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Asia-Pacific
Size matters and digital drives
competition
Contents
Foreword 3
Executive summary 4
Whats next? 23
4 | Banking in Asia-Pacific
How will business models need to Alibaba-affiliated MYbank. However, these will be national
rather than regional. A pan-APAC online bank is still some
adapt? way away.
Simplify and standardize operating models to transform
New regulatory conditions, dynamic trading environments and cost structures and equip banks with a single customer view
changing customer preferences are shifting business models and detailed profile of accounts and interactions that are vital
across all banking segments. To seize the opportunities in APAC, to delivering an engaging customer experience. Those reforms
banks need to: will also be vital to the effective implementation of capital,
Invest in digital channels to meet customer needs but not at liquidity and leverage requirements from regulators, enabling
the expense of personal interaction with customers. Banks must banks to allocate capital and manage balance sheets more
find the right balance between self service and providing the efficiently.
human touch to sell higher value products and services. Use mobile to achieve a breakthrough in financial inclusion
Invest in technology-driven models not only to reduce costs mobile solutions offer the potential to reduce the cost of
and drive efficiencies but also to respond to new entrants obtaining banking services in emerging markets and increase
from the fintech sector using technology to provide faster and penetration rates. But banks must also maintain some form
cheaper solutions for customers. of physical presence, to meet customer needs (and in some
instances, regulatory requirements).
Focus on areas of strength and specialist areas of expertise
and withdraw from business lines and markets where scale
or competitive advantage is lacking. International banks, in Conclusion
particular, are re-assessing what is core versus non-core for their
business in the region. Over the next five years, the banks that grow beyond their
domestic markets to become strong pan-regional champions
will be those that embrace technology innovation. They may
Where will digital investment not have global aspirations but they will need to respond
Note: In this publication, APAC includes Australia, China, Hong Kong SAR, India, Indonesia,
Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.
Banking in Asia-Pacific | 5
Where are the growth
opportunities?
Since the GFC, leading APAC-based banks
have outperformed the global banking sector.
Forecasts indicate the region will continue to
offer important growth opportunities, especially
in emerging economies with growing middle
classwealth.
6 | Banking in Asia-Pacific
Strong historical performance Average five-year total shareholder returns 201014
From 2007 to 2014, while the global average banking ROE was 180%
160%
stuck in single digits, APAC banks averaged 13%.1 Other growth 140%
indicators, including asset and revenue growth, told a similar story. 120%
Prior to the crisis, no APAC banks (ex. Japan) ranked in the top 100%
10 banks globally. By 2013, four Chinese banks were in the top 80%
60%
10 banks, including the number one ranking.2 40%
This is not to suggest that performance was consistent across 20%
0%
markets. Over 2010 to 2014, the best returns for investors came
-20%
from the Philippines, Thailand and Indonesia.
Philippines
Thailand
Indonesia
Australia
Malaysia
India
Singapore
Hong Kong
Taiwan
China
South Korea
Vietnam
APAC
Global
Average ROE
20% Source: SNL Financial, EY analysis
15%
Growth opportunities ahead
10%
Today, despite the challenges of market volatility, recent capital
5% outflows and slowing growth in China, APAC is likely to remain a
leading growth region for banking though at a more moderate
0%
rate. Banks in the emerging APAC markets are forecast to maintain
-5% asset growth of 11% CAGR for the period 201419, while GDP
FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 per capita is forecast to grow at a CAGR of 4.6% albeit off a low
APAC Americas EMEA Global base. This growth will continue to be driven by rising wealth and
Source: SNL Financial, EY analysis supported by governments implementing structural reforms and
strengthening macro policy frameworks.
Total asset and revenue growth CAGR, 20092014
18%
Commercial bank total assets forecast CAGR, 201419
16% 20%
14% 18%
12% 16%
14%
10%
12%
8%
10%
6%
8%
4% 6%
2% 4%
0% 2%
Assets Revenues
0%
APAC Global LatAm Africa APAC Middle East North Europe APAC
emerging America developed
Source: SNL Financial, EY analysis
Source: BMI Research, EY analysis
1. In this section, APAC figures are based on the largest 180 banks by assets from 13 markets
(Australia, Hong Kong SAR, New Zealand, Singapore, South Korea, Taiwan, China, India,
Indonesia, Malaysia, Philippines, Thailand, Vietnam). Global figures are based on the top 200
global banks (ranked by assets). Source: SNL Financial.
2. Based on The Banker top 1000 global banks 2014 (ranked by assets).
Banking in Asia-Pacific | 7
GDP per capita forecast CAGR, 201419
5%
Will foreign banks capture
4%
a greater share of Chinas
3% banking market?
2%
Foreign banks have made great efforts to build their presence
1% in China, hoping to benefit from new opportunities as a result
of domestic financial reforms and as Chinese corporates
0%
APAC Africa APAC Europe LatAm Middle East North expand internationally. However, progress has been limited. At
emerging developed America
the end of 2013, foreign banks had a combined market share
Source: IMF, EY analysis of less than 2% of the Chinese banking market and will face
major challenges in growing their presence. Opportunities are
However, the trading environment will be increasingly challenging.
scarce unless players are already established in the market.
New global and domestic compliance and capital requirements,
The limited physical distribution channels of the international
and rising funding and labor costs have increased the cost of doing
banks put them at a distinct disadvantage to local incumbents.
business. At the same time, competition from local players that
We dont expect many new foreign banking entities from
dominate most of the APAC markets, combined with low interest
outside APAC to seek to enter the mainland China market
rates, have put downward pressure on fees and margins.
over the next five years. The greater opportunity lies with
Chinese banking customers expanding cross-border, where
they can be served by foreign banks with global networks.
In this environment, what type of bank is likely to take advantage of the regions growth opportunities?
8 | Banking in Asia-Pacific
Banking in Asia-Pacific | 9
Key players
Whos in, whos out?
Domestic and regional banks are stepping in
as international, investment and private banks
withdraw from the region. But a wave of new
competitors are hot on their heels.
