INDUSTRY ANALYSIS

BANKING INDUSTRY
(HDFC BANK Ltd, SBI, AXIS BANK)

SUBMITTED BY
SAKSHI SOOD 18-042
SHAIKI AGARWAL 18-046
VIVEK AGRAWAL 18-059
COMPANY PROFILE
About HDFC Bank

The Housing Development Finance Corporation Limited (HDFC) was incorporated in 1977
with a share capital of Rs 10 Crores; HDFC has since emerged as the largest residential
mortgage finance institution in the country. The corporation has had a series of share issues
raising its capital to Rs. 119 Crores. HDFC operates through almost 450 locations
throughout the country with its corporate head quarters in Mumbai, India. HDFC also has an
International Office in Dubai, UAE with service associates in Kuwait, Oman and Qatar.

HDFC is the largest housing company in India for the last 27 years. The Housing
Development Finance Corporation Limited (HDFC) was amongst the first to receive an 'in
principle' approval from the Reserve Bank of India (RBI) to set up a bank in the private
sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994.

The bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its
registered office in Mumbai, India. HDFC Bank commenced operations as a Scheduled
Commercial Bank in January 1995. HDFC is India's premier housing finance company and
enjoys an impeccable track record in India as well as in international markets. Since its
inception in 1977, the Corporation has maintained a consistent and healthy growth in its
operations to remain the market leader in mortgages. Its outstanding loan portfolio covers
well over a million dwelling units. HDFC has developed significant expertise in retail
mortgage loans to different market segments and also has a large corporate client base for its
housing related credit facilities .With its experience in the financial markets, a strong market
reputation, large shareholder base and unique consumer franchise.

HDFC was ideally positioned to promote a bank in the Indian environment. HDFC Bank
began operations in 1995 with a simple mission : to be a 12 “ World Class Indian Bank.”
We realized that only a single minded focus on product quality and service excellence would
help us get there. Today, we are proud to say that we are well on our way towards that goal.
SWOT ANALYSIS OF HDFC BANK LTD.

Strengths

1. Right strategy for the right products.

2. Superior customer service vs. competitors.
3. Great Brand Image.
4. Products have required accreditation.
5. High degree of customer satisfaction.
6. Good place to work
7. Lower response time with efficient and effective service.
8. Dedicated workforce aiming at making a long-term career in the field.

Weakness

1. Some gaps in range for certain sectors.

2. Customer service staff need training.
3. Processes and systems, etc
4. Management cover insufficient

Opportunities

1. Profit margins will be good.

2. Could extend to overseas broadly.
3. New specialist applications.
4. Could seek better customer deals.
5. Fast-track career development opportunities on an industry-wide basis.
6. An applied research center to create opportunities for developing techniques to provide
added value services.

Threats
1. Legislation could impact.
2. Great risk involved
3. Very high competition prevailing in the industry.
4. Vulnerable to reactive attack by major competitors.
5. Lack of infrastructure in rural areas could constrain investment.
6. High volume/low cost market is intensely competitive.
 DIFFERENT PRODUCTS OFFERED AT HDFC BANK LTD.

HDFC Bank offers a bunch of products and services to meet the every need of the people. The
company cares for both, individuals as well as corporate and small and medium enterprises.

For individuals, the company has a range accounts, investment, and pension scheme, different
types of loans and cards that assist the customers. The customers can choose the suitable one
from a range of products which will suit their life-stage and needs.

For organizations the company has a host of customized solutions that range from Funded
services, Non-funded services, Value addition services, Mutual fund etc. These affordable plans
apart from providing long term value to the employees help in enhancing goodwill of the
company.

The products of the company are categorized into various sections which are as follows:
 Accounts and deposits
 Loans
 Investments and Insurance
 Forex and payment services
 Cards
 Customer center

HDFC Bank mainly provides three kinds of banking services:

 Personal Banking
 NRI Banking
 Wholesale Banking

HDFC Bank provides loans like Personal Loans , Home Loans , Educational Loans , Two
Wheeler Loans , New car Loans, Used Car Loans, Overdraft Against Car, Express Loans, etc.
HDFC Bank provides Credit, Debit and Prepaid Cards to help you meet your financial
objectives.
HDFC Bank provides facilities like Mutual Funds, Insurance, General & Health Insurance,
Bonds, Financial Planning, Knowledge Center, Equities & Derivatives, Mudra Gold bar.

With HDFC Bank’s payment services, you can bid goodbye to queues and paper work. HDFC
's range of payment options make it easy to pay for a variety of utilities and services.

HDFC Bank has designed two programs to make banking easier for the customers and they are

 HDFC Bank Preferred Programme

 HDFC Bank Classic Programme.
HDFC Bank offers Private Banking services to high net worth individuals and institutions.
HDFC Bank offers you quick, economical and convenient options to remit and transfer funds to
India.

TECHNOLOGY USED AT HDFC BANK

HDFC Bank operates in a highly automated environment in terms of information technology and
communication systems. All the bank's branches have online connectivity, which enables the
bank to offer speedy funds transfer facilities to its customers. Multi-branch access is also
provided to retail customers through the branch network and Automated Teller Machines
(ATMs).

The Bank has made substantial efforts and investments in acquiring the best technology available
internationally, to build the infrastructure for a world class bank. The Bank's business is
supported by scalable and robust systems which ensure that our clients always get the finest
services we offer.

The Bank has prioritized its engagement in technology and the internet as one of its key goals
and has already made significant progress in web-enabling its core businesses. In each of its
businesses, the Bank has succeeded in leveraging its market position, expertise and technology to
create a competitive advantage and build market share.

DISTRIBUTION NETWORK

HDFC Bank is headquartered in Mumbai. The Bank at present has an enviable network of over
1229 branches spread over 444 cities across India. All branches are linked on an online real-time
basis. Customers in over 120 locations are also serviced through Telephone Banking. The Bank's
expansion plans take into account the need to have a presence in all major industrial and
commercial centers where its corporate customers are located as well as the need to build a
strong retail customer base for both deposits and loan products. Being a clearing/settlement bank
to various leading stock exchanges, the Bank has branches in the centers where the NSE/BSE
has a strong and active member base.

The Bank also has a network of about over 4721 networked ATMs across these cities. Moreover,
HDFC Bank's ATM network can be accessed by all domestic and international Visa/MasterCard,
Visa Electron/Maestro, Plus/Cirrus and American Express Credit/Charge cardholders.
TARGET MARKET

The target market for the retail services comprises upper- and middle-income individuals and
high net worth customers. The target group is also the small businesses, trusts and non-profit
corporations. As of March 31, 2009, 10% of the retail deposit customers contributed
approximately 62% of bank’s retail deposits. The bank markets its products through the
branches, telemarketing and a dedicated sales staff for niche market segments. The Bank also
uses third-party agents and direct sales associates to market certain products and to identify
prospective new customers.
The bank also obtains new customers through joint marketing efforts with the wholesale banking
department, such as Corporate Salary Account package. The bank also cross-sells many of the
retail products to the customers.

PROMOTIONAL STRATEGY

HDFC Bank’s mission is to be "a World Class Indian Bank", benchmarking themselves against
international standards and best practices in terms of product offerings, technology, service levels,
risk management and audit & compliance. The objective is to build sound customer franchises
across distinct businesses so as to be a preferred provider of banking services for target retail and
wholesale customer segments, and to achieve a healthy growth in profitability, consistent with the
Bank's risk appetite. Bank is committed to do this while ensuring the highest levels of ethical
standards, professional integrity, corporate governance and regulatory compliance. Continue
to develop new product and technology is the main business strategy of the bank. Maintain
good relation with the customers is the main and prime objective of the bank.

