JURNAL KOMUNIKASI PROFESIONAL

e-ISSN: 2579-9371, URL: http://ejournal.unitomo.ac.id/index.php/jkp

Vol 7, No 3 2023 Halaman 383 - 395

Digital bank transformation: A content analysis of SEABank

Erni Febrina Harahap1, I Gede Arya Pering Arimbawa2,

Ni Luh Ketut Ayu Sudha Sucandrawati3, Tanti Widia Nurdiani4,
Samuel PD Anantadjaya5
1Universitas Bung Hatta Padang, Indonesia
2Politeknik Pariwisata Makassar/ IHGMA, Indonesia
3Universitas Mahendradatta Bali
4Universitas Islam Raden Rahmat, Malang
5IPMI Business School Jakarta

[email protected]

Received: 27-04-2023, Revised: 19-05-2023, Acceptance: 28-05-2023

Abstract
SEABank is the new digital bank that gives offer with benefit to the customers
and predicting their customers capacity well. Though conventional bank also
have digital system, SEABank and conventional bank have few differences in
features and financial cost. Through Krippendorf content analysis, the topic will
be explored moderately and easy to read. The fact that the knowledge and
capabilities gap between youngsters and elders make this topic functional for
different perspective for SEABank and other digital bank users. The content
analysis shows us that even in the middle of dynamic in digital bank and
conventional bank, financial literacy will be affected.

Keywords: SEABank; Digital Bank; Content Analysis; Financial Literacy;

Digital Security; Open Marketing

INTRODUCTION
SEABank, or Southeast Asia Commercial Joint Stock Bank, is a
prominent banking institution in Vietnam. Founded in 1994, SEABank has
quickly become a trusted partner for businesses and individuals alike,
offering a range of financial services and products. SEABank operates under
the philosophy of providing comprehensive financial solutions tailored to meet
the unique needs of each customer. The bank has a strong focus on
innovation, investing in cutting-edge technologies to enhance its services and
provide greater convenience to customers (Sakir et al., 2022).
One of SEABank's most popular products is its savings accounts, which
offer competitive interest rates and flexible terms. Customers can choose from
a range of accounts designed to meet their specific needs, such as high-yield
accounts, time deposit accounts, and accounts for children. In addition to
savings accounts, SEABank also offers a range of loan products, including
personal loans, home loans, and business loans. These loans come with

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Digital bank transformation: A content analysis of SEABank

flexible terms and competitive interest rates, and the bank's lending team
works closely with customers to find the right solution for their needs.
SEABank also offers a range of other services, including credit cards,
insurance, and investment products. Its credit cards are popular among
customers, with a range of options available to suit different spending habits
and lifestyles (Mario Saskara & Moch Rizal, 2023). The bank's insurance
products provide peace of mind to customers, protecting them against
unexpected events such as accidents, illness, or theft. And its investment
products help customers grow their wealth over time, with options such as
mutual funds and fixed-income securities. SEABank has a strong reputation
for customer service, with a team of dedicated professionals on hand to help
customers with their financial needs. The bank's online banking platform is
also user-friendly and convenient, allowing customers to manage their
accounts, make payments, and access a range of other services from
anywhere, at any time.
In recent years, SEABank has expanded its reach beyond Vietnam,
opening representative offices in other countries such as Cambodia and
Myanmar. This move has helped the bank tap into new markets and provide
financial services to a wider range of customers. SEABank has also been
recognized for its achievements, receiving several awards and accolades over
the years. In 2019, the bank was named "Best Retail Bank in Vietnam" by The
Asian Banker, recognizing its commitment to customer service and
innovation. The bank has also received awards for its digital banking services,
reflecting its focus on leveraging technology to enhance the customer
experience.
Despite its success, SEABank remains committed to its core values of
integrity, innovation, and customer focus. The bank's leadership team is
constantly seeking new ways to improve its services and provide greater value
to customers, while staying true to its mission of being a trusted financial
partner to businesses and individuals in Vietnam and beyond. In conclusion,
SEABank is a reputable banking institution in Vietnam that offers a range of
financial services and products to meet the unique needs of its customers.
The bank has a strong focus on innovation and customer service, investing in
cutting-edge technologies to enhance its services and provide greater
convenience to customers. With its commitment to integrity and customer
focus, SEABank is well-positioned to continue its growth and success in the
years to come.
The rise of SEABank in transfer system cannot escape the innovation
of Digital Bank itself. A digital bank is a financial institution that provides
banking services exclusively through digital platforms such as mobile
applications, websites, or other online channels(De Leon et al., 2020). Unlike
traditional brick-and-mortar banks, digital banks operate entirely online,
offering customers a convenient and accessible way to manage their finances.
The rise of digital banking can be attributed to several factors, including the
increasing adoption of smartphones and mobile devices, the prevalence of the
internet, and the changing preferences of consumers who are seeking more
accessible and convenient banking solutions (De Leon, 2019) .
One of the key advantages of digital banks is their ability to offer
services and products that are tailored to the needs of their customers. This

