For account holders, this new era of consumer banking means a return to basics.
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Singapore's Overseas Union Bank (No. 116) plans a big push in both regional and consumer banking.
BofA gets 56% of its revenue from consumer banking, Citi and Chase more like 40%.
Maybank, which serviced mainly companies during the development years, has been moving to develop its consumer banking business.
If either of these trends go into reverse, consumer banking would cease to be such a reliable money-spinner.
The bank said the cuts will be focused in consumer banking and mortgages.
William Campbell, the head of consumer banking, made his name as a marketer at Philip Morris, a tobacco firm.
He wanted to know what JP Morgan had to be doing to earn that much when consumer banking is unprofitable.
That allows Wamu to concentrate its efforts on building its consumer banking operations, including the opening of branches in new markets.
Then, spin off the consumer banking operation into a separate stand-alone business.
JPMorgan also has some consumer banking customers to answer to this week.
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The quest for an instant market base on which to build motivates buyouts of consumer banking businesses like Chase's credit-card operation in Singapore.
Bad loans increased in the first quarter in consumer banking, particularly in South Korea, where more retail customers entered a government program to restructure debts.
Other executives eligible for the performance-share units include John Gerspach, the chief financial officer, and Manuel Medina-Mora, a co-president with oversight of global consumer banking.
On another, it has overpaid just as consumer banking turns sour.
Marjorie Magner heads the group's consumer banking division and has worked closely with chairman Sandy Weill (who has his own difficulties with the firm) over two decades.
"Ten years ago we would have said we need another dozen or so branches in Singapore, " says Fritz Seegers of Citibank's consumer banking for emerging Asian markets.
Bad loans increased in the first quarter in consumer banking, particularly in South Korea, where there was an increase in retail customers entering a government program to restructure debts.
On the consumer banking side, a more normal yield curve would benefit banks like Morgan Stanley due to a better lending environment as banks can borrow short-term rates and lend long-term.
Still, the consumer banking, credit cards and mortgage business remains week and banks with heavy exposure to U.S. consumers may find it difficult to generate significant upside to current stock values.
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The government is also threatening to reform consumer banking.
Speaking at an investor conference Ryan McInerney, chief executive of consumer banking, said the company plans to add 100 branches a year, though staff per branch will fall by 20% by 2015 through "attrition".
Lloyds yesterday announced that its managing director of consumer banking and payments, Paul Pester, would become chief executive of the business being sold, which goes by the code name of "Verde", and would oversee the disposal.
Through Citicorp and Citi Holdings, Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services and wealth management.
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The Consumer Services segment represents the company's branch network, including consumer banking products and services related to residential first mortgages, home equity lines and loans, indirect loans, consumer credit cards and other consumer loans, as well as the corresponding deposit relationships.
Citigroup (nyse: C - news - people ), which epitomized the diversification trend by combining insurance underwriting, securities, retail brokerage, consumer banking and asset management under one red umbrella in 1998 moved earlier this year to shed its life and annuity business.
"Card companies are figuring out how to replace old fees with new ones, " says Victor Stango, an associate economist with the Federal Reserve Bank of Chicago and a professor at the University of California, Davis, who has been analyzing how the Card Act will affect consumer banking.
The lender is also seeking buyers for its Japanese consumer-banking unit, Bloomberg News reported.
The plan calls for 5, 300 job cuts in consumer-banking and 3, 200 in the division overseeing new mortgages, The Journal reports.
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