Yes Bank : "Changing the rules of the game"

Essay by nikhilstarUniversity, Master's April 2009

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Table of Contents

3Not just another "ME TOO" �

4History and evolution of banking reforms �

6"Differentiating" is the name of the game �

8Technology �

8Human Capital - a strategic asset �

10A Successful Market Entry �

11Outlook �

11Promotion �

11Growth Story �


18References �


"YES BANK: Changing the rules of the game"

"One of the strengths and differentiating features of Yes Bank is its knowledge banking approach. Our approach is service oriented; we offer what is missing in the market place. We offer choice and convenience to customers."

Rana Kapoor, Late founder, Yes Bank

(Source: "Wireless Banking getting nod",

Not just another "ME TOO"

It was December of 2006 when businessworld rated Yes Bank as the third largest bank in a survey that included both public and private sector banks. This was not the only award the bank got.

It has received a number of accolades since its inception in 2004. Considering a late entry in a industry where all others have a prominent set up in the market and the skepticism it faced from the experts on the announcement of entering into this overcrowded market.

The bank differentiated itself from what they called "knowledge banking approach " which has a huge emphasis on technology and human resource. The knowledge banking concept was the main differentiator and using this approach they were planning to give specialized services to sunshine industries via their domain experts. It had a unique strategy of outsourcing its technology (IT) to some proven players of the market and hence focuses on its competitive edge and core business of banking and gave superior services to the customers. Another area where they focused was that of Human Resources. They recognized that in such an...