I was struck by the new logo and branding campaign that HSBC is revealing at their new location here in Calgary.
"The World's local bank."
I have to admit first off that HSBC is one of my favorite companies of all time. I was first introduced to the strategy and vision of its leadership in the second year of my MBA program. We were asked to review the company for one of many thousands of readings we reviewed. What was unique and struck me was that they had hired the head of information systems to be the new company president. This was the top president of the entire company, not a subsidiary or branch, the global operation. Gutsy move for a company to do, especially since this was well before the understanding of technology that should be present today in every board room.
Here are my edited notes of the reading.
Expectations and impacts of a Global Information System: The Case of a Global Bank from Hong Kong.
Introduction
The world's industries now must compete on a global scale. The opportunity and threats of the global marketplace provide industry with constant pressure to build world products, and tailor products to customers in diverse markets.
The banking industry has been particularly affected by the changes to globalization with the combination of competition, deregulation, the availability of cheap IT, and the shift towards a global outlook by large industrial organizations which have lead to dramatic changes in the strategy and structure of the banking industry.
HSBC's hexagon application is studied to determine how one bank has used IT to coordinate IT strategy, global assets and overall strategy to compete with IT as a cornerstone and on a global scale.
Expected impacts of global IS in the financial services industry.
The Hexagon system.
HSBC is an international bank with operations in 79 countries and 5500 offices. 120,000 employees, a size that only Citibank can match. IT has been an explicit part of HSBC's strategy, with 6000 worldwide IT staff heavily involved in product development. The Chairman and CEO, John Strickland is a computer programmer by training and began at HSBC in 1966. Hexagon began conceptually in 1982 headed by Strickland. A strategic threat was identified when Citibank and Chase were both able to provide corporate customers with terminals to access "in country" transactions and balance data on their accounts.
HSBC customers were well to do international travelers that may gravitate to the type of services being offered by Citibank and Chase. It was determined that HSBC would need to leapfrog the competition in terms of functionality, the concept was to provide the resources of a worldwide banking system right to the desktop manager. The ability to know real time information on the cash balances, receivables and securities balances worldwide would be the objective of Hexagon.
In 1985 the first operational version offering basic account information and payment instructions was installed at 5 Hong Kong banks. In 86 it was installed at locations in the US, UK, Singapore and Japan. The ability to send and receive email between branch manager and customer was added. In 1989 a functionally rich version of the application was distributed to 30 countries of the HSBC.
Currently the Hexagon system (circa 1997 I believe) is a global electronic banking service giving customers 7 x 24, 365 day service from the customers PC in multiple languages and operating systems. 500 other banks are using the Hexagon system and Hexagon is also tied into the international SWIFT and Automated Clearing House services of check clearing. JPMorgan uses the services for their private banking clients. Checks can be written online and sent in 40 different currencies.
These facilitate the international firm the ability to distribute money as required to any region within the world on their desktop.
Hexagon Performance Impacts.
To asses the impact of Hexagon on the HSBC we need to look first to their customers and secondly assess the performance of HSBC expected functional impacts of a global information system and finally examine HSBC's overall firm level service.
Customer Acceptance.
The growth of customers on the Hexagon system since its introduction to include 50% of all electronic international corporate banking transactions worldwide.
Impacts in terms of Hexagon's purpose.
Scale and Scope Economies.
The costs associated with incremental use of customers is marginal. Repositioning to other customers is a simple interface change to accommodate the needs of the new customer group.
Hexagon has helped HSBC to become the largest bank with assets of $452 billion vs. Citibank @ 310 billion and Bank of America @ 260 billion. It is also one of the largest in terms of its global reach with only Citibank operating in 98 countries as being larger. (Again 1997 I believe. )
Product Value
Hexagon offers customers opportunities to reduce costs by saving transactions processing steps. Many customers have their corporate financing departments tied into Hexagon and operating them as if they were part of the ERP systems. (i.e.; integrating payroll within the Hexagon systems)
If Hexagon provides value to its customers then they should be able to charge a higher fee for the service. Interest income plus other revenue were compared from 1990 to 1997 to HSBC and its competitors. A comparison of pretax profit also showed that HSBC margins grew from 21% to 42% during the seven year period and from third position to first.
Efficiency.
Operating costs usually associated with the staffing of operations are reduced due to the efficiency of the software.
In terms of the staff expense as a percentage of operating income, HSBC is in the middle of the pack. The conclusion is that Hexagon has not reduced average transaction expenses. When we examine premises and equipment expenses as a percentage of revenue, HSBC expenses are the lowest among the peer group of banks. This suggests that Hexagon has reduced the physical bank space required and as such does not show up when measuring Hexagon's transaction costs.
Organizational Effectiveness.
Hexagon integrates much of the back end operations of a bank. The securities and payments part of their operation.
Competitive advantage.
The full value of Hexagon depends on its geographical scope. The ability to provide service in each country a customer may operate in provides the value. Therefore someone wanting to compete on the basis of the same functionality as Hexagon needs to establish just as large a network of global reach as HSBC, which limits the competition to a very small amount of companies.
Success of HSBC
HSBC's explicit strategy includes a focus on the development of cutting edge IT applications to support its global operations. For 1997 HSBC pretax profits were $8 billion US. HSBC was the tenth largest in its peer group of 100 banks, and was number 1 in pretax profits for 1995 to 1997.
Discussion, Limitations and Implications for managers.
The results strongly suggest that Hexagon affects HSBC's performance by increasing economies of scale and scope, providing additional value to customers, increasing efficiency within HSBC and improving organizational effectiveness. In addition network externalities in the product provide disproportionately more value to the customer when every location at which the customers wants to do business is covered by the system.
These also create substantial barriers to entry for any competitor that may want or need to compete with HSBC. The configuration of the remaining aspects of the bank are different then most other banks around the world. The ability for HSBC to augment the value and advantages of the system by configuring their physical assets to compliment the Hexagon system are key in achieving many of the value propositions.
Limitations.
This research shows that firm level performance is affected by many factors. While our analysis focused on one broad product line, the quantitative and qualitative analysis, nor all of it together, proves that Hexagon positively affected HSBC's performance. The researchers however believe that Hexagon's value proposition is quite persuasive.
Implications for Managers.
This is further evidence of the extreme importance of IT infrastructure to their business. Customers will begin to demand faster transaction speeds, lower transaction costs and geographic scope. Only highly integrated global systems can hope to compete on this level.
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