From doing cross-selling exercises to organizing school-level painting competitions, different

advertisements in the newspaper as well as through the television and internet facility and
through the print media including the bulletins and pamphlets etc have been the major
promotional activity by the bank.

The first promo in the year 2010 was titled as Wheels of Fortune. This promo was targeted at all
those customers who avail a personal loan, car or two-wheeler loan. There was a lucky draw at
the end of the promo and the winners got exotic prizes.

Also on the cards is a school-level painting competition on wildlife across cities to promote the
Kids Advantage account.

The next step is to send personalized mailers about the various products of the bank to all those
the bank comes in contact with during the mass promotions.

The bank has also tied up with Business Today, to sponsor 10,000 copies of the magazine in
each metro. The cover of the sponsored copies would be the December 2003 issue of Business
Today, which rated HDFC Bank as the best bank in the country. On the opposite side, would be
an advertorial which would talk about HDFC as a `one-stop financial supermarket'. "These
copies would be circulated among top corporate and our high-profile customers”.

The promotions are conducted based on the results thrown up by data analysis and data mining.
Therefore, they are intended to have maximum impact on our target audience.

POSITIONING

The bank is looking for positioning as a one-stop financial supermarket and the objective of the
promos is not just acquisition of new customers, but also creating product awareness, enhancing
usage and also providing value-adds to the customers to reward them for their faith and loyalty.
The bank is strongly positioned across the spectrum of banking products—from the top-end
wealth management business to microfinance.

It has also significantly accelerated customer acquisition at its 750-odd branches. The products
cut across the spectrum and cater to every segment. It has also successfully broadbased its
geographical spread. More than 40 per cent of the deposits come from non-metros. Almost 50
per cent of its retail loan portfolio comes from outside the 10 cities. The “Beyond Metro”
strategy is not restricted to the banking platform only.

MANAGING QUALITY
SECURITY: The bank provides long term financial security to their policy. The bank
does this by offering life insurance and pension products.

TRUST: The bank appreciates the trust placed by their policy holders in the bank. Hence, it
will aim to manage their investments very carefully and live up to this trust.

INNOVATION: Recognizing the different needs of our customers, the bank offers a range of
innovative products to meet these needs.

INTEGRITY

CUSTOMER CENTRIC

PEOPLE CARE “ONE FOR ALL AND ALL FOR ONE”

TEAM WORK

JOY AND SIMPLICITY

BUSINESS STRATEGY

HDFC BANK mission is to be "a World Class Indian Bank", benchmarking themselves against
international standards and best practices in terms of product offerings, technology, service levels,
risk management and audit & compliance. The objective is to build sound customer franchises
across distinct businesses so as to be a preferred provider of banking services for target retail and
wholesale customer segments, and to achieve a healthy growth in profitability, consistent with the
Bank's risk appetite. Bank is committed to do this while ensuring the highest levels of ethical
standards, professional integrity, corporate governance and regulatory compliance. Continue to
develop new product and technology is the main business strategy of the bank. Maintain good
relation with the customers is the main and prime objective of the bank.

HDFC BANK business strategy emphasizes the following-

 Increase market share in India’s expanding banking and financial services industry by
following a disciplined growth strategy focusing on quality and not on quantity and
delivering high quality customer service.

 Leverage the technology platform and open scalable systems to deliver more products to
more customers and to control operating costs.

 Maintain current high standards for asset quality through disciplined credit risk
management.
 Develop innovative products and services that attract the targeted customers and address
inefficiencies in the Indian financial sector.

 Continue to develop products and services that reduce bank’s cost of funds.

THE FIVE “S” PART OF KAIZEN USED BY HDFC BANK

Five ‘S’ Part of Kaizen is the technique which is used in the bank for easy and systematic work
place and eliminating unnecessary things from the work place.

BENEFITS OF 5 “S”

It can be started immediately.

Everyone has to participate.

Five “S” is an entirely people driven initiatives.

Brings in concept of ownership.

All wastage are made visible

FIVE ‘S’ Means:-
S-1
SORT
SEIRI
S-2
SYSTEMATIZE
SEITON
S-3
SPIC-N-SPAN
SEIRO
S-4
STANDARDIZE
SEIKETSU
S-5
SUSTAIN
SHITSUKE

CREDIT RATING

The Bank has its deposit programs rated by two rating agencies - Credit Analysis & Research
Limited (CARE) and Fitch Ratings India Private Limited. The Bank's Fixed Deposit programme
has been rated 'CARE AAA (FD)' [Triple A] by CARE, which represents instruments considered
to be "of the best quality, carrying negligible investment risk." CARE has also rated the bank's
Certificate of Deposit (CD) programme "PR 1+" which represents "superior capacity for
repayment of short term promissory obligations". Fitch Ratings India Pvt. Ltd. (100% subsidiary
of Fitch Inc.) has assigned the "AAA (ind)" rating to the Bank's deposit programme, with the
outlook on the rating as "stable". This rating indicates "highest credit quality" where "protection
factors are very high".

The Bank also has its long term unsecured, subordinated (Tier II) Bonds rated by CARE and
Fitch Ratings India Private Limited and its Tier I perpetual Bonds and Upper Tier II Bonds rated
by CARE and CRISIL Ltd. CARE has assigned the rating of "CARE AAA" for the subordinated
Tier II Bonds while Fitch Ratings India Pvt. Ltd. has assigned the rating "AAA (ind)" with the
outlook on the rating as "stable". CARE has also assigned "CARE AAA [Triple A]" for the
Banks Perpetual bond and Upper Tier II bond issues. CRISIL has assigned the rating "AAA /
Stable" for the Bank's Perpetual Debt programme and Upper Tier II Bond issue. In each of the
cases referred to above, the ratings awarded were the highest assigned by the rating agency for
those instruments.

Corporate Governance Rating

The bank was one of the first four companies, which subjected itself to a Corporate Governance
and Value Creation (GVC) rating by the rating agency, The Credit Rating Information Services
of India Limited (CRISIL). The rating provides an independent assessment of an entity's current
performance and an expectation on its "balanced value creation and corporate governance
practices" in future. The bank was assigned a 'CRISIL GVC Level 1' rating in January 2007
which indicates that the bank's capability with respect to wealth creation for all its stakeholders
while adopting sound corporate governance practices is the highest.

Awards and Accolades:

HDFC Bank began operations in 1995 with a simple mission: to be a "World-class Indian
Bank". We realized that only a single-minded focus on product quality and service excellence
would help us get there. Today, we are proud to say that we are well on our way towards that
goal.

Over the years, the Bank has received recognition and awards from several leading organizations
and publications, both domestic and international.

