EVALUATION STATE OWNED BANK STRATEGY TO COPE WITH DISRUPTION IN DIGITAL BANKING INDUSTRY (CASE: PT. BANK MANDIRI AND BANK BNI, TBK)

• Main Author: Sheila, Novaya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46429
• Institution: Institut Teknologi Bandung

Business digitalization is changing the competitive landscape in many industries. Digitally savvy customers are demanding more while threats of digital disruptions from new entrants are rising. This study describes how Bank Mandiri and Bank BNI, as a state owned banks with multi channel segment, responded to digital threats and opportunities by adopting a digital business strategy. It identifies the capabilities needed and provides lessons for organizations aspiring to pursue a successful digital banking business strategy. Competition in the banking business are came from the globalization era and the emergence of new business players in financial services business can disrupt the banking business process in Indonesia, including Bank Mandiri and BNI which carry out various digital transformations in the face of digital disruption. Based on IBM Framework, 2015 regarding to designing a sustainable digital bank to cope with digital disruption they can be divided into four models : Digital bank brand, Digital bank channel, Digital bank subsidiary, and Digital native bank. There is four categories in the implementation of the best strategy, including : agile in changing, feature diversification, user experience, and cost efficiency. From the basis analysis using SMART Method the digital strategy implemented in Bank Mandiri is digital bank channel, different with action analysis, Bank Mandiri is progressive to face digital disruption, and capable to implemented digital bank subsidiary. Meanwhile, PT Bank BNI, Tbk has not been too fast in dealing with digital disruption, basis analysis shows that the digital strategy implemented in BNI is digital bank channel, and after they take an action to face digital disruption, BNI is still capable to implement digital bank channel, there were no significant changes made by BNI to cope with digital disruption.