2017 GODIŠNJI IZVEŠTAJ O POSLOVANJU
1 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 SADRŽAJ
5 Misija i Vizija
6 O Sberbank i Sberbank Europe
8 Uvodna reč predsednice Izvršnog odbora
10 Poslovanje sa privredom i globalna tržišta
12 Poslovanje sa stanovništvom
16 Sistem upravljanja rizicima
18 Finansije
19 IT sigurnost
20 Korporativna društvena odgovornost
21 Zaštita životne sredine
22 Finansijska edukacija
22 Istraživanja i razvoj
24 Ljudski resursi
26 Finansijski izveštaji
26 Ključni pokazatelji 2012-2016.
27 Ostvareni pokazatelji poslovanja banke
28 Bilans uspeha
29 Bilans stanja
30 Organizaciona struktura
32 Marketinška podrška
2 3 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017
MISIJA
Naš cilj je da kreiramo vrednost za naše klijente obezbeđujući im jednostavne, praktične i inovativne proizvode i usluge. Taj cilj ostvarićemo odgovornim kreditiranjem i uz pomoć naših talentovanih i posvećenih zaposlenih. Pronalazimo rešenja i za najsloženije zahteve fizičkih lica, malih preduzeća i privrede. Zadovoljstvo naših klijenata, zajedno sa internom efikasnošću rezultira stvaranjem vrednosti za naše akcionare. VIZIJA
Inovativna banka od poverenja sa kojom klijenti vole da sarađuju, a na koju su zaposleni ponosni.
4 5 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 O SBERBANK I SBERBANK EUROPE
Poslovni model Sberbank Europe
Poslovni model Sberbank Europe nastavlja da se razvija oko četiri osnove:
• Profitabilnost • Moderni tokovi
O Sberbank Europe Nakon uspešnog razvoja na tržištima Sberbank Europe će nastaviti da nadograđuje Centralne i Istočne Evrope, Sberbank Europe svoje digitalne mogućnosti i razvija adekvatnu će se usredsrediti na iskorišćavanje svojih kombinaciju fizičkog i online prisustva, što bi Sberbank Europe AG, sa sedištem u Beču, usluge stanovništvu, nudeći osnovne online kapitalnih i resursnih potencijala za dalje trebalo da osigura vrhunsko iskustvo klijenata Austrija, je bankarska grupa koja je u 100% bankarske proizvode. U Austriji, Sberbank poslovanje u podružnicama Sberbank Europe. na svim kanalima. vlasništvu Sberbank Rusije, najveće banke Europe pruža usluge korporativnim klijentima u Rusiji. Sberbank Rusija pruža usluge za sa poslovnim fokusom na tržištima CIE, • Samo-finansiranje • Lakoća više od 70% ruskog stanovništva. Evropska Rusije i CIS-a. Sberbank Europe Group ima podružnica Sberbank Europe prisutna je na oko 665.000 klijenata, 190 filijala i zapošljava Pored dosadašnjih postignuća u optimizaciji Sberbank Europe nastavlja da osigurava osam evropskih tržišta: Austriji, Nemačkoj, 4.050 radnika širom Evrope. Ukupna aktiva kombinacije finansiranja i smanjenja upravljanje troškovima na najefikasniji način. Bosni i Hercegovini (Sarajevu i Banjaluci), Sberbank Europe iznosi 12,6 milijardi evra (od zavisnosti od podrške akcionara, Sberbank Hrvatskoj, Češkoj, Mađarskoj, Sloveniji i decembra 2017. godine). Europe će se osloniti na mudro upravljanje Srbiji. U Nemačkoj, Sberbank Direct pruža kapitalom i upravljanje rizičnom aktivom kako bi se postigao maksimalan prihod na kapital.
6 7 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 UVODNA REČ PREDSEDNICE IZVRŠNOG ODBORA
Zahvaljujući rastu produkcije u svim poslovnim efektivnu i efikasnu primenu novih regulatornih segmentima, poboljšanju kvaliteta kreditnog zahteva u oblasti upravljanja rizicima. portfolija i većem obimu poslovanja, ostvareni neto rezultat pokazuje rast od 84% u odnosu Ponosna sam što smo i u 2017. godini bili na 2016. godinu. Pored rasta operativnih posvećeni našim zajedničkim aktivnostima, prihoda, zaustavili smo rast troškova i samim u okviru projekata korporativno društvene tim povećali ukupnu efikasnost poslovanja. odgovornosti. Na ovaj način još jednom smo dokazali svoju brigu o zajednici u kojoj Kao i prethodne godine, u segmentu poslovanja poslujemo i pokazali želju da ličnim primerom sa stanovništvom, Sberbank Srbija ostvarila i zalaganjem doprinesemo boljim uslovima za je odlične rezultate. Ukupna profitabilnost život svih ljudi u Srbiji. Banke poboljšana je za čak 202%. Posebno bih istakla rast plasmana fizičkim licima koji Najvažniji resurs uspešnog poslovanja su je dostigao iznos od 100 miliona evra, što je zadovoljni zaposleni. Oni su bili i ostali naš zaista veliki uspeh. prioritet. Naš tim u protekloj godini osnažen je novim visoko profesionalnim, ambicioznim Partnerstvom s najvećim programom lojalnosti ljudima spremnim da se suoče sa svim izazovima u regionu “Super Kartica”, kao i saradnjom s koje naša struka nosi. Kao i do sada, nastavićemo kompanijom NIS Gazprom Neft, kroz zajednički da podstičemo sve članove tima na dodatna projekat „Sa nama na putu“, Sberbank Srbija usavršavanje i obuke. Verujemo da je svaki je dodatno ojačala segment poslovanja sa zaposleni dragocena karika za buduće uspehe, Poštovani, stanovništvom. ali i svojevrstan brend ambasador naše Banke.
Tokom 2017. godine uvedene su i dve izuzetne U godini pred nama, težićemo da ispunimo sve S velikim zadovoljstvom, u ime Izvršnog odbora Sberbank Srbija, inovacije na polju digitalizacije: „Scan 2 Pay“ zahteve tržišta, razvijajući nova, inovativna predstaviću vam odlične rezultate poslovanja koje je Sberbank funkcionalnost u okviru mobilne bankarske i kreativna rešenja, kojima ćemo učvrstiti Srbija ostvarila tokom 2017. godine. aplikacije i servis „Sber X:Change“ – aplikaciju svoju lidersku poziciju u kvalitetu usluga koje jedinstvenu na tržištu Srbije. Na ovaj način pružamo, kao i poverenje klijenata. Godinu za nama karakteriše nastavak makroekonomske Sberbank Srbija zasigurno ide ka daljem stabilizacije u Srbiji, koja je za rezultat imala pad premije rizika na razvoju digitalizacije i tehnologije, a sve u cilju najniži nivo do sada kao i povećanje kreditnog rejtinga Srbije. poboljšanja efikasnosti poslovanja. S poštovanjem,
Povoljni trendovi na tržištu rada, značajan pad kamata na dinarske U delu poslovanja sa privredom i dalje težimo Marijana Vasilescu kredite, relaksacija monetarne politike od strane Evropske centralne da kao Banka budemo pouzdan, lojalan i Predsednica Izvršnog odbora banke i pad premije rizika zemlje, uticali su na pad kamatnih stopa stabilan partner i podrška našim korporativnim na evro-indeksirane kredite. Sve navedeno doprinelo je oporavku klijentima, kontinuirano gradeći mostove kreditne aktivnosti. Zahvaljujući konzervativnim merama između srpskih i ruskih kompanija. bankarski sektor je visoko kapitalizovan. Učešće problematičnih Na strani upravljanja rizicima, tokom 2017. kredita tokom godine tokom godine u Sberbank Srbija iznosilo je godine, bili smo fokusirani na delotvorno 17%, što je najniži nivo od 2011. godine. rešavanje problematičnih plasmana, odnosno
8 9 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 POSLOVANJE SA PRIVREDOM (Resor za poslove sa privredom i globalna tržišta)
U segmentu poslovanja sa privredom, U nameri da u svakom trenutku pokažemo jednog zahteva i potpisivanjem samo jednog Banka je u 2017. godini ostvarila istorijski spremnost za saradnju i adekvatnu podršku ugovora o otvaranju deviznog računa. Na ovaj dobre rezultate, pa je u poređenju sa malim i srednjim preduzećima, koje vidimo način obezbeđujemo brzu uslugu otvaranja prethodnom godinom zabeležen značajan kao nosioce privrednog razvoja, uspešno je računa posebno značajnu za klijente koji rast zdravog portfolija, praćen zavidnim sprovedena prodajna kampanja posredstvom posluju u multi-valutnom okruženju. rastom depozitne baze. U sektoru malih kredita za opšte poslovne namene (Flexi 24- i srednjih preduzeća zabeležen je rast 36), kao višenamenska kreditna aktivnost Banka je u 2017. prepoznala potencijal koji portfolija od skoro 17%, dok je evidentirani namenjena finansiranju obrtnih sredstava i je omogućio zakon o platnim uslugama i u rast u Sektoru velikih korporativnih klijenata tekuće likvidnosti sa fleksibilnim rokom otplate. skladu sa tim otpočela ciljanu saradnju kroz iznad 26%. Kao rezultat novih i prethodno kreiranje posebnog seta usluga i uslova za potpisanih sporazuma, realizovano je Razvoj i unapređenje bankarskih aktivnosti platne institucije i njihove zastupnike. Na nekoliko većih transakcija, a Banka je u oblasti obnovljivih izvora je važan pokretač ovaj način Banka širi postojeći portfolio nastavila dobru praksu podrške velikim budućeg razvoja u okviru postojeće poslovne usluga i kreira novi kanal distribucije koristeći korporativnim klijentima preko članica strategije. Imajući u vidu specifičnost i složenost mrežu platnih institucija. Sberbank grupe. Povećan je obim saradnje ovakve vrste finansiranja, tokom 2017. godine sa kompanijama iz sektora energetike realizovano je nekoliko projekata u oblasti Razvoj novih proizvoda i usluga će ostati i poljoprivrede, a primetan je porast mini-hidro i biogasa, a ostvaren je korak napred jedan od ključnih pokretača budućeg investiranja i u građevinskoj industriji kroz u unapređenju ekspertize, kao preduslov daljeg razvoja poslovanja u segmentu poslovanja projektno finansiranje. razvoja u ovom segmentu. Uzevši u obzir sa privredom i u narednom periodu, kao i potencijale, dalji planovi u ovom segmentu nastavak bliže saradnje sa javnim sektorom Ukupan obim spoljnotrgovinske razmene poslovanja biće usmereni na slične projekte. u cilju realizacije infrastrukturnih projekata u sa Rusijom je praćen značajnim učesćem okviru lokalnih samouprava, koristeći modele Banke u ukupnom spoljnotrgovinskom Prateći savremene trendove u oblasti javno-privatnog partnerstva (JPP¬). prometu i transakcijama u Ruskim rubljama, upravljanja gotovinom, uspostavljen je sa tendencijom kontinuiranog rasta, što koncept Cash Management-a prilagođen Kontinuirano radimo na edukaciji i podizanju potvrđuje stratešku orijentaciju Sberbank korporativnom bankarstvu, koji ima za nivoa znanja zaposlenih u cilju efikasnijeg Srbije kada je u pitanju saradnja sa cilj pouzdano i efikasno obavljanje usluga sagledavanja potencijala za finansiranje, kompanijama usmerenim ka tržištu Rusije i platnog prometa u zemlji i inostranstvu, gradeći na taj način potrebnu ekspertizu Zajednice nezavisnih država (ZND). U saradnji koristeći proizvode i servise banke usmerene koja doprinosi boljem pozicioniranju banke sa članicama Sberbank Grupe, lansiran je na adekvatno upravljanje poslovnim u sektorima, kao sto su poljoprivreda, projekat “Bridge”, koji treba da obezbedi računima, kako bi se obezbedila optimalna energetika i drugim oblastima koje željeni nivo ekspertize i omogući adekvatne likvidnost kompanije. prevazilaze standardni pristup finansiranja. instrumente i mehanizme finansiranja spoljnotrgovinskih poslova. Takođe, preno U cilju optimizacije procesa otvaranja računa, Takođe, sprovedena su značajna tržišna simo stečena iskustva u međunarodnom promovisan je viševalutni račun, kao nova istraživanja, uključujući sektorsku i faktoringu i zajedno sa kolegama iz Sberbank usluga koja klijentima omogućava jednostavan makroekonomsku analizu, koja treba da Rusija aktivno učestvujemo u formiranju pristup kupoprodaji deviza i obavljanju omogući bolje pozicioniranje u industrijama u neophodnih procedura u cilju uspostavljanja transakcija u više valuta. Klijentima se pruža kojima je Banka tradicionalno prisutna, ukaže platforme dvofaktorskog sistema sa Rusijom. mogućnost obavljanja transakcija u pet valuta na dalje pravce razvoja i omogući ulazak u (EUR, USD, CHF, RUB i GBP) podnošenjem nove sektore koji beleže pozitivan trend rasta.
