Otomatik vezne makinaları (ATMs) ve uygulamaları
Autamated teller machines (ATMs) and applications
- Tez No: 30842
- Danışmanlar: PROF. DR. METE DOĞRUER
- Tez Türü: Yüksek Lisans
- Konular: Bankacılık, Banking
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1994
- Dil: Türkçe
- Üniversite: Marmara Üniversitesi
- Enstitü: Sosyal Bilimler Enstitüsü
- Ana Bilim Dalı: Bankacılık Ekonomisi ve İşletmeciliği Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 113
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Özet (Çeviri)
T.R. MARMARA UNIVERSITY INSTITUTE OF BANKING AND INSURANCE DEPARTMENT OF BANKING AUTOMATED TELLER MACHINES (ATMs) AND APPLICATIONS MASTERS THESIS CONSULTANT : PROF. DR. METE DO?RUER PREPEARED BY : A.C.BANU ÇA?LAR ISTANBUL - JANUARY 1994CONTENTS INTRODUCTION 1 1. HISTORY OF ATMs 2 2. LEGAL STATUS OF ATMs 4 3. MARKETING AND COSTS 6 4. ATM SECURITY 9 5. SWITCH ;. 11 6. APPLICATIONS OF ATMs 13 7. AN ATM PROJECT ADVISED TO BANKS 14INTRODUCTION As the role of technology in banking is changing, the way a bank uses technology today determines its whole image in the marketplace. Originally, technology in banks was merely to reduce costs. Many of the early systems simply replaced clerical bank office functions with com puterisation and computer-controlled automation. Today, the form of technology determines bank image. The features of the ATM simply describe what the product capabilities are. These are very important to the customer in educating them about the ATM. As ATMs are new to the Turkish market many potential ATM users are unawa re of what an ATM is and what it can do as far as banking is concerned. It is important that all bank staff be fully knowledgeable ;. on all of the product features of banks1 ATMs. An ATM which stands for“Automated Teller Machi ne”, enables the banks' customers to perform routine transactions at the machine without the necessity of a live teller. The customer accesses the machine by inser ting his ATM card. The customer then goes through the en tire transaction with the help of the instructional scre ens located on the ATM.1. HISTORY OF ATMs It was the first generation cash dispenser that really changed the role of technology in banking. The co ming of the old mechanical cash dispenser 1 5 years ago made it possible to offer out of hours cash withdrawal for the first time. These old machines accepted a paper or plastic voucher. The machines read the punched holes in the voucher and gave out a wad of notes in a contai ner. Then the vouchers had to be processed through the banks clearing system in order to debit the relevant ac count. The ATM made this process electronic, using a magnetic voucher instead of the old mechanical voucher. The electronic message was routed to the paying branch and the machine did the counting, too. ATMs primary purpose is to reduce the drugery and remove the inaccuracies of counting out cash. A secondary purpose is to reduce the risks that are inherent an cash tills being open for counting. The ATMs were tecnologically, rationalization of the mechanical cash dispensers. It enhanced the out of hours cash withdrawal service, by making it flexible. Customers responded very much more positively to this flexibility than Çhey had to the older restrictive machi nes. So as well as improving the service, the ATM opened the eyes of bankers to the reality of something they had never thought possible - self-service banking as a profi table activity in its own right. All ATM' s are located mostly in secured, comfor table and private vestibules. A vestibule is an enclosed room that is actually part of the existing branch. This room is partitioned off and locked, so that the banks' customers can still use the ATM -even when the branch is closed. Most of the banks offer the following transaction features to the customers : - Cash withdrawals can be made from the custo mers' demand account up to XXXX TL per day per account. - Customers may obtain a cash advance from their credit card account issued by the bank. - Customers can check their balances by doing a balance inquiry on any demand account linked to an ATM card.An amount that is cash can be deposited to the customers' demartd account. Any amount can be transferred from one account to another. Customers can request a statement to be mailed or can print one for the demand accounts that are linked to an ATM card. The secret ATM access codes can be selected by the customer to insure maximum security and privacy.4 2. LEGAL STATUS OF ATMs ATM cards can not be named as Promissary Notes, because as the card and the related code is given to ATM, customers will be able to withdraw money at the moment or do other types of transactions. ATM cards are used as a“key”by customers to access the ATM, but also the code is needed, so only the card is not enough for ATM to identify the customer. On the side of banks, it can be exactly said that ATMs are investments. There is a differenciation between the costs of ATMs and their maintenance costs are pretty high. This means that in their