10 | Banking in Asia-Pacific
Push for national champions
Across the region, national champions are on the rise. The from 60% to 100% and allowed more foreign banks to establish
pace of domestic market consolidation is being hastened by the operations in the country (previously capped at 10). At the same
market integration promised by the upcoming ASEAN Economic time, regulators in the Philippines and Vietnam have increased
Community. The ASEAN Banking Integration Framework will minimum capital requirements, putting pressure on the smaller
introduce greater competition by enabling easier access to markets banks in the market to consolidate.
within the region. Being able to operate across borders should In this environment, we expect M&A activity to remain concentrated
enable banks to take advantage of economies of scale to increase on domestic and regional cross-border transactions. Institutions
efficiency and reduce costs. with small business lines and regional franchises are likely to
In many countries, smaller players will need to consolidate seek stronger owners who can scale up. This is especially the
if they are to compete against banks from other markets. In case for investment banking and private banking. Investment
the Philippines, for example, the four largest domestic banks banking requires scale and a global platform to be profitable, as
combined are still smaller than any of the major domestic banks demonstrated by a number of banks withdrawing from certain
in Singapore. business lines in APAC. Private banks with sub-scale operations and
low returns are also reassessing their strategy in Asia.
Market concentration: market share of top five banks
Rise of the regionals
New Zealand As international players downsize and withdraw from the region,
Australia
regional banks from Japan, Australia and ASEAN are building
Malaysia
their presence. These strong, well-capitalized local institutions
Hong Kong
have spent the last five years expanding their regional footprints,
Singapore
following intra-region trade flows and the geographic expansion of
Philippines
their customers. Smaller banks in particular have been following
India
customers moving into, for example, Thailands manufacturing hub.
Indonesia
South Korea
Meanwhile, the majors have built up their operations in areas such
China
syndicated lending and project finance.
Vietnam To find sustainable growth outside their sluggish domestic market,
Taiwan Japanese institutions have been building their regional presence via
Thailand local branches and subsidiaries, and investments in other financial
0% 20% 40% 60% 80% 100% institutions. Similarly, some Australian banks have targeted Asia in
Indonesia, Philippines and Vietnam are among the markets undergoing response to a low growth domestic environment.
consolidation. Banks in the smaller and more mature markets of Singapore and
Source: SNL Financial, regulator statistics, EY analysis Malaysia are seizing their only real growth opportunity to develop
into major pan-ASEAN regional players. According to Bloomberg
In their push to create national champions that can compete with
data, Maybank, DBS and CIMB were among the top five arrangers
banks in other countries, regulators are using both carrots and
of Southeast Asian equity sales in 2014.3 To a lesser extent, Thai
sticks. Taiwan, whose banks have struggled to grow abroad, has
banks are also looking to develop an ASEAN presence. In China,
recently eased offshore investment limits for banks to facilitate
banks have established operations across the wider APAC region to
their overseas expansion. Some markets are also liberalizing foreign
serve the needs of the Chinese diaspora.
bank ownership restrictions to encourage investment. For example,
the Philippines has increased foreign ownership limits in local banks
3. Bloomberg, DBS, CIMB elbow out global rivals in share sales, 9 March 2015.
Banking in Asia-Pacific | 11
As these trends continue, smaller banks in emerging markets New competitors enter the fray
may make attractive targets for larger institutions with regional Without the legacy infrastructure of traditional banks, new entrants
aspirations, depending on the target markets openness to foreign from the fintech sector are using technology to provide faster and
investment. For example, Taiwanese banks have recently acquired cheaper solutions for customers. Governments and regulators are
smaller institutions in China, Cambodia, the Philippines and actively encouraging fintech development to increase competition,
Indonesia. bring innovation into financial services and/or provide sources of
However, such acquisitions will be complicated by regulators moves funding for SMEs. South Korea, for example, has made fintech
to control banks franchises and align them with domestic banks innovation a priority as part of plans to strengthen its financial
to protect their home markets. Foreign banks may be required services industry.
to establish separately capitalized local subsidiaries and local However, such innovations have the potential to threaten traditional
management teams. Regulators are also setting lending quotas that players with disruption and disintermediation as they target
require institutions to direct lending to certain segments such as multiple parts of the banking value chain. APAC is already seeing
SMEs. Such requirements increase the cost of acquisition and may new types of banking competitors offering digital banking, mobile
curb some regional expansion plans. banking to address financial inclusion issues and peer-to-peer
International banks redefine whats core (P2P) lending and crowdfunding for customers who may not be
Major banks in Europe and the US are withdrawing from certain able to access finance from banks.
geographies and whole lines of business in their Asian operations. Although currently accounting for only a very small share of the
Those facing capital and profitability pressures in their home lending market, P2P lenders could potentially make inroads on
markets are seeking to unwind investments, re-assessing what is banks personal and business lending market share. Internet finance
core versus non-core for their future business in Asia. Anti Money companies in China offer money market funds with higher returns
Laundering/Know Your Customer (AML/KYC) requirements are also than traditional banks, intensifying competition for deposits; some
pushing banks to consider reputational issues and customer fit are now also establishing banking operations.
when evaluating which business lines and markets are deemed Banks have the opportunity to partner with these players and, in
non-core. Even profitable non-core businesses are being divested. so doing, gain access to more sophisticated and detailed customer
Add to this the fact that many international network hubs and data. Already, some banks are moving in this direction, either
small franchise businesses have failed to achieve acceptable rates partnering directly with new entrants or establishing fintech hubs
of return. No wonder few banks are aspiring to be truly global and and accelerator programs that incorporate collaboration with
most are questioning where to continue to operate internationally startups. Australian bank Westpac has established a venture capital
and why. fund to invest in fintech startups.
Given the capital constraints for European and US banks, any deal However, collaboration can be a challenge. Big banks dont always
activity from international banks is likely to employ greater use of understand new technology and how to implement it; small fintech
capital light deal structures, such as alliances and partnerships. firms dont understand how banks make their investment decisions
We are already seeing specialist financial services firms teaming and find the organizational hierarchies confusing. Startups may
up with deep-pocketed capital providers from outside the sector. also struggle to survive if they are only providing a service to a
These deals show that small acquirers can play for big deals if they single institution. With the proliferation of opportunities on offer,
have the right platform and management team together with a banks need to decide where to focus their investment to deliver a
well-capitalized partner. stronger customer proposition and ensure sustainable ROI.
12 | Banking in Asia-Pacific
What share of the financial wallet
will the new fintech players take?