10 11 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 POSLOVANJE SA STANOVNIŠTVOM
U resoru za poslovanje sa stanovništvom pri čemu je ukupan prihod za 2017. godinu tokom 2017. godine, težište je bilo na razvoju iznosio 7.63 miliona evra odnosa s klijentima, izlaženju u susret njihovim potrebama i kreiranju savremenih, praktičnih * Ukupna profitabilnost je poboljšana za rešenja odnosno na automatizaciji samog 202% u odnosu na prethodnu godin pri čemu procesa odobrenja i realizaciji kredita. je profit iznosio 8.54 miliona evra. * Učešće naknada u ukupnim prihodima je iznosilo 32.5% Ključni rezultati ostvareni tokom godine u ovom segmentu: Procenat NPL plasmana je smanjen sa 14.1% Krediti Banka je nastavila da realizuje redovne u 2016. godini na 7.9% u 2017. godini. kvartalne kampanje unapred odobrenih * Nivo novih plasmana je iznosio 167 Kada govorimo o kreditima i tokom 2017. proizvoda, kako gotovinskih i refinansirajućih miliona, čime je ostvaren rast od 20% u godine najzastupljeniji proizvodi bili su kredita tako i dozvoljenih prekoračenja. odnosu na prethodnu godinu. Potrebno je Sberbank express gotovinski i krediti za refinansiranje čija istaći da je rast plasmana fizičkim licima ponuda je proširena uvođenjem varijabilne Izmenama opisa proizvoda za dozvoljeno porastao za čak 30% u odnosu na prethodnu Tokom 2017. godine pokrenut je još jedan kamatne stope uz postojeću ponudu kredita prekoračenje po tekućem računu, produžen godinu i dostigao iznos od 100 miliona evra. segment u poslovanju sa stanovništvom – sa kombinovanom kamatom. je maksimalni rok sa 24 na 36 meseci uz Sberbank express. U okviru tržnih centara dodatni benefit koji podrazumeva realizaciju * Porast ukupnog kreditnog portfolija za otvoreno je 4 Sberbank express ekspozitura Tokom 2017. godine proces podnošenja dozvoljenog prekoračenja i pre prijema zarade 14 miliona evra na stanje od 340 miliona evra, – cashless light ekspozitura u okviru kojih zahteva za kredite je automatizovan i na tekući račun klijenta, što je za rezultat imalo tj. rast od 4%. Rast portfelja fizičkih lica je bio je preuzet veliki deo servisa za postojeće pojednostavljen - smanjen je set obavezne i povećanje ukupnog broja ovih proizvoda za 4% (10.3 miliona evra), dok je Mikro portfolio klijente. U okviru ovih ekspozitura klijenti dokumentacije koju klijent treba da pripremi, 11% u odnosu na prethodnu godinu. porastao za 4% (3.6 miliona evra). mogu da: ostvarene su značajne uštede u vremenu * Povećanje depozitnog portfolija za 35 potrebnom za odobrenje zahteva fizičkim Klijentima zaposlenim u kompanijama u miliona evra na stanje od 336 miliona evra, * Otvore bilo koji račun licima i konačno, značajno je smanjeno vreme okviru kanala ,,Banka na poslu” tokom godine tj. rast od 12%. potrebno za finalnu realizaciju kredita. redovno su pripremane posebne pogodnosti. * Apliciraju za platnu ili drugu kreditnu karticu * Broj aktivnih klijenata je na kraju godine Konstantna optimizacija cene i ostalih U skladu sa implementacijom IFRS9 iznosio 126 hiljada * Podnesu zahtev za kredit ili dozvoljeno karakteristika proizvoda rezultirala je standarda (Međunarodni standardi prekoračenje ukupnim plasmanom kredita fizičkim licima finansijskog izveštavanja) izvršeno je * Otvoreno je 18 hiljada novih tekućih računa u iznosu od 111 miliona evra što predstavlja usklađivanje ugovora o kreditima tako * Koriste usluge bankomata * Izdato je 7,7 hiljada kreditnih kartica rast od 44% u odnosu na prethodnu godinu. da isti ne generišu druge novčane tokove Ostvareni rezultat doprineo je značajnom osim kamate i glavnice, kako je to opisano Na bankomatu klijenti mogu da podignu * Ostvaren je porast prihoda od naknada poboljšanju tržišne pozicije Banke i dostizanju pomenutim standardom. novac u dinarima i evrima, dok uplate mogu od 29% u odnosu na prethodnu godinu tržišnog učešća od 4% da izvrše u dinarima.
12 13 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017
Osiguranje Uveli smo nove proizvode za poljoprivrednike – kreditna linija i kredit za refinansiranje i na Kada je reč o poslovima osiguranja u 2017. taj način smanjili troškove za klijente. godini fokus je bio na uvećanju penetracije CPI osiguranja i uspostavljanju stabilnog Kako bismo našu ponudu kreditnih proizvoda trenda učešća osiguranja u kreditima i za mikro klijente učinili još konkurentnijom, kreditnim karticama. ali i sveobuhvatnijom uveli smo dinarske kredite za mikro klijente s varijabilnom Organizovan je drugačiji pristup u kamatnom stopom kao i niže kamate stope komunikaciji sa klijentima te je akcenat za kredite u evrima. stavljen na zaštitnu funkciju CPI osiguranja kao meru obezbeđenja kredita. Oborili smo rekord u isplaćenim kreditima mikro klijentima - pušteno je skoro 67 miliona Kada je reč o penetraciji ove vrste osiguranja evra. Zabeležen je i rast kreditnog portfolia, koji u 2017. godini uočen je rast u odnosu na nije u kašnjenju, u visini od 20 odsto i to za 13.8 Depoziti i štedni proizvodi za svoje verne korisnike. Iskustva klijenata sa prethodnu godinu od 11% kada je osiguranje miliona evra na stanje od 72 miliona evra. terena dokazala su da je upravo to ono što čini kredita u pitanju, dok je kod kreditnih kartica Banka je nastavila sa intenzivnim prikupljanjem razliku u doživljaju korišćenja proizvoda Banke. rast iznosio 10%. Otvoreno je 3.450 računa mikro klijentima, depozita u sektoru stanovništva i ove godine, što je u velikoj meri uticalo i na rast prihoda imajući u vidu stabilnost ovih izvora i njihov Posledično, uvećani su i prihodi banke od od naknada iz poslova platnog prometa. uticaj na formiranje cene izvora sredstava. Elite Banking poslova osiguranja – kod kredita rast iznosi Povećanje vanbilansnog portfolija kroz 34% u odnosu na prethodnu godinu, dok kod porast izdatih garancija od 20 odsto tj. Ukupan iznos depozita od klijenata zaključno Krajem oktobra 2017. Banka je uspešno kreditnih kartica rast iznosi 17% . za 1.7 miliona evra. sa 31.12.2017. godine iznosio je 333.8 miliona lansirala Elite Banking, ekskluzivan paket evra, što predstavlja rast od 12% (rast sa 300,3 usluga koji je klijentima od posebnog značaja, S obzirom na to da je postignut željeni stabilan Na osnovu dostupnih finansijskih izveštaja miliona evra). Postignuti rast od gotovo 34 omogućio individualan pristup putem usluge trend rasta, otvorile su se mogućnosti za proširili smo klijentsku bazu i potencijal za miliona evra, najbolji je odraz poverenja ličnog bankara u 5 odabranih ekspozitura. uvođenje novih atraktivnih tipova osiguranja kampanje kroz preselekciju. Istraživanjem klijenata. Ostvareni rezultat doprinosi Otvorena je i posebna linija Kontakt Centra kao što su varijacije putnog osiguranja za ponašanja postojećih kreditnih klijenata ostvarenju jednog od strateških ciljeva Banke kako bi Elite Banking klijenti u najkraćem celu porodicu, kombinovane sa paketima uvedena je behavior kampanja kroz koju - obezbeđenju samofinansiranja budući da mogućem roku mogli da dobiju sve potrebne računa i drugim proizvodima banke. je znatno unapređen i ubrzan proces je kreditno - depozitni racio gotovo dostigao informacije i konsultacije. odlučivanja. Primenom seta kriterijuma, na nivo od 100 odsto. osnovu finansijskih izveštaja, organizovali Uz sve to, ovim klijentima je omogućeno smo posebnu kampanju „Top 500“ uz korišćenje Elite paketa tekućeg računa Mikro segment pomoć koje smo targetirali najbolje klijente s Paketi računa iz koga posebno izdvajamo besplatno tržišta. Kroz organizaciju posebnih događaja podizanje gotovine debitnom karticom na Osnovni cilj naše banke u segmentu koji posebno namenjenim ovoj klijentskoj grupi Preko 14.500 otvorenih tekućih računa svim bankomatima u zemlji, MasterCard obuhvata mikro klijente tokom 2017. godine učvrstili smo postojeću saradnju i učinili naš klijenata fizičkih lica i preko 3.500 otvorenih Gold kreditnu karticu sa uključenim putnim bio je povećanje broja kreditnih klijenata kako odnos još kvalitetnijim. računa mikro klijenata doprinelo je rastu osiguranjem za celu porodicu (uključujući bismo uticali na očuvanje, ali i na dodatno ukupne baze, koja je dostigla nivo od 125.800 isplatu štete u slučaju gubitka/odlaganja leta povećanje kreditnog portfolia klijenata. Kako bi naši klijenti bili još zadovoljniji aktivnih tekućih računa klijenata u Resoru za i gubitka/krađe prtljaga), kao i jedinstvenu Zato smo i odlučili da preduzmemo brojne našom uslugom stavili smo akcenat na poslovanje sa stanovništvom. Elite Care uslugu putem koje su korisnici i aktivnosti i dodatno unapredimo postojeće upravljanje kvalitetom usluge, definisali članovi njihove uže porodice dobili mogućnost proizvode i procese. smo osnov za dalje unapređenje kvaliteta Paketi računa prepoznati su kao jedinstveni da koriste značajne popuste na preglede usluživanja. Aktivno radimo na unapređenju – izdvajajući paket računa ,,Jednostavno”, koji lekara najtraženijih specijalnosti (lekar opšte S tim u vezi obezbedili smo dodatnu komunikacione strategije kroz jačanje sadrži i dalje jedinstvenu i potpuno besplatnu medicine, pedijatar, dermatolog, oftalmolog, funkcionalnost za kreditne linije i to kroz kompetencija zaposlenih sa fokusom na uslugu 24/7 koja podrazumeva usluge: ,,Drug fizijatar, internista, otorinolaringolog...) korišćenje investicionih proizvoda - kredita znanje, veštine, timski rad. na drumu“, ,,Majstor u kući“ i ,,Doktor na vezi“, u domovima zdravlja najveće privatne za poslovni prostor, mašine i opremu i Banka potvrđuje svoju orijentaciju da je uvek tu ustanove u zemlji – Medigroup. finansiranje izvršenih investicionih ulaganja.
