Publication: Elektronik ticarette bankaların internet stratejileri
Abstract
1994 yilinda Internet’in yayginlasmaya baslamasiyla günlük hayatin bir çok ögesi derin bir degisim içine girmistir. Bu degisimden en çok etkilenen alanlardan biride ticaret hayati olmustur.Ticaret hayatinda yüz yillardir degismeyen deger zincirleri is yapma stilleri hizla degismeye farklilasmaya baslamistir.Bu degisim firtinasi içinde ticaret hayatinda çok önemli bir çok fonksiyonu yürüten bankalarin etkilenmeyeceginin düsünülmemesi gerekir. Bankalarda en önce degisen unsur Internet’in gelisiminde de ana unsur olan teknolojidir. Bir çok islemi ayni anda ve daha az hatayla yapilabilmesine olanak saglayan teknolojilerin bankacilik sektörüne girmesi bankalarin operasyonel maliyetlerini asagilara çekebileceklerini fark etmelerine neden oldu. Bu bankalarin bu tür teknolojik yeniliklere olan taleplerini arttirdi.Bu talebi degerlendiren yeni ekonomi sirketleri banka ve diger finans kuruluslarinin yararlanabilecegi ürün yelpazelerinin gelistirdiler.Bu ürünler arasinda en çok göze çarpanlari bankalara islemlerini sanal ortama tasima olanagi saglayan çözümler olmustur. Internet’in getirileri bankalarin sadece teknoloji alt yapilarinin degismesiyle sinirli kalmamistir.Kullanilan teknoloji ve yeniden sekillenen rekabet ortami bankalarin strateji ,taktik ve politikalarinda da köklü degisikliklere neden olmustur. Bankalarin istihdam ettikleri is gücünde ve mevcut is gücünün yapisinda önemli degisiklikler olmus.Bankalar rutin operasyonel islemleri yapacak eleman kadrolarini daraltirken .Yeni teknolojik alt yapisini kuracak ve gelistirecek olan bilisim isçilerini yapisina dahil etmeye baslamistir.Bankalar bu teknolojik alt yapinin kurulmasi ve desteklenmesi kendi kaynaklari disinda dis kaynaklari da kullanma yoluna gitmislerdir. Bu durum bir çok sorunuda beraberinde getirmistir Bankalar konusunda uzman kurumlardan dis kaynak kullanarak maliyet avantaji saglarken kontrol ve denetimsel zorluklar yasamaya baslamislardir.Bu zorluklarin asilabilmesi için yönetimsel ,insan kaynaklari ve Bilisim teknolojileri politikalari yeniden sekillendirilmistir. En büyük degisimin yasandigi alan ise rekabet ortami olmustur.genelde içine kapali bir görüntü arz eden bankacilik sektörü Internet’in tetiklemesi ile sektör içi rekabet artmistir. Bankalar Internet sayesinde daha çok kisiye ulasma cografi sinirlardan kurtulma sansi yakalasa da ayni nedenlerle kendi müsterilerini diger bankalara kaybetme riskiyle karsi karsiya kalmislardir. Bunun neticesinde bankalar ürün ve fiyat farklilastirmasini saglayabilmek için kiyasiya rekabet içine girmisler; veri ambarlari gibi yapilar kurarak, interaktif pazarlama yolu ile müsterilerinin hayat boyu harcama degerinden en yüksek getiriyi elde etme yollarini aramaya baslamislardir. Rekabet sadece mevcut bankalar arasinda olmamaktadir.Sadece Internet bankasi diye adlandirilan sadece sanal ortamda islem yapan bankalar ve özellikle Kuzey Amerika’daki banka disi finans kuruluslarinda bu yarisa girmeye baslamislardir. Geleneksel bankalar maliyetlerinin azaltmak ve müsterilerine ulasmak için interneti tercih ederken .Sadece Internet bankalari tek ve ucuz dagitim kanali kullanmanin