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SGX
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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?