14 15 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 SISTEM UPRAVLJANJA RIZICIMA je zahtevalo razvoj novih modela za procenu U skladu sa zahtevima Narodne banke, Banka verovatnoće neizmirenja obaveza klijenata i novih je ispratila uvođenje Basel III standarda vezanih modela za procenu očekivanih gubitaka u slučaju za likvidnost koji su ranije bili praćeni u skladu realizacije te verovatnoće. Imajući u vidu obim sa zahtevima Evropske centralne banke. Nivo Upravljanje rizicima za cilj ima da obezbedi sta- Konačan rezultat ovih aktivnosti uz povećanje Pokazatelj 2015 2016 2017 neophodnih izmena, Banka je projekat sprovela u ostvarenog racija pokrića likvidnom imovinom bilno poslovanje Banke, ali i omogući efikasno kreditnog portfelja Banke je smanjenje bliskoj saradnji sa SBEU Grupom deljenjem resursa sa krajem 2017. godine od 172% govori o korišćenje kapitala kao osnove za ispunjenje pokazateljaPokazatelj učešća problematičnih plasmana adekvatnosti 20,1% 21,8% 30,1% i znanja iz ove oblasti. Primena IFRS9 će dovesti do visokom nivou likvidnosti s aspekta pravila poslovne politike i strategije kako bi poslovanje u kapitalaukupnim plasmanima sa 23% na 13% na povećanja rezervisanja za potencijalne gubitke Basela III koji propisuje minimalnu vrednost Banke bilo sigurno za sve zainteresovane strane kraju 2017.godine. od kreditnog rizika, ali zahvaljujući ostvarenim ovog racija od 80%. (klijente, vlasnike, zaposlene i regulatore). Banka rezultatima na poboljšanju kreditnog kvaliteta Pokazatelji upravlja rizicima i donosi odluke u skladu sa de- kreditnog 2015 2016 2017 portfelja Banke, neće imati značajan efekat na U cilju smanjenja rizika likvidnosti Banka nastoji finisanim rizičnim profilom koji određuje prihva- rizika finansijske pokazatelje i pokazatelje stabilnosti da koristi diversifikovane izvore novčanih tljiv nivo kreditnog, tržišnog, operativnog i rizika Pokazatelj učešća 27.5% 22.9% 13.2% problematičnih kredita poslovanja Banke. sredstava, kao što su: depoziti sa različitim likvidnosti. Pokazatelj ukupne pokrivenosti 101% 103.3% 105.5% rokovima dospeća (po broju i vrsti deponenata), problematičnih kredita U cilju što efikasnijeg poslovanja, Banka je dugoročna sredstva s različitih finansijskih Pokazatelj pokrivenosti Ostvarena vrednost adekvatnosti kapitala problematičnih kredita isravkom vrednosti investirala sredstva u razvoj rešenja za tržišta, subordinirane obaveze i akcijski kapital. na kraju 2017. godine iznosi 30,1% što je kao i bilansne aktive i 47.1% 55.3% 51.9% rezervisanja za gubitke prilagodjavanje IT sistema i infrastrukture prethodnih godina značajno iznad regulatorno po vanbilansnim stavkama izmenjenim metodologijama za upravljanje Tokom 2017. godine fokus je bio usmeren i na propisanih minimalnih 8%. kreditnim rizikom i što veću automatizaciju rast i dalje povećanje udela lokalnih izvora Unapređenje procesaStanje NPL-a i metodologija (MEUR) u svim procesa odobravanja plasmana. finansiranja, odnosno porast depozita klijenata. Pokazatelj 2015 2016 2017 oblastimaSegment upravljanja2015 rizicima2016 je kontinuiran2017Δ Ukupno ostvareni godišnji prirast depozita zadatak organizacionih jedinica u okviru Resora Pokazatelj Privreda 114.6 94.6 55,4 Upravljanje rizikom likvidnosti definisano je kao u 2017. godini iznosi 73 miliona evra, čime je adekvatnosti 20,1% 21,8% 30,1% za upravljanje rizicima. Tokom 2017. godine naj- kapitala Stanovništvo 60.2 53.0 33,0 niz aktivnosti u cilju održavanja neophodnog smanjen racio odnosa kredita i depozita na nivo značajnije izmene su vršene u skladu sa zahte- nivoa likvidnosti za poslovanje Banke, a u od 101%, što govori o velikom poverenju klijenata Ukupno 174.8 147.6 88,4 Sberbank Srbija je tokom 2017. godine vima lokalne regulative i regulative SBEU Grupe. skladu s analizom ročnosti bilansnih obaveza, i bitnom smanjivanju zavisnosti u finansiranju bilaPokazatelji fokusirana na delotvorno rešavanje potraživanja i vanbilansnih stavki. od centrale, odnosno većoj nezavisnosti. kreditnog 2015 2016 2017 problematičnihrizika plasmana i na efektivnu i Najvažnije aktivnosti u prvoj polovini 2017. efikasnu primenu novih regulatornih zahteva u godine su bile usmerene na primenu Basel III Pokazatelj učešća 27.5% 22.9% 13.2% Kako bi se osiguralo efikasno upravljanje Banka svojom imovinom i obavezama upravlja oblastiproblematičnih upravljanja kredita rizicima. standarda u svim oblastima upravljanja rizicima Pokazatelj ukupne likvidnošću, dužnosti su podeljene između na način koji joj obezbeđuje da u svakom pokrivenosti 101% 103.3% 105.5% problematičnih kredita po zahtevima lokalne regulative. Uvođenje Sektora za investicije i tržišta koje vrši opera- trenutku ispunjava sve svoje obaveze, kao i da NastavljajućiPokazatelj pokrivenosti s primenom adekvatnog sistema ovih standarda je podrazumevalo značajne problematičnih kredita tivno upravljanje likvidnošću, Odeljenja za njeni klijenti raspolažu svojim sredstvima u upravljanjaisravkom vrednosti i rezervisanja za lošu aktivu iz pre- bilansne aktive i 47.1% 55.3% 51.9% izmene metodologija za određivanje rizičnog upravljanje aktivom i pasivom koje se bavi skladu sa ugovorenim rokovima. thodnerezervisanja zagodine, gubitke Banka je tokom 2017. godine po vanbilansnim profila banke, definisanje dodatnih pokazatelja likvidnosnom strukturom kao i optimizacijom stavkama ostvarila istorijski najveći rezultat na planu rizika i metoda njihovog praćenja, a sve u cilju izvora i plasmana dok je Grupa za upravljanje Tokom godine ažuriran je i unapređen plan Pokazatelj 2015 2016 2017 smanjenja nivoaStanje problematičnih NPL-a (MEUR) plasmana. sveobuhvatnije i preciznije procene rizika. tržišnim rizicima zadužena za stres testiranje oporavka Banke kojim su predviđene mere Efikasnom primenom svih raspoloživih stra- SegmentPokazatelj 2015 2016 2017Δ Izmenjene su politike i procesi, pre svega, za likvidnosti. koje će se primenjivati u slučaju znatnog adekvatnosti 20,1% 21,8% 30,1% tegijakapitala umanjenje loše aktive (agresivna naplata upravljanje kreditnim i tržišnim rizicima. pogoršanja finansijskog poslovanja, a radi Privreda 114.6 94.6 55,4 problematičnih plasmana, restrukturiranje, Banka poseduje visok nivo likvidnosnih rezervi ponovnog uspostavljanja održivog poslovanja prodajaStanovništvo i otpis nenaplativih60.2 potraživanja)53.0 33,0 nivo U drugoj polovini 2017. godine, Sberbank Srbija je koje drži u obliku gotovinskih sredstava, i odgovarajućeg finansijskog položaja. Stres- problematičnihPokazateljiUkupno plasmana174.8 je147.6 smanjen 88,4za 59 bila fokusirana na realizaciju projekta prelaska sa kreditnog 2015 2016 2017 sredstava na računima kod prvoklasnih banaka testovi sprovedeni kao simulacija vanrednih milionarizika evra odnosno za 40% u odnosu na Međunarodnog računovodstvenog standarda i u obliku visokolikvidnih bezrizičnih hartija od događaja koji bi doveli do ugrožavanja početakPokazatelj učešća godine. Ovom27.5% rezultatu22.9% doprineo13.2% je i 39 (IAS39) na Međunarodni standard finansijskih problematičnih kredita vrednosti Republike Srbije koje se lako mogu stabilnog poslovanja Banke su pokazali da nižiPokazatelj priliv ukupne novih problematičnih plasmana, kao izveštavanja 9 (IFRS9), kao jedan od strateških konvertovati u gotovinu u slučaju nepredvidivih Banka poseduje mehanizme za brzi oporavak pokrivenosti 101% 103.3% 105.5% posledicaproblematičnih kredita kontinuiranog unapređenja funkcija zadataka. Na projektu su angažovani zaposleni iz i negativnih oscilacija u tokovima gotovine. i uspostavljanje održivog poslovanja uz Pokazatelj pokrivenosti praćenjaproblematičnih kreditakvaliteta kreditnog portfolija, ranog oblasti finansija, upravljanja rizikom i informacione zaštitu interesa klijenata. Time je potvrđeno isravkom vrednosti uočavanjabilansne aktive i pokazatelja47.1% povišenog55.3% rizika,51.9% kao i tehnologije. IFRS 9 je izmenio klasifikaciju, merenje U toku 2017. godine nivo likvidnosti je bio na rezervisanja za gubitke da je sistem upravljanja rizicima visokog temeljnihpo vanbilansnim aktivnosti rane naplate. i obezvređenje plasmana u odnosu na IAS 39 i stavkama zavidnom nivou gledajući sa regulatornog kvaliteta i da Banka raspolaže dovoljnim primenjuje se od početka 2018. godine. Primena aspekta Narodne banke Srbije, ali i aspekta nivoom kapitala za pokriće svih rizika Stanje NPL-a (MEUR) IFRS 9 pojačava procenu kreditne sposobnosti Evropske centralne banke. kojima je izložena u svom poslovanju Segment 2015 2016 2017Δ dužnika, daje veći značaj redovnom praćenju (što potvrđuje i izuzetno visok pokazatelj Privreda 114.6 94.6 55,4 kvaliteta kreditnog portfolija i proceni uticaja Racio likvidnosti Narodne banke Srbije se adekvatnosti kapitala) čime je potvrđena makroekonomskih tokova na njegov razvoj. kretao između 1,37 i 2,89 što govori o tome da Stanovništvo 60.2 53.0 33,0 stabilnost i solventnost Banke. Najveća novina je uvođenje modela očekivanog je likvidnost bila na visokom nivou uzimajući u Ukupno 174.8 147.6 88,4 gubitka za celokupni životni vek kredita. To obzir nivo regulatornog minimuma od 1.
16 17 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 FINANSIJE INFORMACIONA BEZBEDNOST
Svi ključni finansijski pokazatelji u 2017. godini na nivou pojedinačnog proizvoda/klijenta. pokazuju nastavak trenda uspešnog poslovanja U vremenima veoma ograničenih resursa, svih segmenata banke. razvijanje modela za računanje jediničnih troškova, daće odgovor na pitanje kako najbolje Zahvaljujući rastu produkcije u svim poslovnim uposliti resurse i maksimizirati prinos na kapital. segmentima, poboljšanju kvaliteta kreditnog portfolija, većem obimu poslovanja, koji se Prelazak na IFRS9 reflektuje kroz značajan rast prihoda od naknada, ostvareni neto rezultat pokazuje Protekla godina je donela značajne izmene rast od 82% u odnosu na 2016. godinu. Pored u regulativi, koje su zahtevale veliko rasta operativnih prihoda, zaustavljen je rast angažovanje zaposlenih iz oblasti finansija, troškova i povećana efikasnost poslovanja. riska i informacione tehnologije. U pitanju su implementacija Basel III regulative i prelazak sa Strategija banke Međunarodnog računovodstvenog standarda 39 (IAS39) na IFRS9. Strategija banke do 2020. godine, utemeljena je na pretpostavkama daljeg povećanja Prelazak na IFRS9 obuhvatao je izradu efikasnosti i profitabilnosti, zdravom rastu i usvajanje novog poslovnog koncepta, kreditnog portfolija u svim segmentima i novim klasifikacije i vrednovanja bilansnih pozicija, te partnerskim programima i inicijativama. prilagođavanje kompletnog računovodstvenog obuhvatanja svih poslovnih promena u skladu Cilj i uloga finansija sa zahtevima IFRS9.
Stalni cilj i uloga finansija jeste obezbeđivanje Tokom 2017. godine sajber kriminal je nastavio Fokusirani smo bili i na tehničke aspekte transparentnosti rezultata i performansi, da predstavlja najveću pretnju po finansijske usklađenosti sa pomenutim regulativama konzistentnost i kvalitet podataka, kao institucije širom sveta. Mapa sajber–pretnji se i u tu svrhu vodili projekat klasifikacije preduslov za upravljanje i donošenje adekvatnih konstantno menja, te je Banka aktivnosti u ovoj podataka i uvođenja pravila za zaštitu odluka u svim domenima poslovanja. oblasti usmerila na procenu rizika informacione odliva podataka. bezbednosti kako bi očuvala adekvatan nivo Izazov za finansije u narednom periodu zaštite infrastrukture i podataka. predstavlja dublja analiza i praćenje poslovanja Pored ulaganja u tehnička sredstva Koncept procene navedenog rizika u 2017. zaštite, Banka posebnu pažnju posvećuje dobija još više na značaju usled zahteva treninzima i obukama zaposlenih. nove evropske regulative - Opšta uredba Organizovane su kampanje i programi (EU) 2016/679 o zaštiti podataka o ličnosti obuke u cilju pružanja najboljih saveta (EU) ili kraće GDPR. Banka je tokom 2017. zaposlenima sa fokusom na prepoznavanje započela projekat sa definisanim zadacima pretnje u datom momentu. Važnost dobre i odgovornostima kako bi do 25. maja 2018. obučenosti i svesti zaposlenih o prevarnim poslovala u skladu sa zahtevima ove regulative. tehnikama, kao i o mehanizmima zaštite od njih je od izuzetnog značaja i može U pogledu usklađivanja, izvršena je i detaljna predstavljati ključni faktor za uspešnu analiza usklađenosti poslovnih procesa i odbranu od usmerenih napada na Banku. infrastrukture Banke sa zahtevima SWIFT CSP - programa sigurnosti SWIFT korisnika. Poseban Tim za informacionu bezbednost Banke je predmet pažnje su bile povezane obaveze uspeo da obezbedi kontinuitet poslovnih koje proističu iz važećih zakona i regulative aktivnosti bez prekida u poslovanju izazvanih bankarskog sistema Narodne banke Srbije. sajber-napadima tokom 2017. godine.