As fintech innovators become more mainstream, their share
of financial services will almost certainly go up. However, we
believe that these new competitors are highly unlikely to be
able to or want to completely disintermediate traditional
banks. Fintech payment players are looking to capture part
of the value chain by providing alternative ways of enabling
payments they are not seeking to bypass banks. We have yet
to see how far these new business models can be expanded
and how these organizations would deal with the inherent
(and often little understood) risks in new intermediary models
that have not withstood a crisis of their own. Nor are they
likely to want the onerous compliance requirements that may
follow from attracting increased regulatory scrutiny.
Banking in Asia-Pacific | 13
Shadow banking
Financial intermediaries or activities involved in credit
intermediation outside the regular banking system4
With its relatively less developed financial markets, less complex Even so, shadow banking in the APAC region is receiving
financial products and smaller non-bank sector, APACs shadow increased attention from regulators and policy makers over
banking system is very different from those of the US and Europe. the potential for systemic risk. The main focus has been on
In Asia, bank loans have traditionally been the source of funding China, where banks have used off balance sheet lending and
for business. But not all businesses have access to bank lending, the interbank lending market to circumvent financial system
leading to the emergence of shadow markets. Assets held by regulatory controls. The rapid growth in the sale of wealth
non-bank financial intermediaries in Asia, excluding insurance management products has seen large amounts of money
companies, pension funds and public financial institutions, entering the financial system. This has been used to invest in
account for less than 15% of the total financial system. This is realestate and local government infrastructure projects, building
significantly below the global averageof25%.5 up risks in the banking system.
China
US$2,738 billion third largest after US and UK
Australia
US$229.6 billion
India
US$190.0 billion
Hong Kong
US$102.8 billion
Indonesia
US$40.5 billion
Singapore
US$33.2 billion
14 | Banking in Asia-Pacific
The IMF has highlighted the size and rapid growth of shadow
banking in China as warranting close monitoring. As at
March2014, shadow banking accounted for an estimated
3550% of GDP, was growing at over 20% per year and
expandingat twice the rate of bank credit.6
In the future, we expect additional regulation for shadow banking
activities to address concerns not only of systemic risk but also
consumer exposures. Large investment management companies
that could pose potential systemic risk may be required to provide
greater transparency and more market disclosure, and to tighten
controls and due diligence around investments.
However, rather than seeing shadow banking players as a threat,
smarter banks will look at ways to team profitably with these
entities. Examples could include providing funding for alternative
business finance providers or referral arrangements, whereby
small business customers who dont qualify for a loan can be
referred to the banks associated P2P lender. This is already
occurring in the UK, with encouragement from the government.
Despite the somewhat negative image conjured up by the term,
shadow banking can play an important role in emerging markets,
financing businesses and deepening financial markets. In China,
shadow banks have provided access to credit for SMEs who
struggled to access finance through traditional banking channels,
and offered investors higher rates of return than bank deposits.
4. International Monetary Fund, Global Financial Stability Report: Risk taking, Liquidity and
Shadow Banking Curbing excess while promoting growth, October 2014.
5. Financial Stability Board Regional Consultative Group for Asia, Report on Shadow Banking
in Asia, 22 August 2014.
6. International Monetary Fund, Global Financial Stability Report: Risk taking, Liquidity and
Shadow Banking Curbing excess while promoting growth, October 2014; International
Monetary Fund, Shadow banking is boon, bane for financial system, 1 October 2014.
7. Financial Stability Board, Global Shadow Banking Monitoring Report 2014,
30 October 2014. Statistics based on the FSBs narrower measure of shadow banking cited in
the report, which filters out non-bank financial activities that have no direct relation to credit
intermediation or that are already prudentially consolidated into banking groups. This more
accurately reflects the size and composition of the shadow banking sector.
Banking in Asia-Pacific | 15
Growth play
What are the success
factors?
To seize the growth opportunities in APAC, banks
will need to choose their strategic focus, realign
their business models and develop new sources
of competitive advantage by harnessing digital
technologies.
16 | Banking in Asia-Pacific
Evolving business models
New regulatory conditions, dynamic trading environments and Digital channels have strong penetration in APAC, with both
changing customer preferences are shifting business models across individual and corporate customers rapidly adopting digital and
retail, corporate, private and investment banking. mobile banking. According to our latest Global Consumer Banking
Survey, between half and three quarters of the customers from
Adopting omni-channel distribution strategies in retail banking
APAC markets use online/internet channels at least weekly, and
Although changing customer preferences and the growth of self- a third use mobile channels. Customers from India are the worlds
service channels means customers are less likely to use branches heaviest users of these digital channels. The widespread adoption
for routine transactions, human interaction remains a vital sales of mobile technology in emerging markets offers banks a new way
channel especially for complex financial products and services. to reach the unbanked and underserved in remote areas. Banks
Digital channels are important, but banks should not focus on them are developing low-cost, basic services for these customers, using
at the expense of their branch networks. Instead, they need a true branchless banking enabled by point-of-sale and simple mobile
omni-channel strategy that meets differing customer needs. payments technologies.
76% 70%
64% 59% 56% 63%
51% 52% 50%
Online/internet
44% 50%
38% 38% 34% 32% 36%
29% 26%
Mobile
ATMs
29% 36%
25% 24% 21% 24% 25% 22%
13%
Branch or office
36%
17% 21% 18% 13%
4% 7% 6% 11%
Call center
Indonesia
China
Australia
Hong Kong
India
Singapore
South Korea
Vietnam
Malaysia
(SAR)
Source: EY, Winning through customer experience: EY Global Consumer Banking Survey, 2014
Banking in Asia-Pacific | 17
However, APAC customers have not abandoned branch usage. automating the back office and supporting relationship managers
Our survey showed 65% of customers still prefer branches for with customized solutions based on analyzing integrated customer
sales-related enquiries and 54% want human interaction to receive information.
advice. Challenges also remain around regulations that require We see a new model of private banking emerging. The top tier will
certain banking activities to be conducted in person and mobile become digital banks, responding to their customers preference
banking options that are limited to a few basic services. for access via an online platform. Relationship managers will be
Many banks are looking at alternative approaches to enlarge used strategically and only where they can demonstrably add client
their footprint. In Indonesia, innovative banks have developed value. The middle layers will consolidate and look to develop into
itinerant branches that travel to customers in remote locations. top tier players. Selected boutiques will continue via the strength of
Others are partnering with third parties to expand their digital their personal relationships and a clearly differentiated offering.
distribution reach such as Malaysias CIMB, which has teamed up Reducing the cost to serve SMEs
with convenience store retailers in Indonesia to offer mobile bank
Across APAC, margins are under pressure in traditional SME
services.