REFERENCES

1. Portfolios of the poor

By- Nick Sullivan

2. eHow

3. Google.com

4. Hdfcbank.com

 
STATE BANK OF INDIA
State Bank of India (SBI) is the largest nationalized commercial bank in India in terms of assets,
number of branches, deposits, profits and workforce. With the liberalization of the Indian
banking industry in the mid-1990s, SBI faced stiff competition from the private sector and
foreign banks which resulted in significant loss of its market share.
SBI provides a range of banking products through its vast network of branches in India and
overseas, including products aimed at NRIs. The State Bank Group, with over 16,000 branches,
has the largest banking branch network in India. With an asset base of $352 billion and $285
billion in deposits, it is a regional banking behemoth. It has a market share among Indian
commercial banks of about 20% in deposits and advances, and SBI accounts for almost one-fifth
of the nation's loan

HISTORY
The roots of the State Bank of India rest in the first decade of 19th century, when the Bank of
Calcutta, later renamed the Bank of Bengal, was established on 2 June 1806. The Bank of Bengal
and two other Presidency banks, namely, the Bank of Bombay (incorporated on 15 April 1840)
and the Bank of Madras (incorporated on 1 July 1843). All three Presidency banks were
incorporated as joint stock companies, and were the result of the royal charters. These three
banks received the exclusive right to issue paper currency in 1861 with the Paper Currency Act,
a right they retained until the formation of the Reserve Bank of India. The Presidency banks
amalgamated on 27 January 1921, and the reorganized banking entity took as its name Imperial
Bank of India. The Imperial Bank of India continued to remain a joint stock company.
Pursuant to the provisions of the State Bank of India Act (1955), the Reserve Bank of India,
which is India's central bank, acquired a controlling interest in the Imperial Bank of India. On 30
April 1955 the Imperial Bank of India became the State Bank of India. The Govt. of
India recently acquired the Reserve Bank of India's stake in SBI so as to remove any conflict of
interest because the RBI is the country's banking regulatory authority.
In 1959 the Government passed the State Bank of India (Subsidiary Banks) Act, enabling the
State Bank of India to take over eight former State-associated banks as its subsidiaries. On 13
September 2008, State Bank of Saurashtra, one of its Associate Banks, merged with State Bank
of India. The State bank of India is the 29th most reputed company in the world according
to Forbes. Also SBI is the only bank to get featured in coveted 'top 10 brands of India' list in an
annual survey conducted by Brand Finance and The Economic Times in 2010.
SWOT ANALYSIS

Strengths:

 Brand name: SBI Bank has earned a reputation in the market over the period of
time(Being the oldest bank in India tracing history back to 1806)

 Market Leader: SBI is ranked at 380 in 2008 Fortune Global 500 list, and ranked 219 in
2008 Forbes Global 2000. With an asset base of $126 billion and its reach, it is a regional
banking Behemoth

 Wide Distribution Network: Excellent penetration in the country with more than

10000 core branches and more than 5100 branches of associate banks (subsidiaries)

 Diversified Portfolio: SBI Bank has all the products under its belt, which help it to
extend the relationship with existing customer’s Bank has umbrella of products to offer
their customers, if once customer has relationship with the bank. Some Products, which
SBI Bank is offering are: Retail Banking Business Banking Merchant Establishment
Services (EDC Machine) Personal loans & Car loans Insurance Housing Loans

 Government Owned: Government owns 60% stake in SBI. This gives SBI an edge over
private banks in terms of customer security

 Low Transition Costs-SBI offers very low transition costs which attracts small customers.

 Continued effort to increase low cost deposit would ensure improvement in NIMs and
hence Earnings

Weaknesses:

 The existing hierarchical management structure of the bank, although strength in some
respects, is a barrier to change
 Though SBI cards are the 2nd largest player in the credit card industry, it has the highest
non- Performing assets( NPAs)in the industry, which stand out to be at 16.28 % (Dec
2007)
 Modernization: SBI lags with respect to private players in terms of modernization of its
processes, infrastructure, centralization, etc.
 SBI is currently operating at a lowest CAR(8%). Insufficient capital may restrict the
growth prospects of the bank going forward
 Delay in technology up gradation could result in loss of market shares.
 Management indicated a likely pension shortfall on account ofAS-15 to be close to Rs 50
billion.
 Contribution of retail credit to total bank credit stood at 26%. Significant thrust on
growing retail book poses higher credit risk to the bank.
Opportunities:

 Merger of associate banks with SBI: Merger of all the associate banks (like SBH, SBM,
etc) into SBI will create a mega bank which streamlines operations and unlocks value.
 Planning to add 2000 branches and 3000 ATMs in 2008-2009. This will further increase
its reach.
 Increasing trade and business relations and a large number of expatriate populations
offers a great opportunity to expand on foreign soil
 Global expansion: SBI already has expanded globally and start its operations
internationally in 32countrieslike Australia, Bangladesh, etc and has more plans of
expansion in other global markets
 Growing retail & SMEs thrust would lead to higher business growth Micro Finance: there
is a lot of growth opportunity in the area of micro finance strong economic growth would
generate higher demand for funds pursuant to Higher Corporate demand for credit on
account of capacity expansion.

Threats:

 Advent of MNC banks: Large numbers of MNC banks are mushrooming in the Indian
market due to the friendly policies adopted by the government. This can increase the
level Of competition and prove a potential threat for the market share of SBI bank
 Consumer expectations have increased many folds in last few years and the bank has not
been responsive enough to meet them on time.
 Private Banks have started venturing into the rural and semi-urban sector, which used to
be the bastion of the State Bank and other PSU bank.

MARKETING STRATEGIES ADOPTED BY STATE BANK OF INDIA

Institution for advanced learning: To provide state of the art training in financial Products to
middle level and senior level executives.

Internal consultant/change agent: To act as a catalyst for change in attitudes and Orientation of
banking staff and to provide expertise and consultative support.

Feedback supplier: To capture and structure feedback from trainees and from the market.

Think tank: to provide expert and inform suggestions, model business strategies,
Analysis of market developments from a banker perspective.

SBI carried out various marketing initiatives to enhance its reach

 Segregating and targeting existing high value customers.

 Cross sales of other products.
  Setting up call centers and outbound sales force to secure new customers.
 Plans were also made to utilize database marketing large and medium sized corporate,
government and trade finance customers.
 Database marketing was expected to draw increased revenue from cross selling, lower
cost and increased customer loyalty. SBI also introduced various other ways of reaching
out to customer slime extension of hours of work (SBI increased daily working hours by
two hours and Sunday banking was introduced).
.

SERVICES PROVIDED BY THE BANK

Personal Banking

 SBI Term Deposits SBI Loan For Pensioners

 SBI Recurring Deposits Loan Against Mortgage Of Property
 SBI Housing Loan Loan Against Shares & Debentures
 SBI Car Loan Rent Plus Scheme
 SBI Educational Loan Medi-Plus Scheme

Other Services

 Agriculture/Rural Banking
 NRI Services
 ATM Services
 Demat Services
 Corporate Banking
 Internet Banking
 Mobile Banking
 International Banking
 Safe Deposit Locker
 RBIEFT
 E-Pay
 E-Rail
 SBI Vishwa Yatra Foreign Travel Card
 Broking Services
 Gift Cheques

Issues regarding other services

 Market research i.e. identification of customers financial need and wants and forecasting
and researching future financial market
needs activities.
 Product Development i.e. appropriate products to meet consumers financial needs.
  Pricing of the service i.e., promotional activities and distribution
system in accordance with the guidelines and rules of the Reserve
Bank of India and at the same time looking for opportunities to
satisfy customers
 Developing market i.e., marketing culture among all the customer-consciousness
Personnel of the bank through training.
 Understand the strategies adopted by a market leader in the banking industry to retain its
market share
 Explore the reasons how a market leader can loose its market share significantly
 Examine and analyze the key elements of the restructuring exercise undertaken by SBI
 Study the marketing initiatives adopted by SBI to reposition itself as a customer-oriented
bank
 Examine the challenges that can be faced by a market leader due to the changes in the
industry structure
 Study and analyze the structure of the Indian banking industry