18 19 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 KORPORATIVNO DRUŠTVENA ODGOVORNOST Izložba studenata Akademije umetnosti
Studenti Akademije umetnosti imali su priliku da izlože svoja dela u novootvorenoj poslovnici Zaštita životne sredine Sberbanke u Novom Sadu. Na ovaj način, Sberbanka je pružila podršku mladim Sberbank Srbija posvećena je racionalnom umetnicima kako bi se šira javnost korišćenju resursa i uravljanju otpadom upoznala s njihovim radom, ali kako bi ostvarila što manji negativan uticaj takođe, na jedinstven način na životnu sredinu. ulepšala svoj poslovni prostor.
„Čep za hendikep“ Uređenje osnovnih škola širom Srbije Banka već treću godinu doprinosi humani- tarnoj i ekološkoj inicijativi Udruženja Zaposleni Sberbanke na kratko su izašli paraplegičara i kvadriplegičara Banata ,,Čep iz svojih poslovnih odela, rad na računaru za hendikep”. U poslovnim prostorijama zamenili četkama i svi zajedno učestvovali u banke postavljene su specijalne kutije u koje akciji krečenja 5 osnovnih škola širom Srbije. Deca Zaštita i uređenje Marginalne grupe Kultura i umetnost zaposleni odlažu prikupljene plastične čepove životne sredine koji se recikliraju, a sredstva prikupljena na ovaj Podrška organizaciji Belhospice način koriste za kupovinu invalidskih kolica za potrebe ovih korisnika. Korporativno Učešćem na tradicionom osmomartovskom humanitarnom turniru u kuglanju u organizaciji društvena Belhospice, banka je podržala ovu organizaciju odgovornost koja pomaže zbrinjavanju onkoloških pacijenata u odmaklim fazama bolesti. Vođeni idejom da se vrednost jedne kompanije ogleda u ulaganju u okviru koje posluje, Podrška NURDOR - u Sberbank Srbija je i tokom 2017. godine nastavila s ulaganjem u projekte korporativno Sberbank nastavila je stratešku saradnju sa društvene odgovornosti. U skladu sa NURDOR-om (Nacionalnim udruženjem strateškom orijentacijom doneta je odluka roditelja dece obolele od raka). Nesebičnim u kojoj se akcenat stavio na podršku deci, donacijama kako klijenata, tako i marginalizovanim grupama, zaštiti životne zaposlenih prikupljeno je 1.005.076 dinara sredine kao i umetnosti. za rekonstrukciju dečjeg hematološko – onkološkog odeljenja bolnice u Nišu. Podrška projektu „Vrednosti života“ Novogodišnja predstava i paketići za decu iz Dečjeg Učešćem u 30. Beogradskom maratonu, sela Sremska kamenica zaposleni sberbanke podržali su akciju „Vrednosti života“. Uz pomoć prikupljenih Sberbank Srbija donirala je sredstva za sredstava 22 mladih iz Centra za zaštitu dece, organizaciju novogodišnje predstave odojčadi i mladih iz Zvečanske proveli su i dodelu paketića za mališane bez sedam dana u kampu nDivčibarama gde su roditeljskog staranja u Dečjem selu u imali priliku da učestvuju u brojnim sportskim Sremskoj Kamenici. i kreativnim aktivnostima.
20 21 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 ISTRAŽIVANJA I RAZVOJ
Poslovni segment Banke koji se bavi Indeks kvaliteta usluge SQI (Total) 85% upravljanjem kvalitetom usluge, iskustvom Prvi utisak o ekspozituri 94% i prigovorima klijenata ili ‘’Customer Experience and Complaints Management’’ Blagajna 91% je u sklopu svoje definisane poslovne Savetodavni razgovor 79% strategije u 2017. godini konstantno pratio, Zaključenje prodaje 75% merio i analizirao potrebe, očekivanja i zadovoljstvo klijenata. Fokus je stavljen na merenja po internim standardima kvaliteta Zadovoljstvo i lojalnost klijenata kao što su standard S1 - kvalitet usluge u ekspoziturama i S2 - zadovoljstvo klijenata U toku novembra meseca 2017. godine gde kontinuirano pratimo nivo lojalnosti, sprovedeno je istraživanje zadovoljstva klijenata poverenja i spremnost na preporuku-NPS. (Customer Satisfaction Survey – CSS). Ispitivani Pored ovih merenja kvartalno je praćen su klijenti tri poslovna segmenta Banke i to fizička razvoj i prepoznatljivost Sberbank brenda lica metodologijom licem u lice u 33 ekspoziture, na tržištu, imidž Banke na tržištu, uspešnost ukupno 1650 klijenata, odnosno 50 po ekspozituri oglašavanja i komunikacija. i CATI telefonskom metodologijom pravnih lica i to u segmentima malih preduzeća i preduzetnika U sklopu kvalitativne analize, a sa ciljem 300 klijenata i privrede 250 klijenata. donošenja preporuke za unapređenje i razvoj Segment Ocena zadovoljstva klijenata CSI određenih procesa, servisa i proizvoda, uključeni su i najvažniji uvidi kao što su Stanovništvo (fizička lica i mikro) 6.4 91% prigovori i iskazana nezadovoljstva klijenata. Fizička lica 6.5 93%
Mikro 5.9 84% Kvalitet usluge Privreda - mala i srednja preduzeća 5.7 81% Opšta ocena zadovoljstva 6.3 90% Internim standardom kvaliteta definisana klijenata na nivou Banke je metodologija za merenje nivoa kvaliteta usluge u Sberbank ekspoziturama i to Visok nivo zadovoljstva klijenti su potvrdili i Mystery Shopping – Tajna kupovina. Fokus posebnim ocenjivanjem Sbrebank Srbija kada je stavljen na ispitivanje i analizu kvaliteta je u pitanju spremnost na preporuku. Za ovaj pružene usluge u Sberbank ekspoziturama aspekt Banka ima izuzetno postignuće NPS kao i generalno iskustvo klijenata pri poseti - (Net Promoter Score) indeksa s uspešnošću ekspozituri i raspitivanju o određenom od 61%, što je i u poređenju s konkurencijom proizvodu ili usluzi. Analiziran je generalni rezultat koji nas svrstava na prvu poziciju i utisak o ekspozituri, blagajničko i savetničko Banku čiji klijenti bi rado preporučili svojim poslovanje, organizacija rada, komunikacija sa prijateljima, rodbini i kolegama. Kod fizičkih klijentima, poznavanje proizvoda i poštovanje lica ova ocena je još viša i iznosi 74% što je procesa zaključenja prodaje. izvanredan rezultat. U delu privrede situacija je očekivana jer su u pitanju i zahtevniji i Generalno kvalitet usluge Sberbank je na kompleksniji klijenti, pa je ta ocena nešto visokom nivou sa SQI Indeksom od 85%, što niža, tek kod mikro klijenata iznosi 39%, a kod potvrđuje nalaz poslednjeg talasa merenja privrede - malih i srednjih preduzeća 16%. sprovedenog u oktobru mesecu 2017. godine kada je 89% klijenata kvalitet usluge ocenilo Generalno rezultati pokazuju visok stepen za- kao izuzetno dobar. dovoljstva klijenata što potvrđuje da se stalni trud i rad na unapređenju kvaliteta usluge i ispunjavanje očekivanja klijenata višestruko isplati.
22 23 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 LJUDSKI RESURSI
Zaposleni u Sberbanci najvažniji su resurs Veoma nam je bitno da se naše kolege osete Obuke Tokom 2017. godine zaposleni su imali ukupno uspešnog poslovanja. Zato su i tokom 2017. prepoznatim, da znaju da se vidi učinak svih 2235 trening dana i to 1137 trening dana na godine organizovane mnogobrojne aktivnosti nas, kao i da je svako od nas važan, i kao Sberbanka razvija zaposlene i tako oblikuje kulturu eksternim i 1098 na internim obukama. kako bi se pospešila motivacija, ali i unapredila zaposleni, i kao osoba sa svojim integritetom. i upravlja očekivanjima, uzimajući u obzir željena komunikacija, znanje i veštine svih članova ponašanja i potrebe, kako zaposlenih tako i banke Jedan od principa obuke i razvoja kod nas je vera da uspeh ne zavisi samo od toga šta zaposleni našeg tima. i samog tržišta. Aktivnosti koje se tiču obuka i razvoja obezbeđuju veštine potrebne za lični i sada može da uradi već šta je sposoban da nauči i profesionalni uspeh uz istovremeno poštovanje primeni u budućnosti. vrednosti banke. Obuka zaposlenih se ne smatra troškom već investicijom, i predstavlja kombinaciju Na osnovu potreba i razvojnih planova zaposlenih, Struktura zaposlenih praktičnog i teorijskog znanja, razmenu iskustava, kao i negovanjem dobre tradicije iz prethodnih godina učenje na poslu, rad na projektima… u vezi s internom razmenom znanja, u toku godine realizovano je ukupno 24 interna treninga, što je 140% Neodređeno više internih treninga u odnosu na 2016. godinu. Određeno vreme 655 vreme Ovi treninzi su pokrivali kako teme koje se tiču 32 55 24 znanja, tako i veština. Neki od sadržaja internih expert senior treninga činili su: usklađenost poslovanja, sprečavanja pranja novca i finansiranje terorizma, osnovi prodaje, upisivanje hipoteka, veštine vođenja intervjua i dr. 33 8 junior Direktori Kako su i interni izvori obuka ograničeni, dopuna 687 Otvorene pozicije eksternim obukama je neophodna. Istakli bismo: 485 202 tokom godine “Situaciono rukovođenje”, “Veštine prodaje s akcentom na veštine pregovaranja”, “Kako trenirati trenere” i mnoge druge konferencije i seminare. Struktura zaposlenih na dan 31.12.2017
24 25 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 FINANSIJSKI IZVEŠTAJI
Ključni pokazatelji 2012-2017. Ostvareni pokazatelji poslovanja Banke na dan 31. decembar 2017. godine
Racio učešća operativnih troškova u neto prihodima iz poslovanja
2012 44%
2013 43% Pokazatelji poslovanja Ostvareno Propisano 2014 48% Kapital EUR 193.663.116 min. EUR 10.000.000 2015 67% Adekvatnost kapitala 30.14% min. 8% 2016 59%
2017 56% Pokazatelj ukupnih ulaganja u lica koja nisu u finansijskom sektoru i osnovna sredstva 2.53% max. 60%
Ukupni depoziti klijenata u 000 dinara Izloženost prema licima povezanim u milionima RSD sa bankom u odnosu na kapital 8.51% max. 25% 2012 24,705 Pokazatelj zbira velikih izloženosti banke 52.10% max. 400% 2013 28,137 Pokazatelj likvidnosti – decembar 2.19% min. 0,8 2014 35,852 Pokazatelj deviznog rizika 1.40% max. 20% 2015 53,655
2016 65,848
2017 70,430
Ukupni plasmani klijentima (bruto) u 000 dinara u milionima RSD 2012 78,655
2013 71,518
2014 77,058
2015 77,964
2016 80,119
2017 79,665
26 27 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017
BILANS USPEHA za godinu završenu BILANS STANJA za godinu završenu 31. decembra 2017. godine 31. decembra 2017. godine
U hiljadama dinara 2017. 2016. U hiljadama dinara 2017. 2016. 01.01.2016. AKTIVA Gotovina i sredstva kod Centralne banke 20.341.962 17.625.385 17.490.339 Finansijska sredstva po fer vrednosti kroz Prihodi od kamata 5.293.984 5.703.303 bilans uspeha namenjena trgovanju - 37.449 17.726 Rashodi kamata (974.211) (1.158.107) Finansijska sredstva raspoloživa za prodaju 15.412.674 14.750.164 12.262.823 Krediti i potraživanja od banaka i drugih Neto prihod po osnovu kamata 4.319.773 4.545.196 finansijskih organizacija 4.711.051 4.076.294 7.339.593 Prihodi od naknada i provizija 1.615.995 1.395.630 Krediti i potraživanja od komitenata 73.953.437 69.863.561 67.767.172 Rashodi naknada i provizija (395.759) (530.833) Investicije u pridružena društva i zajedničke poduhvate 150.064 150.064 150.064 Neto prihod po osnovu naknada i provizija 1.220.236 864.797 Nematerijalna ulaganja 357.247 278.823 277.203 Nekretnine, postrojenja i oprema 430.348 481.274 553.576 Neto dobitak/ gubitak po osnovu finansijskih sredstava Tekuća poreska sredstva 3.190 61.207 64.071 namenjenih trgovanju (49.531) 31.415 Odložena poreska sredstva 77.291 68.917 15.712 Neto dobitak/(gubitak) po osnovu finansijskih Ostala sredstva 595.413 765.177 818.756 2.508 - sredstava raspolozivih za prodaju UKUPNA AKTIVA 116.032.677 108.158.315 106.757.035 Neto prihod od kursnih razlika i efekata OBAVEZE ugovorene valutne klauzule 537.651 389.030 Finansijske obaveze po fer vrednosti kroz bilans uspeha Ostali poslovni prihodi 174.395 50.915 namenjene trgovanju 20.987 8.905 20.557 Depoziti i ostale obaveze prema bankama, drugim Neto rashod po osnovu obezvređenja finansijskih finansijskim organizacijama i Centralnoj banci 18.549.699 16.037.047 21.842.496 sredstava i kreditno rizičnih vanbilansnih stavki (1.908.306) (1.966.866) Depoziti i ostale obaveze prema drugim komitentima 70.430.413 65.848.455 53.655.327 Troškovi zarada, naknada zarada i ostali lični rashodi (1.318.090) (1.372.191) Subordinirane obaveze 1.777.611 1.852.357 6.689.713 Troškovi amortizacije (173.800) (167.199) Rezervisanja 490.135 426.828 399.223 Ostali rashodi (2.005.652) (1.941.174) Ostale obaveze 640.037 637.504 949.906 UKUPNO OBAVEZE 91.908.882 84.811.096 83.557.222 Dobitak/ gubitak pre oporezivanja 799.184 433.923 KAPITAL Porez na dobitak - - Akcijski kapital 14.820.961 14.820.961 14.820.961 Dobitak po osnovu odloženih poreza 3.727 2.246 Dobitak 802.911 436.169 - Dobitak/ gubitak nakon oporezivanja 802.911 436.169 Gubitak - - (497.731) Pripisuje se: Rezerve 8.499.923 8.090.089 8.876.583 Dobitak/(Gubitak) koji pripada matičnom entitetu 802.911 436.169 UKUPAN KAPITAL 24.123.795 23.347.219 23.199.813 UKUPNO PASIVA 116.032.677 108.158.315 106.757.035
28 29 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 ORGANIZACIONA ŠEMA SBERBANK SRBIJA A.D. BEOGRAD
VAŽI OD 24.11.2017.
