UBI Banca Group

Commercial activity
Commercial policies in 2011 and the outlook for 2012
In 2011 the UBI Banca Group completed Business Plan action designed to optimise the
distribution network and to improve customer service models. In detail:
- the new “hour-glass” shaped distribution model was introduced in the network banks on 1 st
August, together with “Local Departments” for improved co-ordination of the different
customer segments (retail, private banking and corporate) in specific local areas;
- preparatory and preliminary work began in October on “Mass market team” and “Developer”
projects (operational since January 2012), which revised customer segmentation and the
relative service models.
The commercial performance of the Group in 2011 was affected by a context of high volatility
on markets and by substantial liquidity problems on the interbank market, especially in the
fourth quarter. This made it extremely important to increase direct funding in a manner
consistent with maintaining high standards of structural balance.
The following initiatives were designed to achieve that objective: the campaigns “Half an hour
for your savings” (designed to acquire new financial wealth in any form, with enhancement at
the same time of the advisory service) and “Zero zero UBI for three” (a promotional offer
consisting of a charge free, zero interest current account, a certificate of deposit with a
promotional interest rate and a points accelerator in the “Formula UBI” fidelity programme)
and the initiative “Brilliant savings” (which allowed customers who had provided new funding
to take part in a competition, with diamonds as prizes).
These initiatives for private individual customers were accompanied by action taken to
improve funding products for businesses, especially in the corporate segment.
Initiatives concerning direct funding were accompanied by a strategy to manage lending
designed to ensure full support for medium to small-size and core corporate businesses, by
developing customer relations across a broad spectrum with re-pricing actions, the
consequence of severe worsening of funding conditions. Additional action was also taken to
rationalise lending to the large corporate segment, with careful management of trends for
volumes and pricing.
During the year, the Group also maintained a strong focus on the supply of advisory services
to both businesses (“corporate advisory” for mid and large corporate customers) and private
individuals (“pro-active wealth advisory" and “family business advisory” for private banking
customers; the new evolved service and advisory model UBI Gold for “top affluent” customers
as well as the normal investment advisory services provided by the financial planning and
advisory platform in the UBI Light version).
Work continued at the same time to improve the multi-channel strategy, with the launch of
the online sale of the Enjoy and Qui UBI cards, the expansion of the platform for private
individual and small business customers enhanced with new information and payment
functions, the release of a mobile application for BlackBerry. Direct marketing initiatives
through the Contact Centre were also intensified.
Numerous new changes were also made in the payment cards sector, including the following:
the completion of the migration to chip technology; various initiatives launched with the Enjoy
card (including the “Enjoy special edition” initiative) and the launch of the debit card ‘I WANT
TUBI’ for minors.
Work also continued to upgrade payment systems to comply with the European directive on
payment services (PSD) and the relative subsequent provisions and migration to SEPA
payment instruments was commenced.
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