OREANDA-NEWS. November 30, 2011. By the end of September 2011, e-Banking customers of Agricultural Bank of China Limited (ABC) reached 240 million with an increase of 85% compared to the same period of 2010, whilst e-Banking businesses accounted for 62.1% of its total businesses, up 7.03 percentage points year on year, reported the press-centre of ABC.

Moreover, the number of e-Banking self-service equipments ranked the first among the peers, including more than 60,000 self-service banking machines for cash business, more than 20,000 self-service terminals and more than 3,000,000 transfer telephones. In particular, the number of self-service banking machines, self-service terminals and transfer telephones in county areas is 24,200, 8,706 and 1,430,200 respectively, significantly enhancing the capacity to serve Sannong (agriculture, rural areas and farmers).

As one of ABC's five "Golden" brands, the e-Banking brand of "Golden Online" has formed a product system with online banking, telephone banking, mobile banking, SMS banking, TV banking, self-service banking and e-Commerce as main transaction channels. In recent years, in order to improve the overall development quality of e-Banking business, ABC has been carrying out product innovation, service innovation and process innovation based on the group characteristics and needs of e-Banking customers. As a result, e-Banking customers have been expanded continuously and the trading volume increased steadily.

By the end of September 2011, its personal e-Banking customers reached 238 million, a year-on-year increase of 83.11%; corporate e-Banking customers stood at 2.46 million, a year-on-year increase of 96.40%; growth of e-Commerce merchants was 3,647, the highest among the peers; business diversion rate of electronic channels was 62.1%, which means more than 60% of customer transactions were done through electronic channels. The counter service-based operating model is being changed along with the development of e-Banking.

As introduced by an official in charge of e-Banking in ABC, ABC closely followed the market demand and provided decision-making references on enterprise financial management and capital operation for corporate online banking customers and e-Commerce merchants. It sponsored well-known media programs and organized corporate customer salons and interviews with famous financial experts, creating a high-end, commercial and professional corporate e-Banking brand.

On personal e-Banking, ABC made multi-channel integrated marketing by cooperating with social network sites, microblog and other new media, as well as campus promotion, fostering a "relaxed, young, fun and fashionable" personal e-Banking brand image.
Targeting at owners of individual businesses and small enterprises, ABC launched "e market, easily win" activities for the promotion of e-Banking in professional markets at the year beginning. More than 100 professional markets participated in those activities. The activities achieved fruitful results by effectively enhancing ABC's customer base, product marketing and Sannong services via e-Banking, and will be valuable experience for the future development.