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CAN E-BANKING
SERVICES
BE PROFITABLE?
Olga Luštšik
Tartu 2004
ISSN 1406–5967
ISBN 9985–4–0400–9
Tartu University Press
www.tyk.ut.ee
Order No. 512
CAN E-BANKING SERVICES
BE PROFITABLE?1
Olga Luštšik2
Abstract
Over the last few years European banks have spent billions of
euros on new electronic channels. However, after some years of
excitement it was clear that the banks’ long-awaited sky-
rocketing profits from this area would not be netted. Estonian
banks have also invested in expanding and improving the IT
systems and a number of new e-banking services have been
developed. Until recently, most of the pricing decisions for e-
bank services were made on the basis of a gut feeling as the
current financial management information systems did not
support such analysis. In this article the author explores the
implementation techniques of Activity-Based Costing (ABC) in
the banking sector on the example of an Estonian bank in order
to analyze the cost structure for traditional and electronic
channel transactions. The article shows how it is possible to
implement ABC in banking and proves empirically that
electronic channels help reduce the costs of both banks and
their clients.
1
This research was undertaken with support from the Göran Collert
Foundation.
2
PhD student, University of Tartu. E-mail: olga.lustsik@hansa.ee
CONTENTS
1. INTRODUCTION.............................................................. 7
2. THE ROLE OF E-CHANNELS IN THE BANKING
SECTOR ............................................................................ 9
3. BACKGROUND TO THE ABC PHILOSOPHY.............. 13
3.1. Definition of activity-based-costing (ABC) ............... 13
3.2. ABC in the banking industry ...................................... 14
3.3. The two-dimensional ABC model structure ............... 16
4. METHODOLOGY: ABC IN THE BANKING
SECTOR (ON THE EXAMPLE OF AN ESTONIAN
BANK) ............................................................................... 18
4.1. Defining cost objects, e.g. for what services unit
costs are calculated..................................................... 18
4.2. Allocation principles for direct and indirect costs...... 20
4.3. Activities and ABC interviews................................... 22
4.4. Allocation principles for IT costs ............................... 24
5. COST STRUCTURE OF E-BANKING
TRANSACTIONS ............................................................. 25
5.1. Unit costs for transactions through different
channels...................................................................... 25
5.2. Cost components of e-banking transactions
compared to the traditional channels.......................... 28
6. CONCLUSIONS: PROFITABILITY OF THE
TRANSACTIONS MADE THROUGH ELECTRONIC
CHANNELS ...................................................................... 34
REFERENCES........................................................................ 37
KOKKUVÕTE. Kas E-panganduse teenused on
kasumlikud? ............................................................................ 39
1. INTRODUCTION
A few years ago no self-respecting financial consultant would
travel without it: the bar chart showing that the marginal cost of
Internet banking transactions was a tiny fraction of the cost of
branch banking. It was the chart that launched dozens of stand-
alone Internet banks. As a result, European banks have poured
billions of euros into building direct channels like the Web,
upgrading branches and call centers, and trying to integrate all
these channels. Major financial futurists predicted bright pro-
spects to electronic banking. But after some years of excitement
it appeared that the banks’ long-awaited sky-rocketing profits
from this area would not be yielded. Around the world, Internet
banks are faltering. This situation requires a profound analysis
to be able to understand the real cost of e-banking, and e-bank
transactions in particular.
Cap Ernst & Young, a consultancy company, reckons that the
Internet cut British banks’ costs by a mere 0.1% in 1999 while
they were, somewhat heroically, hoping for a 25% cut
(Hollow…, 2000). Why did it happen?
Is it so difficult to calculate the unit price for e-channel trans-
actions? The answer is “Yes, very difficult”. According to
Forrester Research (June 2003), only 13 out of 25 European
banks were able to measure the fully allocated costs per
different distribution channels. But the research of 13 banks
showed that on average online transactions cost 14 times less
than those made by branch tellers. Most of these banks had
applied activity-based costing (ABC) to map the evolution of
channel costs over time.