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is achieved through the use of data analytics, which allows digital banks to
gather and analyze customer data to better understand their financial
behavior, preferences, and needs. Digital banks also tend to have lower
operating costs compared to traditional banks, as they do not require physical
branches or a large staff. This allows them to offer competitive rates on loans,
savings accounts, and other financial products.
Another advantage of digital banks is their focus on user experience.
Digital banks typically offer user-friendly interfaces and intuitive mobile
applications, which allow customers to easily manage their accounts, make
transactions, and access a range of financial services. One of the key
challenges facing digital banks is the issue of security (Schmidt-Jessa, 2022;
Shin, 2021). As digital banks operate exclusively online, they are vulnerable
to cyber-attacks, data breaches, and other security threats. To address these
concerns, digital banks invest heavily in cybersecurity measures and employ
a range of technologies such as encryption, firewalls, and biometric
authentication to protect customer data and prevent unauthorized access
(Ramanathan et al., 2014).
Despite these challenges, digital banks continue to gain popularity
among consumers, particularly among younger generations who are more
comfortable with technology and prefer the convenience of online banking. In
addition to traditional banking services such as savings accounts and loans,
digital banks also offer a range of innovative financial products and services.
For example, some digital banks offer investment management services,
allowing customers to invest in a range of assets and funds through their
mobile applications. Others offer budgeting and financial planning tools,
which help customers manage their finances and make informed decisions
about their money (Prasetya & Susilo, 2022).
Digital banks also offer a range of payment services, including online
bill payments, mobile payments, and peer-to-peer transfers. These services
are often faster and more convenient than traditional payment methods,
allowing customers to make transactions quickly and easily. The growth of
digital banking has also led to the development of new business models and
partnerships. For example, some digital banks partner with fintech
companies to offer a range of financial services, while others collaborate with
traditional banks to provide additional services to customers.
In conclusion, digital banks are rapidly transforming the banking
industry, offering customers a range of innovative financial products and
services through convenient and accessible online platforms. While there are
still challenges to be addressed, the continued growth of digital banking is
expected to drive further innovation and change in the financial services
sector.
The future of digital banking looks promising, as advancements in
technology continue to revolutionize the financial industry. As more
customers embrace online and mobile banking, digital banks are expected to
become even more popular. Here are some trends that are expected to shape
the future of digital banking:
1. Artificial Intelligence (AI) and Machine Learning (ML) – With the help of
AI and ML, digital banks can analyze large amounts of data to provide
personalized services to customers. For example, chatbots can help

