Analisis strategi perbankan dalam penggunaan teknologi Internet Banking :: Study kasus Bank Internasional Indonesia

TRIHASTANTO, R. Yudi, Dr. Gudono, MBA

2001 | Tesis | Magister Manajemen

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Since Indonesia face the great depression and wide recession, consumers have largely chosen their banks based on how convenient a bank branches were to their homes or ofices. Be ware of this, bank spent billions of dollars building up their branch nehcorks to secure the most convenient locations in the most attractive communities. Todq, branches serve as ihe cornerstone of competitive advantage in the retail hanlnng industry. There is no wonder that the internet has inspired a crisis of confidence in that industty. Wiih its 21 hours access, national footprint, low barriers to eniy and attractive demographics, the internet has confionted retail banks with a series ofdificult strategic decisions. Banks today, are enjo-ving record projits as a result of hvo fundamental changes in the way they do business. Some hanky have increased significantiy their ntarginai operations and focused on their core business while others have maximized processing scale through an intense round of acquisitions and consolidations. Most modern banks have increased their marginal operations by focusing on multiple channel that technological content. Bank International Indonesia (BII) is one ofthe national bank in Indonesia which have concern on Information technology for Internet Banking. The role of banks in providing financial channels and services for business and consumers is in the midst of nothing less than a fundamental transformation. The financial world was changed forever when the information technology gave the banking industry its continuous technological breakthrough. This leap brought about the close coordination of branch nehvorks, enabling banks to deliver superior customer value at lower cost. Payments took days to deliver, instead of weekv, and also daily branch reporLy gave customers access to know market information, and economies of scale allowed branch banks to ofer higher interest rates and lower fees. There are series of dificult strategic questions that internet has conji-onted retail banks especially in Indonesia: “Are consumers actually going to use internet banking? ”. “What will these consumers look like?”, “HOIVw ill their use of internet bankrng afect on retail bankrng? ”, “How will internet bankrngplace in the market share of retail banking especially in Indonesia?”, and “What needs to be done to prepare for these changes? ”. The slum, found that consumer demand for internet banking would predisposed to using internet bankrng in the first place. Both have that the study concluded that the numbers were encouraging for the industrv, Access to interne! hankrng is set to increased at a rate, accordmg to a number of sources. Increasing personal computer ownership rates, as well as the rapid adoption of the internet by business, are expected by many to push the number of internet bankrng users worldwide. These customers will be similar to early users ofpersonal computers, just like: they will he younger, more educated and have higher incomes than the average commer. From a financial institution ’s perspective, this group represents an extremely profitable segment of the customer base. Not only the customers have high incomes and attractive long-term prospects, but also they are also on age when they are heavy users of a fnancial institution’s most proftable products. such as mortgages and also auto loans. The study found that the net efect of internet bankrng would be to put a significant number of financial institution’s most profitable customers into a high& competitive market. Internet banking promises to be one of the most visible elements driving a changing in the fnancial services industry, a change that will radically diferent for the basis of competition

Kata Kunci : Strategi Bisnis,BII,Internet Banking