MOBILE BANKING SERVICES

State Bank FreedoM – Your Mobile Your Bank

Away from home, bills can be paid or money sent to the loved ones or balance enquiries done
anytime 24x7!!! That is what State Bank FreedoM offers -convenience, simple, secure, anytime
and anywhere banking.
Mobile Banking Service over Application/ Wireless Application Protocol
(WAP)
The service is available on java enabled mobile phones over SMS/ GPRS where the user is
required to download the application on to the mobile handset. The service can also be availed
via WAP on both java and non java phones with GPRS connection.
The following functionalities are available in the application based service/ WAP:
 Funds transfer (within and outside the bank –using NEFT)

 Enquiry services (Balance enquiry/ Mini statement)

 cheque book request

 Demat Enquiry Service( (Portfolio value,Request for DIS booklet, Value of holdings,

statement of charges, Transaction status etc.)

 Bill Payment (Utility bills, credit cards, Insurance premium payments) Donations,
Subscriptions
  M Commerce (Mobile Top Up, Top up of Tatasky, BigTV, SunDirect, DishTV
connections and receive recharge pins for DigitalTV/Videocon d2h, Merchant
payment, SBI life insurance premium)

Mobile Banking Service over USSD (Unstructured Supplementary Service

Data)
 Mobile Banking Service is now available on non java mobiles without GPRS
connection also.

 The service is currently available with Aircel, Idea, MTNL (Delhi) Vodafone and Tata
Docomo connections.

 The service is session based and requires a response from the user within a reasonable
time.

 The Daily Transaction limit is Rs1000/- per customer with an overall calendar monthly
limit of Rs5000/-.

Maximising Mobile Channel Developments

Increasingly, the use of smart-phones and other mobile devices is creating another channel to
market for this state bank is looking to provide customers with access to their services wherever
they are. However, time is a big issue. Smart-phone technologies are refreshed every six-months,
whereas it can take banks up to three times that long to ensure their infrastructure is fit-for-
purpose to meet the ‘always-on’ demands of customers on the move. Banks must find new ways
of responding to rapid change, perhaps with new business models and partnerships that give
them the flexibility to adapt.

 
Issues on Mobile Banking Service over Application / WAP.
 The Mobile Banking Service will be available to all the customers having Current/
 Savings Bank Account(Personal segment). The customers will have to register for the
services. 
 Daily transaction limits for fund transfer/ bill/ merchant payment is Rs.50,000/- per

customer with an overall calendar month limit of Rs.2,50,000.00  

 The service will be carrier-agnostic i.e. all customers can avail the mobile banking

service with the Bank irrespective of the service provider for their mobiles.
  The service is free of charge. However, the cost of SMS / GPRS connectivity will have

to be borne by the customer.

 There are a large number of different mobile phone devices and it is a big challenge for
banks to offer mobile banking solution on any type of device. Some of these devices
support Java ME and others support SIM Application Toolkit, a WAP browser, or
only SMS.
 Initial interoperability issues however have been localized, with countries like India using
portals like R-World to enable the limitations of low end java based phones, while focus
on areas such as South Africa have defaulted to the USSD as a basis of communication
achievable with any phone.
 The desire for interoperability is largely dependent on the banks themselves, where
installed applications(Java based or native) provide better security, are easier to use and
allow development of more complex capabilities similar to those of internet banking
while SMS can provide the basics but becomes difficult to operate with more complex
transactions.
 There is a myth that there is a challenge of interoperability between mobile banking
applications due to perceived lack of common technology standards for mobile banking.
In practice it is too early in the service lifecycle for interoperability to be addressed
within an individual country, as very few countries have more than one mobile banking
service provider. In practice, banking interfaces are well defined and money movements
between banks follow the IS0-8583 standard. As mobile banking matures, money
movements between service providers will naturally adopt the same standards as in the
banking world.
 On January of 2009, Mobile Marketing Association (MMA) Banking Sub-Committee,
chaired by CellTrust and VeriSign Inc., published the Mobile Banking Overview for
financial institutions in which it discussed the advantages and disadvantages of Mobile
Channel Platforms such as Short Message Services (SMS), Mobile Web, Mobile Client
Applications, SMS with Mobile Web and Secure SMS
INTRODUCTION

Axis bank started operation in 1994 in India with its registered office in Ahmadabad and its
Central office in Mumbai. This bank was the first private sector bank to start its operation in
India after the government of India allowed private banks to start their operations. The Bank was
promoted jointly by the Administrator of the specified undertaking of the Unit Trust of India
(UTI - I), Life Insurance Corporation of India (LIC) and General Insurance Corporation Ltd. and
other four PSU companies, i.e. National Insurance Company Ltd., The New India Assurance
Company, The Oriental Insurance Corporation and United Insurance Company Ltd. Bank offers
services both in retail and corporate banking.

Banks registered office is located in Ahmadabad and its Central Office is in Mumbai. The bank
provides 24 hrs banking convenience to its customers through its largest ATM network in the
country with 2595 ATMs and network of 608 branches.

STRATEGIES FOLLOWED BY THE BANK

As the economy is slowly recovering from the hard faces of recession, Indian banks are
forecasting a bright growth in its revenue and operations. The Axis Bank is all set to reap the
opportunities to sustain its growth over the years and to mark a global footprint.

Indian banks arrive at the business decisions after analyzing the long term economic and
financial conditions. Axis bank understands the immense business opportunities in the bank
business in India. Indian banks and their operations are looked with high degrees of anticipation
globally as they have successfully sustained recession. Global investors are in an all time ready
mood to invest in Indian banks. The analysis shows that Indian banks will sustain about 25%
growth in the next three to four years.

INORGANIC GROWTH OPPORTUNITIES

Inorganic growth opportunities like buying out are the best methods to increase the market share.
As many Indian banks are adopting the strategies of buyout to utilize the business options, Axis
bank takes a much neutral step. They are more focused on further improvising their business
operations by filling up the missing areas in their business strategies.
Efficient risk management capabilities are mandatory to operate successfully in the current
market. Axis bank has defined its operational planning considering in improvising its risk
management capabilities along with the immense growth the bank has achieved.

CREATING MORE VALUE

Axis bank is less focused on the insurance space as they are less interested in diversifying
immensely but rather prefer to seize the huge growth opportunities in the bank business. With
reduced lateral hiring, Axis bank expects to meet the operational demands in the banking sector.
As a part of improvising, Axis bank is also looking at some marginal restructuring in its
operations.

As the competitor banks are analyzing the strategies for lending, Axis bank is looking for a
sustained stable margin rather than making the margin to go up. With a diverse customer nature,
whether it is Retail, SMEs mid corporate or large corporate, Axis bank believes in focusing its
strategies according to the customers who are chosen to be served.

THE SERVICE MARKETING MIX OF AXIS BANK

PRODUCT

The main products of AXIS Bank are Saving Account, Current Account and Demat Account.
The other products are Home loan, personal loan, Insurance, Credit cards, etc.

