Nova Faisal, SH., Kn
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PT Bank Artha Graha Internasional, Tbk Tinjauan Pendukung Bisnis
Overview Business Support Management Discussion and Analysis
Good Corporate Governance Tanggung Jawab Sosial Perusahaan
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BIRO ADMINISTRASI EFEK
Securities Administration Bureau
PT Blue Chip Mulia
Gedung Tempo Pavilion 1, Lantai 8 Jalan H.R. Rasuna Said
Kav. 10-11 Jakarta 12950
Tel. : 021 5201983
KANTOR AKUNTAN PUBLIK
Public Accountant Firm
Tjahjadi Tamara
Gedung Jaya, Lantai 4 Jalan M.H. Thamrin Nomor 12
Jakarta 10340 Tel. : 021 31908550
BURSA PENCATATAN EFEK
Indonesia Stock Exchange
Bursa Efek Indonesia
Indonesia Stock Exchange Gedung Bursa Efek Indonesia,
Menara 1 Jalan Jenderal Sudirman
Kaveling 52-53 Jakarta 12190
Tel. : 021 5150515
Lembaga Profesi Penunjang Pasar Modal
Capital Market Support Bodies
NOTARIS
Notary
M. Nova Faisal, SH., M.Kn
Cyber 2 Tower, lantai 22 Jl. H.R. Rasuna Said Blok X-5 No. 13
Jakarta Selatan 12950 Tel : 021-29021312
Dr. Irawan Soerodjo, S.H.,MSi.
Jl. K.H. Zainul Arifi n No.2 Komp. Ketapang Indah
Blok B-2, No.4-5 Jakarta 11140
Tel. : 021 6301511
KANTOR KONSULTAN HUKUM
Legal Consultant Firm
Prisma Co Law Firm
Cyber 2 Tower, 22nd Floor Jl. HR. Rasuna Said Blok X-5,
No.13 Jakarta 12950 Tel. : 021 29021315
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Annual Report
PT Bank Artha Graha Internasional, Tbk Informasi Bagi Pemegang Saham dan Investor
Shareholders and Investors Information Report to Shareholders and Stakeholders
Company Profile Laporan Kepada Pemegang Saham dan Pemangku Kepentingan
Wilayah Kerja dan Operasional
Work Area and Operations
Keterangan
Description
:
Tahun Year
2015 2014
Kantor Cabang Branch Office
39 37
Kantor Cabang Pembantu
Sub-Branch Office 64
63
Kantor Kas Cash Office
15 11
Payment Point Payment Point
14 15
Medan
Pekanbaru
Jambi Pontianak
Berau
Samarinda
Balikpapan Banjarmasin
Bandung Semarang
Solo Bali
Surabaya
Palembang
Lampung
Jabodetabekar
Batam
Pangkal Pinang
PT Bank Artha Graha Internasional, Tbk
78
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PT Bank Artha Graha Internasional, Tbk Tinjauan Pendukung Bisnis
Overview Business Support Management Discussion and Analysis
Good Corporate Governance Tanggung Jawab Sosial Perusahaan
Corporate Social Responsibility
Ternate Bitung
Manado
Watampone
Makasar Kendari
Ambon
Kupang
PT Bank Artha Graha Internasional, Tbk
79
Tinjauan Pendukung Bisnis
Business Support Overview
Produk, Pemasaran, dan Pangsa Pasar
Products, Marketing, and Market Shar
e
Sumber Daya Manusia
Human Capital
Teknologi Informasi
Information Technology
Pengungkapan Permodalan, Eksposur Risiko Dan Penerapan Manajemen Risiko Bank
Disclosures of Capital, Risk Exposure, and Implementation of Bank Risk Management
PT Bank Artha Graha Internasional Tbk
Annual Report
Laporan Tahunan
2015
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Annual Report
PT Bank Artha Graha Internasional, Tbk Informasi Bagi Pemegang Saham dan Investor
Shareholders and Investors Information Report to Shareholders and Stakeholders
Company Profile Laporan Kepada Pemegang Saham dan Pemangku Kepentingan
Produk, Pemasaran, dan Pangsa Pasar
Sejalan dengan Visi “menjadi bank terbaik pilihan masyarakat yang dikagumi stakeholders”
, peningkatan komposisi dana murah masih menjadi tujuan utama dalam penerapan strategi pemasaran di bidang pendanaan dengan harapan dapat
memberikan solusi keuangan dengan biaya rendah kepada masyarakat, memaksimalkan peningkatkan jumlah nasabah tabungan dan meningkatkan loyalitas nasabah sehingga
tercipta nilai lebih bagi stakeholders. Products, Marketing, and Market Share
In line with the vision “to become the best bank of people’s choice and admired by stakeholders”, the improvement of CASA composition remains the main goal in implementing marketing strategy in funding with the hope of providing
low-budget financial solution to the community, optimizing the number of savings customer, and improving customer loyalty to create higher added value to stakeholders.
