According to the World Retail Banking Report, carried out by Capgemini, Efma and ING, bank charges fell by an average of 1% in 2007. Last year customers paid an average of €70 for their banking services (account management, payment services, using cash, exceptions handling). There are, however, some disparities. The study was carried out at 194 banks in 26 countries. Prices increased by an average 5.7% in North America (customers paying €79 for banking services) but fell by 11% in Asia-Pacific (€52) and largely remained stable in Europe (0.8%) with customers paying an average of €70. Prices varied according to the different products. Although payment prices fell, particularly in Europe (-6%), such as distance banking services (on-line banking, cash dispensers), bank accident management charges (e.g. blocking lost cards etc.) stabilised, whereas the use of cheques or cash withdrawals at the counter increased. These trends reflect “behaviour influences, which banks use to influence customer behaviour through their price strategies”, such as encouraging internet banking instead of counter transactions. Online operation prices fell by 60% in 2007 and therefore pushed customers towards this less costly practice. According to Capgemini-Efma, price stability does not auger well for the banks and they may lose more than a third of their income by 2017 if they do not carry out reforms. The report writers identified three distribution models that could help to go further than the most performing traditional model: 1) “better selling” by using more micro-customer segment targeting (low cost banking, community, private); 2) “selling more” (home support services etc.); 3) “selling differently” (through brokers, internet, etc.). Patrick Desmarès Secretary General at Efma said that the banking sector should draw more from the distribution sector for inspiration and orientate itself towards multi-branding strategies as a way of organising competition in its own sector.