The same trends can be seen in Estonia – almost all banks have
invested in expanding and improving the IT systems and a
number of new e-banking services have been developed. All
8 Can e-banking services be profitable?
3
The example of Hansabank in Estonia is used. Hansabank is the largest
bank in the Baltics.
Olga Luštšik 9
60%
50%
% of total transactions
40%
30%
20%
10%
0%
2003 2004 2005 2006 2007 2008
70 63 62 61 60 59 58
60
50
41 39 38 38 37
40
28
30
18 18 17
20
10
0
Norway
USA
Canada
Finland
Republic
Poland
UK
Italy
Netherlands
Estonia
France
Lithuania
Latvia
Denmark
Germany
Czech
4
In Q4 1999, the percentage of Internet users was 25%
5
Internet users, who have used the Internet at least once during the
previous 6 months, % of the 15–74 age group
12 Can e-banking services be profitable?
35%
% of all domestic
payments
25%
15%
5%
-5% Branch Call center Periodic ATM Direct Debit Online bank Offline PC
payment bank
Channel
6
The author’s calculations on the basis of Hansabank data.
Olga Luštšik 13
Traditional Costing - cost allocated at Activity Based Costing - cost allocated based
standard overhead rates on activities and resources
X x A 1 A
Over- Over-
head Y y B head 2 B
costs costs
Z z C 3 C
PROCESS VIEW
Cost object
Activity assignments
drivers
Cost object
7
Hansabank Group consists of Hansabank in Estonia, Hansabanka in
Latvia, Hansabankas in Lithuania, Hansa Capital and Hansa Leasing Russia
Olga Luštšik 19
Drivers Products
Department interview, (volume,
% of time spent number of, %)
Channels
Indirect cost
Resource Activity
Segments
OR
Direct cost
Costs from
income Combination of product/
statement) channel/segment
Business Sustaining
Direct cost accounts, such as losses and fee costs, are allocated
directly to the corresponding products and/or channels.
Some costs (Business sustaining costs) are not considered as
bank product expenses. Business Sustaining costs are costs that
are not taken into account in the calculations of bank services
unit cost, bank clients’ profitability and bank channels’ effecti-
veness (Luštšik, 2003). The major groups of Business Sus-
taining costs are the internal and external audit, board expenses,
brand management, investor relations, general sponsorship,
financial accounting, general risk management activities, and
liquidity management. On average, business sustaining costs do
not exceed 10% of total costs.
Table 1.
Example 1 (author’s example).
Activity Connected with Driver
“Processing payments” Different types of Number of
domestic and foreign different
payments payment types
“Advising private wealth Client segments “Private Number of
management clients” Wealth Management clients in these
clients” and “TOP segments
business clients”
“Maintaining the Internet Channel “Hanza.net” Direct
bank Hanza.net”
Table 2.
Example 2 (author’s example).
Activity Connected with Driver
“Incasso service Channel “ATM” and Volume of transactions
from ATM’s” products “Cash Out” “Cash in” and “Cash out”
and “Cash In” in the ATM channel
“Selling products Different products in Number of products sold
to clients in the channel “Branch” (adjusted by time weights
branch office” for selling different
products) in the Branch
channel
8
Hardware expenses and fixed assets depreciation (IT equipment)
9
Software expenses and intangible assets depreciation (IT licenses and
programs)
10
External development and maintenance costs (agreements) of software &
hardware
11
Communication lines (WAN, LAN)
Olga Luštšik 25
5. COST STRUCTURE OF
E-BANKING TRANSACTIONS
5.1. Unit costs for transactions through
different channels
Table 3.
Unit costs for transactions in different distribution channels.