For better marketing of products, the products are categorized under Axis Bank and Axis Sales.

Products under Axis Bank are

 Saving Account
 Current Account
 Forex Department
 Salary Accounts

Products under Axis Sales are

 Home loan
 Personal loan,
 Demat Account

PRICE
The price of the product depends upon the services provided by the Bank on the respective
product to the customers. Detailed pricing changes from time to time and the same can be found
on the website of Axis bank.

PLACE

Place plays an important role in tangibilizing service offerings. Quality of service is perceived by
many customers in the form of place of delivery- locational appeal, interiors, ambience, etc. If a
bank is located in a crowded market the place or location will be a negative tangibilizes.
Providing excellent tangibles in the form of place or location and interiors is particularly
important for appealing to the customers segment. More recently, some of the private banks in
India like AXIS Bank are providing very attractive tangibles in the form of their locations,
exteriors and interiors.

PROMOTION

Promotion can tangibilizes services in different forms:

 Visualization
 Association
 Physical representation
 Documentation.

Visualization tangibilizes services through hoardings, TV and print campaigns or advertisements.

Physical representation in services has a good promotional appeal to customers like use of colors
to symbolize wealth and status. Service providers use documentation in their promotions in
support of their claims for dependability, popularity and responsiveness

PEOPLE

People are a common factor in every service. And people tangibilize services. Good       people
(means good performance) make good or successful services. Bad performers deliver bad
services.

PROCESS

 Customer defined business process- Process innovations and continuous improvement

through people involvement.

 Result oriented approach- Each process has been designed by first planning the desired
results.
 Axis Bank is constantly taking initiatives to offer the best in class service that seek to
enhance customer experience.

PHYSICAL EVIDENCE
  Reduce paper usage- Due to technological innovations such as use of Finacle software for
core banking solutions.
 It has positioned itself as a bank which gives higher standard of services through product
innovation.
 Satisfies the diverse need of individual and corporate clients.
 It is customer centric, and service oriented .

SWOT ANALYSIS OF AXIS BANK

STRENGTH
 Not having Image UTI (fraud)
 Extremely Competitive And Profitable Banking Franchise
 Banking Services Include Corporate Credit, Retail Banking, Business Banking, Capital
Markets, Treasury And International Banking.
 Sound Technological Platform With Centralized Database And Operations
 Corporate Banking: Current Account deposits grew by 24%, from Rs. 20,045 Crores as at
end March’08 to Rs. 24,822 Crores as at end March’09.
 Support of various Promoter Strong technology

.WEAKNESS
 Higher cost
 Customer service
 Market Capitalization Very Low

OPPORTUNITY
 Large retail and corporate market
 Wide scope in rural India
 Other Activity (Non Banking Activity)
 People are become more service oriented
.
THREATS
 Other better Saving, investment option available (like Insurance, Mutul fund, Real-estate,
Gold)
 Government Rules And Regulation
 Very high competition with Private sector (ICICI Bank, HDFC bank) or public sector
(BOB, PNB) Bank.
 Capital Market slow-down
 Rising Rates
 Future Market Trends
POSITIONING STRATEGY

Axis bank has positioned itself as a bank which gives higher standard of services through
product innovation for the diverse need of individual & corporate clients. So they want to
highlight following points in their positioning statement:
 Customer centric
 Service oriented
 Product innovation

MARKETING OBJECTIVES

Axis Bank wants to achieve following marketing objectives by the end of the year 2011.

 To get the market capitalization 500 Crore

 To get the 200 Crore retail investment

 To get 125 Crore Corporate investments.

 To get the 175 Crore Capital investments.

MARKETING ISSUE
MOBILE BANKING

Mobile Banking is a service that allows you to do banking transactions on your mobile phone
without making a call, using the SMS facility.

Trends in mobile banking

The advent of the Internet has enabled new ways to conduct banking business, resulting in the
creation of new institutions, such as online banks, online brokers and wealth managers. Such
institutions still account for a tiny percentage of the industry.

Over the last few years, the mobile and wireless market has been one of the fastest growing
markets in the world and it is still growing at a rapid pace. According to the GSM Association
and Ovum, the number of mobile subscribers exceeded 2 billion in September 2005, and now
exceeds 2.5 billion (of which more than 2 billion are GSM).

With mobile technology, banks can offer services to their customers such as doing funds transfer
while travelling, receiving online updates of stock price or even performing stock trading while
being stuck in traffic. Smart phones and 3G connectivity provide some capabilities that older text
message-only phones do not.

According to a study by financial consultancy Celent, 35% of online banking households will be
using mobile banking by 2010, up from less than 1% today. Upwards of 70% of bank center call
volume is projected to come from mobile phones. Mobile banking will eventually allow users to
make payments at the physical point of sale. "Mobile contactless payments” will make up 10%
of the contactless market by 2010. Another study from 2010 by Berg Insight forecasts that the
number of mobile banking users in the US will grow from 12 million in 2009 to 86 million in
2015. The same study also predicts that the European market will grow from 7 million mobile
banking users in 2009 to 115 million users in 2015.

Many believe that mobile users have just started to fully utilize the data capabilities in their
mobile phones. In Asian countries like India, China, Bangladesh, Indonesia and Philippines,
where mobile infrastructure is comparatively better than the fixed-line infrastructure, and in
European countries, where mobile phone penetration is very high (at least 80% of consumers use
a mobile phone), mobile banking is likely to appeal even more.
Mobile Banking Services

Mobile banking can offer services such as the following:

Account Information

1. Mini-statements and checking of account history

2. Alerts on account activity or passing of set thresholds
3. Monitoring of term deposits
4. Access to loan statements
5. Access to card statements
6. Mutual funds / equity statements
7. Insurance policy management
8. Pension plan management
9. Status on cheque, stop payment on cheque
10. Ordering cheque books
11. Balance checking in the account
12. Recent transactions
13. Due date of payment (functionality for stop, change and deleting of payments)
14. PIN provision, Change of PIN and reminder over the Internet
15. Blocking of (lost, stolen) cards

Payments, Deposits, Withdrawals, and Transfers

1. Domestic and international fund transfers

2. Micro-payment handling
3. Mobile recharging
4. Commercial payment processing
5. Bill payment processing
6. Peer to Peer payments
7. Withdrawal at banking agent
8. Deposit at banking agent

A specific sequence of SMS messages will enable the system to verify if the client has sufficient
funds in his or her wallet and authorize a deposit or withdrawal transaction at the agent. When
depositing money, the merchant receives cash and the system credits the client's bank account or
mobile wallet. In the same way the client can also withdraw money at the merchant: through
exchanging sms to provide authorization, the merchant hands the client cash and debits the
merchant's account.

Investments
  Portfolio management services

 Real-time stock quotes

 Personalized alerts and notifications on security prices

The differences between making a call on your mobile phone and sending a text message
are as follows:

 You are not required to dial a number, you send a text message i.e. a coded message to
5676712
 HDFC Bank does not charge anything for this service and there is no airtime involved.
However, the Cellular Service Provider may levy a nominal charge for the SMS facility.
 In Mobile Banking, you actually see your banking transactions on your mobile phone
screen as opposed to hearing a message through the phone.