banking, which relies on the resource-intensive relationship
Currently, branch networks across APAC markets are not shrinking manager model. However, a new technology-driven model
significantly indeed, they are continuing to expand in emerging is now possible, based on an automated back office and self-
markets thanks to urbanization and a growing middle class. But, as service digital channels for routine transactions. The model will
digital adoption increases, traditional branch usage will eventually free up relationship managers to deliver value added services,
decline. We expect branch footprints to contract, as regulatory speed up approval times and drive down operational and credit
restrictions around opening of accounts and provision of banking administration costs offering significant growth opportunities.
services relax and governments act to expand financial inclusion. We see a three tiered model as optimal for this customer
segment, incorporating technology and relationship managers
Reinventing the private banking model
in different ways:
The potential for private banking services in APAC seems evident:
Retail plus branch, digital and self-service only
APAC is the worlds fastest growing wealth market and is expected
to soon be the largest globally.8 But there are significant challenges SME core digital/self-service with support from a relationship
with serving this customer base in APAC, which is unusually price manager pool
sensitive. Many potential private bank customers do not see value in SME premium digital/self-service with a named relationship
using a private bank over commercial banks and wealth managers, manager
making customer acquisition challenging. Technology will also enable banks to gain a single customer
Private banks also face profitability challenges. Operating costs view, supporting cross-selling and helping to complete KYC
are high and increasing. Relationship managers and frontline staff documentation efficiently. Certain APAC banks are also using
are expensive, particularly where talent is scarce. Technology behavioral analytics to target and select low-risk, high-value
investment to meet evolving customer expectations is also driving customers. Others are using digital to move beyond traditional
up costs, as are regulatory compliance requirements. In particular, banking services, such as harnessing social media to host SME
increasingly stringent AML/KYC regulation is making the cost of communities and support networks. Through these networks,
acquiring customers prohibitively high. banks have access to a wealth of data that can be combined with
We believe that private banks need in excess of US$20 billion customer transaction data to provide customized offerings, such as
in assets under management before they can generate enough benchmarking a customers performance against their peers.
revenue to be profitable. Smaller banks will need to scale up, The service model for SME customers must be fit for purpose
through M&A or partnerships. Survivors will need to transition in the particular segments on which a bank is focusing. For
from the traditional relationship manager centric model to one example, banks that service the upper end of the middle market
that leverages technology to meet customer expectations, improve are increasingly positioning themselves as transaction bankers.
efficiency and drive down costs. These banks could leave credit provision to emerging providers
Private banks also need to review the role of relationship managers. P2P, invoice auctioning and instead focus on higher margin
Currently, we estimate that relationship managers spend only services that generate more fee income. With the emergence
10%20% of their time directly with customers, with the bulk of of these potentially disruptive alternative providers, there is
their time taken up with administrative and back office activities. If increasing pressure on SME banking to transform from a credit
they are truly to add value, relationship managers must spend more driven relationship to a service provider relationship.
time on building relationships and becoming a trusted advisor to But while technology can offer efficiency and effectiveness
their customers. Improved digital capability can help this process, dividends, challenges remain in SME banking. In APACs emerging
8. Capgemini, RBC Wealth Management, Global Wealth Report 2014. Includes Japan.
18 | Banking in Asia-Pacific
Major causes of dissatisfaction with corporate banking
30%
markets, distribution is the biggest constraint, simply because of
the geographically dispersed markets. Although online options
can address this to some extent, current regulation still requires
face-to-face interactions for some activities making acquisition
Bureaucratic and inflexible
costs high. Source: EY, Successful corporate banking: focus on fundamentals, 2013
Banking in Asia-Pacific | 19
corporate banking survey. Many respondents also said that value- Digital
added advice and insights are the top benefit of their relationship Technology-driven innovation is critical for banks in emerging
with their core bank. markets to both differentiate themselves and operate their business
Forming regional franchises for investment banking more efficiently. The role of technology is so significant that we are
Traditionally in APAC, global players have used their scale to seeing the lines starting to blur between technology companies
capture a large share of the investment banking market. However, and banks.
the investment banking landscape is changing. A host of regulations Innovating the customer experience in retail banking
imposing structural reforms and higher capital and leverage ratios
requires investment banks to re-evaluate their business models. Our consumer banking survey confirms that trust, convenience and
Higher capital standards and ring fencing requirements are forcing personalization form the foundation of a customers relationship
investment banks to reduce their balance sheets and withdraw from with their bank and technology is the enabler. In mature
higher margin, higher risk business. markets, customers expect 24/7 real time and seamless banking
across channels. In emerging markets, low-cost mobile banking
With declining revenues across a range of businesses, some technologies are enabling profitable engagement with new
investment banks are struggling to be profitable. Improving customers in markets with low banking penetration. Our survey
operational efficiency and decreasing the cost to serve is proving highlights that customers in emerging markets value innovation
extremely challenging, as the financial impact of regulatory more than in developed markets, so banks that can offer innovative
compliance makes it harder to keep costs down especially in areas customer solutions stand to gain a competitive advantage.
where institutions lack sufficient scale. As a result, we have already
seen a number of international banks shrinking their investment In all markets, data analytics can help banks transform the
banking divisions. customer experience. Banks hold a wealth of data on their
customers that can be used to provide more targeted segmentation
Where these international banks have withdrawn, regional and and improve the customer experience at an individual level such
major domestic banks see opportunities. These APAC banks are as personalizing products and services, and proactively alerting
not seeking to become the new wave of global players but rather to customers to relevant bank offerings. But to be able to do this
focus on building out strong regional franchises that will allow them effectively, banks need a single customer view, which most are yet
to acquire the more complex and higher-value business. Domestic to achieve.
players that do not invest in building out their presence and in
developing more advanced products will find themselves left with With improved experience comes increased engagement. Engaged
lower margin business. We also expect boutique players to continue customers are more willing to invest with their bank (by paying a
to play an advisory role in deals where scale isnt important and little more, adding more accounts and/or services). More than three
doesnt impact the balance sheet.
