The fifth P of e-marketing, Place, is has had many of its key features changed
over the last decade or so. Traditionally most services were delivered via bank
branches. This system worked well for large banks as it was difficult for smaller
banks to get full access to the market and for new players to enter into the financial
market due to the high cost associated with developing or maintaining a branch
network. The arrival of e-banking has changed this. Now it is relatively easy for
smaller banks to offer their services countrywide or even worldwide. Entry barriers to financial market have diminished significantly, so that organizations with a
much smaller base of resources/skills such as supermarkets have started offering
their own financial services.