Mobile Banking works on the 'Text Messaging Facility' also called the SMS that is available on
mobile phones. This facility allows you to send a short text message from your mobile phone
instead of making a phone call.
This message travels from your mobile phone to the SMS Centre of the Cellular Service
Provider, and from there it travels to the Bank's systems. The information is retrieved and sent
back to your mobile phone via the SMS Centre, all in a matter of a few seconds.

The new age Indian customer wants these and even more – s/he wants “Anytime Banking
Anywhere”. Rapid strides in technological advancement in the telecom industry have made all
this possible via the concept of mobile banking – a channel via which customers interact with
banks using handheld devices.

The number of wireless subscribers is more than 650 million in India as of July 2010 and the
growth rate is pegged at a massive 18-19 million every month. This is a huge market and every
bank worth its salt – be it in the private or public sector, offers mobile banking services such as:

 Update on account balance

 View last few transactions
 Request for check books
 Fund transfers
 Deposits in banks
 Make payments

As per a survey conducted by Vital Analytics, approximately 43 million urban Indians used
mobile phones to access banking services during quarter ending August 2009. ICICI bank has
the most number of users going mobile, followed by HDFC, and State Bank of India..

HDFC bank also supports mobile banking. Once an HDFC customer registers and downloads the
application, he/she can access all HDFC bank services from a hand held device. One can pay
mobile bills, book railway tickets, check bank balance, transfer funds to another account, pay
credit card bills and insurance premiums, and even shop online.

The government has also done its bit to support mobile banking. The security and technology
standards have been drafted in a manner that encourages mobile banking. For example, end-to-
end encryption is not required for transactions up to Rs. 1000. This reduces processing costs for
banks.

A large section of the population in the rural areas still does not have access to banks. Banks are
wary of creating branches or installing ATM machines in rural areas because it is not very cost
effective. But the number of mobile subscribers in rural areas is increasing by leaps and bounds
and this is a huge opportunity to get rural India to bank via mobile services. Banks are realizing
this and are providing their services via wireless communication, which can be easily used by
people in rural areas.

Mobile banking in rural areas

Banks and telecom operators are tying up with microfinance institutions, and with local kiranas
and Gram Panchayats to enable mobile banking in rural areas. A typical model will be a bank
having a local kirana shop as a business correspondent/agent who will have a mobile phone.
People can open a no-frills account with the bank through this agent via the mobile phone, which
has the facility to conduct transactions with the bank. Once an account is made various credits
and debits can be made via the phone. Microfinance institutions can tie up with the bank to
provide small credits and get loan repayments via the mobile banking facility.

CHALLENGES TO A MOBILE BANKING SOLUTION

1) Handset Operability

There are various types of handsets. They support different technologies -some work on Java,
some support only SMS and some others support WAP. There are various protocols for
communication. Some interoperability issues have been solved but unified technology standards
are the need of the hour.

Initial interoperability issues however have been localized, with countries like India using portals
like R-World to enable the limitations of low end java based phones, while focus on areas such
as South Africa have defaulted to the USSD as a basis of communication achievable with any
phone.

The desire for interoperability is largely dependent on the banks themselves, where installed
applications (Java based or native) provide better security, are easier to use and allow
development of more complex capabilities similar to those of internet banking while SMS can
provide the basics but becomes difficult to operate with more complex transactions.
There is a myth that there is a challenge of interoperability between mobile banking applications
due to perceived lack of common technology standards for mobile banking. In practice it is too
early in the service lifecycle for interoperability to be addressed within an individual country, as
very few countries have more than one mobile banking service provider. In practice, banking
interfaces are well defined and money movements between banks follow the IS0-8583 standard.
As mobile banking matures, money movements between service providers will naturally adopt
the same standards as in the banking world.

On January of 2009, Mobile Marketing Association (MMA) Banking Sub-Committee, chaired

by Cell Trust and VeriSign Inc., published the Mobile Banking Overview for financial
institutions in which it discussed the advantages and disadvantages of Mobile Channel Platforms
such as Short Message Services (SMS), Mobile Web, Mobile Client Applications, SMS with
Mobile Web and Secure SMS

2) Security

Security of transactions being executed from remote locations and transmission of financial
information without loss of data integrity is a complex challenge. It is important to have security
for applications downloaded on the handheld device. Any transaction with the bank should
require authentication. The data that is being transmitted should be encrypted. Data stored within
the device should also be encrypted. Security of financial transactions, being executed from
some remote location and transmission of financial information over the air, are the most
complicated challenges that need to be addressed jointly by mobile application developers,
wireless network service providers and the banks' IT departments.

The following aspects need to be addressed to offer a secure infrastructure for financial
transaction over wireless network:

1. Physical part of the hand-held device. If the bank is offering smart-card based security,
the physical security of the device is more important.
2. Security of any thick-client application running on the device. In case the device is stolen,
the hacker should require at least an ID/Password to access the application.
3. Authentication of the device with service provider before initiating a transaction. This
would ensure that unauthorized devices are not connected to perform financial
transactions.
4. User ID / Password authentication of bank’s customer.
5. Encryption of the data being transmitted over the air.
6. Encryption of the data that will be stored in device for later / off-line analysis by the
customer.

One-time password (OTPs) are the latest tool used by financial and banking service providers
in the fight against cyber fraud . Instead of relying on traditional memorized passwords, OTPs
are requested by consumers each time they want to perform transactions using the online or
mobile banking interface. When the request is received the password is sent to the consumer’s
phone via SMS. The password is expired once it has been used or once its scheduled life-cycle
has expired.
Because of the concerns made explicit above, it is extremely important that SMS gateway
providers can provide a decent quality of service for banks and financial institutions in regards to
SMS services. Therefore, the provision of service level agreements (SLAs) is a requirement for
this industry; it is necessary to give the bank customer delivery guarantees of all messages, as
well as measurements on the speed of delivery, throughput, etc. SLAs give the service
parameters in which a messaging solution is guaranteed to perform.

3) Mobile banking not yet popular in rural India

In spite of efforts from different organizations, mobile banking has not succeeded in taking
banking to the rural areas the way it is expected to.
There are many reasons for this –

 It is not feasible for all banks as the volume and value of transactions are very low.
 It is not only enough to have simplified offerings but also educate the prospective
customers on the same and this is lacking.
 The banking agents have to be aware of products and services and also have enough
incentives to get more customers.

4) Scalability & Reliability

Another challenge for the banks is to scale-up the mobile banking infrastructure to handle
exponential growth of the customer base. With mobile banking, the customer may be sitting in
any part of the world (true anytime, anywhere banking) and hence banks need to ensure that the
systems are up and running in a true 24 x 7 fashion. As customers will find mobile banking more
and more useful, their expectations from the solution will increase. Banks unable to meet the
performance and reliability expectations may lose customer confidence. There are systems such
as Mobile Transaction Platform which allow quick and secure mobile enabling of various
banking services. Recently in India there has been a phenomenal growth in the use of Mobile
Banking applications, with leading banks adopting Mobile Transaction Platform and the Central
Bank publishing guidelines for mobile banking operations.

5) Application distribution

Due to the nature of the connectivity between bank and its customers, it would be impractical to
expect customers to regularly visit banks or connect to a web site for regular upgrade of their
mobile banking application. It will be expected that the mobile application itself check the
upgrades and updates and download necessary patches (so called "Over the Air" updates).
However, there could be many issues to implement this approach such as upgrade /
synchronization of other dependent components.
6) Personalization

It would be expected from the mobile application to support personalization such as:

1. Preferred Language
2. Date / Time format
3. Amount format
4. Default transactions
5. Standard Beneficiary list
6. Alerts

The important aspect here is that the concerned organizations are aware of the challenges and are
working towards solutions. Once customers’ concerns are addressed through education and they
are assured that their money is in safe hands and they get good service, there will be no looking
back for mobile banking in India.

