Branch  Banking 2010 Highlights Business Description Strategy Customer Focus locations inside select grocery stores, Fifth Third  offers online, ATM, telephone and mobile banking  services that are available 24 hours a day, seven  days a week. Whether saving for a home or a child’s education,  planning for retirement, or building a business,  customers can depend on our knowledgeable and  reliable employees to provide banking products  that meet their needs and help reach their goals.  Likewise, our business bankers provide full solutions  including loans, treasury management products,  employee savings plans and employee banking  programs to small business customers. Branch Banking provides a full range of deposit  and lending products to individuals and small  businesses in 12 states in the Midwestern and  Southeastern regions of the United States. Branch  Banking offers depository and loan products, such  as checking and savings accounts, home equity  loans and lines of credit, credit cards and direct  loans for automobiles and other personal financing  needs, as well as products designed to meet the  specific needs of small businesses, including cash  management services. Fifth Third continues to enhance its branded sales  and service process, which drove a 13 percent  improvement in our 90-day new customer cross- sell ratio during 2010 and contributed to account  growth of 8 percent compared with the prior year. During 2010, Fifth Third continued to offer several  packaged checking products designed to provide  significant customer benefits for a standard  monthly fee. These products, which include Gold,  Rewards and Secure checking, drove growth in fee  income from value-added services that are bundled  with deposit accounts. Balances of the Relationship  Savings product, which doubles a customer’s  interest rate when accompanied by an active  checking account, more than tripled over the year. As the needs of our customers change, Fifth Third is  looking toward the future and tailoring its offerings  to reflect how people want to bank today. To add  convenience to the branch banking experience,  we extended operating hours at a majority of our  banking centers across our footprint. In addition  to the branch network, which includes BankMart®  t C J M M J P O U P U B M S F W F O V F t C J M M J P O B W F S B H F M P B O T t C J M M J P O B W F S B H F D P S F E F Q P T J U T t G V M M T F S W J D F C B O L J O H D F O U F S T t G V M M T F S W J D F " 5 . T t N J M M J P O P O M J O F C B O L J O H D V T U P N F S T FIFTH THIRD BANCORP 8