Financial & Operating Performance

Emirates NBD Profile Operating Environment Appendix Strategy Financial & Operating Performance 3 Strategic priorities for 2018 Pillars of our strategy Key focus areas Emirates NBD 28 Deliver an excellent customer experience (with digital being the focus) Continue to deliver superior customer experience and lead digital innovation in the region via • Prudent investments in to new digital opportunities while continuing to develop existing ones (e.g. Liv) • Continued efforts to upgrade digital banking services for Corporates 2 Drive core business Run an efficient organization • Drive geographic expansion • • Strengthen core business streams by increasing cross-sell and market share (Retail Banking), diversifying the loan portfolio (Wholesale Banking), and sustaining profitable growth (Islamic franchise) Increase fee and commission income via improved Transaction Banking, Treasury and online offerings . • Continue efforts to transform organization-wide IT platform to increase agility and accelerate digital innovation Streamline and automate key processes for end-to-end digitization • Continue improving organization-wide efficiency drivers -low cost of risk, optimal capital allocation and better cross- functional collaboration • Meet all new regulatory requirements (VAT, IFRS 9, BASEL III etc.) Sustain our growth path in Egypt, and develop other offshore locations (focus on newly opened India branch, accelerate KSA growth with three new branches) Catalyze growth in current international markets by focusing on cross border trade and other opportunities Continue to evaluate potential organic and inorganic opportunities in selected markets 5 Build a high performing organization • . Develop and execute Nationalization strategy in line with new point system mandated by UAE Central Bank. Launch and roll out the new performance philosophy, aligned with the Group's digital and agile strategy, which is aimed at facilitating a high performance and collaborative culture. • Invest in leadership development to equip staff to engage and inspire their teams.

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