ICICI Securities : ICICIdirect.com On-The-Move

With ever increasing mobile base in India this web site is built for people who want to trade while they are on move

Monday, June 01, 2009

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Two key factors that were behind this project were the huge penetration of mobile phones in India plus ever increasing quest for high speed Internet experience while using online applications. Both these factors led to development of ICICIdirect.com for mobile users that includes both mobile phone users and popular Internet surfing devices such as Nettops, Laptops, etc. using data cards The mobile version of the actual icicidirect.com fits in the smallest of the mobile screen and use very low bandwidth, so it can easily be accessed using GPRS or CDMA protocols giving convienince of trading to mobile users.

Some of the key challenges while building this web site included buildind high speed web site which was almost similar in usage and feel to original trading site. This was done to minimize time of adoption by customers already using parent trading site, plus availability of different mobile platforms in market with different features. Other highlight of this project is being an inhouse project, existing hardware and manpower was used, thus reducing overall effective cost of project. In trading world higher the number of transactions and trade, higher is opportunity for business. This channel is expected to contribute 8% of total volume by next year.

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