Case study
20 | Banking in Asia-Pacific
quarters of customers in China, India, Indonesia, and South Korea The challenge is to find a comfortable balance between the
say they would invest more in return for personalized products competing elements of trust, convenience, data security and
and services, and for their bank helping them to find new ways to innovation.
conduct their business. In Vietnam, more than 90% of customers For now, established, traditional banks have a trust advantage
would do so. Similarly, being alerted to relevant products, services over new, technology-based entrants, who have yet to establish
and special offers is appealing to customers in China, Hong Kong, longstanding customer relationships. However, our survey indicates
Indonesia and Vietnam. that in online and mobile banking, established banks in APAC have
Banks must be careful that their use of smart analytics doesnt only a small competitive advantage over new entrants. To compete
become overly intrusive. Customers must have confidence that with new types of financial services providers, win more business
their data is managed with integrity. Banks risk eroding customer and retain their customers, banks must work hard to maintain the
trust if customers feel that their bank knows too much about them. highest levels of trust.
Percentage of customers who would pay a little more, add more accounts/services or increase their balances in exchange for:
Customized products and New ways to improve how Proactively alerts them to products, services or
services to fit their needs they conduct their business special offers that may be of interest
South Korea
86% | 91%
India
Hong Kong SAR 91% | 95% | 92%
Vietnam
76% | 87% | 78%
Indonesia
79%
Source: EY, Winning through customer experience: EY Global Consumer Banking Survey, 2014
Banking in Asia-Pacific | 21
Simplifying and standardizing operating models
In the wake of the GFC, cost to income ratios have trended To date, technology investment to replace manual processes has
downwards in a number of APAC markets. But, in the last five years, stalled in low-cost labor markets such as Malaysia, Vietnam and to
many APAC banks have struggled to further improve efficiency. a lesser extent, Thailand. However, banks across APAC are realizing
The rapidly evolving regulatory landscape is pushing up compliance that simplification and standardization have benefits beyond cost
costs. Minimum wage rules and talent shortages are driving up reduction. Integrated operating structures will ultimately equip
labor costs and reducing the opportunities for labor arbitrage. IT banks with a single customer view and detailed profile of accounts
investment and maintenance is costly. According to Celent, IT spend and interactions that are vital to delivering an engaging customer
by APAC banks will grow 5.6% in 2015 and will remain relatively experience.
consistent in 2017.10
Using mobile to achieve a breakthrough in financial inclusion
In the context of the low growth environment of developed markets
A lack of banking infrastructure, geographic challenges and
and the slowing growth of emerging markets, real transformation
regulatory impediments have kept financial inclusion low in
will be required to get costs back under control and to ensure there
a number of emerging markets in the APAC region. But now
is sufficient scope to invest in new technology and not cede more
regulators are recognizing the major role that non-bank mobile
ground to new entrants.
money providers, such as telcos, can play in fostering financial
Average cost to income ratio inclusion and are establishing enabling regulatory frameworks.
60%
Although smartphone penetration in APAC emerging markets lags
that of the developed markets, penetration rates are increasing.
50% This brings the opportunity to expand financial inclusion through
40% mobile money solutions. If regulator and customer concerns over
the security aspects of mobile money can be addressed (including
30%
appropriate customer identification), the cost of obtaining banking
20% services in emerging markets can be reduced and penetration rates
increased.
10%
Innovating with pure direct models
0%
FY10 FY11 FY12 FY13 FY14 Although APAC has an increasing number of online banks
Developed APAC Emerging APAC associated with existing bricks and mortar banks, few successful
Source: SNL Financial, EY analysis pure online players have emerged to date. Regulation in different
markets has constrained the development of stand-alone direct
In response, banks across APAC are starting to invest more in banks; for example, requiring that banks must have a physical
technology to both drive efficiency, through simplification and presence and face-to-face channels. But now governments are
standardization, and maximize growth opportunities. keen to open up financial services and encourage innovation,
Simplification is proving a major challenge for APAC banks with we expect more online-only banks to emerge like WeBank and
aging legacy systems and product and segment silos. Certain banks, Alibaba-affiliated MYbank.
primarily international players and the Australian banks, have A purely digital bank is particularly attractive to markets with high
had some success in consolidating back office functions to create mobile penetration and dispersed populations, such as Indonesia,
operating efficiencies. This is yet to be replicated in the front office, where a new entrant with a strong digital offering could disrupt the
leaving inconsistent customer data between different parts of the market. However, direct banks must still contend with regulation
business. This both hampers cross selling and creates inefficiencies. requiring interaction in person, and the need to maintain a lean cost
Banks in the region have had more success in standardizing base to offer the best rates the critical differentiator for an online-
processes. However, regional banks, with some exceptions, have only bank. The risk is that if too many online-only banks emerge,
struggled because of their federated operating models. Banks the market becomes uncompetitive and therefore, unsustainable.
that have expanded rapidly, especially through poorly integrated
acquisitions, have often been left with inefficient operating models.
22 | Banking in Asia-Pacific
Whats next?
Over the next five years, we expect further polarization
among the international banks in APAC as they
determine what they do well in each market, and
which markets are worth staying in. There will be
further exits from subscale operations. White labelling
arrangements will become increasingly common.
Consolidation will progress as ASEAN economic
integration moves closer, with strong pan-regional
champions emerging. These banks will seek to be a top
ranking bank within the region, rather than within their
domestic market. They will offer an enhanced range
of services to better compete with the international
banks. Over the medium term, we see these banks
continuing to focus on ASEAN regional opportunities
to maximize their share of wallet rather than seeking
to become global players. Other banks in APAC will
remain largely domestic or will operate in nearby
cross border markets rather than becoming fully
Growth will be
regional banks.
Growth will be driven by technology innovation, which
will be fast and furious. There will be many more
technology-based non-bank competitors, bringing new
driven by technology
competition and new offerings, not only in retail but
also in SME banking. Auction-based invoice financing
innovation, which will
and P2P lending may take share from traditional banks
in the SME segment. To respond to this, banks will need
be fast and furious.
to be more service centric rather than credit centric.
Digital developments will also accelerate growth
through increased banking penetration levels and
improved profitability through lowering costs.
Regulatory reforms will facilitate the development of
digital and branchless banking and help overcome the
need for certain activities to be conducted in person.
Eventually, this reduced dependence on physical
distribution networks will provide the opportunity for
foreign banks to (re)build their retail offerings.
