channels in a multichannel integrated
campaign management infrastructure, and
conducts a sizeable number of concurrent
campaigns.
Last year, İşbank further expanded its
multi-channel, multi-stage and personalized
customer interaction competency, adding
real-time campaigning capability based on
credit card account movement.
DEVELOPMENTS IN LIFE STAGE
BANKING
Within the framework of its Life Stage
Banking concept, İşbank engages in
activities specifically targeted at:
• children,
• young adults, and
• pensioners.
Children
The initial contact between İşbank and
children is established via the Bank’s
publishing house İş Bankası Kültür Yayınları.
In addition, “Kumbara Fonu” (“Money Box
Fund”), one of Turkey’s most prestigious and
leading mutual funds, and “Çocuk Hesabı”
(“Child Account”) make up the backbone of
the relationship established between the
Bank and children. The Money Box Fund
remained the biggest equity fund in Turkey
in 2012, controlling a 22.8% share relative
to amounts in such mutual funds in the
country.
Intended for youth between the ages of
12-18 years, “İlk İmza Hesabı” (“The First
Signature Account”) is a bank account
product specifically designed to help them
develop the competency to manage their
own accounts and to encourage saving
habits among teenagers.
Young Adults
“İş’te Üniversiteli Bankacılık Hizmet Paketi”
(“University Banking Package at İş”) is
intended to address all financial needs
throughout the young adult years, while
“İş’te Üniversiteli Credit Card” (“University
Credit Card at İş”) represents the first step in
the lifelong credit card relationship. İşbank
maintains the relationships it establishes
with young adults during their student
years, and continues updating customer
card limits after graduation.
Pensioners
Having provided its customers with a broad
array of retail banking products throughout
their active working lives, İşbank also stands
by them during their retirement years,
offering high added-value service with its
“Emekli Paketi” (“Pensioner Package”).
THE LEADING PRIVATELY-OWNED BANK
IN TERMS OF DEPOSITS
Through the reporting period, İşbank aimed
to sustain its leadership in deposits among
privately-owned banks, broaden the deposit
base and increase the number of customers
while achieving cost-controlled growth.
Deposit pricing activities were carried out
in line with cost-oriented strategies, closely
monitoring macroeconomic developments in
domestic and overseas markets and taking
into account İşbank’s liquidity requirements.
In 2012, the Bank worked towards
expanding the deposit base with
comparatively lower interest-sensitivity.
At the end of 2012, İşbank’s total deposits
amounted to TL 105.4 billion, of which
TL 41.5 billion were savings deposits.
Controlling a 13.3%
(*)(**)
share of the market
in total deposits, İşbank preserved its
leading position among privately-owned
banks.
İŞBANK AND ITS ACTIVITIES IN 2012
AT THE END OF 2012,
İŞBANK’S TOTAL DEPOSITS
AMOUNTED TO TL 105.4
BILLION, OF WHICH TL 41.5
BILLION WERE SAVINGS
DEPOSITS.
(*)
Market shares are based on the monthly industry data
(including participation banks and development and
investment banks) published by the Banking Regulation
and Supervision Agency and are calculated excluding
interest accruals and rediscounts.
(**)
Excludes banks’ deposits.
36
İŞBANK
ANNUAL REPORT 2012
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