avantajini kullanmaya çalisarak rekabetçi bir maliyetle servis verebilmektedirler.Geleneksel bankalarin çogunun karli müsterileri ellerinde tutmak için geç kalmalari ve sadece Internet bankalarinin sadece sanal ortamda bulunmalari dolayisiyla yasadiklari güven eksikliginin bertaraf etme yoluna gitmeye çalismalari bu iki türdeki bankalar arasinda birlesme ve satin almalarda dahil olmak üzere farkli stratejileri gündeme getirmistir. Bankalarin Internet çaginda önem vermeleri gereken bir diger konuda risklerin uygun bir sekilde yönetimi sorunudur.Bankalar bu yeni düzen içinde risklerini yönetmeleri daha çok önem arz etmeye baslamistir. Bankalarin eski risk tanimlarina yenilerinin eklenmis ve bu risklerin yönetimi için kapsamli politikalar ve modeller olusturmak gerekliligi ortaya çikmistir. Bankalarin bu gerekliler için Internet’in gücünde yararlanmasi ve kendi iç yapisini bu tür düzenlemeye tabi tutmasi bankanin gücünü arttiracak bir düzenlemedir. Banka is stratejisini ve bütün uygulamalarini elektronik ticaretteki rekabete uygun olarak düzenlediginde iç yapisindaki verimliligi arttirarak sektörde rakiplerinden daha güçlü bir konuma yükselebilmektedir. Teknoloji alaninda standardizasyonun olmamasi bankalarin iç sistemlerinde ve stratejik ortaklarinla yürüttükleri projelerde bir çok olumsuzluga neden olmaktadir. Standart eksikliginin getirdigi uyumsuzluklar sistemleri iyi niyetli olmayan iç ve dis ataklara maruz birakabilmektedir. Bu tür risklerin engellenmesi için bankalar gerekli denetim ve gözetim kontrolleri gelistirmek durumundadir.Bu çözümlerin farkli, yeni ve yaratici olmasi bankanin bu konudaki stratejisinin basarili olmasinin altinda yatan ana sebep olarak görülebilir; çünkü elektronik ticarette basarili olmus firmalarin pek çogu yapilan isi mevcut yöntemlerle en iyi yapan oldugu için basariyi yakalamamistir. Basarilarinin altinda yatan ana nedenler yapilan ise yeni bir bakis açisi kattiklari veya yeni bir yöntem gelistirmeleri olmustur. Sanal ortamda da faaliyet sunmak durumunda olan bankalar içinde bu konuda bir istisnai bir durum bulunmamaktadir. Bankalar sanal ortamda rekabet edebilmeleri ve basariyi yakalayabilmeleri için yeni is modelleri olusturmali ve deger zincirlerinde degisiklik yapacak yeniliklerle hizmet kalitesini yükseltmelidir.Bunun yapilmasiyla banka sanal ortamda rakiplerinden farkli olmayi basarabilecektir. Bankalar gelistirdikleri is modellerindeki basarilarini yeni ortamda kendi markalarini yaratarak desteklemelidirler. Bu bankalarin sanal ortamda farkli olma gereksinimi karsilayacaktir.Marka yaratma çok önemlidir ;Müsteri artik sube sube dolasip kendisine en uygun hizmeti veren bankayi aramamakta, Internet üzerinden zahmetsizce baska bir bankanin web sitesini ziyaret etmektedir. Banka izlemeye karar verdigi stratejiyi bankanin yapisina,faaliyet bölgesine,müsteri portföyünün yapisina ve gelecekteki beklentilerine göre olusturmalidir.Bu sayilan unsurlar göz önüne alinmadan seçilen strateji bankanin çok büyük zararlar görmesine neden olabilir. Bankalarin yeni ortamda ayakta kalabilmeleri için kendilerine uygun bir stratejiye,yaraticiliga,kuvvetli markalara ve devamli gelisime açik bir yapiya sahip olmalari gerekmektedir.