Banking in Asia-Pacific | 23
Appendix
Key features of individual markets
Developed markets
16% 2.6%
14% 2.4%
2.2%
12%
Australia 2.0% Australia
10%
Hong Kong 1.8% Hong Kong
8% New Zealand New Zealand
1.6%
Singapore Singapore
6% 1.4%
South Korea South Korea
4% Taiwan 1.2% Taiwan
2% 1.0%
FY10 FY11 FY12 FY13 FY14 FY10 FY11 FY12 FY13 FY14
55% 2.0%
50%
1.5%
Australia Australia
45%
Hong Kong Hong Kong
1.0%
New Zealand New Zealand
40%
Singapore Singapore
South Korea 0.5% South Korea
35%
Taiwan Taiwan
30% 0.0%
FY10 FY11 FY12 FY13 FY14 FY10 FY11 FY12 FY13 FY14
1.3%
1.2%
Australia
Hong Kong
as high as 20% in China.
1.1% New Zealand
Singapore
1.0%
South Korea
0.9% Taiwan
0.8%
FY10 FY11 FY12 FY13 FY14
24 | Banking in Asia-Pacific
Emerging markets
20% 5.0%
4.5%
18%
China 4.0% China
16% India India
3.5%
Indonesia Indonesia
14% 3.0%
Malaysia Malaysia
Philippines 2.5% Philippines
12%
Thailand 2.0% Thailand
10% Vietnam Vietnam
1.5%
8% 1.0%
FY10 FY11 FY12 FY13 FY14 FY10 FY11 FY12 FY13 FY14
55% 5.0%
China
China
50% 4.0% India
India
Indonesia
45% Indonesia Malaysia
3.0%
Malaysia Philippines
40% Philippines 2.0% Thailand
Thailand Vietnam
35% Vietnam 1.0%
30% 0.0%
FY10 FY11 FY12 FY13 FY14 FY10 FY11 FY12 FY13 FY14
1.6%
Philippines productivity improvements.
Thailand
1.2% Vietnam
0.8%
FY10 FY11 FY12 FY13 FY14
Banking in Asia-Pacific | 25
Developed markets
Australia
Mature and profitable market, dominated by the big four banks
Economy transitioning from resources-dominant to broader based growth
Low growth environment
Offers niche opportunities
Australias big four banks dominate a Corporate and business lending in the
sector that also includes three regional Australian market is subdued, contributing
Population banks, other domestic banks, more than to low balance sheet growth. The economys
23.6 million 40 inbound banks, and nearly one hundred
mutuals (mutual banks, credit unions and
struggling transition away from mining is
placing pressure on business confidence.
building societies). The big four banks are
Net interest margin is under pressure
among the top 50 banks in the world by
as banks seek to gain market share and
assets and among the top 30 by market
manage the reliance on offshore funding.
capitalization. They account for 80% of the
GDP per capita Competitive pricing remains a core growth
Australian market.
$61,219
strategy, with strong competition for
Australian banks face a demanding residential housing mortgages. The banking
regulatory agenda, including accelerated sector continues to experience significant
implementation of the Basel III capital and exposure to the housing sector, with
liquidity requirements. Rules on capital are balance sheets heavily reliant on housing
also stricter, causing concern for banks mortgages (50% of the big four banks
Banking penetration about the impact on dividends and credit balance sheets, and higher for regional
26 | Banking in Asia-Pacific
Developed markets
Hong Kongs banking sector is highly With the growing importance of RMB
developed, with a three-tier banking and the launch of Shanghai-Hong Kong
Population system made up of 159 licensed banks Stock Connect, banks in Hong Kong
7.3 million (including 138 foreign banks), 21
restricted license banks and 23 deposit-
are well-positioned to benefit from the
increasing usage of RMB in trade finance
taking companies. Unlike other APAC and opportunities from offshore business.
markets, foreign banks are the dominant As Asias prominence in global wealth
players. increases, Hong Kong continues to maintain
its status as a private wealth hub for the
GDP per capita Hong Kong banks are well on-track to
region, especially in serving clients from
$39,871
meet Basel III requirements on capital,
mainland China and North Asia.
liquidity and leverage ratios. Given many
of the global systemically important banks
have operations in the city, the regulators
are under pressure to implement a bail-in
resolution regime, and the second round
Banking penetration of public consultation was launched in
Imports
$716 billion
Banking in Asia-Pacific | 27
Developed markets
New Zealand
Mature and profitable market
Housing price inflation in Auckland and Christchurch and exposure to
dairy sector are areas of potential risk
Significant foreign property investment, particularly from China
There are 21 banks registered in These changes are expected to take effect
New Zealand. The largest banks are from October 2015. House price inflation
Population subsidiaries of the Australian big four also remains high in Christchurch as the
4.5 million banks and account for 80% of the market.
Other foreign banks have established
re-build of the city continues following the
2010 earthquake. House prices remain
subsidiaries, including major banks from largely flat across the rest of New Zealand.
China in recent years. Several foreign
Banks also have significant exposure to
banks also have branches.
the dairy industry, which has experienced
GDP per capita New Zealand banks have strong a sharp fall in revenues due to lower
$43,837
fundamentals. They are well capitalised, international prices. If low prices continue,
supported by early adoption of Basel asset quality may deteriorate.
III capital provisions. Capital, liquidity
There is significant foreign property
and funding buffers are above minimum
investment, particularly from China.
regulatory requirements. The sector is
profitable and asset quality is good.
Banking penetration As in Australia, the balance sheets of
99.5% New Zealand banks are heavily reliant
on housing mortgages. Competition
for housing loan customers is intense,
particularly for loans with low LVRs. In
response to house price inflation concerns,
the Reserve Bank introduced lending caps
FDI inflows on home loans with LVRs over 80% in 2013.
$3.4 billion The Reserve Bank is now establishing a new
asset class for bank loans to residential
property investors. This will attract a higher
risk weighting than for owner-occupier
mortgages. The Reserve Bank is also
Trade flows tightening the LVR policy, including a new
Exports restriction on loans to Auckland property
investors with an LVR greater than 70%.