RISKS IN MOBILE BANKING

Financial Risk

Although instances of fraud are rare in mobile banking, two preventative steps can be taken to
ensure all cash-in/cash-out transactions are free from financial risk:

The first is that the customer’s transaction is settled against the bank account of the store (agent)
itself. The second is that there is real-time authorization to ensure that all transactions are
properly funded from either the customer’s account or the store’s account, depending on whether
they are doing a deposit or a withdrawal.

Consumer Protection and Technological Risk

Adequate disclosure must be exercised to make customers aware of the risks they face and
monetary charges associated with mobile banking.

Text messages are not thoroughly encrypted, which means they can be read by people other than
the person using the mobile banking service. Furthermore, if a client’s cell phone is stolen,
hackers may be able to recover valuable private information and use it to carry out transactions
without the owner’s knowledge. Thirdly, basic mobile handsets are rarely equipped with anti-
virus software, and it is only a matter of time before criminals and hackers infiltrate the market
with malware.

Banks and mobile network operators (telecom firms) must develop effective redress procedures
to manage fraud and warn clients them about these risks, while advising them to:

 Never leave their phone unattended

 Select a complicated PIN code and change it regularly
  Set a password for their phone

Transaction Based Risk

Considering the novelty of the mobile banking service and the low literacy levels of the target
market, customers and agents may be confused about the exact process and security measures
that need to be taken. As a result, transaction based errors may be common and clients may
be unsure of who to approach, since telecom operators and banks only operate in the
background, i.e. in bigger towns and cities, away from villages.

The solution is simply to educate clients and agents through below the line marketing (which is
one of the best practices of marketing in mobile banking) and training them, where possible.

BENEFITS OF MOBILE BANKING

Spend more of your valuable time on your company's opportunities and challenges.

Increase staff productivity by reducing bank visits.

Enjoy personal, efficient service to help build your business.

DISADVANTAGES OF MOBILE BANKING

By Daniel Foster, eHow Contributor

Updated: June 30, 2010

Security

Security experts generally agree that mobile banking is safer than computer banking because
very few viruses and Trojans exist for phones. That does not mean mobile banking is immune to
security threats, however. Mobile users are especially susceptible to a phishing-like scam called
"smishing." It happens when a mobile banking user receives a fake text message asking for bank
account details from a hacker posing as a financial institution. Many people have fallen for this
trick and had money stolen through this scam.

Online banking is usually done through an encrypted connection so that hackers cannot read
transmitted data, but consider the consequences if your mobile device is stolen. While all
banking applications require you to enter a password or PIN, many people configure their mobile
devices to save passwords, or use insecure passwords and PINs that are easy to guess.

Compatibility
Mobile banking is not available on every device. Some banks do not provide mobile banking at
all. Others require you to use a custom mobile banking application only available on the most
popular smart phones, such as the Apple iPhone and RIM Blackberry. Third-party mobile
banking software is not always supported.

If you do not own a smart phone, the types of mobile banking you can do are usually limited.
Checking bank account balances via text message is not a problem, but more advanced features
such as account transfers are generally not available to users of "dumb phones."

Cost

The cost of mobile banking might not appear significant if you already have a compatible device,
but you still need to pay data and text messaging fees. Some financial institutions charge an extra
fee for mobile banking service, and you may need to pay a fee for software. These extra charges
quickly add up, especially if you access mobile banking often.
OBJECTIVE OF THE STUDY
To know about customer attitude and preference towards mobile banking

SCOPE
There is a vast scope for growth in mobile banking industry. Mobile banking is a service that
allows one to do banking transactions by just using the sms service facility irrespective of
making a call. There are various challenges to a mobile banking service but the banks are
working on the same to overcome those challenges. Technology is the major concern with
respect to security aspects of mobile banking.

QUESTIONNAIRE

Name: ________________________________Sex: -Male/ Female Status: -Single/Married

Age (in Years):  18-20  21-24  25-27  27 and above

1) Which of the following banks mobile banking services do you prefer?

 HDFC Bank  SBI  Axis  ICICI

2) For what purpose do you use mobile banking?

 Balance enquiry
 Transfer of funds
 Bills payment
 Account transactions
 Credit applications

3) Who is the typical user of mobile banking ?

 Youngsters  Middle aged  Service person  Business person

4) Give rating to the above mentioned banks mobile banking on the following scale?
Highly Satisfied-5, Satisfied-4, Average-3, Dissatisfied-2, Highly Dissatisfied-1

Appealing 5 4 3 2 1

High Quality 5 4 3 2 1

Pleasant 5 4 3 2 1

Upper Class 5 4 3 2 1

Reliable 5 4 3 2 1

5) Which of the following attributes will well suit the following brands?

Highly Satisfied-5, Satisfied-4, Average-3, Dissatisfied-2, Highly Dissatisfied-1

Attributes
Attributes HDFC
SBI Attributes AXIS
Attributes ICICI
Unknown 55 44 33 22 11 Unknown 5 4 3 2 1
Unknown Unknown 5 4 3 2 1
Convenient 55 44 33 22 11 Convenient to 5 4 3 2 1
Convenient to Convenient to 5 4 3 2 1
to use
useuse use
Secure 55 44 33 22 11 Secure 5 4 3 2 1
Secure Secure 5 4 3 2 1
High High quality 5 4 3 2 1
High quality
quality 55 44 33 22 11 High quality 5 4 3 2 1
Sms Sms reliability 5 4 3 2 1
Sms reliability
reliability 55 44 33 22 11 Sms reliability 5 4 3 2 1
Schemes 55 44 33 22 11 Schemes 5 4 3 2 1
Schemes Schemes 5 4 3 2 1
Updated 55 44 33 22 11 Updated 5 4 3 2 1
Updated Updated 5 4 3 2 1

