HSBC and technology partner SAS named as winners for the Best Data and Analytics Project Award by Asian Banker

KUALA LUMPUR, 26 March 2008 - HSBC (Malaysia) and SAS Malaysia was recently awarded the Best Data and Analytics Project Award 2007 at the annual Asian Banker IT Implementation Awards held recently in Hanoi, Vietnam.

The HSBC-SAS win was for the implementation of a mortgage anti-attrition model, card usage behavior segmentation and customer value project.

Held in conjunction with The Asian Banker Summit, the coveted award was in commendation of technological excellence and best practices in the financial services industry; and selected through a rigorous selection process by a an international panel of leading global industry experts including highly experienced bankers and ex-bankers.

The Best Data and Analytics Project Award 2007 was jointly awarded to HSBC and on the basis that the SAS implementation has allowed HSBC to better understand its customers’ financial traits to tailor services to better suit their needs:-

1. Within six (6) months of the Mortgage Anti-attrition Solution implementation, the SAS model helped identify HSBC customers with high probability of refinance their home loans – reducing attrition by over 36 percent and outward refinancing by 55 percent.
   
   
2. The Card Behavior Segmentation model - that helps segment customers by their spending pattern, tasted success with a 28 percent improvement in post-campaign spending by the target direct mailer customers.
   
   
3. Meanwhile, the SAS Customer Value Project has allowed HSBC to better manage its customer portfolios by providing a logical basis for applying different sales channels and strategies to high, medium, and low value customers.

Award criteria was based on time and ease of implementation, ROI to the bank, speed of processes, efficiency improvement, customer satisfaction, technical innovation and system design;

“SAS is proud to be credited in this milestone accomplishment as the award is judged by leading executives from the regional banking fraternity. This (award) firmly establishes SAS BI solution and implementation credibility within the banking industry,” added Jimmy Cheah, Managing Director of SAS Malaysia.

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW ®. www.sas.com