Charting a course for growth

Embarking on the next wave of customer journey.

Standard Chartered's performance was particularly strong this year, for multiple reasons. One was their improved online investment capabilities.

Mr. Basker Rangachari, Chief Marketing Officer for Hong Kong and Northeast Asia at Standard Chartered Bank, explains that, "We are enabling our customers to live a digital lifestyle and do banking-on-the- go.

Our Breeze family of apps puts money management at your fingertips. For example, with Breeze Trade, customers can track the latest stock prices, and capture lucrative investment opportunities anytime anywhere, with NO Minimum Brokerage, NO Trade Lodgment fees and NO Custodial Fees!"

Q: What are the best features of this?

A: "This unique App has many market-leading features:

• Buy and sell Hong Kong stocks with just 3 clicks.

• View major market indices, create a personalized list of favorite stocks, access real time market news

• Scribble notes on trading ideas to share instantly with friends via SMS or email.

• View stock holding and portfolio value at a glance.

- Utilize advanced features such as Enhance Limit Order, Market Order, Stop Loss

- Modify/cancel orders via Securities hotline and Online Banking.

- Get FREE unlimited real time stock quotes without logging in.

- Receive free price alerts via email instantly when selected counters reach preset price level or move beyond the preset value."

Q: How is your Online Unit Trusts platform progressing?

A: "Our Online Unit Trusts trading platform enables Customers to place orders and manage their Unit Trusts online. It is a new channel for customers to self-manage their Unit Trusts investments, on top of having the ability to seek assistance via their Relationship Managers (RM). With this launch, we expect many customers will opt to trade online with unparalleled convenience, whilst engaging their RM’s for value added wealth management services. Using this platform, customers will be able to:

• Search for funds in the Fund Super Mart

• Subscribe for New / Existing funds

• View Holdings, Order status and Transaction History

• Switch or Redeem Funds

• Exercise Cooling Off for recently purchased funds More research and automated advisory functionality will be added in future to enhance customer experience."

Branding Excellence – Branch Façades and Branch TV network

Building a strong portfolio also means branching out in unique ways.

Q: Tell us more about your branding techniques:

A: “To build brand awareness via our branch network, we invested over HK$100 million in 2011 to optimize and retrofit the bank’s branch network. We invested further to enhance our branch exterior infrastructure with dominant, uniquely-designed and branded branch façades at 10 strategically-located branches. Our strategic intent was to uplift our brand awareness in the branch neighborhood and digitize our customer engagement and communication channels."

He continues, "We have strategically enhanced our branch façade infrastructure with a huge LED external TV at strategically located branches, including Causeway Bay, Canton Road, Central and Queen’s Road East. This Branch Façade project was subsequently extended to more branches and we now have over 150 in-branch digital LED TV screens, that enable us to provide relevant content and messages to our customers."

Rewarding loyal customers with a long term commitment - Revolutionary Securities Trading Marketing Campaign

Q: How does your new strategy benefit all parties?

A: Standard Chartered Hong Kong Consumer Banking outperformed all major banks in Asia Pacific and Hong Kong by winning 3 coveted awards in The Asian Banker Excellence in Retail Financial Services International Award 2012, including Best Retail Bank in Asia Pacific, Best Retail Bank in Hong Kong, and Best Employee Engagement.

To celebrate this record achievement and to thank our loyal customers, we launched a “Best-in-class” securities trading offer, providing up to 5 years of FREE buy stock trades* for customers. In addition to capturing mind share with our target customer segment, this marketing campaign helped deepen our customer relationships."

He adds," This revolutionary campaign was widely recognized in the industry, and led us to win 10 awards at the recent Marketing Excellence Awards 2012 organized by Marketing Magazine. In addition to winning awards for “Excellence in Advertising”, “Excellence in Digital Marketing” and many others, we were named as the “Marketer of the Year” for 2012, outperforming many well brands across all industries."

Leadership Insights - Global Renminbi Index

Q: What else is on the horizon?

A: “Further to the launch of Standard Chartered Hong Kong SME Leading Business Index since July 2012, we launched the Standard Chartered Renminbi Globalisation Index (RGI) – the first industry benchmark that effectively tracks the progress of Renminbi-based business activity worldwide - in Nov 2012."

Q: What does the Index offer?

A: "The Index, released on a monthly basis, offers corporates and investors a quantifiable view of the latest trends, size and levels of offshore activity that are driving the adoption of Renminbi (RMB) as an international reserve currency. To complement the Index, Standard Chartered announced the results of its first quarterly Offshore Renminbi Corporate Survey, wherein companies across Asia and Europe shared their motivations and expressed a strong appetite for using RMB offshore in the next six months. Going forward, the survey will provide a qualitative indicator to forecast the direction of the market."

"The Index covers three markets which dominate the offshore RMB business: Hong Kong, London, and Singapore. It measures business growth in four key areas: deposits (denoting store of wealth), Dim Sum bonds and Certificate of Deposits (as vehicles for capital raising), trade settlement and other international payments (unit of international commerce) and foreign exchange (unit of exchange). As RMB internationalises, there is capacity to include additional parameters and markets, aligning the Index with future development."

Footnote:
(* Subject to terms and conditions. Customer must be a Priority Banking customer and deposit no less than HK$1,000,000 new funds; or sign up for the Salary BonusPack Basic Services and deposit a monthly amount of HK$80,000 or above via auto-payroll services to enjoy 5-year BUY Securities Brokerage Fee Waiver. Priority Banking or Preferred Banking customer, who signs up for the Salary BonusPack Basic Services and deposit a monthly salary amount of HK$20,000 or above via auto-payroll services, can enjoy 3-year BUY Securities Brokerage Fee Waiver. Promotional campaigns ends on 31 Dec 2012. Offer is applicable to buy securities transactions submitted over Online Banking and Breeze Trade only and is subject to relevant terms and conditions.)

FAST FACTS

• Standard Chartered Bank (Hong Kong) Limited (SCBHK) has played a key role in establishing Hong Kong as a global financial centre.

• Listed in Hong Kong since 2002, Standard Chartered is headquartered in London.

• Standard Chartered’s history in Hong Kong dates back to 1859. In 1862, Standard Chartered started to issue banknotes in Hong Kong and is acknowledged as the oldest note issuing bank in Hong Kong.