BBVA in 2012

area has been positive year-on-year. To assist in the understanding of the business figures, thepercentage rates given below refer to constant exchange rates, unless otherwise indicated.Management prioritiesBBVA Mexico offers a broad range of financial services and products through its extensive networkand infrastructure. Its primary activity is carried out through the bank, BBVA Bancomer, S.A., whichholds a leading position in Mexico in terms of deposits, loan book, number of ATMs and branches.Its business model is based on a segmented distribution by customer type, with a philosophy ofprudent risk control, and long-term growth and profitability.BBVA Group in Mexico works for a better future for people and offers its customers a mutuallybeneficial relationship, proactive service, advisory services and comprehensive solutions.In 2012, the business area focused on:• Developing profitability strategies for the business against a low interest rates scenario.• Maintaining a profitable mix of gathering deposits, with growth in the lower-cost customerfunds.• Implementing a cost optimization plan focused on controlling recurrent expenses withoutaffecting the expansion plans.• Making advances in the segmentation process and customer support in branches, after thegood results of the project’s tests carried out throughout 2012.• Maintaining adequate control of risk.Management priorities in 2013 will focus on:• Increasing marketing activity in all business units.• Strengthening income, with a focus on fees and profitability per product.• Continuing efforts to control recurrent expenses.• Maintaining the growth policy together with a good asset quality.• Achieving greater customer loyalty through a multi-channel offer that helps make the customerbase more profitable while improving customer-service qualityActivityAs of the close of the year, gross customer lending in Mexico was up year-on-year by 8.6% to€38,937m. Customer funds (on-balance sheet deposits, repos, mutual funds and other off-balancefunds) closed the year up 4.8% year-on-year to €60,300m.27 Mexico. Key activity data(Million euros at constant exchange rate)Customer lending (gross)Customer funds7000052,93657,51460,300+4.8% (2)60000500005293657514603033,46635,84338,937+8.6% (1)40000300003346635843389372000010000December2010December2011(1) At current exchange rate: +13.9%.(2) At current exchange rate: +10.1%.December2012December2010December2011December20120Mexico161