Since 1994,with the application of Internet to daily life, many aspects of life has been altered. Business is one field that has felt deeply the impact of this change. Traditional value chains and business styles that has stayed the same for centuries began to change. In this torrent of change , the banks that function in many important areas of business life ,are also subject to change. Technology which is the foremost element subject to change at the banks is also the main driving force in Internet development. When the technologies that enable many transactions to be done simultaneously and with less fault were introduced to banking sector, banks noted that this enabled them to lower their operational costs. This increased the demands of the banks for these new kind of technologies. The new economy firms assessing these demands developed wide range of products that could benefit the banking and other finance institutions. The most notable products among these were the ones that could carry bank transactions to the Internet. Advantages of internet has not been limited to changes in technological foundations of the banks. Technology in use and reshaped competition areas have caused radical changes in strategies, tactics and policies of banks.There has also been important changes in the newly employed work force and structure of the existing human resource policies of banks, while narrowing the staff on routine operations started to include IT professionals that will form and develop new technological basis for the bank .Banks decided to use outsourcing as well as their own resources,while reconstructing and supporting the technological basis, this has brought many problems within Banks ,while lowering costs by obtaining foreign credits from expert firms were faced with difficulties in governing and inspecting .In order to overcome these difficulties administrative, human resources and Internet technologies policies were reshaped. The most important change occurred in competition. In general,banking sector was a closed system but Internet triggered both the in-sector and cross-sectors competition . Banks, although has been able to reach out to larger number of people and free themselves of the geographical boundaries through Internet ,at the same time They faced the danger of losing their own customers to the other banks for the same above mentioned reason. As a result of this, banks entered ruthless competitions with each other in order to produce alternative products with low costs .By setting up Data Warehouses and through interactive banking applications ,banks started to search for the ways of obtaining the highest income from life time value of their customers. Competition does not exist only among already existing banks .Pure Play Internet Banks ,which exist only through internet transactions and non-bank financial institutions with wide range of financial products , have entered this competition . When traditional banks prefer Internet as an alternative distribution channel in order to lower their costs and to reach out to their customers ,the pure play internet banks while benefiting from the advantage of having one and cheap distribution channel offer competing low cost services .On one hand ,traditional banks were slow in retaining their good customers ,on the other hand , Pure play Internet banks suffering lack of trust due to their only virtual existence caused these two types of banks to look for new strategies including merging and acquisition. Bank should also pay attention to another important point ;management of the risks in most suitable way .In this new order, governing the risks has gained more importance for the banks To old definitions new definitions of risk concept are added and the necessity for forming policies and models to govern these risks has arisen. Banks to benefit from the power of Internet and to reconstruct their internal structures accordingly increases the banks strength when banks arrange their work strategy and their applications suitable to business competition ,They can increase productivity in their internal structure and can become more powerful than their rivals in the market. Not having standardized technologies leads to many adverse situations in the joint projects with their strategic partners and the internal systems of the banks .The inconveniences due to the lack of standardization makes the banking system vulnerable to internal and external bad intentions. To prevent these kind of dangers banks should develop necessary management and surveillance rules Firms that has been successful in the e-business are not the firms that employ the existing methods to their best. the main reason for their achievement is bringing new perspective or new methods to what they have been doing .Banks that operate on Internet are not exempt from this rule. In order to compete and be successful in the Internet ,Banks have to create new business models and to upgrade service quality through modification of value chains. This having been done bank will manage to be different than its rivals on the Internet market. Banks should sustain their success of evolved business models through creation of new brands .So this will fulfill the need for the banks to be different on internet. To create a brand is very important . Customers now do not go around from one branch to another in search for the best price and the quality among physical branches diffeent banks ,but only visit the web sites of financial service providers. Banks should decide on their strategies through the structure of the bank ,location , the customer portfolios and future expectations The strategy chosen without the above points not taken into consideration may result in great damage to bank Banks ,in order to survive in the cyber world ,need new strategies most suitable to their existence , creativeness, strong brands and structures incessantly open to progress.
