This document discusses the potential of online banking from a media perspective for small and medium enterprises (SMEs) and private clients. It outlines how online banking can improve banks' images by increasing customer satisfaction compared to traditional in-person services. The challenges for leading banks are to transform their online banking into highly interactive personal websites and portals that offer more services beyond basic transactions. This would attract and retain customers by helping them better manage their personal finances and businesses through automated tools and integration with other financial institutions and users.

1. Madrid, October 17th 2008 Online Banking As seen from a Media Perspective (for SME and private clients)

2. Preliminary Note

3. Change is harder for banks than for other less regulated industries Clients’ expectations Competitors move on New entrants Technical developments Reluctant to perceived risks from solid image External norms Emphasis in security Existing processes Large “institutions”

6. Survey to Financialy Active Clients: If you were to choose a new bank, which ones would be your three main criteria? © 2008 Javelin Strategy & Research Rates and fees Online service capabilities Customer service Access to ATMs Access to branches Superior security against ID fraud Product selection Number of years in business Personal reference Other, please specify Active online bankers demand high-performance, easy-to-use online tools

13. Approach to personal portal with Web 2.0 culture Non exhaustive example Has access to relevant info (ex. regarding fiscal alternatives) Interacts with bank. (ex. “Ok to have a deficit this month of $50”) Reviews, hires: accounts, stock, bonds, loans, insurance… Expresses opinion on services and knows if bank takes note Interacts with other clients Receives alerts (ex. upcoming payment, enough balance) Uses tools for his/her own SME Works with other financial institutions’ assets Uses Personal Finance Management tools (PFM) Receives products adapted to his/her needs (no hard push) Receives info/date according to real needs Can make micro payments (ex. Paypal) Provides a full analysis and planning tool. Very graphic. TRUSTWORTHY SIMPLE FOR USER HELP DURING TRANSACTIONS & PROCESSES

15. About Fernando Samaniego: unique users ’ growth , Nov. 04 - Dec. 07 Fuente Nielsen / NetRatings Netview Enlargement of sampling 152% 461% 342% MERCADO PRISA EL MUNDO 749% VOCENTO

16. Fernando Samaniego: Revenues and EBITDA 2003 vs. 2007 REVENUES (MM €) EBITDA (MM €) Source: Deloitte