$66 billion
Imports
$90 billion
28 | Banking in Asia-Pacific
Developed markets
Singapore
A leading financial center in the region
Offers opportunities for offshore and cross border business
Singapore has five local banks (two of Banks in Singapore have continued to
which are subsidiaries of the three major grow their cross-border loan books as an
Population local banks) and 122 foreign banks (28 increasing number of local and international
5.5 million foreign full banks, 57 wholesale banks
and 37 offshore banks). The banks have
corporates use Singapore as a funding
hub to expand across Asia, especially to
good asset quality and strong capital and emerging Asia. SMEs expanding their
liquidity. Southeast Asian operations are increasing
demand for cash management and other
The regulatory agenda includes a stricter
transaction services. Strong capital
GDP per capita approach to implementation of the Basel
positions and rising financial integration
$56,319
III capital and liquidity requirements.
among major Asian economies are also
The Monetary Authority of Singapore
pushing Singapores domestic banks to
(MAS) has also published a framework
expand their overseas operations within
for D-SIBs, which requires designated
the region.
banks with a significant retail presence to
have mandatory local incorporation and
Banking penetration be subject to higher liquidity and capital
Banking in Asia-Pacific | 29
Developed markets
South Korea
Challenging operating environment with intense competition
Government push for fintech and internet banks to encourage innovation
Level of regulatory intervention a potential deterrent to foreign
investment
South Korea has seven national while the increase in mobile users has seen
commercial banks, six regional banks, significant increases in mobile banking
Population 39 branches of foreign banks and five services. Newcomers, in the form of online
50.4 million specialized state owned banks. There are
also eight financial holding companies
banking service providers, may enter the
market.
and 89 mutual savings banks. The
Banks are struggling to identify new
mutual savings bank segment has been
sources of profit in the face of low interest
restructured due to high levels of project
rates, intense competition and a subdued
finance loan defaults following the
GDP per capita operating environment, which are
financial crisis. This saw the number of
$28,101
dampening banks profitability and growth
savings banks fall significantly.
opportunities. Regulatory interventions
Banks are subject to strong regulatory on loan pricing and fees put further
controls and supervision, which some pressure on banks NIM and profitability.
see as a hindrance to development. The The challenging market conditions have
Financial Supervisory Service (FSS) has contributed to branch closures and
Banking penetration indicated that the current rules based withdrawal by some international banks.
30 | Banking in Asia-Pacific
Developed markets
Taiwan
Overcrowded market with a largely domestic focus
Regulatory reforms to enhance banks domestic and overseas
competitiveness
Aiming to be a significant RMB hub
Taiwans banking sector is overcrowded Areas of risk to the banking sector are
and has a largely domestic focus. The its exposures to China and the domestic
Population 39 locally registered commercial banks housing market. With increasing investment
23.4 million dominate and hold over 90% of the
markets total loans. There are also
in China by Taiwans banks, the economic
slowdown in mainland China may increase
30 local branches of foreign banks, 23 risk profiles and lead to higher credit costs.
credit cooperatives and over 300 credit A possible bubble in the domestic housing
departments of Farmers and Fishermens market poses asset quality risk, with real
Associations. estate loans accounting for 40% of banks
GDP per capita total loan books.
$22,598
Taiwans banks are well on track to meet
Basel III capital and liquidity requirements.
Taiwan has one of the highest minimum
common equity Tier 1 ratios at 7%.
Other regulatory reforms, including easing
of offshore banking units investment rules
Banking penetration and bank consolidation, are enhancing
91.4% banks ability to compete in both the
domestic and overseas markets. To address
the fragmented and over-crowded financial
sector, the government is pushing for
consolidation of selected state-run banks.
The government also intends to grow select
FDI inflows financial holding companies into regional
$2.8 billion institutions in the next three to five years to
encourage overseas expansion, especially in
ASEAN markets.
Taiwan is moving closer to becoming
Trade flows a competitive RMB hub. Potential
initiatives such as retail investment in
Exports RMB-denominated bonds and RQFII quota
$560 billion renegotiation would allow banks to better
grow and utilise RMB deposits and diversify
their products.
Imports
$454 billion
Banking in Asia-Pacific | 31
Emerging markets
China
Largest developing market, dominated by the big five banks
Major financial reform agenda in progress
The financial reform agenda, growing household wealth and international
expansion of Chinese corporates provide many opportunities, both locally
and cross-border
Imports
$3,342 billion
32 | Banking in Asia-Pacific
Emerging markets
India
sector banks India
Fast-growing and underpenetrated market, dominated by public
The banking system in India is dominated deposits but not credit. Simultaneously, the
by 27 public sector banks with a RBI also issued Guidelines for Licensing of
Population widespread reach. It also includes 20 Small Finance Banks aimed at enabling
1,260 million private sector banks, 43 foreign banks
and 57 regional rural banks. Two new
non-banking financial companies such as
micro-finance institutions to convert into
banks have received in-principle approval banks and raise deposits while furthering
to commence operations as universal the financial inclusion agenda by focusing
banks this year. With product boundaries mainly on priority sector lending. The
between banking, securities and insurance deadline for applying for the above bank
GDP per capita sectors becoming blurred, a significant licences closed in February 2015 and
$1,627 number of private and public sector banks
operate as universal banks. Foreign banks
several new differentiated banks are
expected to receive licenses over the next
operate across varied businesses, but are few months.
particularly strong in investment banking.
Indian banks performance continues
Indian banks face a growing regulatory to be soft. Slower deposit growth in an
Banking penetration agenda including the implementation environment of negative real interest rates
Banking in Asia-Pacific | 33
Emerging markets
Indonesia
Fast growing economy with a relatively underdeveloped banking system
Highly profitable banks with strong return on equity
Major growth potential given macroeconomic and demographic factors
Relatively restrictive foreign bank ownership policies
Indonesias four state-owned banks will be required to become legal entities and
dominate a banking sector that also the maximum foreign ownership in banks
Population includes 35 foreign exchange banks, 30 will be reduced from 99% to 40% (though
251.5 million non-foreign exchange banks, 26 regional
banks, 15 joint venture banks and 10
authorities will have the discretion to permit
foreign investors to have a greater stake in
foreign banks. At the end of 2013, banking certain circumstances). Transition periods
supervision was transferred to a new will apply for existing foreign investors.
regulatory body, the Financial Services If enacted, the foreign ownership cap is
Authority (OJK). likely to be a deterrent to new investment
GDP per capita in the banking sector, particularly given
$3,534
The OJK is developing a consolidation plan
Basel III capital treatment of minority
with the aim of reducing the number of
stakes. This may make sector consolidation
banks in Indonesia by up to half, particularly
more difficult.
small banks. This is part of efforts to
ensure Indonesias banking sector remains Indonesias banking market offers
competitive after the ASEAN Economic major growth potential. Increasing
Banking penetration Community comes into operation in 2020. industrialization and urbanization are
34 | Banking in Asia-Pacific
Emerging markets
Malaysia
India
Highly competitive market, dominated by local banks
Banks looking to expand regionally
Significant Islamic banking potential
Malaysias banking market comprises eight The banking market remains fragmented
domestic commercial banks, 19 foreign below the top three banks, leading to
Population commercial banks, 19 Islamic banks and expectations of further mergers as banks
30.3 million 12 investment banks. Domestic banks
dominate the market.
position themselves for greater financial
integration in the region.