Industri di sektor keuangan sangat potensial dan prospektif. Semakin kompleks dan dinamisnya industri keuangan
khususnya di Indonesia tidak lepas daripada sikap antisipatif terhadap fakta bahwa sektor keuangan sangat rentan dan
menjadi urutan teratas sebagai sektor yang paling mudah terkena krisis. Peran Bank sebagai lembaga intermediasi sangat
bergantung pada kepercayaan dan kepuasan nasabah, baik pihak yang memiliki maupun yang membutuhkan kapital.
Kesinambungan produk dan pemasaran memiliki proporsi yang sangat besar terhadap kelanjutan bisnis yang dijalankan
Bank. Selain itu persaingan yang semakin ketat dan teknologi informasi yang semakin maju harus dapat direspon secara
positif oleh Bank. Oleh karena itu, strategi yang matang dan sasaran pemasaran yang tepat di tahun 2015 menjadi hal yang
sangat diperhatikan Bank Artha Graha Internasional dengan terus meningkatkan sarana pelayanan keuangan dengan
menjalankan strategi pemasaran yang unggul untuk menjaring nasabah baru dan memberikan nilai lebih bagi nasabahnya.
MANAJEMEN PENGEMBANGAN PRODUK DAN PEMASARAN
Berdasarkan hal tersebut, Bank Artha Graha Internasional membentuk fungsi pengelola aspek pengembangan produk
dan pemasaran di bawah garis koordinasi Direktur Konsumer MSME yang dijalankan oleh Divisi Product Development
E-Banking dan Divisi Network Sales Management. The financial industry is highly potential and prospective. The
increasingly complex and dynamic financial industry particularly in Indonesia cannot be separated from the anticipatory behavior
of the fact that financial sector is highly vulnerable and places the first rank in the list of sectors vulnerable to crises. Bank’s role
as an intermediary institution highly depends on customer trust and satisfaction, either those having or in need of capitals.
Product and marketing sustainability holds a massive proportion to the business sustainability run by the Bank. In addition,
fiercer competition and advanced information technology need to be positively responded by the Bank. Related therefore,
proper plan and marketing targets in 2015 became the focus of Bank Artha Graha Internasional by constantly improving
the financial service facilities by running excellent marketing strategies to attract new customers and provide added value
for its customers.
PRODUCT DEVELOPMENT AND MARKETING MANAGEMENT
Based on the matter, Bank Artha Graha Internasional establishes the product development and marketing management
function under the coordination line of Consumer and MSME Director which is run by Product Development and E-Banking
Division and Network and Sales Management Division.
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PT Bank Artha Graha Internasional, Tbk Tinjauan Pendukung Bisnis
Overview Business Support Management Discussion and Analysis
Good Corporate Governance Tanggung Jawab Sosial Perusahaan
Corporate Social Responsibility
Indrastomo Nugroho
PROFIL KEPALA DIVISI PRODUCT DEVELOPMENT E-BANKING PROFILE OF HEAD OF PRODUCT DEVELOPMENT AND E-BANKING DIVISION
PENGELOLA PENGEMBANGAN PRODUK
Fungsi pengelola aspek pengembangan produk dijalankan oleh Divisi Product Development E-Banking yang membawahi
Bidang Pengembangan Produk Dana dan Layanan, Pengembangan Produk E-Banking, Marketing dan Komunikasi,
Business Process, dan Pengembangan Produk Kredit.
