DIGITAL-ONLY BANKING IN EMERGING MARKETS: A CRITICAL ANALYSIS OF TBC BANK UZBEKISTAN'S STRATEGIC INNOVATION THROUGH FINTECH INTEGRATION
Keywords:
Keywords: Digital banking transformation, financial technology integration, TBC Bank Uzbekistan, emerging market dynamics, competitive strategic positioning, SWOT analytical framework, Porter's Five Forces modelAbstract
Abstract
This empirical investigation examines the emergence and proliferation of
digital-only banking paradigms in transitional economies through a longitudinal case
analysis of TBC Bank Uzbekistan. Established in 2020 as a strategic component of the
Georgian TBC Group's geographical diversification strategy, TBC Bank Uzbekistan
has evolved into the preeminent digital banking ecosystem within the Uzbek financial
sector. Through the implementation of technological innovations including mobile-
first architecture, artificial intelligence-driven credit assessment methodologies, and
comprehensive payment system integration, the institution has successfully acquired a
user base exceeding 18 million customers while achieving financial sustainability
within a 36-month operational period. This research employs a triangulated
methodological approach, synthesizing quantitative financial performance metrics
from 2020 to 2024 with qualitative strategic analyses through established theoretical
frameworks including SWOT methodology, Porter's Five Forces competitive
landscape analysis, and comparative benchmarking against the established market
incumbent, Kapital Bank. The findings indicate that TBC's digital-centric operational
model has not merely accelerated market penetration but has fundamentally
reconceptualized competitive dynamics within Uzbekistan's financial services sector.
This study contributes to the extant literature on digital transformation trajectories and
strategic innovation implementation within emerging market financial ecosystems,
while providing theoretical and practical implications for market entrants in similar
developmental contexts.
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