Since 1994,with the application of Internet to daily life, many aspects of life has been altered. Business is one field that has felt deeply the impact of this change. Traditional value chains and business styles that has stayed the same for centuries began to change. In this torrent of change , the banks that function in many important areas of business life ,are also subject to change. Technology which is the foremost element subject to change at the banks is also the main driving force in Internet development. When the technologies that enable many transactions to be done simultaneously and with less fault were introduced to banking sector, banks noted that this enabled them to lower their operational costs. This increased the demands of the banks for these new kind of technologies. The new economy firms assessing these demands developed wide range of products that could benefit the banking and other finance institutions. The most notable products among these were the ones that could carry bank transactions to the Internet. Advantages of internet has not been limited to changes in technological foundations of the banks. Technology in use and reshaped competition areas have caused radical changes in strategies, tactics and policies of banks.There has also been important changes in the newly employed work force and structure of the existing human resource policies of banks, while narrowing the staff on routine operations started to include IT professionals that will form and develop new technological basis for the bank .Banks decided to use outsourcing as well as their own resources,while reconstructing and supporting the technological basis, this has brought many problems within Banks ,while lowering costs by obtaining foreign credits from expert firms were faced with difficulties in governing and inspecting .In order to overcome these difficulties administrative, human resources and Internet technologies policies were reshaped. The most important change occurred in competition. In general,banking sector was a closed system but Internet triggered both the in-sector and cross-sectors competition . Banks, although has been able to reach out to larger number of people and free themselves of the geographical boundaries through Internet ,at the same time They faced the danger of losing their own customers to the other banks for the same above mentioned reason. As a result of this, banks entered ruthless competitions with each other in order to produce alternative products with low costs .By setting up Data Warehouses and through interactive banking applications ,banks started to search for the ways of obtaining the highest income from life time value of their customers. Competition does not exist only among already existing banks .Pure Play Internet Banks ,which exist only through internet transactions and non-bank financial institutions with wide range of financial products , have entered this competition . When traditional banks prefer Internet as an alternative distribution channel in order to lower their costs and to reach out to their customers ,the pure play internet banks while benefiting from the advantage of having one and cheap distribution channel offer competing low cost services .On one hand ,traditional banks were slow in retaining their good customers ,on the other hand , Pure play Internet banks suffering lack of trust due to their only virtual existence caused these two types of banks to look for new strategies including merging and acquisition. Bank should also pay attention to another important point ;management of the risks in most suitable way .In this new order, governing the risks has gained more importance for the banks To old definitions new definitions of risk concept are added and the necessity for forming policies and models to govern these risks has arisen. Banks to benefit from the power of Internet and to reconstruct their internal structures accordingly increases the banks strength when banks arrange their work strategy and their applications suitable to business competition ,They can increase productivity in their internal structure and can become more powerful than their rivals in the market. Not having standardized technologies leads to many adverse situations in the joint projects with their strategic partners and the internal systems of the banks .The inconveniences due to the lack of standardization makes the banking system vulnerable to internal and external bad intentions. To prevent these kind of dangers banks should develop necessary management and surveillance rules Firms that has been successful in the e-business are not the firms that employ the existing methods to their best. the main reason for their achievement is bringing new perspective or new methods to what they have been doing .Banks that operate on Internet are not exempt from this rule. In order to compete and be successful in the Internet ,Banks have to create new business models and to upgrade service quality through modification of value chains. This having been done bank will manage to be different than its rivals on the Internet market. Banks should sustain their success of evolved business models through creation of new brands .So this will fulfill the need for the banks to be different on internet. To create a brand is very important . Customers now do not go around from one branch to another in search for the best price and the quality among physical branches diffeent banks ,but only visit the web sites of financial service providers. Banks should decide on their strategies through the structure of the bank ,location , the customer portfolios and future expectations The strategy chosen without the above points not taken into consideration may result in great damage to bank Banks ,in order to survive in the cyber world ,need new strategies most suitable to their existence , creativeness, strong brands and structures incessantly open to progress.