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customers with their inquiries, and predictive analytics can help banks
make better lending decisions.
2. Open Banking – Open Banking allows third-party providers to access
bank data, which can lead to more innovation and competition in the
financial industry. Customers will be able to share their financial data
with other financial institutions, making it easier to manage their
finances.
3. Blockchain Technology – Blockchain technology can make digital
banking more secure and efficient. Transactions can be completed
faster, and the use of smart contracts can automate processes such as
loan approvals and payments.
4. Mobile-First Approach – The rise of smartphones has led to a mobile-
first approach in digital banking. Customers can easily access their
accounts on their mobile devices, and banks can use push notifications
to alert customers of important information.
5. Biometric Authentication – Biometric authentication, such as
fingerprint and facial recognition, can make digital banking more
secure. This technology can replace passwords, making it easier for
customers to access their accounts.
In conclusion, digital banking is set to become even more popular in
the future. Customers are increasingly embracing online and mobile banking,
and advancements in technology are making digital banking more secure and
efficient. With the help of AI and ML, blockchain technology, open banking, a
mobile-first approach, and biometric authentication, digital banks will be able
to provide personalized services to customers and compete with traditional
banks.
The purpose of this research is to discover more perspective about
digital bank tansformation especially for Indonesia (Hidayat et al., 2023;
Susilo & Wijaya, 2023). Indonesia is still in the stage of adapting better
technologi; hence to discover more perspective about digital bank
transformation in SEABank will expand further the development of financial
saving and transfer in Indonesia.

LITERATURE REVIEW
The concept of currency dates back thousands of years. The earliest
known form of currency was in the form of shells, beads, and other items of
value that were used for trade. Over time, these items were replaced with
coins made from precious metals such as gold and silver. The use of paper
money emerged in China during the Tang Dynasty (618-907 AD) and became
the dominant form of currency in the world by the 20th century
(Abdukaxarova, 2022; Ögren, 2020). However, the evolution of currency did
not stop there. The emergence of digital technology in the latter half of the
20th century gave rise to the concept of digital currency. The first digital
currency was created in 1997 by a man named Wei Dai, who proposed the
concept of "b-money," a decentralized form of electronic cash. This concept
laid the groundwork for the development of Bitcoin, which was created in
2009 by an unknown person or group of people under the pseudonym
Satoshi Nakamoto (Aggarwal & Kumar, 2021; Peneder, 2022).

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Bitcoin is a digital currency that is decentralized, meaning it is not

controlled by any government or financial institution. Instead, it is
maintained by a network of users who validate transactions and keep the
network secure. Bitcoin and other digital currencies like Ethereum and
Litecoin are often referred to as "cryptocurrencies" because they use
cryptography to secure transactions and control the creation of new units
(Aggarwal & Kumar, 2021). The rise of digital currency has also given rise to
the concept of digital banking. Digital banks, also known as online banks or
neobanks, are banks that operate solely online and do not have any physical
branches. Digital banks have become increasingly popular in recent years
due to their convenience and accessibility.
Digital banks offer many benefits over traditional banks. For one, they
often have lower fees and better interest rates than traditional banks.
Additionally, digital banks are accessible 24/7, meaning customers can
access their accounts and make transactions at any time (Bordo, 2022).
Digital banks also often have more advanced technology than traditional
banks, making it easier for customers to manage their finances. One of the
biggest advantages of digital banks is that they are more accessible to people
who may not have access to traditional banking services. This includes
people who live in rural or remote areas, people with disabilities, and people
who may not be able to meet the requirements for traditional bank accounts.
However, there are also some disadvantages to digital banks. For one,
they may not offer the same level of customer service as traditional banks.
Additionally, because digital banks do not have physical branches,
customers may not have access to services such as in-person banking or
safe deposit boxes. In other words, the evolution of currency and digital
banking has had a significant impact on the way we conduct financial
transactions. While traditional forms of currency and banking are still widely
used, digital currency and banking are becoming increasingly popular due
to their convenience and accessibility. As technology continues to advance,
it is likely that we will see further changes in the way we manage our finances
(Temelkov, 2020; Zhang & Huang, 2022).
On the other hand, the digital banking sector has gained significant
momentum in Indonesia over the past few years. This is mainly due to the
increasing adoption of technology and the growing number of internet users
in the country (Jayani, 2021; Zams et al., 2020). Digital banks have
revolutionized the banking sector in Indonesia, providing access to financial
services to millions of people who were previously unbanked. In this topic,
we will explore the influence of digital banks in Indonesia. The rise of digital
banking in Indonesia can be attributed to the increasing number of
smartphone users in the country. According to a report by e-Conomy SEA
2019, Indonesia has the largest and fastest-growing internet economy in
Southeast Asia, with over 150 million internet users in the country. This has
created a massive opportunity for digital banks to offer financial services to
millions of people who were previously excluded from the traditional banking
system (Valentino et al., 2022; Yusuf et al., 2022).
Digital banks in Indonesia offer a wide range of services such as savings
accounts, loans, insurance, investment options, and bill payments, among
others. These services are accessible through mobile applications, making