PRODUCT DEVELOPMENT MANAGEMENT
The product development management function is run by Product Development and E-Banking Division which leads
the Fund Product and Service Development Department, Marketing and Communications, Business Process, and Credit
Product Development.
Direktur Konsumer MSME Director Consumer and MSME
Divisi Product Development E-Banking Division Product Development and E-Banking
Bagian Pengembangan Produk
Dana Layanan Department
Fund Products and Services
Development Bagian
Pengembangan Produk E-Banking
Department E-Banking Product
Development Bagian
Marketing Komunikasi Department
Marketing and Communication
Bagian Business Process
Department Business Process
Bagian Pengembangan
Kredit Department
Lending Products Development
Profil Kepala Product Development E-Banking dapat dilihat pada Bagian Profil Ringkas Pejabat Eksekutif.
The profile of Head of Product Development and E-Banking Division can be found in the Section of Brief Profile of Executive Officers.
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PT Bank Artha Graha Internasional, Tbk Informasi Bagi Pemegang Saham dan Investor
Shareholders and Investors Information Report to Shareholders and Stakeholders
Company Profile Laporan Kepada Pemegang Saham dan Pemangku Kepentingan
KEBIJAKAN PENGEMBANGAN PRODUK
Arah kebijakan terkait pemasaran Bank Artha Graha Internasional selaras dengan misi perusahaan dalam
memberikan solusi keuangan yang komprehensif dan inovatif sesuai kebutuhan pasar. Terkait dengan hal tersebut,
Bank Artha Graha Internasional telah menyusun kebijakan pengembangan produk untuk menjangkau pangsa pasar yang
lebih luas sebagai berikut : 1. Mengembangkan produk dan jasa Perbankan
Pengembangan produk dan jasa perbankan pada tahun 2015 difokuskan pada peningkatan penggalangan dana
murah CASA dan penyaluran pinjaman kepada sektor Usaha Mikro, Kecil dan Menengah UMKM maupun
pembiayaan rumah sederhana.
2. Meningkatkan kualitas pelayanan Unggul dalam memberikan pelayanan kepada nasabah,
Bank Artha Graha Internasional menerima penghargaan The Best of WoW Service Excellence Award 2015
kategori saving account BUKU I + II. Melalui berbagai pelatihan dan evaluasi frontliners semakin dituntut untuk
dapat melayani sekaligus memberikan solusi keuangan yang paling tepat sesuai dengan kebutuhan bagi nasabah
maupun calon nasabah.
3. Mengembangkan produk dan layanan berbasis IT Pengembangan produk dan layanan berbasis IT
ditanggapi dengan sangat serius. Bank Artha Graha Internasional melakukan peningkatan core-system untuk
mengakomodasi kebutuhan perbankan digital yang dapat mendukung kebutuhan transaksi perbankan
sehari-hari nasabah. Nasabah makin dimudahkan dengan penambahan fitur berupa pembelian dan pembayaran
berbagai macam tagihan melalui ATM dan internet banking, serta penambahan jaringan ATM.
SASARAN KEGIATAN PENGEMBANGAN PRODUK
Kegiatan pengembangan produk harus memiliki arah dan tujuan yang jelas dalam pelaksanaannya sehingga perlu
ditentukan sasaran yang ingin dicapai. Bank Artha Graha Internasional tentunya telah memiliki rencana pengembangan
bisnis baik jangka pendek, menengah maupun jangka panjang khususnya terkait pengembangan produk dan layanan yang
dijalankan diantaranya :
PRODUCT DEVELOPMENT POLICY
The direction of Bank Artha Graha Internasional marketing policy is in accordance with Corporate mission in providing
comprehensive and innovative financial solutions according to market needs. In relation to such issue, Bank Artha
Graha Internasional has formulated the policy on product development to reach vaster market share as follows:
1. Developing banking products and services The development of banking products and services in 2015
was focused on improvement of Current Account Savings Account CASA, distribution of loans to Micro, Small and
Medium Enterprises MSME sector, and affordable house financing.
2. Improving quality of service Excellent in providing services to customers, Bank Artha
Graha Internasional received the award The Best of WoW Service Excellence Award 2015 in savings account BUKU
I + II category. Through various trainings and evaluation, the frontliners are constantly demanded to be able to serve
and provide the proper financial solutions in accordance with customer’s or potential customer’s needs.
