the number of existing customers and growth in the number of potential customers is over 20% per year, GPBank only needs to do more investment in storage information system With these two strong points, T24 provides best results over other software which cannot provide these two features

2.3.4 Decision making on product position.

 Choose T24 to invest.

There are a lot of different soft wares in the market which are used by banks Each software has its own advantages Why choose GPBank T24, through fact finding, T24 is

a software firm produced by Temenos of Switzerland, which is a modern leading software in banking field, it is now used by a lot of banks with high prestige in the world