planning period, banks should take care of their capital investments and costs, make realistic forecasts about the investments, and behave parallel to these forecasts. Banks and customers have some responsibilities to each other related to their relationships. First of all; as banks install the electronic systems, and know about these systems more than the cus tomer, they have to inform their customers and in the Act of ATM card, every point must be notified clearly. Banks usually give a copy of their ATM Act to customers. Inspite of the fact that customers should be in formed periodically, there is not any regulations in our law about informing customers, time limitations about ob jections to these periodic statements, and the results of these objections. In the ATM act of the banks, it is said that after the transaction is occured, bank records will guide to the problems. Banks also have to take care of their customers. If there is a card which is stolen or lost, as soon as the customer informs his/her bank, the bank should pro tect this card to be used in ATMs. As ATMs are faster and cheaper than tellers and as there are no queues, on their side, customers prefer to make their transactions by using ATMs. Customers are responsible to keep their ATM cards and the given code carefully and to provide the card from being used by others. As ATMs are not capable of control ling the authority of users or the card, it is really im portant to keep the card and its code, also the code must not be written on the card. In the position of ATM card being lost or stolen, bank must be informed by customer as soon as possible, if not; customer will be responsible for the transactions which has been made by this card.The major benefits that customers can derive from utilizing the ATM can be outlined as follows: - Most routine banking transactions are available to banks ' customers 24 hours a day, 7 days a week without having to go inside the branch. Customers will no longer have to worry about rushing to the bank before it closes at mid-day or at 4pm to conduct their routine transactions. - Customers no longer have to wait on long queues during their lunch break or free time to do their routine banking. The ATM usually has no signifi cant queues and the transaction time is signifi cantly quicker than going to the live-teller. - Customers can do most of their routine banking transactions throughout Turkey by only carrying their ATM cards. - ATM transactions are handled quickly, efficiently and provide the customer with a detailed record of his transaction. - ATMs offer to customers an environment to handle their routine transactions that is extremely pri vate, secure and comfortable. - ATMs enable banks ' customers to speak directly with a Bank CSU representative if they are having difficulty with anything at the ATM by simply using the ATM telephone.3. MARKETING AND COSTS On the marketing step, both the view of the cus tomer and the operators position must be taken into con sideration. ATMs must be readable, fast, easy to use, re achable and trustable for customers, and also easy to use during balancing and maintenance for operators. As ATMs represent banks, the best qualified ser vice must be provided and to give the image that system has to be trustable, working good and faults must be mi nimized. Response time of ATMs must not exceed 1 0 seconds for the customers of the bank, and this period has to be 30 seconds if there is shared usage...v After the important goals and objectives for the ATMs to assist are decided by the bank, it can be seen how the customers, the staff and the bank will all bene fit from a successful launch of the ATM program. Without an enthusiastic support, the following goals and objecti ves can never be achieved. One of the most important objectives of a banks' ATM program is to increase the customer account base. It has been shown that if promoted correctly, ATMs can at tract a significant amount of new customers to the bank that are interested in utilizing this enhanced banking service. Generally, the type of customer who is attacted to this service is younger, better educated and occupied in a professional career and therefore tend to maintain higher balance level. Growing the account base, benefits all employees of the bank because it increases the banks' revenues and long term standing as a successful bank in the country. To off-load as many of the routine transactions from the live teller to the ATM as possible is a major goal. By accomplishing this objective, the customers have shorter queues inside the lobby of the bank and those that must utilize tellers for their transactions will be able to get a greater level of service since the teller spends more time in assisting them. The bank staff bene fits from having the branch less crowded. The bank bene fits by getting more expensive paper-based transactions shifted to the ATM which can process them in a quicker and less expensive manner. Another major goal of an ATM program is to incre ase the service levels to the