important driver for banks which have left the e commerce trial phase at the beginning of e
commerce diffusion. Banks in Denmark, the US and even Germany assess the benefits of e
commerce in the field of automation and increasing efficiency by using economy of scale effects
as an important driver of e commerce investments. E commerce as an enabler to expand
markets, to enter new business areas or to improve the coordination with suppliers and customers
are also seen as important drivers, especially by Danish and American banks. In these areas,
German and French banks rank these factors also as very important in comparison to other
factors, but still below the leading nations.
The governmental contribution to the diffusion of e commerce does not seem to be important in
all the surveyed countries. With the exception of France, where online business with the
government seems to require e commerce standards, banks do not assess the impact of the
government as a driving factor.
FIGURE 26 E banking Related Drivers in the Banking Sector
To expand To enter new To improve
competitors required it
Source: CRITO Global E Commerce Survey, 2002; results are weighted by total number of establishments in banking/finance
sector by size of firm.
Aside from the e commerce drivers, the questionnaire also investigates the most important
barriers to doing business online (Figure 27). Analogous to Figure 26, a five point scale was
used, where 1 corresponds to not an obstacle and 5 to a very significant obstacle.
Interestingly, banks in the US rated the obstacles highest on average. While the need for
customer face to face interaction is not an important obstacle in Germany or France, American
and Danish banks rate this obstacle as an important barrier. American banks, followed by French
and German ones, regard security reasons as an important obstacle. While the obstacles in the
field of customer support and a lack of e commerce skilled staff are more or less equal in these