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banking easier and more convenient for customers. Digital banks have also
introduced new products that were previously not available in the traditional
banking system, such as virtual debit cards and e-wallets. One of the
significant advantages of digital banks in Indonesia is their low-cost model.
Since digital banks do not have physical branches, they can offer their
services at a lower cost than traditional banks. This makes it possible for
digital banks to provide financial services to people who were previously
unable to afford them (Suharbi & Margono, 2022; Yani et al., 2021). The low-
cost model of digital banks also enables them to offer higher interest rates
on savings accounts, making them an attractive option for savers.
Another significant advantage of digital banks in Indonesia is their
focus on financial inclusion. Indonesia is a vast country with many remote
areas where traditional banks do not have a presence. Digital banks have
bridged this gap by providing financial services to people in remote areas
who were previously unbanked. This has contributed to the government's
efforts to promote financial inclusion and reduce poverty in the country.
Digital banks in Indonesia have also contributed to the growth of the
country's economy. By providing access to financial services, digital banks
have enabled small and medium-sized enterprises (SMEs) to grow and
expand their businesses. This has created job opportunities and contributed
to the country's economic growth.
The influence of digital banks in Indonesia can also be seen in the way
they have disrupted the traditional banking sector. Digital banks have forced
traditional banks to adapt to the changing landscape and offer their services
digitally. This has resulted in increased competition in the banking sector,
which is ultimately beneficial to consumers. However, digital banks in
Indonesia still face challenges such as low levels of financial literacy and
inadequate internet infrastructure in some areas. These challenges can
hinder the adoption of digital banking services and prevent financial
inclusion.
In conclusion, the influence of digital banks in Indonesia has been
significant. Digital banks have revolutionized the banking sector in the
country, providing access to financial services to millions of people who were
previously unbanked. The low-cost model of digital banks has made
financial services more affordable and accessible to a wider audience.
Additionally, digital banks have contributed to the growth of the country's
economy by enabling SMEs to expand their businesses. While there are still
challenges to be overcome, the future of digital banking in Indonesia looks
promising (Surya et al., 2021).
The banking industry has undergone significant changes in recent
years, with the increasing adoption of digital banking services. Indonesia, a
Southeast Asian country, has been no exception to this trend, as it has seen
a surge in digital banking adoption in the past few years. In this topic, we
will discuss the adaptation of digital banks in Indonesia, including the
challenges and opportunities that come with it. Indonesia's banking industry
has traditionally been dominated by traditional brick-and-mortar banks.
However, the emergence of digital banking has disrupted this landscape,
leading to increased competition among banks. As a result, traditional banks
have had to embrace digital technology to remain competitive. Additionally,