banks ' customers. Many of the ATMs today are being utilized as cash machines. Depo sits and balance inquiries are hardly utilized. One of the biggest banks in Türkiye has set up a goal to have ATM deposit accounts for 5 % of the total transactions done at the ATM.If a bank can get the ATMs to be utilized for mo re functions besides cash «witdrawals, they anticipate to give the tellers the opportunity to work with the custo mer service representatives. At first, this concept sho uld be tested at the branches that have the highest ATM activity. If the concept proves to be successful in inc reasing the levels of customer service, it can then be implemented in other branches once the ATM is handling a significant amount of the retail transactions. Once again the Customer Service Unit and branch staff are the key elements in helping the bank to achieve this very impor tant goal. The bank should reinforce the features and be nefits of using ATMs to the customers, so that each mac hine can reach the 50 % transaction level. During advertising and promotion of the ATMs, af ter the target is defined, the target market must be cho- osen and then ATM places has to be selected by the bank. These places could be: - big branches - supermarkets - hospitals - universities - airports For the off-premise ATM locations to get a suc cess, it is important that the branch staff make sure that all of the customers have had a demonstration on the ATM, understand the functions of the ATM and how to ope rate the machine. You then convince them to use the ATM by selling the customers on the many benefits that can be attained by using ATMs. Banking transactions costs are also decreased by ATMs. The search which was made in U.S.D. indicated that, a cheque transaction costs around 0.42-2.00 USD, but the cost of an ATM transaction is 0.15-1.50 USD. Begining costs are machines, equipments, cons truction hardware, software and card prices. Constant costs are PTT fees, occupation, and maintenance. If an ATM has an on-line connection with branch, 5 million TL/month is saved on rental of PTT lines. If it is not and going to be installed at a station or somewhe re else, then bank makes mothly payments for line cons truction. Also for items such as control of the system and maintenance of machines, banks has to keep regular employees and the ocuupation cost per employee changes according to the number of ATMs.8 More than income, ATMs usually become cost items for the banks which does rtot have enough amount of depo sits and branches to process. Profit items of ATMs are related with net available demand deposit amount and to tal of available demand deposit amount. It is assumed that the deposit amount which will be collected in an ATM system is 300 million TL per machine. Most bankers currently view ATMs not as a pro duct, but as an alternative means of delivering a servi ce. Therefore, as was indicated earlier, they approach cost justification by comparing ATM delivery with tradi tional service delivery. Some of the bankers in U.S., however, also perci- eve ATMs as an additional means of convenience to custo mers. For such added convenience, they extract transacti on fees for the access card. While there is growing re cognition among bankers that explicit pricing for all services is the wave of the furture, the verdict is still out on how to price, for ATM convenience. To date, relatively few banks have had experience in charcing for ATM transactions. Most do not charge fees for fear it will inhibit customer use. Many bankers believe that, if a fee is imposed, it should be less than the cost of a normal teller tran saction in order to motivate customers to use the machine instead of the live teller. Others question whether a fee should be charged for convenience. These banks instead are exploring the cost justification of ATMs in a broader context-that of integrating ATM pricing into overall re tail service pricing.4. ATM SECURITY ATMs can be located almost anywhere-wherever a telephone line can be run and electrical power provided. From a bank marketing point of view, this means that banking facilities can be provided at locations that are convenient and attractive to a wide customer base. This permits a bank to retain its existing customers, attract new customers, and achieve other significant bank marketing objectives. Furthermore the cost of an ATM fa cility is relatively minor when compared to a full servi ce branch. In selecting an ATM site, the following factors must be considered :.v. Customer safety. Service personnel safety. Burglary.. Data security Each factor has an impact on the ultimate success of an ATM programme. Crimes against customers can and do occur at ATM sites. Bankers must consider the moral, legal and custo mer relations aspects involved. A major element has to be the site itself. Consumer protection programmes have al ready had a major impact on banking. The concept could be extended to the ATM site. Regardless of the legal impli cations, banks should be concerned with the safety of customers