UPRAVNI ODBOR SLUŽBA USKLAĐENOSTI POSLOVANJA BANKE SLUŽBA INTERNE REVIZIJE
PREDSEDNIK IZVRŠNOG ODBORA
SLUŽBA ZA LJUDSKE RESURSE PRAVNA SLUŽBA
RESOR ZA POSLOVE SA RESOR ZA POSLOVE SA RESOR ZA UPRAVLJANJE RESOR ZA UPRAVLJANJE STANOVNIŠTVOM PRIVREDOM I GLOBALNA TRŽIŠTA OPERACIJAMA FINANSIJAMA I RIZICIMA (Predsednik Izvršnog odbora) (Predsednik Izvršnog odbora) (Član Izvršnog odbora) (Član Izvršnog odbora)
Sektor za poslove sa privredom i sa Sektor za investicije i tržišta Sektor prodaje i distribucije Služba za marketing i komunikacije malim i srednjim preduzećima Sektor za Informacione tehnologije Sektor bankarskih operacija Sektor za procenu kreditnog rizika Sektor upravljanje rizicima
Odeljenje za podršku prodaji, Odeljenje za finansijske Odeljenje za Odeljenje za procenu kreditnog rizika Odeljenje za razvoj proizvoda Odeljenje trgovanja Odeljenje platnog prometa Odeljenje za integrisano obuku i banku na poslu u sektoru stanovništva institucije ifinansiranje infrastrukturu i operacije za poslove sa privredom upravljanje rizicima spoljnotrgovinskih poslova Odeljenje kontakt centra Odeljenje za digitalno Odeljenje za prodaju Odeljenje za Grupa za platni Odeljenje za procenu kreditnog rizika Odeljenje za upravljanje bankarstvo i partnerstva Odeljenje za poslove finansijskih instrumenata aplikativnu podršku promet u zemlju za poslove sa malom privredom kreditnim rizikom sa korporativnim klijentima REGION BEOGRAD i javnim sektorom Grupa za platni promet sa inostranstvom Odeljenje za procenu kreditnog rizika Odeljenje za analizu Služba za sprečavanje za poslove sa stanovništvom kreditnog rizika portfolia Regionalni centar Beograd 1 Odeljenje za poslove pranje novca sa malim i Grupa za režimsku kontrolu Regionalni centar Beograd 2 srednjim preduzećima Sektor za restrukturiranje i Sektor za finansije Služba za održavanje i podršku naplatu problematičnih plasmana Ekspoziture Grupa za podršku Regionalni Centar Beograd sektoru tržišta Istureni deo ekspoziture Odeljenje za ranu identifikaciju Regionalni Centar Čačak Odeljenje računovodstva Služba za bezbednost problematičnih plasmana Odeljenje Direktnih kanala u sektoru privrede REGION NOVI SAD Regionalni Centar Novi Sad Odeljenje upravljanja Odeljenje za restrukturiranje i Regionalni centar Novi Sad Odeljenje za administraciju finansijama Odeljenje za razvoj Služba za organizaciju, upravljanje naplatu problematičnih plasmana računa i podršku mreži proizvodau sektru privrede projektima i procesima za poslove sa privredom Ekspoziture Grupa za izveštavanje Odeljenje za restrukturiranje i Narodnoj Banci Srbije Istureni deo ekspoziture Grupa za podršku mreži naplatu problematičnih plasmana Odeljenje za za poslove sa stanovništvom kreditne analize Grupa za Odeljenje za upravljanje REGION KRAGUJEVAC administraciju računa aktivom i pasivom Grupa za ranu naplatu potraživanja za poslove sa stanovništvom Ekspoziture Grupa za poslove pravnog trezora Grupa za nabavku Istureni deo ekspoziture Odeljenje za analizu Odeljenje kreditne kolaterala administracije
Grupa kreditne administracije za rad sa stanovništvom
Grupa kreditne administracije za rad sa privredom
Grupa dokumentarnih poslova i garancija Legenda
Sektor Odeljenje Regionalni centar Ekspozitura Grupa B-1 B-1 ili B-2 B-2 / B-3 B-3 B-3 Legenda
Izvršni odbor (Član IO)
Sektor Odeljenje Služba Regionalni centar Ekspozitura Grupa 30 B-1 B-1 ili B-2 B-1 ili B-2 B-2 / B-3 B-3 B-3 31 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 MARKETINŠKA PODRŠKA
Aktivnosti resora za Poslovanje sa Lansiran je novi vebsajt Banke kao najvažniji stanovništvom podržane su tokom cele kanal komunikacije i unapređen je prodajni godine različitim marketinškim rešenjima. proces, posebno u promociji keš kredita i kredita za refinansiranje. Realizovane su četiri Sprovedene su dve TV kampanje kojima je onlajn kampanje za keš kredite i kredite za promovisan Super kredit, keš kredit ili kredit refinansiranje uz konstatntno oglašavanje za refinansiranje, a prisustvo je ostvareno na vebsajtu Google i društvenim mrežama. na televiziji, onlajn i štampanim medijima, Marketing miks - postavka specijalnih onlajn kao i na radiju. Obe kampanje su doprinele ponuda za kredite dovela do je maksimalnih odličnim prodajnim rezultatima u Resoru za prodajnih rezultata. Ostvareno je 10.480.349 poslovanje sa stanovništvom, značajnom evra što predstavlja 10,43% od ukupnog porastu prodaje kredita putem onlajn volumena banke. kanala, kao i povećanoj prepoznatiljivosti Sberbank brenda. Lansiranjem proizvoda za afluent klijente, kreirali smo zaseban mikrosajt Elite U četvrtom kvartalu fokus marketinških banking kako bi korisnici imali jasan pregled aktivnosti bio je na lansiranju novog paketa informacija i mogućnost predstavljanja usluga za segment “affluent” kijenata banke. proizvoda. Tom prilikom kreiran je Elite banking - podbrend s posebnim grafičkim i vizuelnim Unapređena je saradnja sa partnerskim elementima i odgovarajućim setom sajtovima što se pokazalo kao vrlo uspešan promotivnih materijala kao i brendinga koji korak i rezultiralo visokim rastom prodaje sa smo plasirali u okviru ekspozitura. tog kanala. momentalno, precizno i pre svega lako decembru 2017. godine taj broj porastao Digital plaćanje računa. na 20.372. Onlajn aktivnosti Takođe, tokom prethodne godine uveden Ipak, najveći rast zabeležen je u mobilnom Sberbank Srbija i u 2017. godini, ostvarila je i servis Sber X:Change - prvi te vrste na bankarstvu, gde je broj registrovanih Trend digitalne komunikacije koji evoluira snažan rast na polju digitalnih kanala. domaćem tržištu. Sada su, klijenti Sberbanke korisnika porastao sa 6.576 na 14.004. i koji je naša Banka prepoznala doveo je u mogućnosti da trguju valutnim parovima i do toga da su tokom godine realizovane Prva na tržištu Srbije, Sberbank uvela je to u realnom vremenu - FX Trgovina. U Mikro segmentu, jedna smo od retkih brojne marketinške aktivnosti na onlajn standard 2D bar koda. Na ovaj način banaka na tržištu koja je svojim korisnicima kanalima komunikacije. U okviru funkcije omogućeno je plaćanje računa na kasama Što se tiče broja korisnika elektronskog omogućila mobilnu aplikaciju za pravna lica digitalni marketing, intenzivne aktivnosti u Mercator-S i uvedena Scan 2 Pay bankarstva zabeležili smo značajni rast u i preduzetnike koja je od kraja decembra doprinele su ostvarenju ambicioznih ciljeva funkcionalnost u okviru mobilne bankarske odnosu na 2016. godinu. Što se tiče fizičkih dostupna za Android uređaje. Lansiranje u promociji brenda i proizvoda Banke, ali i aplikacije. Uz pomoć aplikacije Scan 2 lica u decembru 2016. godine beležili smo IOS verzije očekujemo do kraja prvog u ostvarenju prodaje. Pay našim klijentima omogućili smo 13.952 registrovana korisnika, dok je u kvartala 2018. godine.
32 33 www.sberbank.rs
34 2017 ANNUAL BUSINESS REPORT
1 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 CONTENTS
5 Mission and Vission
6 About Sberbank and Sberbank Europe
8 Foreword of the President of the Executive Board
10 Corporate and Global Markets
12 Retail
16 Risk Management System
18 Finance
19 IT Security
20 Corporate Social Responsibility
21 Environmental Safety
22 Research and Development
24 Human Resources
26 Financial Statements
26 Key Figures 2012-2016
27 Performance Indicators
28 Income Statement
29 Balance Sheet
30 Organisation Structure
32 Marketing support
2 3 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017
MISSION
Our goal is to create value for our clients by providing them with easy to use, convenient and innovative products and services. We will achieve that goal by being a responsible lender and through the engagement of our talented and dedicated employees. We provide solutions to even the most complex requests from private citizens, small businesses and corporate clients. The satisfaction of our customers, together with internal efficiency, will result in the creation of value for our shareholder. VISION
Innovative and confident bank that customers like to cooperate with and employees are proud of.
4 5 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 ABOUT SBERBANK EUROPE
Sberbank Europe’s business model
Sberbank Europe’s business model continues to evolve around four pillars:
• Profitable • Modern
Following a successful development on CEE Sberbank Europe will continue upgrading About Sberbank Europe markets, Sberbank Europe will focus on its digital capabilities and developing utilizing its capital and resources capabilities adequate mix of physical and online to further grow the business in Sberbank presence, which should ensure superior Sberbank Europe AG, headquartered in Slovenia and Serbia. In Germany, Sberbank Europe subsidiaries. customer experience across all channels. Vienna, Austria, is a banking group that Direct serves retail clients, offering is 100% owned by Sberbank of Russia, online basic banking products. In Austria, • Self-funded • Light the largest bank in Russia. Sberbank Sberbank Europe serves corporate clients of Russia is servicing more than 70% of with business focus on CEE markets, Russia In addition to previous achievements in Sberbank Europe will work further on the Russian population. The European and CIS. Sberbank Europe Group has around optimizing funding mix and decreasing continuous improvement of its operations, subsidiary Sberbank Europe is present in 665,000 customers, operates 190 branches, dependency on Shareholder’s support, and on steering across the Group as efficiently eight European markets: Austria, Germany, and employs 4,050 employees across Sberbank Europe will emphasize on prudent as possible. Bosnia and Herzegovina (Sarajevo and Banja Europe. The total assets of Sberbank Europe capital management and risk weighted assets Luka), Croatia, Czech Republic, Hungary, amount to EUR 12.6bn (as of December 2017). steering to achieve maximum return on capital.