3. Developing IT-based products and services The development of IT-based products and services
is welcome seriously. Bank Artha Graha Internasional improves the core system to accommodate the digital needs
of banking which may support daily banking transactions for the customers. The customers are facilitated with the
addition of features such as the purchase and payment of various billings through ATM and internet banking as well
as addition of ATM network.
PRODUCT DEVELOPMENT ACTIVITY TARGETS
The implementation of product development activities need to have clear direction and goals, therefore a target is needed
to be set. Bank Artha Graha Internasional certainly has business development plan either short- mid- or long term particularly
for the development of its products and services such as:
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PT Bank Artha Graha Internasional, Tbk Tinjauan Pendukung Bisnis
Overview Business Support Management Discussion and Analysis
Good Corporate Governance Tanggung Jawab Sosial Perusahaan
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• Melengkapi produk kredit dan pendanaan sesuai dengan tahapan usia nasabah.
• Membangun sinergi dengan pemerintah dan pemangku kepentingan untuk meningkatkan
kesejahteraan masyarakat melalui penyaluran pembiayaan UMKM dan pembiayaan kepemilikan
rumah sederhana bersubsidi.
• Meningkatkan pendanaan murah yang berkesinambungan melalui pengembangan produk
dan program CASA yang inovatif. • Perluasan electronic channel yang memberikan
kemudahan akses perbankan kepada nasabah. • Peningkatan fitur dan layanan terutama melalui
electronic channel yang memberikan kenyamanan dan keamanan bertransaksi nasabah.
• Completing lending and funding products according to
customer’s age level. •
Building synergy with the government and stakeholders to improve community welfare through MSME financing
distribution and subsidized affordable house ownership financing.
• Improving sustainable CASA through product development
and innovative CASA program. •
Expanding electronic channel to provide easy banking access to customers.
• Improving features and services particularly through
electronic channel to provide convenience and security for customer’s transactions.
Jangka Pendek
Short-Term
Jangka Menengah
Mid-Term
• Meningkatkan transaksi nasabah melalui semua jaringan yang dimiliki Bank dengan pengembangan
sistem multi biller yang terintegrasi.
• Peningkatan customer base dengan membangun bisnis kartu kredit .
• Penggalangan dana murah melalui pengembangan transaksi
e-money untuk mendukung Gerakan Nasional Non Tunai.
• Meningkatkan pemberdayaan sektor mikro dan unit kerja desa melalui produk pembiayaan mikro serta
sinergi dengan mitra strategis. • Perluasan akses layanan dan transaksi keuangan
masyarakat melalui pengembangan program Laku Pandai.
• Improving customer transactions through all Bank channels
with integrated multi-biller system development. •
Improving customer base with establishment of credit card business.
• Collecting CASA through e-money transaction development
to support Non-Cash National Movement. •
Improving empowerment in micro sectors and village work unit through micro financing products and synergy with
strategic partners. •
Extending access to service and community financial transactions through Laku Pandai program development.
Jangka Panjang
Long-Term
• Pengembangan bisnis bancasurrance. • Peningkatan
customer engagement melalui pengembangan bisnis dan layanan
wealth management.
• Pengembangan produk dan layanan pembayaran berbasis
e-commerce. • Meningkatkan kemudahan layanan dengan platform
digital banking terkini. • Pengembangan sistem layanan nasabah melalui
pengembangan call center yang terintegrasi dengan
semua lini bisnis bank. •
Developing the business of bancasurrance. •
Improving customer engagement through business development and wealth management service.
• Developing e-commerce-based payment products and
services. •
Improving convenient to services with current digital banking platform.
• Developing customer service system by developing call
center which is integrated with all bank business lines.
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Shareholders and Investors Information Report to Shareholders and Stakeholders
Company Profile Laporan Kepada Pemegang Saham dan Pemangku Kepentingan
STRATEGI PENGEMBANGAN PRODUK
Strategi pengembangan produk harus sejalan dengan rencana bisnis dan sasaran pengembangan produk Bank Artha Graha
Internasional tahun 2015, sehingga dapat meningkatkan jumlah nasabah, volume dana pihak ketiga, serta fee-based
income melalui peningkatan kualitas layanan, efektivitas promosi khususnya untuk mendukung pemasaran produk,
program dan layanan yang disediakan.