using bank facilities. Whenever an ATM is being serviced, both the mac hine and the personnel are potentially vulnerable to at tack, a factor that must be considered in site selection planning. An ATM is capable of issuing cash, receiving de posits, making account transfers, and performing similar functions. In brief, it is a banking facility and must be protected like a bank. This is true regardless of whether the ATM is located through the wall of the banking offi ce, in a shopping mall, on a college campus, or at other locations. One possible exception would be lobby ATMs that are located in a secure area during operating hours. However it is prudent even in the case of lobby units to provide some basic electronic protection to safeguard the unit from undesirable manipulation, malicious tampering, and vandalism.10 Each ATM should have a burglar alarm system, ho wever, electronic protection is a good investment because criminals are attracted to ATMs. A well-conceived system of electronic protection helps to safeguard bank assets, protects customer deposits, provides peace of mind for the bank, and confirms customer confidence. In addition, the system can be employed to provide protection for per sonnel servicing the units. Head contacts are provided for the ATM facia to detect attempts to remove the facia and thereby get to the ATM itself. A contact device is also provided for the door of the ATM chest. Whenever the door is opened, the contact device activates a circuit that transmits an alarm signal. At least one thermal detector is provided to detect attacts on the chest which produce heat. These basic devices provide a stable form of protection. False alarms caused by ambient conditions are minimized. Since ATMs must be capable of being serviced at any time, the personnel providing service are vulnerable to ambuss and duress. It is possible for a criminal to attack servicing personnel and force them to deactivate the alarm and open the ATM chest. Thus, it is vitally im portant to provide some means for the servicing personnel to signal their predicament. Smoke detectors should be considered for all ATM installations to protect against fire hazards, including the crime of arson. In many instances, these devices may be provided through the extension of the base building fire protection system. In other situations, they may ha ve to be added to the burglar alarm system. The latter case is particularly pertinent in free-standing ATM si tes. There, smoke detectors sholud be provided for the customer side and the service side. Detection and control devices at the ATM locati ons permit the activation of an alarm circuit. However these devices are of little value unless the alarm can be reported. The common methods for alarm reporting are: Local bell Connection to existing system Tape dialer system Digital dialer system Police alarm Central station alarm Proprietary system For ATMs, cameras have proved to be a major wea pon against customer fraud and a bank's major defense against the consumer protection. The cameras employed may be film cameras or clo sed-circuit television cameras. These cameras may be classified es transaction cameras or surveillance cameras in accordance with the application.11 5. SWITCH » As technology develop different applications, banks also build their own systems to cope with these services and to compete with other banks. Shared systems are evolving in many configurati ons. Participants may own and share their ATMs while the switching mechanism is jointly owned and operated on a non-profit basis on their behalf. Or the terminals may be proprietary, with participants sharing each others' ter minals while purchasing a standardized switching service from a bank or a third-party company. Rapid development of the payment card business, improvements in technology, competition on service levels and increase in cost of funds have broughtforward the ne ed for a national Switch System in Turkey. A national Switch System would improve the efficency of the national authorization process, reduce the potential for fraudu lent practices and ensure that the entire Turkish payment card system operates in a controlled and consistent man ner. BKM is the company which developed the SWITCH pro ject in Turkey. The BKM Switch System went live success fully on August 1, 1993. BKM Switch System supports re ciprocity for ATM and POS devices spread throughout Tur key, switches credit card transactions acquired at Tur kish banks for on-line/stand-in authorization. Also pro cessing and settlement are carried out by the Switch Sy stem to report on the funds to be transferred between all respective card issuers for national debit card trans fers. The reasons for entering into shared arrangements are diverse. The common thread, nevertheless, is concern over competition, the high cost of ATMs for many banks (particularly but not exclusively small banks) and the perception by banks and third parties that business op portunities exist in running the SWITCH. Two key points should be made