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the country's increasing mobile phone penetration rate and the availability
of affordable smartphones have made it easier for Indonesians to access
digital banking services.
One of the significant advantages of digital banking is the convenience
it offers. With digital banking, customers can perform various banking
transactions from anywhere and at any time, eliminating the need to visit a
physical bank branch. Digital banking services in Indonesia include online
account opening, fund transfers, bill payments, and loan applications. To
remain competitive, traditional banks have had to develop their own digital
banking services. For instance, Bank Mandiri, one of Indonesia's largest
banks, has developed several digital banking services, including Mandiri
Online, Mandiri Mobile, and Mandiri E-Cash. These services have enabled
Bank Mandiri to reach a broader customer base and offer more convenient
banking services.
The emergence of digital banks in Indonesia has also contributed to the
growth of digital banking. Digital banks are fully online banks that do not
have physical branches, offering their services through mobile applications
and websites. They are known for their agility, user-friendliness, and low
fees. Some of the notable digital banks in Indonesia include Jenius, TMRW
by UOB, and Digibank by DBS. Digital banks have gained popularity in
Indonesia, especially among the younger generation, who are more tech-
savvy and prefer digital channels over traditional ones. One of the
advantages of digital banks is their ability to offer personalized banking
services to their customers. They use data analytics and artificial intelligence
(AI) to analyze customers' behavior and preferences, allowing them to tailor
their services to individual customers' needs.
However, digital banks in Indonesia face several challenges, including
regulatory issues, cybersecurity threats, and customer trust. The Bank of
Indonesia, the country's central bank, has issued several regulations to
regulate digital banks' operations, including minimum capital requirements
and data security standards. Additionally, digital banks must comply with
anti-money laundering and counter-terrorism financing regulations.
Cybersecurity threats are also a significant concern for digital banks in
Indonesia. The country has experienced several high-profile data breaches
in recent years, leading to the theft of millions of customers' personal data.
Digital banks must, therefore, ensure the security of their customers' data
by implementing robust security measures.
Another challenge facing digital banks in Indonesia is customer trust.
Many Indonesians are still skeptical of digital banking services, preferring to
use traditional banking channels. Digital banks must, therefore, invest in
building trust with their customers by providing reliable and secure banking
services. In conclusion, the adaptation of digital banks in Indonesia has
brought about significant changes in the country's banking industry.
Traditional banks have had to develop their own digital banking services to
remain competitive, while digital banks have gained popularity among
younger, tech-savvy customers. While digital banks face several challenges,
including regulatory issues, cybersecurity threats, and customer trust, their
agility and user-friendliness have made them attractive to many
Indonesians. The future of digital banking in Indonesia looks promising, with

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more Indonesians embracing digital banking services as technology

continues to advance.

METHODS
Content analysis is a research method used to analyze and interpret the
meaning of textual, visual, or audio data. One of the most well-known and
widely used approaches to content analysis is the one developed by Klaus
Krippendorff, known as Krippendorff's Content Analysis (KCA) (Fahimi et al.,
2021). Krippendorff's Content Analysis is a systematic approach to content
analysis that involves the use of coding categories to identify and analyze
patterns in data. The method involves a series of steps, including selecting a
sample of data to analyze, defining coding categories, coding the data
according to the categories, and analyzing the results (Thehawijaya & Susilo,
2023).
One of the key features of Krippendorff's Content Analysis is its focus on
inter-coder reliability, or the degree to which different coders agree on the
coding of the data. Krippendorff's approach emphasizes the need for coders
to reach a high level of agreement in their coding and provides methods for
assessing inter-coder reliability. Krippendorff's Content Analysis has been
used in a wide range of research fields, including communication studies,
psychology, sociology, and political science. It can be used to analyze a variety
of data types, including written texts, images, and audio recordings (Susilo,
Christantyawati, et al., 2019; Susilo, Prabowo, et al., 2019).
Krippendorff's Content Analysis provides a rigorous and systematic
approach to content analysis that emphasizes the importance of inter-coder
reliability and can be applied to a wide range of research questions and data
types.

Ø Analysis Technique
The analysis technique used for this topic will be putting digital bank features
in the table then proceed to describe it in textual description in order to
understand the nuance and the structure.

RESULTS AND DISCUSSION

Features SEABank Conventional Bank

Zero Fee Transfer to √

same bank

Zero Fee Transfer to √

different bank

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Real Time Online

Transfer fee

Top-up E-Wallet √ √

Virtual Account √ √

Free Administration Fee √

Big Branch and √

Networking

Simplistic Registration √
Progress

Registration Fee √

Higher Bank Interest For √

Deposit/Year

Security √

Open
Marketing/Recruitment √
Reward

Those are the data between Conventional and the digital bank. The data
is more of using dynamic premise, that Registration fee is only available in
conventional bank, however it doesn’t mean superior. Meanwhile zero transfer
fee only available in SEABank, yet it means superior.
1. Zero fee Transfer is a good method since some people gets troubled
from transfer fee which can make it difficult for small transaction.
2. Zero fee transfer to different bank limited to 100x is actually good
for casual users who face struggle with the fee could cost the more
when their saldo is small.
3. Real Time Online Transfer fee only applies to conventional bank
which is why the transformation of digital bank helps them shorten
the cost of faninancial flow.

