One of the longest-serving employees at HSBC Indonesia, Endy Abdurrahman, now leads some 1,000 staff at the company in his position as COO. The bank has been his only place of work since he returned from with an The MBA degree in international business from Southern New Hampshire University, New Hampshire, in 1989.

Endy's 18-year HSBC career has provided him plenty of opportunity to work in a wide variety of positions. He adds, "However, becoming COO was not easy. I joined HSBC in December 1989 as an executive trainee. The first job was quite a challenge.

"Even though I was able to absorb much theory during the MBA program, I still lacked hands-on, practical experience. My second position, however, as treasury administration manager, gave me an enlightened new perspective on where I should go in my career."

HSBC has been named the world's most valuable banking brand, according to Banker Magazine's annual index of 500 leading global banks. Endy says that the bank's conservatism is both its strength and weakness.

The bank can be very cautious in doing business, he says. "Take a look at the situation in the US now, where some banks are facing problems in the secondary (sub prime) mortgage market. HSBC is in a much stronger position due to its conservative approach. "

On the other hand, HSBC tends to be very circumspect, which makes it harder for it to compete with other banks. "Some credit cards have been in Indonesia for more than 15 years; however, HSBC entered the market only seven years ago because it took such a cautious approach."

Change, though, seems almost inevitable: "The way I look at it, the character of banking is changing. There will be less traditional banking as more people use ATMs, the Internet and mobile banking facilities."

Asked if he is interested in the ultimate prize of CEO in the future, Endy replies, "I've been COO for only 15 months so I'm still on the learning curve!

"Everyone asks me whether I want to become the CEO at HSBC Indonesia. I say, 'Why not?' but that's not really the end for me. The way I look at it is that being CEO is just one of the next steps. My long-term goal is to be appointed to the highest position possible within this organisation.

"It could be CEO or a senior role in another country .or be back working at head office .you never know," he gestures jokingly.