6 7 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 FOREWORD OF THE PRESIDENT OF THE EXECUTIVE BOARD
Thanks to the growth of production in all On the risk management side, during 2017, business segments, the improvement of the we were focused on the effective solution of quality of the loan portfolio and the higher non-performing placements, i.e. the effective volume of operations, the achieved net result and efficient application of new regulatory shows an increase of 82% compared to 2016. In requirements in the area of risk management. addition to the growth of operating revenues, we stopped the growth of costs and thus I am proud that in 2017 we also were dedicated increased the overall efficiency of operations. to our joint activities, within the framework of corporate social responsibility projects. In this As in the previous year, in the segment of way, we once again demonstrated our concern Retail banking, Sberbank Serbia has achieved for the community in which we operate and excellent results. The overall profitability of demonstrated the desire to contribute to the Bank has improved by as much as 202%. I better living conditions for all people in Serbia would especially like to point out the growth by personal example and commitment. of placements to individuals which reached the amount of EUR 100 million, which is really a The most important resource for successful great success. business are satisfied employees. They were and shall remain our priority. Our team in the With the partnership with the largest loyalty past year has been strengthened by new highly program in the “Super Kartica” region, as well as professional, ambitious people ready to face all cooperation with NIS Gazprom Neft, through the challenges of our profession. As before, we Dear Sir/Madam, the joint project “Sa nama na putu” (Together will continue to encourage all members of the on the Road), Sberbank Serbia has further team for additional training and improvement. With great pleasure, on behalf of the Executive Board of Sberbank strengthened the segment of retail business. We believe that every employee is a valuable Serbia, I will present you excellent business results that Sberbank link for future success, but also a kind of brand ambassador of our Bank. Serbia achieved during 2017. In the course of 2017, two exceptional innovations in the field of digitization were The year behind us is characterized by the continuation of introduced: “Scan 2 Pay” functionality within In the year ahead, we will strive to fulfill all macroeconomic stabilization in Serbia, which resulted in decrease the mobile banking application and service the requirements of the market, developing in the risk premium to the lowest level to date, as well as the “Sber X: Change” - an application unique on the new, innovative and creative solutions, which increase in the credit rating of Serbia. Serbian market. In this way, Sberbank Serbia is will strengthen our leadership position in the definitely going to further develop digitalization quality of the services we provide, as well as the and technology, fully in order to improve the trust of our clients. Favorable trends in the labor market, a significant drop in interest efficiency of operations. rates on loans in dinars, the relaxation of monetary policy by the European Central Bank, and a decrease in the country risk Respectfully, premium have affected the decline in interest rates on euro- In the Corporate business Sector we , as a Marijana Vasilescu Bank, continue to strive to be a reliable, loyal indexed loans. All of the above contributed to the recovery of Head of the Executive Board credit activity. Thanks to conservative measures, the banking and stable partner and support our corporate sector is highly capitalized. The share of non-performing loans clients, continuously building bridges between during the year in Sberbank Serbia amounted to 17%, which is the l Serbian and Russian companies. owest level since 2011.
8 9 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 BUSINESS WITH THE ECONOMY (Corporate and Global Market Sector)
In the corporate business segment, the With the intention to show at all times readiness signing only one contract on opening a foreign Bank achieved historically good results in for cooperation and adequate support for small currency account. In this way, we provide fast 2017, and in comparison to the previous year, and medium-sized enterprises, which we see billing service especially important for clients significant growth in healthy portfolios as the bearers of economic development, a operating in a multi-currency environment. was recorded, followed by an enormous sales campaign was successfully implemented increase in the deposit base. In the Small through loans for general business purposes In 2017, the Bank recognized the potential and Medium-sized Sector, portfolio growth (Flexi 24-36), as a multipurpose lending activity provided by the Law on Payment Services and was almost 17%, while growth in the for financing current assets and current liquidity accordingly started the targeted cooperation Corporate Banking Sector was above 26%. with a flexible repayment period. through the creation of a special set of services As a result of new and previously signed and conditions for payment institutions and agreements, several major transactions The development and improvement of their agents. In this way, the Bank expands were carried out, and the Bank continued to banking activities in the field of renewable the existing portfolio of services and creates exercise good practice of supporting large sources is an important driver of future a new distribution channel using a network corporate clients through members of the development within the existing business of payment institutions. Sberbank Group. The scope of cooperation strategy. Bearing in mind the specificity and with the companies from the energy and complexity of this type of financing, several The development of new products and services agriculture sectors has increased, and projects in the field of mini-hydro and biogas will remain one of the key drivers of future investment growth in the construction were realized in 2017, and a step forward in business development in the business segment industry has also been noticeable through the improvement of expertise was realized as in the coming period, as well as the continuation project financing. a prerequisite for further development in this of closer cooperation with the public sector in segment. Taking into account the potential, order to implement the infrastructure projects The total volume of foreign trade with further plans in this business segment will be within the local self-government, using public- Russia was followed by the significant focused on similar projects. private partnership models (PPP¬). participation of the Bank in total foreign trade and transactions in Russian Following the modern trends in cash We are continuously working on education rubles with the tendency of continuous management, the concept of Cash and raising the level of knowledge of growth, which confirms the strategic Management adapted to corporate banking employees in order to more efficiently orientation of Sberbank of Serbia when it has been established, aimed at reliable and consider the potential for financing, thus comes to cooperation with Russian and efficient performance of payment services building the necessary expertise that Commonwealth of Independent States (CIS) in the country and abroad, using bank contributes to better positioning of the Bank market. In cooperation with members of the products and services directed to adequate in sectors, such as agriculture, energy and Sberbank Group, the “Bridge” project was management of business accounts, in order other fields that go beyond the standard launched, which should provide the desired to secure optimal liquidity of the company. financing approach. level of expertise and enable adequate instruments and mechanisms for financing In order to optimize the process of account Also, significant market research, including foreign trade activities. We also transfer opening, a multi-currency account was sectoral and macroeconomic analysis, has acquired experience in the international promoted, as a new service that allows clients been carried out, which should provide factoring and together with colleagues from easy access to the purchase of foreign currency better positioning in industries where Sberbank Russia actively participate in the and transactions in several currencies. the Bank is traditionally present, point to formation of necessary procedures in order Clients are given the possibility to conduct further development trends and enable to establish the platform of the double- transactions in five currencies (EUR, USD, CHF, entry into new sectors that record a positive factor system with Russia. RUB and GBP) by submitting one request and growth trend.
10 11 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 RETAIL BUSINESS
In the Retail Banking Department in 2017, the increase compared to the previous year focus was on developing client relationships, when there had been 5.872. delivering to meet their needs and creating modern, practical solutions, i.e. automating * 7.707 credit cards were issued the process of loan approval and realization. * An increase of fee income of 29% was Loans The Bank continued to implement regular recorded compared to the previous year and it quarterly campaigns of pre-approved amounts to EUR 7.63 million When talking about loans during 2017, the most products, both cash and refinancing loans, Key results achieved during the year in common products were cash and refinancing and overdrafts. loans for which the offer was extended by this segment: Sberbank express introducing a variable interest rate with the By changing the benefits of the product for the * Level of new placements amounted allowed overdraft on the current account, the In 2017, another segment in the retail existing offer of loans with combined interest. to 167,4 million euros, thus achieving the maximum term from 24 to 36 months has been business was launched - Sberbank express. increase of 20% compared to the previous During 2017, the process of applying for loans extended with an additional benefit which Four Sberbank Express Branches - cashless year. It should be noted that the growth was automated and simplified - a set of implies the realization of the overdraft even light branches which took over a large of placements to individuals was 30% mandatory documentation that the client before the receipt of the profit on the current portion of services for existing customers compared to the previous year and reached should prepare was reduced, significant account of the client, which resulted in an were opened in shopping centres. Within the amount of 110.45 million euros savings were made in the time required for increase in the total number of these products the Sberbank express the clients can: the approval of the request by individuals, and by 11% compared to the previous year. * The number of new active clients has * Open any account finally, the time needed for the initial realization increased by 1% currently amounting to of the loan was significantly reduced. For clients employed in companies within 125,800 clients * Apply for a debit or another credit card the Bank at Work channel during the special Constant optimization of the price and * 18,100 new current accounts were opened, benefits were regularly prepared. other characteristics of the product resulted representing a growth of 9% compared to * Submit request for a loan or an overdraft in total loans to individuals in the amount In accordance with the implementation the previous year when in total 16,586 new of EUR 111 million, which represents an of IFRS9 Standard (International Financial current accounts had been opened. * Use ATM services increase of 44% compared to the previous Reporting Standards), the adjustment of loan * There was also an increase in the total When using ATM, clients may withdraw year. The achieved result contributed to agreements has been made so that they do number of approved permitted overdrafts money in dinars and euros, and make the significant improvement of the Bank’s not generate other cash flows other than for individuals, namely by 11%, i.e. 6,594 payments in dinars. market position and the achievement of interest and principal, as described by the placements were opened, which is an market share of 4% aforementioned standard.
12 13 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017
Insurance We have introduced new products for farmers - a credit line and a refinancing loan, and in this When it comes to insurance business in 2017, way reduced the costs for clients. the focus was on increasing the penetration of CPI insurance and establishing a stable In order to make our offer of credit products for trend in the share of insurance in loans and micro clients even more competitive, but also credit cards. more comprehensive, we introduced dinar loans for micro clients with variable interest A different approach was developed in rate and lower interest rates for loans in euros. communication with clients, and the emphasis was placed on the protection function of the We broke the record in paid loans to micro clients CPI insurance as a measure of securing loans. - almost 67 million euros were released. The loan portfolio growth, which is not in default, was When it comes to the penetration of this also recorded in the amount of 20%, by EUR type of insurance in 2017, growth was seen 13,800,000 to the amount of EUR 72,000,000. Deposits and savings products clients from the field proved that this is exactly in relation to the previous year of 11% when what makes a difference in the experience of the loan insurance is in question, while in the 3,450 accounts were opened to micro The Bank continued to intensively collect using the Bank’s products. case of credit cards growth was 10%. clients, which in large part also affected the deposits in the Retail sector this year, bearing growth of revenues from fees from payment in mind the stability of these sources and their As a consequence, the bank’s income from operations. The increase in the off-balance influence on the formation of the price of the Elite Banking insurance activities was also increased - in the sheet portfolio through the increase in issued source of funds. case of loans, the growth is 34% compared to guarantees also recorded a growth of 20 At the end of October 2017, the Bank the previous year, while in the case of credit percent, for EUR 1,700,000. Total amount of deposits closing with 31.12.2017 successfully launched Elite Banking, an cards growth is 17%. amounted to EUR 333.8 million, representing exclusive package of services that enabled Based on the available financial reports, we an increase of 12% (growth of EUR 300.3 important clients the individual access Given that the desired stable growth trend has expanded the client base and the potential million). The achieved growth of almost EUR 34 through a personal banker service in 5 been achieved, opportunities have emerged for campaigns through pre-selection. million is the best reflection of clients’ trust. The selected branches. A special Contact Center for the introduction of new attractive types By investigating the behavior of existing achieved result contributes to the achievement line has been opened to enable Elite Banking of insurance, such as variations of travel credit clients, a behavioral campaign was of one of the Bank’s strategic goals - ensuring clients to get all the necessary information insurance for the whole family, combined with introduced through which the decision- self-financing, since the credit and deposit ratio and consultations as soon as possible. account packages and other bank products. making process has been significantly has almost reached the level of 100% improved and accelerated. By applying a set In addition to this, these clients are enabled of criteria, based on the financial statements, to use the Elite current account package, Micro Segment we organized a special campaign “Top 500” Account packages out of which we specially highlight free cash with the help of which we have targeted withdrawal by debit card at all ATMs in the The main goal of our Bank in the segment Over 14,500 opened current accounts of retail the best clients from the market. Through country, MasterCard Gold credit card with that includes micro clients in 2017 was the clients and over 3,500 opened accounts of the organization of special events specially included travel insurance for the whole family increase in the number of credit clients in micro clients contributed to the growth of the designed for this client group, we have (including the payment of damages in case of order to influence the preservation, as well total base, which reached the level of 125,800 strengthened the existing cooperation and loss / delay of flight / theft of luggage), as well as the additional increase in the client’s credit active current accounts of clients in the retail made our relationship even better in quality. as a unique Elite Care service through which portfolio. That’s why we have decided to banking sector. users and members of their immediate family undertake a number of activities and further In order to make our clients even more improve existing products and processes. Account bundles are recognized as unique were given the opportunity to use significant satisfied with our services, we put emphasis discounts on medical examinations of the most on quality service management, we defined - emphasizing the Easy Account package In this regard, we have provided additional sought after specialties (general practitioner, the basis for further improvement of containing a unique and completely free 24/7 functionality for credit lines through the use of pediatrician, dermatologist, ophthalmologist, service quality. We are actively working on service that includes “Friend on the Road”, investment products - loans for office space, physiatrist, internist, otorhinolaryngologist) improving communication strategy through “Home Repairman” and “Doctor on the phone”, machines and equipment and financing of in the health centers of the largest private strengthening the competencies of employees the Bank confirms its orientation to always be performed investments. there for its loyal users. The experience of the institution in the country – MediGroup. with a focus on knowledge, skills, teamwork.