Basel III is being phased in over the Strong demand from the predominantly
period 2013 to 2018, in line with Muslim population and BNMs aim to
global timelines. The implementation increase the share of Islamic financing
GDP per capita of new arrangements for the prudential to 40% by 2020, as well as the growing
$10,804
oversight of financial groups and improved internationalization of Islamic finance,
standards on corporate governance and provide great potential for Islamic banks
risk management are also among the key to grow and diversify their businesses
priorities of the regulator, Bank Negara and products in both local and overseas
Malaysia (BNM). markets.
Household debt accounts for 50%55%
Banking penetration of loans. To address the growing risk this
80.7% poses, BNM has implemented a range of
measures to curb household indebtedness
and property lending. Other measures by
the government include increasing property
gain taxes, introduction of a GST and cuts
to government subsidies.
FDI inflows
$10.8 billion Banks are facing weaker earnings prospects
in the short term due to a slowing economy
and moderate credit growth, as well as
margin pressure due to competition. There
is intense competition for deposits as banks
Trade flows prepare for the Basel III LCR compliance
in 2015. To secure profitability, banks in
Exports Malaysia are focusing more on cross selling
$394 billion and fee based products, and utilizing mobile
and online solutions. Domestic banks
are seeking opportunities for offshore
Imports expansion.
$368 billion
Banking in Asia-Pacific | 35
Emerging markets
Philippines
Fragmented market with low penetration in rural areas
Regulatory developments and ASEAN integration set to increase industry
competition and consolidation
Offers major opportunities to both local and foreign banks
The Philippine banking system is to foreign banks, local banks are struggling
fragmented, comprising 36 universal to develop sufficient scale to compete with
Population and commercial banks, 70 thrift banks the larger banks both domestically and
99.4 million and 561 rural and cooperative banks.
Domestic universal banks dominate, with
regionally.
M&A activity is expected to continue.
80% market share (based on total assets).
Relatively larger banks will likely acquire
The Financial Stability Coordination
smaller banks, either because of pressure
Council, a new regulatory body, has been
on capitalization or to save struggling small
established to improve supervision of the
GDP per capita banks in exchange for regulatory incentives
Philippines financial system and address
$2,865
(for example, waiver of license fees for
systemic risks such as shadow banking
opening new branches in designated areas).
and risks from the interconnectedness of
financial institutions. Favorable macroeconomic and demographic
factors provide growth opportunities for
Banks face a wide range of regulatory
both domestic and foreign banks. A rapidly
changes, aimed at preparing them for
growing economy, an emerging middle
Banking penetration regional competition and economic
class and rising household consumption will
31.3% integration. In addition to strengthening
balance sheets, the regulator is pushing
drive credit growth and consumer lending.
The large unbanked population with
banks to improve their risk management
rising personal incomes presents further
and governance, and to focus on consumer
opportunities in retail banking.
protection. Accelerated adoption of
Basel III capital requirements and stricter
FDI inflows oversight on mortgage lending has been
36 | Banking in Asia-Pacific
Emerging markets
Thailand
Fast-growing market
Potential asset quality risk in certain sectors
Opportunities in corporate banking, consumer banking and cross-border
business
Banking in Asia-Pacific | 37
Emerging markets
Vietnam
A relatively small, developing market facing structural challenges and
asset quality issues
Very significant growth potential if industry and economic reform
programs are successfully implemented
Potential for increased participation by foreign banks
Vietnam has five state-owned banks, Stricter regulation on bad debt assessment
33 joint stock commercial banks, four joint and risk provision is putting downward
Population venture banks, five wholly foreign-owned pressure on profits, making cost reduction
90.6 million banks and 46 foreign bank branches. and risk management priorities for banks.
ASEAN economic integration will increase
The banking system is transitioning
competition from stronger regional banks.
to Basel II in order to deal with NPL
challenges and lack of an appropriate credit Banks have merged as part of the sectors
risk framework. Accordingly, selected restructure. M&A activity is expected to
GDP per capita commercial banks are starting to apply continue as the central bank steps up
$2,053
Basel II governance standards. efforts to strengthen the banking system.
The number of banks is anticipated to
NPLs have risen due to rapid growth in
further decrease over the next few years.
lending over several years, followed by a
credit squeeze and market downturn. The
small private banks and the state owned
banks pose significant NPL risk and are a
Banking penetration source of weakness in the financial system.
31% A debt management agency, the Vietnam
Asset Management Company, has been
established to acquire banks bad loans.
The government has implemented a
restructuring and development strategy
FDI inflows to strengthen banks via consolidation,
Imports
$222 billion
38 | Banking in Asia-Pacific
Frontier markets
Banking in Asia-Pacific | 39
Appendix Notes
Number and types of banks for each market sourced from
the regulator (as at March 2015).
Data is in US dollars.
GDP and population sourced from the International
Monetary Fund, World Economic Outlook Database,
April2015 (2014 data).
Banking penetration is based on the percentage of
respondents aged 15 years and over who report having an
account (by themselves or together with someone else;
can include mobile accounts), sourced from the World
Bank, Global Financial Inclusion Database (2014 data,
except Laos, 2011 data).
FDI inflows sourced from United Nations Conference on
Trade and Development, World Investment Report 2015
(2014 data).
Export and import data sourced from the World Trade
Organization, International Trade Statistics 2014,
Appendix tables A6 to A11. Includes merchandise,
merchandise intermediate goods and commercial services
(2013 data, except Laos, 2012 data).
Key financial performance metrics are averages based on
the 180 largest banks by assets from 13 APAC markets
(Australia, Hong Kong SAR, New Zealand, Singapore,
South Korea, Taiwan, China, India, Indonesia, Malaysia,
Philippines, Thailand, Vietnam), sourced from SNL
Financial.
40 | Banking in Asia-Pacific
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Banking in Asia-Pacific | 41
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42 | Banking in Asia-Pacific
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Banking in Asia-Pacific | 43
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