The HDFC Bank has plans to upgrade its existing automated teller machine network across the country by using the 'Aptra eMarketing' software, powered by the NCR Corporation .This facility will enable faster transactions and personalized messages through direct banking channels such as ATMs, Internet banking and phone banking.

Mr. Rahul Bhagat, Country Head for Retail Liabilities, Marketing and Direct Banking Channels, HDFC Bank said, "This initiative will shorten the time taken for cash withdrawals at our ATM sites since 45% of our customers use ATM services, 80% of them withdraw the same amount every time and 97% of ATM transactions are done either to withdraw cash or inquire account balances. On an average, each HDFC Bank ATM registers 310 transactions per day."

Anil Jaggia, chief investment officer, HDCF Bank said, "In the last 7 years, the usage of alternative banking channels by HDFC Bank's customers have increased by 27% to 84%. It has been observed that a 10% rise in the usage of alternative banking channels usually translates into around 5% reduction in the transaction costs of the banks.

"HDFC Bank is the first bank in Asia to use the complete suite of Aptra eMarketing across various channels," said Mr. Peter

Frielick, Vice-President, Marketing, of NCR, South Asia Pacific. HDFC Bank has over 1,400 branches and 3,100 ATMs. The bank has launched the new ATM feature as a pilot in Pune and will be extending it to other cities soon.