Formulating e-business strategy for branchless banking: A case of a bank in Indonesia

PT XYZ launched branchless banking product named MNO in April 2015 to support Branchless Financial Service from Otoritas Jasa Keuangan. But until April 2016, the number of MNO customers still few and far from the targets set in the business plan. The main problem faced by PT XYZ is because they have not had experience in the field of branchless banking. In this research, e-business strategies for branchless banking product is prepared in order to compete with products from other banks. E-business strategy formulation is done using a Chen framework with data collection techniques consisting of interviews, observation, and document review. This research results in 16 e-business strategy for PT XYZ branchless banking product.