14 15 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 RISK MANAGEMENT SYSTEM of a model of expected loss for the entire lifetime that the liquidity was at a high level taking into of the loan. This required the development of account the level of the regulatory minimum of 1. Indicator 2015 2016 2017 new models for assessing the probability of Capital default of clients’ liabilities and new models for In accordance with the requirements of the adequacy 20,1% 21,8% 30,1% Risk management aims to ensure stable Bank’s shareratio of non-performing placements in total place- estimating expected losses in case of realization National Bank, the Bank has followed up operations, but also to enable efficient use of ca- ments from 23% to 13% at the end of 2017. of this probability. Having in mind the volume of the introduction of Basel III liquidity-related pital as the basis for fulfilling business policy and necessary changes, the Bank implemented the standards that were previously monitored in Credit strategy so that the business of the Bank is safe risk 2015 2016 2017 project in close cooperation with the SBEU Group line with the requirements of the European for all stakeholders (clients, owners, employees indicators by sharing resources and knowledge in this field. Central Bank. The level of the achieved liquidity and regulators). The Bank manages risks and ma- Indicator of share 27.5% 22.9% 13.2% in non-performing loans The application of IFRS9 will lead to an increase in coverage at the end of 2017 of 172% indicates a kes decisions in accordance with a defined risk Indicator of total high level of liquidity from the aspect of the coverage of 101% 103.3% 105.5% provisions for potential losses on credit risk, but profile that determines the acceptable level of non-performing loans thanks to the achieved results in improving the Basel III rules which prescribes the minimum Indicator of coverage credit, market, operational and liquidity risk. of non-performing loans value of this ratio of 80%. by correction of the credit quality of the Bank’s portfolio, it will not have value of balance sheet 47.1% 55.3% 51.9% assets and provisions a significant effect on the financial indicators and The realized capital adequacy ratio at the for losses on o-balance sheet items performance indicators of the Bank’s operations. In order to reduce the liquidity risk, the Bank end of 2017 amounted to 30.1%, which, as in seeks to use diversified sources of cash, such as: the previous years, is significantly above the Improving processesStatus of andNPL (MEUR) methodologies in In order to make the most efficient business, the deposits with different maturities (by number regulatory minimum of 8%. allSegment areas of risk management2015 2016 is a continuous2017Δ Bank has invested funds in the development and type of depositors), long-term assets task of organizational units within the Risk Economy 114.6 94.6 55,4 of solutions for adapting IT systems and from different financial markets, subordinated Indicator 2015 2016 2017 Management Department. During 2017, liabilities and share capital. Retail 60.2 53.0 33,0 infrastructure by altering the methodologies the most significant changes were made in Capital Total 174.8 147.6 88,4 for managing credit risk and maximizing the adequacy 20,1% 21,8% 30,1% accordance with the requirements of the local During 2017, the focus was on the growth and ratio automation of the loan approval process. regulations and regulations of the SBEU Group. further increase in the share of local sources In 2017, Sberbank Serbia focused on the effective Liquidity risk management is defined as a series of financing, i.e. the increase in deposits of solutionCredit of non-performing placements and the The most important activities in the first half of clients. The total annual increase in deposits risk 2015 2016 2017 of activities in order to maintain the necessary effectiveindicators and efficient application of new regula- 2017 were focused on the application of Basel level of liquidity for the Bank’s operations, and in in 2017 amounts to 73 million euros, which toryIndicator requirements of share in the area of risk management. III standards in all areas of risk management reduced the ratio of loan and deposit ratio to 27.5% 22.9% 13.2% accordance with the analysis of the maturity of in non-performing loans according to local regulatory requirements. Indicator of total the balance sheet liabilities, receivables and off- 101%, which speaks of the great confidence Continuingcoverage of with the101% application103.3% of an adequate105.5% The introduction of these standards implied non-performing loans balance sheet items. of clients and the significant reduction of managementIndicator of coverage and provisioning system for bad significant changes in the methodologies of non-performing loans dependence on financing from the central assetsby correction from of the the previous year, the Bank achieved value of balance sheet 47.1% 55.3% 51.9% for determining the risk profile of the Bank, In order to ensure efficient liquidity management, office, i.e. greater independence. assets and provisions thefor losses historically on o-balance highest result in the year 2017 defining additional risk indicators and the sheet items the duties are divided between the Investment in terms of reducing the level of non-perfor- methods for their monitoring, all with the aim and Market Sector that performs operational The Bank manages its assets and liabilities in a ming placementsStatus. The of NPLeffective (MEUR) implementati- of more comprehensive and more precise risk liquidity management, the Asset and Liability manner that ensures meeting all its obligations on Indicatorof all available strategies2015 of2016 reduces bad2017 assets Segment 2015 2016 2017Δ assessment. The policies and processes have Division dealing with liquidity structure, as well at any time, and disposing of clients assets in (aggressive collection of problematic placements, been changed, first of all, for managing credit accordance with the agreed deadlines. EconomyCapital 114.6 94.6 55,4 as the optimization of sources and placements restructuring,adequacy sale20,1% and write-off21,8% of unco30,1% llectible ratio and market risks. while the Market Risk Management Group is in Retail 60.2 53.0 33,0 receivables), the level of problematic place- charge of stress liquidity testing. During the year, the Bank Recovery Plan was mentsTotal has been 174.8reduced by147.6 59 million88,4 euros In the second half of 2017, Sberbank Serbia was updated and the measures to be implemented orCredit by 40% compared to the beginning of the focused on the implementation of the project of The Bank possesses a high level of liquidity in the event of a significant deterioration in risk 2015 2016 2017 yearindicators. This result was also contributed by the lower transition from International Accounting Standard reserves held in the form of cash, funds on financial operations were envisaged, in order inflow of new non-performing placements as a 39 (IAS39) to International Financial Reporting to re-establish a sustainable business and an Indicator of share 27.5% 22.9% 13.2% accounts with first class banks and in the resultin non-performing of continuous loans improvement of the functi- Standard 9 (IFRS9) as one of the strategic tasks. The appropriate financial position. Stress tests Indicator of total form of highly liquid risk-free securities of the coverage of 101% 103.3% 105.5% conducted as a simulation of extraordinary events onsnon-performing of monitoring loans the quality of the loan portfo- project involves employees in the field of finance, Republic of Serbia that can be easily converted lio,Indicator the of coverageearly detection of the increased risk indi- risk management and information technology. that would endanger the stable operations of the of non-performing loans into cash in case of unpredictable and negative by correction of the Bank have shown that the Bank has mechanisms cators, value of balance and sheet the basic47.1% early collection55.3% activities.51.9% IFRS 9 amended the classification, measurement oscillations in cash flows. assets and provisions Thefor losses final on o-balance result of these activities with the increa- and impairment of placements in relation to IAS 39 for rapid recovery and establishing a sustainable sheet items se in the Bank’s loan portfolio is a decrease in the and has been applied since the beginning of 2018. During 2017, the level of liquidity was at an business with the protection of clients’ interests. Status of NPL (MEUR) The application of IFRS 9 enhances the assessment enviable level, considering the regulatory aspect This confirmed that the risk management system is of high quality and that the Bank has sufficient Segment 2015 2016 2017Δ of the borrower’s creditworthiness, gives greater of the National Bank of Serbia, but also the importance to the regular monitoring of the aspect of the European Central Bank. level of capital to cover all the risks it is exposed Economy 114.6 94.6 55,4 quality of the loan portfolio and the assessment to in its operations (which is confirmed by an Retail 60.2 53.0 33,0 of the impact of macroeconomic flows on its The liquidity ratio of the National Bank of Serbia extremely high capital adequacy indicator), which Total 174.8 147.6 88,4 development. The largest novelty is the introduction ranged between 1.37 and 2.89, which indicates confirmed the stability and solvency of the Bank.
16 17 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 FINANCES INFORMATION SECURITY
All the key financial indicators in 2017 show a the level of individual product / client. In times of continuation of the trend of successful business very limited resources, developing a model for of all segments of the Bank. calculating unit costs will answer the question of how best to use resources and maximize Thanks to the growth in production in all revenue on capital. business segments, the improvement in the quality of the loan portfolio, the larger volume of business reflected through the significant increase in income from fees, the achieved net Transition to IFRS9 result shows an increase of 82% compared to 2016. In addition to the growth of operating The previous year brought significant changes revenues, the growth of costs has been stopped in the regulations, which required a lot of and efficiency of operations has been increased. engagement of employees in the field of finance, risk and information technology. These are the implementation of Basel III regulations and the transition from International Accounting Bank strategy Standard 39 (IAS39) to IFRS9.
The strategy of the bank until 2020 is based on The transition to IFRS9 included the development the assumptions of further increase of efficiency and adoption of a new business concept, the and profitability, healthy growth of the loan classification and valuation of balance sheet portfolio in all segments and new partnership items, and the adjustment of the complete programs and initiatives. accounting coverage of all business changes in accordance with the requirements of IFRS9. During 2017, cyber crime continued to pose the We also have been focused on the greatest threat to financial institutions around technical aspects of compliance with the the world. The map of cyber threats is constantly aforementioned regulations and for that Goal and role of finance changing, and the Bank has focused its activities purpose we conducted a data classification in this area on the assessment of information project and the introduction of rules for the The permanent goal and role of finance is to security risks in order to maintain an adequate protection of data outflows. ensure transparency of results and performance, level of protection of infrastructure and data. consistency and quality of data, as a prerequisite In addition to investing in technical means for managing and making adequate decisions in The concept of risk assessment in 2017 became of protection, the Bank devotes special all business domains. even more important due to the requirements attention to training and employee trainings. of the new European regulation - EU Regulation Campaigns and training programs have The challenge for finance in the upcoming period 2016/679 on the protection of personal data been organized to provide the best advice is deeper analysis and monitoring of business at (EU) or shorter GDPR. In 2017, the Bank started to employees with a focus on identifying the a project with defined tasks and responsibilities threat at a given moment. The importance in order to operate by May 25, 2018 in accordance of good training and awareness of with the requirements of this regulation. employees about fraud techniques, as well as the mechanisms for protecting them, is In terms of harmonization, a detailed analysis of paramount importance and can be a key of compliance of business processes and factor for successful defense against targeted infrastructure with the requirements of the attacks on the Bank. SWIFT CSP - SWIFT security program was performed. Particular attention was paid to The Bank’s information security team has the obligations arising from the applicable managed to ensure the continuity of business laws and regulations of the banking system of activities without interruption in business the National Bank of Serbia caused by cyber attacks in 2017.
18 19 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 CORPORATE SOCIAL RESPONSIBILITY Exhibition of students of the Academy of Arts
Students of the Academy of Arts had the opportunity to exhibit their works in the Environmental Protection newly opened branch of Sberbank in Novi Sad. In this way, Sberbank has Sberbank Serbia is committed to rational use supported young artists in order of resources and waste management in to familiarize the general public order to achieve the least negative impact with their work, but also to to the environment. uniquely beautify their business premises. “Cap for Handicap”
The arrangement of primary For the third year in a row, the Bank has schools throughout Serbia contributed to the humanitarian and ecological initiatives of the Association of Sberbank employees briefly left their business Paraplegics and Quadriplegics Banat, “Cap suits, replaced computer work with brushes for Handicap”. In the business premises of and together took part in the campaign of the Bank, special boxes are placed in which Children Environmental safety Marginal groups Culture and arts painting 5 primary schools throughout Serbia. employees are disposing collected plastic and organisation recycling caps, and funds collected in this way are used for the purchase of wheelchairs for Support for the the needs of these users. Belhospice organization
Participating in the traditional Eighth of Corporate Social March charity bowling tournament organized by Belhospica, the Bank supported this Responsibility organization that helps care for oncological Guided by the idea that the value of one patients in the advanced stages of the disease. company is reflected in the investment in the community it operates within, Sberbank Support to NURDOR Serbia continued to invest in corporate social responsibility projects in 2017. In line with its Sberbank continued strategic cooperation strategic orientation, a decision was made with NURDOR (National Association of focusing on children, marginalized groups, Parents of Children with Cancer). With environmental protection and arts. non-personal donations of both clients and employees, 1,005,076 dinars were collected for the reconstruction of the children’s Support to the project hematology and oncology department of the “Life Values” hospital in Nis. Participating in the 30th Belgrade Marathon, New Year’s performance and presents Sberbank employees supported the action for children from Sremska Kamenica “Life Values”. With the help of collected funds, Children’s Village 22 young people from the Center for the Protection of Children, Infants and Youth from Sberbank Serbia has donated funds for Zvecanska spent seven days at the campsite organizing the New Year’s performance Divcibare where they had the opportunity and presents for children without to participate in numerous sports and parental care in Children’s Village in creative activities. Sremska Kamenica.
