In the second quarter of 2012, BBVA made significant progress in developing a multi-channel model designed to be a pioneer in the industry. Among the most outstanding points are:

• Transformation of the physical distribution model, giving rise to the opening of the “flagship” branch. This is a new concept that consists of large branches with specialized sales forces that are able to provide personalized advice. It will also have a marketing area to increase loyalty and attract new customers. The space aims to be a center for experiences that will include exhibitions, talks and other possible activities.
  The new model of physical distribution is complemented with a smaller and simpler “EasyBank” branch, designed to meet the most basic financial requirements. The model of customer relations in this branch is leveraged on self-service, but without losing the feeling of approachability and convenience.
• Development of the remote customer relations model, specifically with the BBVA Contigo initiative launched last year and based on a remote relationship with customers who require personalized advice as a complement to the use of non-personal channels. As of today, the project has some 300 specialized advisors who provide service to 250,000 customers.
• Progress on the “internetization” of the customer relations model with the implementation of a number of initiatives, including the following:
  • Launch of “BBVA Game.” This is a game for “BBVA Net” users that aims to promote the use of on-line banking. It allows customers to win points they can exchange for gifts and entries to prize draws
  • Creation of a SICAV module on the customer website, which allows shareholders to monitor their investments in real time.
  • Significant increase in the number of users of native applications for smartphones and tablets. In the first half of 2012 the number of users grew by 86.9% and the number of transactions by 67.3%.

BBVA also maintains its commitment to the communities where it operates. One example is the launch of the 3rd Valores de futuro (Future values) educational program, which aims to promote financial literacy in Spanish schools and instill values such as prudence, responsibility and solidarity.