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4. E-wallet Top-up are available for both SEABank and conventional

bank which mean good that SEABank as digital bank isn’t lacking
this feature. Due to limited brands only give access to certain e-
wallet, top-up for e-wallet is important.
5. Virtual Account are available for both, which mean both fulfilled
basic financial needs. Virtual Accounts are needed for cardless
withdrawal, SEABank and conventional bank aren’t lacking in this.
6. Administration Fee is zero in SEABank, it helps the youngsters with
small saldo to keep their money while getting access to big
marketplace like SHOPPEE.
7. The Branch of SEABank is still not as big as conventional bank;
hence it is difficult for elders to withdraw cash if the ATM Center is
still small to find.
8. Simplistic Registration progress is part of SEABank’s superior
system, knowing conventional bank needs to put big cash in order
to activate their virtual account.
9. SEABank Registration Fee isn’t as costy as conventional bank due
to conventional bank require putting big cash in it.
10. SEABank offers higher interest on deposit. While the service is
still new, the high interest can be separate profit in deposit
compared to conventional bank.
11. Security in SEABank as digital bank isn’t really trusted yet,
knowing so many problematic and unsolved cases from digital loan
and some people are difficult to get their money back when their
account is hijacked.
12. The dynamic in SEABank is having Open marketing/recruitment
reward in it. Some digital applications implemented this system in
order to gain more users to join and use their apps.

In other words, after describing the 12 points, digital bank

transformation is more dynamic compared to conventional bank. They have
what conventional banks have but improve it better. Only the lacking is that.
they have fewer authorization around the state and smalle branch to assist
elders with digital services.

Ø Networking by The State

The proof that SEABank and other digital banks have smaller branches or
fewer authorization proves that the government is slower than their people,
or lack of networking with easiest technology to assist the people in order to
reach better system. This is due to the complex verification by Indonesian
government such as the contradiction of E-KTP and KTP Copy in registration
requirements. This lack of networking can cause not only trust issue to the
platform and technology itself but towards the government itself.

Ø Adaptation by The Elders

Elders tend to rely on youngsters to digital transaction data due to them
unable to make registration using their own data since they lack knowledge
or lack a will to learn. This possibly can cause the transaction is not
committed by the direct user; thus, financial analyst should be wary about

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this in case this phenomenon caused a scam if one of the party doesn’t get
the payment from lending their digital application data.

CONCLUSION
Ø Open marketing ended Marketing Work Scam
The recruitment reward implemented by digital bank platform could end
the marketing work scam and exploitation in the industry. In the banking
industry, marketing staff is the one who is frequently gets scammed by their
supervisor by stealing their clients; hence the benefit of the deal won’t fall to
to the staff but to supervisor. The automatic recruiting reward by the
application can create equality between marketing profession because other
user cannot claim our own client or our own benefit. This kind of scam has
been built long in the marketing field which resulted in extreme burnout and
lack of police’s serious investigation, especially when the conventional bank
still having this kind of marketing system.

Ø Security Construction
The lack of trust towards digital bank is a proof that the country is failed
to construct proper security. Despite the high personel of police, digital
security in Indonesia is weak and lazy to pay for a proper website with
advanced tools (Indah et al., 2022; Kurniawan & Maujuhan Syah, 2022;
Sutikno & Stiawan, 2022). Unfortunately the trust issue on digital security
won’t benefit both conventional bank nor SEABank and other digital bank
since they both used digital transaction and digital security, the financial
literacy will aslo be stagnated by this (Adhitya Karel Maulaya & Junadhi,
2022; Devira Prastiwi, 2022).

Ø Working Class Friendly

Some working class is difficult with the administration and transaction fee
system. But SEABank makes it friendly for working class by giving free admin
and free other bank transfer limited for 100x. Because working class won’t
transfer that much in a month due to the cash limit from their living wage.

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