20 21 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 RESEARCH AND DEVELOPMENT
As part of its defined business strategy in Service quality index SQI (Total) 85% 2017, the business segment of the Bank that First impression on the branch oce 94% manages the quality of service, experience and objections of clients or Customer Experience Cash desk 91% and Complaints Management has consistently Advisory discussion 79% monitored, measured and analyzed the needs, Closing the sale 75% expectations and customer satisfaction. The focus is on measuring by internal quality standards such as standard S1 - service quality Customer Satisfaction in offices and S2 - customer satisfaction where and Loyalty we continuously monitor the level of loyalty, trust and readiness to the recommendation- During November 2017, Customer Satisfaction NPS. In addition to these measurements, the Survey (CSS) was conducted. Clients of three development and recognition of the Sberbank business segments of the Bank were examined, brand in the market, the Bank’s image individuals by face-to-face methodology in on the market, the success of advertising 33 branches, 1650 clients in total, i.e. 50 per and communications have been quarterly branch and by CATI telephone methodology monitored as well. of legal entities, in the segments of small businesses and entrepreneurs 300 clients and As part of the qualitative analysis, with the aim of corporate 250 clients. making recommendations for the improvement and development of certain processes, services Segment Client’s satisfaction rate CSI and products, the most important insights have Retail (individuals and micro) 6.4 91% been included, such as objections and expressed Individuals 6.5 93% dissatisfaction of clients. Micro 5.9 84% Corporate – small and medium sized companies 5.7 81% Quality of service General rate of client satisfaction 6.3 90% at the Bank level The internal quality standard defines the methodology for measuring the level of A high level of customer satisfaction was quality of service in Sberbank branches, and confirmed by the special rating of Sbrebanka this means Mystery Shopping. The focus is Serbia when it comes to readiness for the on examining and analyzing the quality of recommendation. For this aspect, the service provided at Sberbank branches as well Bank has an outstanding achievement of as the general experience of clients visiting the NPS (Net Promoter Score) index with a the offices and inquiring about a particular 61% performance, which is compared with product or service. The general impression on the competition the result that places us the branch, treasury and consulting business, in the first position and the Bank whose organization of work, communication with clients would be happy to recommend to clients, product knowledge and respect for the their friends, relatives and colleagues. In process of closing the sale have been analyzed. individuals, this estimate is even higher and is 74%, which is a remarkable result. For The overall quality of the Sberbank service corporate clients, the situation is expected Generally, the results show a high level of is on a high level with the SQI Index of 85%, because they are both more demanding customer satisfaction, which confirms that which confirms the finding of the latest wave and more complex clients, and this rating is the constant effort and work on improving of measurements conducted in October somewhat lower, with only 39% for micro the quality of the service and meeting 2017, when 89% of clients rated the quality of clients, and for the corporate business - small the expectations of clients is paid out in service as very good. and medium-sized enterprises 16%. multiple ways.
22 23 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 HUMAN RESOURCES
Employees in Sberbank are the most important It is important for us that our colleagues feel Training knowledge, exchange of experiences, learning at resource for successful business. That is why, recognized, that they know that performance work, working on projects… in the course of 2017, numerous activities were of all of us is visible, and that each of us is Sberbank trains its employees, thus shaping organized in order to promote motivation, but important, both as an employee, and as a culture and managing expectations, taking into During 2017, employees had a total of 2235 also improve the communication, knowledge person with their integrity. account the desired behaviors and needs of both training days, 1137 training days on the external and 1098 on internal training. and skills of all members of our team. employees and the Bank as well as the market itself. Training and development activities provide the skills necessary for personal and professional One of the principles of training and development success while respecting the values of the in our country is the belief that success depends Structure of employees as at December 31, 2017 Bank. Employee training is not considered as an not only on the things the employee can do now, expense but an investment, and it represents but the things the one is capable of learning and a combination of practical and theoretical applying in the future. permanent Based on the needs and development plans of part time 655 the employees, as well as the cultivation of good 32 tradition from previous years in connection with the internal knowledge exchange, 24 55 24 internal trainings were realized during the Exsperts/ Seniors/ year, which is 140% more internal trainings Associates Senior associates compared to 2016.
33 8 485 687 202 Junior Senior associates Management Opened positions /Directors during the year
24 25 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 FINANCIAL STATEMENTS
Key indicators 2012-2017. Performance Indicators as of December 31st 2017
The ratio of operating costs through net income from operations
2012 44%
2013 43% Business indicators Achieved Envisaged 2014 48% Capital EUR 193.663.116 min. EUR 10.000.000 2015 67% Capital adequacy 30.14% min. 8% 2016 59%
2017 56% Indicator of total investments in non-financial entities and fixed assets 2.53% max. 60%
Total deposits of clients Exposure to entities related to the in 000 dinars Bank in relation to capital 8.51% max. 25% 2012 24,705 The indicator of bank exposure summary 52.10% max. 400% 2013 28,137 Liquidity indicator - December 2.19% min. 0,8 2014 35,852 Foreign exchange risk indicator 1.40% max. 20% 2015 53,655
2016 65,848
2017 70,430
Placement of loans (gross) in 000 dinars 2012 78,655
2013 71,518
2014 77,058
2015 77,964
2016 80,119
2017 79,665
26 27 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017
PROFIT AND LOSS BALANCE SHEET BALANCE SHEET as at 31 december 2017 for the year ended 31 december 2017 In thousands of dinars 2017. 2016. 01.01.2016.
In thousands of dinars 2017. 2016. ASSETS Cash and balances with the Central Bank 20.341.962 17.625.385 17.490.339 Financial assets at fair value through profit and loss intended for trading - 37.449 17.726 Interest income 5.293.984 5.703.303 Available-for-sale financial assets 15.412.674 14.750.164 12.262.823 Interest expense (974.211) (1.158.107) Loans and receivables from banks Net interest income 4.319.773 4.545.196 and other financial organizations 4.711.051 4.076.294 7.339.593 Loans and receivables from customers 73.953.437 69.863.561 67.767.172 Fee and commission income 1.615.995 1.395.630 Investments in associates and joint ventures 150.064 150.064 150.064 Fee and commission expense (395.759) (530.833) Intangible assets 357.247 278.823 277.203 Net fee and commission income 1.220.236 864.797 Property, plant and equipment 430.348 481.274 553.576 Net gain / (loss) based on financial assets Current tax assets 3.190 61.207 64.071 held for trading (49.531) 31.415 Deferred tax assets 77.291 68.917 15.712 Net gain / (loss) on the basis of Other assets 595.413 765.177 818.756 financial assets available for sale 2.508 - Net foreign exchange gains and eects TOTAL ASSETS 116.032.677 108.158.315 106.757.035 of the contractual currency clause 537.651 389.030 LIABILITIES Other operating income 174.395 50.915 Financial liabilities at fair value through Net expenses from impairment of financial assets profit and loss intended for trading 20.987 8.905 20.557 and credit risky o-balance sheet items (1.908.306) (1.966.866) Deposits and other liabilities to banks, other Salaries, wages and other personal expenses (1.318.090) (1.372.191) financial organizations and the central bank 18.549.699 16.037.047 21.842.496 Depreciation costs (173.800) (167.199) Deposits and other liabilities to other customers 70.430.413 65.848.455 53.655.327 Other expenses (2.005.652) (1.941.174) Subordinated obligations 1.777.611 1.852.357 6.689.713 Profit / (Loss) before taxation 799.184 433.923 Reservations 490.135 426.828 399.223 Income tax - - Other obligations 640.037 637.504 949.906 Profit from deferred taxes 3.727 2.246 TOTAL LIABILITIES 91.908.882 84.811.096 83.557.222 Profit / (Loss) after taxation 802.911 436.169 EQUITY Share capital 14.820.961 14.820.961 14.820.961 Profit / (Loss) that belongs to the parent entity 802.911 436.169 Profit 802.911 436.169 - Loss - - (497.731) Reserves 8.499.923 8.090.089 8.876.583 TOTAL EQUITY 24.123.795 23.347.219 23.199.813
TOTAL LIABILITIES 116.032.677 108.158.315 106.757.035
28 29 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 ORGANIZATIONAL CHART
VALID FROM 24.11.2017.
BOARD OF DIRECTORS COMPLIANCE INTERNAL AUDIT
EXECUTIVE BOARD CEO President of the Executive Board
HUMAN RESOURCES (HR) LEGAL
CORPORATE AND RETAIL OPERATIONS FINANCE AND RISK GLOBAL MARKETS President of the Executive Board Executive Board Member Executive Board Member President of the Executive Board
Corporate and SME Investment Banking Sales and Distribution Division Sektor za Informacione tehnologije Sektor bankarskih operacija Underwriting Division Risk Management Division Marketing and Communications Banking Division and Global Division
SFE Training, B@W and Market Execution Infrastructure and SME and Corporate Retail Product Trade Finance and Financial Payments Services Department Integrated Risk (Trading) Department Operations Department Underwriting Department Management Department Sales Support Department Development Department Institutions Department Market Execution Contact Centre Department Partnership and Digital Application Delivery and Domestic Payments Group Micro Underwriting Department Credit Risk Department Banking Department (Sales) Department Deployment Department Corporate Department REGION BELGRADE International Payments Group AML Retail Underwriting Department Portfolio Analysis Department Regional Centre Belgrade 1 SME Sales Department FX Transactions Control Group Regional Centre Belgrade 2 Restructuring and Finance Division Facility and Support Management Workout Division Bracnhes Regional Centre Beograd Global Markets Back Oce Group
Extended part of Bracnh Regional Centre Čačak Pre-Workout Accounting Department Security Services Direct Channels Department Corporate Department REGION NOVI SAD Regional Centre Novi Sad Controlling Department Regional Centre Novi Sad Organization, process Account Administration and Corporate Restructuring and Corporate Product and project management Network Support Department Workout Department Branches Development Department Reporting to NBS Group Extended part of Branch Network Support Group Retail Restructuring and Workout Department Credit Analysis Department Account Administration ALM Department REGION KRAGUJEVAC Group Retail Early Collection Group Branches Cash Handling Management Group Procurement Group Extended part of Branch Loan Administration Collateral Services Department Department
Retail and Micro Administraion Group
Legend Corporate and SME Loan Administration Group Board Resort (EB Member) Documentary Business/ Trade Finance Group
Division Department Sta Unit Region/ Coroprate/ Branch Group Retail Center B-1 B-1 or B-2 B-1 or B-2 B-2 / B-3 B-3 B-3
30 31 Sberbank Srbija a.d. Beograd I Godišnji izveštaj 2017 MARKETING SUPPORT
Activities of Retail Business Sector are of communication and the sales process supported throughout the year by various was improved, especially in the promotion marketing activities. of cash loans and refinancing loans. Four online campaigns for cash and refinancing Two TV campaigns have been conducted loans have been realized with the constant for the promotion of Super Loan, Cash Loan advertising on the Google Web site and or Refinancing Loan, and the presence social networks. Marketing mix - the setting was achieved on television, on-line and in of special online offerings for loans has led to printed media as well as on the radio. Both maximum sales results. The amount of EUR campaigns have contributed to excellent 10,480,349 was realized, which represents sales results in the Retail Business Sector, a 10,43% of the total volume of the Bank. significant increase in sales of loans via online channels, as well as increased recognition of By launching products for affluent clients, we the Sberbank brand. created a separate Elite banking microsite to allow users to have a clear overview of the In the fourth quarter, the focus of marketing information and the possibility of presenting activities was the launch of a new service the product. package for the affluent bank segment. On this occasion, Elite banking was created Cooperation with partner sites was - a sub-brand with special graphic and improved, which proved to be a very visual elements and an appropriate set of successful step and resulted in high sales promotional materials as well as branding growth from that channel. that we have placed in branch offices. Digital Online Activities Sberbank Serbia achieved strong growth in The trend of digital communication that is the field of digital channels during 2017. Also, during the previous year, Sber X: Change Nevertheless, the largest growth was evolving and which our Bank has recognized ha Service was introduced as the first of its kind recorded in mobile banking, where the led to the fact that during the year numerous Sberbank was the first in the Serbian market on the domestic market. Now, Sberbank number of registered users increased marketing activities on online communication to introduce the standard 2D bar code. customers are able to trade currency pairs in from 6,576 to 14,004. channels were realized. Within the function In this way, payment of bills at Mercator-S real time - FX Trade. of digital marketing, intensive activities cash registers was enabled and Scan 2 Pay In the Micro segment, we are one of the few contributed to achieving ambitious goals in functionality was introduced within the Regarding the number of e-banking banks in the market that has enabled its users promoting the brand and products of the mobile banking application. With the help of users, we registered a significant growth a mobile application for legal entities and en- Bank, but also in the realization of sales. the Scan 2 Pay application, we have enabled compared to 2016. As for private individuals trepreneurs that has been available for Android our clients instant, precise and, first of all, in December 2016, we recorded 13,952 devices since the end of December. The launch of The new website of the Bank was easy payment of bills. registered users, while in December 2017 this the IOS version is expected by the end of the first launched as the most important channel number increased to 20.372. quarter of 2018.
32 33 www.sberbank.rs
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