In FY2011, starting in July 2010, the Group reframed its transformation programme so as to further strengthen our leadership of Malaysia’s financial services industry and to drive our regional expansion. To make us a regional financial services leader by 2015, we have adopted five strategic objectives that will make us:
 

1. Undisputed No. 1 Retail Financial Services Provider in Malaysia

In Malaysia, we aim to maintain our No.1 ranking in terms of overall market share across all our core retail financing products, including mortgages, automobile financing, credit cards, unit trust financing, and individual deposits. We intend to reinforce our leadership position in touch points and distribution network as a key community destination and focal point. Our Customer Value Proposition centres around convenience and serving the needs of the community, including individuals, small and medium enterprises (SME) and commercial customers; and we are committed to the values of a One Stop Shop, Needs Based Selling and World Class Services. We will leverage on a shared distribution model across all parts of the Group network, and will customise and differentiate our product offerings by segment to meet the needs of our four different types of customers: High Net Worth, Affluent, Mass and SME. The Group will also capitalise on technology to achieve high performance in processing times and customer service. Innovation will further drive the Group’s differentiation in the market.
 

2. Leading ASEAN Wholesale Bank and eventually to expand into the Middle East, China and India

We plan to become the leading ASEAN wholesale bank by building domestic leadership while aggressively pursuing regional expansion. This will involve enhancing our corporate relationship model. Strategic initiatives will include: v Improving domestic and regional market position for corporate and non-retail deposits v Building a regional investment bank v Increasing contributions to revenue from non-domestic markets and increasing the fee to income ratio contribution We also intend eventually to expand into the Middle East, China and India.
 

3. Sustainable Champion for Insurance and Takaful

We seek to be the domestic insurance champion and an emerging regional player by 2015 through the growth of our life, general insurance and takaful business, carried under the Etiqa brand. The objective is to build a sustainable and profitable business. For general insurance and takaful, the Group will keep pace with industry growth while maintaining a healthy portfolio mix and supporting a better combined ratio compared to the market. To achieve organic growth in life/family business, we are aggressively growing the assets under management (AUM) of our life/family funds through product innovation. This will drive the build-up of surpluses attributable to shareholders. On the asset management front, the strategy of our asset management subsidiary is to build a leading asset management brand by providing strong investment management support for Etiqa funds, wholesale funds and institutional mandates as well as by leveraging on Maybank’s extensive distribution network.
 

4. Truly Regional Organisation

Our aspiration is to become a truly regional organisation with approximately 40% of loans and pre-tax profit derived from international operations by 2015. This will be driven by our key markets of Indonesia and Singapore. At the same time, we are developing a presence in the Philippines, Cambodia, Vietnam and China by building scale and scope in these growth markets.
 

5. Leading Islamic Bank in ASEAN

Our target is to have one-third of our domestic financing backed by Islamic financial assets by 2015. To achieve this, our Islamic banking operations will take full advantage of Maybank’s huge domestic branch network as well as its electronic banking platforms and the various distribution outlets of our strategic partners. We also aim to grow our Islamic business in markets like Indonesia and Singapore as part of our focus on the ASEAN region. Our Islamic banking operations, meanwhile, will focus on delivering innovative and globally accepted products and services that differentiate us from other Islamic financial institutions.