with regard to sha red ATMs. First, a number of shared systems have proven successful. Second, this success has emerged at a time when pressure from ATM competition is heating up in many mar kets. As a consequence, banks without ATMs and those with mature ATMs in place are probing with increasing frequ ency the benefits of complementary alliances.12 The present status of ATMs on a worldwide basis is that acceptance is betber than ever and more in the countries that have not offered the service are actively developing ATM programs. Although this has not yet been promoted in the united Kingdom, the concept of inter-bank sharing of ATMs has become extremely popular in Japan, Europe and the United States. We are also seeing many mo re international ATM transactions than in the past thus causing some of the major banks to investigate the feasi bility of establishing international ATM networks.13 6. APPLICATIONS OF ATMs In the United States, customers regularly go to ATMs and they are pleased with ATMs, but they want to be protected in the case of burglary. Automated teller machine profitability in the U.S. is difficult to pin down. ATMs are involved in the general profitability of retail banking and are but one component contributing to the overall efficency and con venience of delivering financial services. In United States, the case, Independent Bankers Association of New York State v. Marine Midland Bank, ra ised the issue of whether an ATM used by a national bank1 s customers qualifies as a branch of that bank even if the ATM is owned by another institution. The ATM in dis pute is used by Marine Midland's customers but owned by Wegmans Food Markets, Inc. and located in its store in New York. Wegmans is a participating member of a shared ATM network, which is owned and operated by Marine Mid land Bank. In April 1984, a federal district court judge held that the use of Wegmans' ATM by Marine Midland's customers constituted unlawful branch banking and enjoi ned Marine Midland from using Wegmans' ATM in New York. However in February 1985, the U.S. Court of Appeals re versed this decision, enabling shared ATM networks to continue to develop free of federal branching restricti ons. It is the same also in England and withdrawal transactions in England had an increase of 14 % in compa rison to 1989 and reached to 820 millions, also number of ATMs had an increase of 14 %. According to the credit law of Germany, in the position of opening, changing place or closing a branch, Federal Audit Organization of Deutsche Bundesbank must be informed quickly. Also in Italy, to install ATMs, banks should get permission from Central Bank. In Turkey, the first ATM application is done by İş Bankasx at the end of 1986, and today there are 14 banks using ATMs. By the end of 1993, number of ATMs is 3.993 and there is 12.668.313 ATM cards used by customers. But as customers do not trust in machines without signing on a paper, withdrawal transactions are usually used. The definition of bank branches in Turkey is not clearly explained in the Law of Banks. In order to exami ne the branch concept of ATMs in Turkey, Law of 5590 is used and according to the laws' 9/III item, places that are under centralized authority and making commercial transactions on its own can be called as branches.14 7. AN ATM PROJECT ADVISED »TO BANKS As self-service banking became the base point for the services provided by banks, to build a self-service system or to develop the current system in relation with the new one can not be done only by buying and installing the machines. Banks should make a detailed plan and work so hard on this project. The bank, which has the opinion for a new ATM system, should decide every little point of the project according to his current target and strategies, and build a self-service system which will carry the bank forward. The key points are listed below :. ATM type must be decided and provided, - Off-site, - Vestibule, - Auto type,. Software must be chosen and build, - Software packages should be searched - Entegration of ATM sof wares with banking application software. ATM points must be decided and made available, - The pilot branch should be chosen - The point of ATMs must be decided and alarm systems should be ready. Education of bank personnel, - Electronic Data processing personnel - Branch personnel - Maintenance personnel. Marketing strategy of cards, - Marketing target and strategies should be defined. - An image name for ATM - Marketing and promotion - Brochures and manuals for promotion. ATM cards should be prepeared, - Type of card - Card design - Personal information numbers sholud be defined15 Audit point for ATMs. * - An audit unit - A maintenance unit Branch operations, - Security procedure for maintenance - Security procedure for cash transfers A manager and a group for project management, Testing, To decide to the pilot branch, To make tl^e decisions like which services will be given," Cash withdrawal limits should be defined.
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