Frequencies

Statistics

Sex Status Age

N Valid 56 56 56

Missing 0 0 0
Frequency Table

Sex

Cumulative
Frequency Percent Valid Percent Percent

Valid 18 32.1 32.1 32.1

1 27 48.2 48.2 80.4

2 9 16.1 16.1 96.4

Status

Female-2 1 1.8 1.8 98.2

Cumulative
Frequency Percent Valid Percent Percent
Male-1 1 1.8 1.8 100.0

Valid 18 32.1 32.1 32.1

Total 56 100.0 100.0

1 29 51.8 51.8 83.9

2 7 12.5 12.5 96.4

Married-2 1 1.8 1.8 98.2

Single-1 1 1.8 1.8 100.0

Total 56 100.0 100.0

 Age

Cumulative
Frequency Percent Valid Percent Percent

Valid 16 28.6 28.6 28.6

1 22 39.3 39.3 67.9

18-20--1 1 1.8 1.8 69.6

2 9 16.1 16.1 85.7

21-24--2 1 1.8 1.8 87.5

25-27--3 1 1.8 1.8 89.3

27 above 4 1 1.8 1.8 91.1

3 5 8.9 8.9 100.0

Total 56 100.0 100.0

Bar Chart
Frequencies

Statistics

Bank

N Valid 56

Missing 0

Bank

Cumulative
Frequency Percent Valid Percent Percent

Valid 16 28.6 28.6 28.6

1 14 25.0 25.0 53.6

2 8 14.3 14.3 67.9

3 13 23.2 23.2 91.1

4 1 1.8 1.8 92.9

Axix-3 1 1.8 1.8 94.6

HDFC-1 1 1.8 1.8 96.4

ICICI-4 1 1.8 1.8 98.2

SBI-2 1 1.8 1.8 100.0

Total 56 100.0 100.0

Frequencies

Statistics

Purpose of mobile banking

N Valid 56

Missing 0

Purpose of mobile banking

Cumulative
Frequency Percent Valid Percent Percent

Valid 15 26.8 26.8 26.8

1 29 51.8 51.8 78.6

2 3 5.4 5.4 83.9

4 3 5.4 5.4 89.3

 5 1 1.8 1.8 91.1

Account transactions -4 1 1.8 1.8 92.9

Balance enquiry-1 1 1.8 1.8 94.6

Bills of payment -3 1 1.8 1.8 96.4

Credit applications -5 1 1.8 1.8 98.2

transfer of funds -2 1 1.8 1.8 100.0

Total 56 100.0 100.0

Frequencies

Usears of mobile banking

Cumulative
Frequency Percent Valid Percent Percent

Valid 16 28.6 28.6 28.6

1 4 7.1 7.1 35.7

2 23 41.1 41.1 76.8

Statistics
3 9 16.1 16.1 92.9
Usears of mobile banking
Business person-4 1 1.8 1.8 94.6
N Valid 56
middle aged-2 1 1.8 1.8 96.4
Missing 0
service person-3 1 1.8 1.8 98.2

Youngsters-1 1 1.8 1.8 100.0

Total 56 100.0 100.0

 Rating to the above mentioned banks mobile banking
Frequencies
Cumulative
Frequency Percent Valid Percent Percent

Statistics
Valid 14 25.0 25.0 25.0

Rating to the
1 1 1.8 1.8 26.8
above
mentioned
2 17 30.4 30.4 57.1
banks mobile
3 banking 10 V10
17.9 V11 17.9 V12 V13
75.0

N Valid
4 656 10.756 56
10.7 56 85.7 56

Missing
5 20 3.6 0 03.6 0 89.3 0

A-3 1 1.8 1.8 91.1

Appealing 1 1.8 1.8 92.9 Frequency Table

D-2 1 1.8 1.8 94.6

H.D-1 1 1.8 1.8 96.4

H.S-5 1 1.8 1.8 98.2

S-4 1 1.8 1.8 100.0

Total 56 100.0 100.0

 V10

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 3 5.4 5.4 39.3

2 16 28.6 28.6 67.9

3 11 19.6 19.6 87.5

4 5 8.9 8.9 96.4

5 1 1.8 1.8 98.2

High Quality 1 1.8 1.8 100.0

Total 56 100.0 100.0

 V11

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 1 1.8 1.8 35.7

2 14 25.0 25.0 60.7

3 16 28.6 28.6 89.3

4 3 5.4 5.4 94.6

5 2 3.6 3.6 98.2

Pleasant 1 1.8 1.8 100.0

Total 56 100.0 100.0

 V12

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 5 8.9 8.9 42.9

2 10 17.9 17.9 60.7

3 6 10.7 10.7 71.4

4 8 14.3 14.3 85.7

5 7 12.5 12.5 98.2

Upper class 1 1.8 1.8 100.0

Total 56 100.0 100.0

 Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 7 12.5 12.5 46.4

2 11 19.6 19.6 66.1

3 17 30.4 30.4 96.4

4 1 1.8 1.8 98.2

Reliable 1 1.8 1.8 100.0

Total 56 100.0 100.0

Pie Chart
Frequencies

Statistics

Attributes V15 HDFC V17 V18 V19 V20

N Valid 56 56 56 56 56 56 56

Missing 0 0 0 0 0 0 0

Frequency Table

Attributes

Cumulative
Frequency Percent Valid Percent Percent

Valid 14 25.0 25.0 25.0

2 2 3.6 3.6 28.6

3 4 V15 7.1 7.1 35.7

4 21 37.5 37.5 Cumulative

73.2
Frequency Percent Valid Percent Percent
5 9 16.1 16.1 89.3
Valid 19 33.9 33.9 33.9
A-3 1 1.8 1.8 91.1
1 13 23.2 23.2 57.1
D-2 1 1.8 1.8 92.9
2 18 32.1 32.1 89.3
H.D-1 1 1.8 1.8 94.6
3 5 8.9 8.9 98.2
H.S-5 1 1.8 1.8 96.4
convenient 1 1.8 1.8 100.0
S-4 1 1.8 1.8 98.2
Total 56 100.0 100.0
Unknown 1 1.8 1.8 100.0

Total 56 100.0 100.0

 HDFC

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 8 14.3 14.3 48.2

2 18 32.1 32.1 80.4

3 10 17.9 17.9 98.2

secure 1 1.8 1.8 100.0

Total 56 100.0 100.0

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 8 14.3 14.3 48.2

2 15 26.8 26.8 75.0

3 13 23.2 23.2 98.2

highquality 1 1.8 1.8 100.0

Total 56 100.0 100.0

 V18

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 14 25.0 25.0 58.9

2 17 30.4 30.4 89.3

3 5 8.9 8.9 98.2

sma reliability 1 1.8 1.8 100.0

Total 56 100.0 100.0

V19

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 12 21.4 21.4 55.4

2 15 26.8 26.8 82.1

3 9 16.1 16.1 98.2

schemes 1 1.8 1.8 100.0

Total 56 100.0 100.0

 V20

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 2 3.6 3.6 37.5

2 24 42.9 42.9 80.4

3 10 17.9 17.9 98.2

updated 1 1.8 1.8 100.0

Total 56 100.0 100.0

Pie Chart
Frequencies
 Statistics

HDFC V17 V18 V19 V20

N Valid 56 56 56 56 56

Missing 0 0 0 0 0

Frequency Table

HDFC

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 8 14.3 14.3 48.2

2 18 32.1
V17 32.1 80.4

3 10 17.9 17.9 98.2

Cumulative
Frequency Percent Valid Percent Percent
secure 1 1.8 1.8 100.0

Valid 19 33.9 33.9 33.9

Total 56 100.0 100.0

1 8 14.3 14.3 48.2

2 15 26.8 26.8 75.0

3 13 23.2 23.2 98.2

highquality 1 1.8 1.8 100.0

Total 56 100.0 100.0

 V18

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 14 25.0 25.0 58.9

2 17 30.4 30.4 89.3

3 5 8.9 8.9 98.2

sma reliability 1 1.8 1.8 100.0

Total 56 100.0 100.0

V19

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 12 21.4 21.4 55.4

2 15 26.8 26.8 82.1

3 9 16.1 16.1 98.2

schemes 1 1.8 1.8 100.0

Total 56 100.0 100.0

 V20

Cumulative
Frequency Percent Valid Percent Percent

Valid 19 33.9 33.9 33.9

1 2 3.6 3.6 37.5

2 24 42.9 42.9 80.4

3 10 17.9 17.9 98.2

updated 1 1.8 1.8 100.0

Total 56 100.0 100.0

Pie Chart