The Opportunity

By Maurice Williams

Pre-Crises More Diversity

Prior to the economic crises there appeared to be more distinct consumer conventions identifiable by territory

Pre-Crises Consumer ConventionsBy Territory

Singapore/ Hong Kong Segmentation is most logical by customer sophistication

and income levels No general distrust or dislike towards financial

institutions, it’s more an ambivalent feeling No real brand loyalty Security built on past achievements was a convincing

driver “You all look the same to us!” would be the main

perception of most financial institutions.

Malaysia/ Thailand There tends to be less emphasis on differentiation

between Corporate and Consumer clientele Financial service customers tend to represent a smaller

share of the population Reputation is very important when it comes to choosing

a financial services Real estate predominantly ranks well as reasonable

investment

Vietnam/ Philippines/ Indonesia Loyalty tends to be a function of service quality Financial services as a necessary evil Foreign investments may be perceived as a second

wave of conquest Financial services tend not to be customer focused in

comparison to more established markets

Europe/ US Tradition and loyalty are two important items when it

comes to choosing financial services People were somewhat ready to do away with financial

services Customers tended not to have better knowledge of

financial services then Financial institutions would do almost anything

to make bigger profits

Pre-Crises Financial Institutions Were

Consolidating for bigger intramarket shares Commanding bigger geographic footprints for

financial product ownerships They were mostly concerted

on diversification: Interest Products Fee Products Asset Management

The New Sentiment Post Crises

A general worldwide convention is suggesting that: Money is boring, Cash is brilliant. A general sentiment would be that:

“We have braved the worst”“We would appreciate more accountability and less complication”

Financial markets should be looking at simplification, fairness and honesty

The same consumers has less time than before and they would not want to be treated the same way

Moving forward both accept the inevitable love/ hate relationship

The public consensus is in search of a fair deal The public at large has lost its faith in the financial industry

What Is The Opportunity

However the recent world-wide economic crises has consolidated consumer

convention across geography

Therein lies the opportunity

for The Singapore Stock Exchange

What Are The New CurrenciesWe Could Be Communicating In

At a consumer level, in addition to existing dimensions of wealth there now appears to be growing appreciation for:

TimeInformation

EnergySpaceMoney

Conventions

Our Communication Should Be Reverent Of Dimensions Social Context

- Responsibility & Trust In An Ageing Context Technological Changes

Web Weariness Where Is It Headed And Effective Usage Current Economic Climate

Migrating Middleclass In Cities Opposed To Countries Growing Environmental Considerations

Green & Ethical Money Political Challenges

Liberty Issues

What We Must Focus On

SGXSERVICES

SGX PROPRIOTARY

TOOLS

PARTNERSHIPS

SINGAPORE

A Suggested SGX Brand Platform

SGX

THE ENDURING MARKETPLACEBusiness

(infrastructure)

Business

(infrastructure)Marketplace

(Volatility)

CORPORATE EMPHASIS

Marketplace

(Volatility)

CONSUMER EMPHASIS

Greater

Focus

Lesser

focus

SGX Would Benefit A Closer Coherence With The City Of Singapore

This Is Vastly Different To The Country Of Singapore

There Has Never Been A Better Opportunity To Talk Basics To The World

Fundamentally The SGX can represent: timely, adequate information for Asia’s most

enlightened investment decisions Facilitating sensible securities trading and other

investment products

Eventually how we brand our products, services/ tools and partnerships invariably send signals about how

we will carry out these roles

As A Process We Will Need To Work Hard At Being The Confluence SGX Represents

RETAILINVESTORS

FUNDMGT/

BROKING &MORE

REGULATORS

CORPORATECOMPANIES

SGX

Additionally We Will Need To Encourage Interaction At Different Points For Both Consumer & Corporate

Exploratory Engagement

ReturnTo The Fold

Initial Contact

EstablishedUsage

ContinualEngagement

TakingANew LookFor First Time

RediscoveringAgain

The Continual Challenge

As stock exchanges around the world expand their role into new markets and new product categories, how must SGX architecture allow for growth

SGX continually needs to build equity back to the master brand

But being mindful to sub-brands flexibility so as not to hamper independent success

A more in-depth discussion will be required to future proof SGX brand strategy

May I Look Forward To Such Opportunity?