Europe Nordea Union
average US average (Fin) Bank (Est)
(Forrester, (Booz et al, (Dynamo, (Toomla,
2003) 1996) 2001) 2003)
Channel Euro % US $ % US $ % %
Branch 2.00 100 1.07 100 1 100 100
Call
Center 0.96 48 0.54 50 67
Mail 0.27 14 161
ATM 0.22 11 0.27 25 14
IVR 0.19 10
Online 0.14 7 0.01 1 0.11 11 7
Direct
debit 0.04 2 1
PC bank 0.015 1 2
8)12: online bank payments are 12.5 times cheaper, offline bank
payments are 30 times cheaper, and direct debit is 50 times
cheaper than traditional transactions concluded in the branch
network. The largest distribution channel for payments is the
online bank (34% of all payments). The second biggest channel is
the offline bank – 33%, and the third is direct debit – 20%.
100% 90%
100%
80%
60%
40%
8% 7% 4% 2%
20% 3%
0%
Branch Offline Retail Corporate ATM Call Direct
bank Online Online center debit
bank bank
12
The unit cost calculations are based on 2003 January-September average
data and contain simple domestic payments conducted by bank clients in bank
channels.
28 Can e-banking services be profitable?
Offline
Hansabank (Est)
Direct debit Union Bank (Est)
ATM
Cal center
Branch
Table 4.
Transactions in different channels in Hansabank.
Channel Domestic Cash
payment withdrawal
Branch X X
ATM X X
Retail Online bank Hanza.net X
Corporate Online bank Telehansa.net X
Offline bank Telehansa X
Phone bank with operator (call centre) X
Automatic channel (direct debit) X
Olga Luštšik 29
1200 1043
993
1000
800
601
600
400 247
200 110
34
0
ATM Direct debit Branch Online bank Call center Offline bank
Table 6.
The unit cost structure for domestic payment made
in different channels (as % of total unit cost)
(Hansabank data, author’s calculations).
Type of Retail Corporate
expense/ Direct Online Offline Online Call
Channel ATM debit Branch bank bank bank center
Develop-
ment 11% 21% 1% 23% 25% 20% 10%
HR
related 20% 3% 96% 14% 2% 1% 65%
IT opera-
tional 42% 14% 2% 46% 30% 61% 24%
Marke-
ting 27% 62% 1% 18% 43% 18% 1%
Total 100% 100% 100% 100% 100% 100% 100%
Table 7.
Unit cost components for cash withdrawal
(comparable to 100% for cash withdrawal in the branch)
(Hansabank data, author’s calculations.
Type of expense / Channel ATM Branch
Development 0.5% 1.3%
Fee 1.6%
HR related 3.6% 96.9%
IT operational 2.2% 0.3%
Marketing 1.5% 1.5%
Grand Total 9.3% 100.0%
34 Can e-banking services be profitable?
6. CONCLUSIONS: PROFITABILITY
OF THE TRANSACTIONS MADE
THROUGH ELECTRONIC
CHANNELS
To be able to draw conclusions about profitability, some
investigation into the income side has to be made as well. In
Estonia, the fee for a domestic payment effected in the branch is
12 EEK. Direct debit payments are free of charge, while the
fees in ATM and Internet banks cost 0–2.5 EEK, depending on
the age of the service user (there are no transaction fees for
people younger than 25 and older than 60 years). The usual fee
Olga Luštšik 35
Seward, Stern & Co. “ABC, The Balance Scorecard and EVA.
Distinguishing the Means from the End”. Volume 1 Issue 2 April
1999.
Toomla, R. “Interneti mõju Eesti Ühispanga finantstulemustele”,
Bachelor’s thesis, University of Tartu, 2003
Turney, P. “Second Generation Architecture”, adapted from “Com-
mon Cents: The ABC Performance Brakethrough”, Portland, Oe:
Cost Technology, 1991). Handbook of Cost Management, 2003,
Warren, Gorham&Lamont, pp. B3–3.
Sathye, M. “Adoption of Internet Banking by Australian Consumers:
An Empirical Investigation,” International Journal of Bank Marke-
ting, 17, 7, 1999, pp. 324–334.
KOKKUVÕTE
Kas e-panganduse teenused on kasumlikud?