Sony Bank의 핀테크 사업 성공전략에 관한 탐색적 연구

This study explores the characteristics of successful fintech business model. According to business model approach, we analyzed Japanese Sony Bank in-depth case as an internet-only bank. Compared with its online competitor, Sony Bank carried on its own fintech business model, which comprises of narrow-focused target customer, distinctive value proposition, and differentiated market positioning. In addition, they could gain relative cost advantage, to which branchless operation via online, customer switching from ‘So-net’, and cross-selling with insurance products are lead. Moreover, they were able to expand customer base, introducing foreign exchange deposits, web-based MONEYKit service to its target customers. It would be said that Sony Bank designed fintech business model of gaining cost leadership and differentiation simultaneously. Most of all, realizing ability to potential value of business model is closely related to the way of detailed strategy. Sony Bank could provide target customers with differentiated financial services, in terms of financial products, price elasticity, online multi-channels, and customer sales. In this regard, whether it is able to realize the potentials of fintech business model is dependent upon successful marketing mix building and implementing. It could be concluded that more e-Bank cases are necessary to elaborate systematic understanding of business model perspective.