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Target Market
The U.S. commercial banking market is in a mature stage of the lifecycle. Banking organizations are spread across the U.S. in approximate levels equal to population. In terms of geographic location, the Southeast region has the largest proportion of establishments, with around 29.7%.3 The Southeast also generates the most banking revenue, around 25% this year. The map below shows the distribution of banks.
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IbisWorld, Commercial Banking in the U.S., Tony Hamilton, February 2010 IbisWorld, Commercial Banking in the U.S., Tony Hamilton, February 2010 3 IbisWorld, Commercial Banking in the U.S., Tony Hamilton, February 2010
The four largest banks own a large and disproportionately growing share of the market. Their market shares are as follows4: Bank of America Wells Fargo J.P. Morgan Chase Citigroup Other 12.7% 12.2% 8.3% 5.2% 61.6%
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Key Statistics
INFLATION ADJUSTED (CONSTANT) PRICES
2006 Industry Revenue Industry Gross Product Number of Establishments Number of Enterprises Employment Total Wages Domestic Demand *640,139.1 *160,035.4 *87,714 *6,885
2007
2008
2009
*643,020 *542,689.8 *489,045.4 *517,413.3 *160,267 *149,884.7 *133,709.3 *156,511.5 *87,758 *6,888 *86,705 *6,806 *78,175 *6,515 *77,237 *6,410
*1,633,992 *1,634,809 *1,615,191 *1,563,505 *1,544,743 People *99,222.2 NC *99,180.1 NC *98,329.2 NC *98,498 NC *99,078.6 NC $Mil $Mil
Industry Trends
A number of recent studies identify the trends and their impacts on the banking industry. In 2010, the trends most affecting banks are:
The Need for Increased Efficiency The Impact of Regulatory Change Stagnant Budgets Focused IT Projects Loss of Loyalty; Lack of Trust
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Community Bank CEOs Clean up the balance sheet (70%) Improve efficiency ratios; become more efficient (63%) Grow commercial loans (52%) Get more value from existing technology (52%) Use technology for better efficiencies (52%)
According to this study, CEOs feel the worst is behind them. While their top priority is to clean up the balance sheet, three of their top five priorities revolve around gaining efficiencies. While CEOs are firmly focused on efficiency, the study found their COOs, CIOs, and CFOs top three priorities are mobile banking, CRM and online account opening systems. Perhaps this misalignment is representative of the changes and stresses on the industry. It also shows vendors the need to understand the banks from every angle and be able to present solutions in a way that meets the need of the decision makers differing roles. As a result of banks seeking to improve efficiencies, reduce costs and free up capital they are increasingly turning to outsourcing. Those areas most often outsourced are treasury management, wholesale lockbox, remote capture, disbursements, check processing and image exchange, according to reports. But todays outsourcing is usually a domestic venture; only 4 percent of North American bank CIOs are considering moving operations overseas in the next two years, Aite notes.6 In a global roundtable and study, Celent Researchs Banking group found that across all geographies, banks shared a common set of priorities. Bob Meara, Senior Analyst with Celent's Banking group found, "Risk, cost reduction, and multichannel delivery efficiency appear to be consistent filters applied to all prospective projects over the last year."7 Consistently, these priorities continue to show up the highest in 2010.
Abound Resources Survey Finds Efficiency is the Common Denominator in Community Bank and Credit Union's 2010 Plans 6 2010 IT Spending in Banking, Aite Group, September 2009 7 Top Technology Trends in Retail Banking for 2010, Report Published by Celent
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No Increases in Budgets
Seventy-two percent of North American bank technology executives expect their budgets to stay the same or decrease in 2010, according to an Aite Group report published last September. Aites research director had prophetic words for vendors in this report:
"Vendors need to rapidly adjust their sales process to account for the rising number of stakeholders involved in IT decisions. They should train their sales force to build momentum more effectively
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Top 10 Banking Trends for 2010, Aite Group, February 2010 Mercator Advisory Group, VP Bob Landry, Bank Systems & Technology/Fiserv webcast
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Bezard is suggesting that sales forces must target the needs of individual roles within the bank, and involve them simultaneously, as new IT decisions are taking on more importance and becoming increasingly complex to bring to a close.
Gwenn Bezard, Aite Group, September 2009 Consumer Lending Forecast 2010, by Katherine Burger, TowerGroup 12 10 in 2010: Banking Trends for the New Year, Bank Systems & Technology, January 4, 2010 13 Frustrated Investors Move from Big Banks, Dow Jones, copyright 2010
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The opportunity to increase their customer bases has not been lost on community banks. In a recent article in the Oregonian, they found that community banks are hoping to capitalize on a backlash against big banks, they're pulling out all the stops to seem safer, local and more personable than the bailed-out behemoths. 16
Summary
Altogether, 2010 should be the year that the bank industry begins to heal, but it will not be without significant changes that affect operations, profitability and long-term outlook. The industry will continue to consolidate. Regulatory changes and the need for greater transparency and simplification will result in changes to products and pricing. There is a tremendous need for institutions to increase their service to customers, as well as enhancing product sets and adding tools that customers find more
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Tech Upgrade Needed for U.S. Retail Banks, Steve Reiter and Fiaz Sindhu, Accenture, appeared on website of ABA Banking Journal, April 9, 2010 15 Declining Satisfaction Levels Among Small-Business Customers, Aite Group, February 1, 2010
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Capitalizing on Big Bank Backlash; Small Banks Bigger on Service, Risks, Brent Hunsberger, The Oregonian, March 27, 2010.
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