News

Absa Bank bridges language gap with new ATM options

March 24, 2009

JOHANNESBURG, South Africa — South Africa's Absa Bank has launched a country-wide pilot to introduce foreign languages on its ATMs.

According to a news release, the ATMs will offer German, Spanish, Portuguese and French language options for international customers. Absa services at ATMs are accessible in local languages IsiXhosa, IsiZulu, Sesotho, Tshivenda, Sesotho sa Leboa, Xitsonga and Afrikaans. These languages have increased access to the broader public.

Starting with ATMs in Absa buildings, the plan is to roll out the language offerings at 50 Absa ATMs now and then extend the pilot to Absa ATMs located at international airports, shopping malls and other tourist hotspots.

"Demands engendered by globalization have necessitated a fundamental shift in the way businesses operate," said Allen Mahadeo, general manager of Absa's self-service channel and distribution. "In the same vein, we decided to make it easy for our international customers to transact with us in their preferred languages."

Allowing international customers to transact in a foreign language of choice at Absa self-service terminals could also have a positive impact on Absa's economic future, Mahaedo says, as the bridging of language barriers could open untapped markets.

"With increasing internationalization, by virtue of the large number of tourists that visit our shores and international events, such as Confederations Cup, 2010 Soccer World Cup, on the horizon, it has become exceedingly important for financial institutions to communicate with customers from foreign countries in their preferred languages," Mahadeo said.