Tahun 2015 menjadi salah satu momen penting dalam perjalanan Bank Artha Graha Internasional. Terhitung beberapa
produk maupun program promosi dan layanan perbankan yang telah dihasilkan berhasil menggiring pertumbuhan positif
baik di sektor penghimpunan dana maupun pinjaman.
Strategi pengembangan produk yang diterapkan meliputi aspek :
1. Kemudahan akses Seiring perkembangan teknologi, bank mendapatkan
tantangan berat untuk dapat mengantarkan layanan perbankan ke nasabahnya tanpa harus datang ke bank.
Bank Artha Graha Internasional telah melengkapi layanan perbankan online 24 jam dengan berbagai kemudahan
pembelian dan pembayaran tagihan. Selain penambahan fitur tersebut, untuk melengkapi kemudahan akses
layanan, Bank Artha Graha Internasional menambahkan jaringan mesin ATM off premises di lokasi-lokasi strategis,
seperti tempat pembelanjaan, sekolah serta rumah sakit.
2. Solusi keuangan bagi pelanggan Bank Artha Graha Internasional menjawab kebutuhan
manajemen keuangan nasabah dengan menyediakan produk dan program yang disesuaikan dengan target
market, serta kegiatan dan bidang usaha masing-masing nasabah.
3. Komunikasi Kunci dari peningkatan kinerja produk dan layanan Bank
Artha Graha Internasional terdapat pada cara Bank Artha Graha Internasional berkomunikasi kepada target market
yang dituju. Fokus Bank Artha Graha Internasional adalah membangun sinergikemitraan dengan mitra strategis
untuk dapat meningkatkan efektifitas kegiatan pemasaran.
PROGRAM KERJA DAN KEGIATAN PENGEMBANGAN PRODUK DAN
LAYANAN
Strategi pengembangan produk dituangkan dalam bentuk program kerja yang telah disusun setiap tahunnya untuk
mencapai target atau sasaran kegiatan pengembangan produk. Program kerja yang dijalankan selama tahun 2015 terkait
kegiatan pengembangan produk adalah sebagai berikut :
PRODUCT DEVELOPMENT STRATEGY
Product development strategies need to be in line with business plan and product development targets for Bank Artha
Graha Internasional in 2015 so as to improve the number of customers, third party fund volume, and fee-based income
through improvement of service quality, effectiveness of promotion particularly to support product marketing, program,
and provided services.
2015 was a milestone in Bank Artha Graha Internasional journey. Several products and promotional programs and banking
services generated have brought positive growth both in fund collection and credit sectors.The applied product development
strategies include the aspects of:
The applied product development strategies include the aspects of:
1. Convenient Access As technology grows, the Bank faced significant challenges
to be able to deliver its banking services to the customers without having to visit bank’s office. Bank Artha Graha
Internasional has provided 24-hour online banking services with various conveniences in purchase and billing
payment. In addition to the additional features, to improve convenient service, Bank Artha Graha Internasional also
added off-premises ATM network at strategic locations such as shopping centers, schools, and hospitals.
2. Customer Solution Bank Artha Graha Internasional answer to our customer’s
financial managerial needs by providing the products and programs tailored to the target market, in addition to their
activities and lines of business.
3. Communication The key to the improvement of product and service
performance at Bank Artha Graha Internasional there in our communication method with our target market. Bank Artha
Graha Internasional focus is to build synergypartnerships with strategic partners to improve the effectiveness of
marketing activities
PRODUCT AND SERVICE DEVELOPMENT WORK PROGRAM AND
ACTIVITIES
Product development strategies are contained in the work program prepared annually to achieve the target of product
development. The work programs implemented throughout 2015 for product development are as follows:
87
PT Bank Artha Graha Internasional, Tbk Tinjauan Pendukung Bisnis
Overview Business Support Management Discussion and Analysis
Good Corporate Governance Tanggung Jawab Sosial Perusahaan
Corporate Social Responsibility