1) Prior to the economic crises, consumer conventions in financial services were more distinct by territory, but the crises consolidated consumer convention across geographies. 2) The new post-crisis sentiment suggests consumers want simplification, fairness, and honesty from financial institutions and have lost faith in the industry. 3) This presents an opportunity for Kim Eng to communicate using new "currencies" like time, information, and sustainability to regain consumer trust.

1. At Home In Asia
By Maurice Williams

2. Pre-Crises More Diversity
 Prior to the economic crises there appeared
to be more distinct consumer conventions
identifiable by territory

3. Pre-Crises Consumer Conventions
By Territory
Singapore/ Hong Kong Malaysia/ Thailand
 Segmentation is most logical by customer sophistication  There tends to be less emphasis on differentiation
and income levels between Corporate and Consumer clientele
 No general distrust or dislike towards financial  Financial service customers tend to represent a smaller
institutions, it’s more an ambivalent feeling share of the population
 No real brand loyalty  Reputation is very important when it comes to choosing
 Security built on past achievements was a convincing a financial services
driver  Real estate predominantly ranks well as reasonable
 “You all look the same to us!” would be the main investment
perception of most financial institutions.
Vietnam/ Philippines/ Indonesia Europe/ US
 Loyalty tends to be a function of service quality  Tradition and loyalty are two important items when it
 Financial services as a necessary evil comes to choosing financial services
 Foreign investments may be perceived as a second
 People were somewhat ready to do away with financial
wave of conquest services
 Financial services tend not to be customer focused in
 Customers tended not to have better knowledge of
comparison to more established markets financial services then
 Financial institutions would do almost anything
to make bigger profits

4. 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

5. 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

6. What Is The Opportunity
However the recent world-wide economic
crises has consolidated consumer
convention across geography
Therein lies the opportunity
for Kim Eng

7. What Are The New Currencies
We Could Be Communicating In
At a consumer level, in addition to existing
dimensions of wealth there now appears to
be growing appreciation for:
Time
Information
Energy
Space
Money
Conventions

8. 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

9. What We Need To Focus On
SERVICES
TOOLS
PRODUCTS
PARTNERSHIPS
Best Broker Award STARMINE Analyst Awards No. 1 Weighted by Revenue, AUM, and Tier Shares
Alpha South East Asia | 2008 Most Award-Winning Broker | 2006 The Asset Equities Benchmark Index: Top Regional & Domestic Brokerage House in Asia | 2005
STARMINE Analyst Awards Inaugural Top 100 International Banking
Most Award-Winning Broker | 2007 Singapore International | 2005, 2006

10. There Has Never Been A Better Opportunity
To Talk Basics To The World
Fundamentally we 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

11. As A Process We Will Need To Work
Hard At Being This Confluence In
Chosen Cities CORPORATE
COMPANIES
RETAIL
KIM ENG REGULATORS
INVESTORS
FUND
MGT/
BROKING &
MORE

12. Additionally We Will Need To Encourage
Interaction At Different Points
Ta
kin
N A g
Fo ew L
rF
irst ook
T im
e
Exploratory
Initial Contact
Engagement
Return Established Rediscovering
To The Fold Usage Again
Continual
Engagement

13. The Continual Challenge
 As stock exchanges around the world expand their
role into new markets and new product categories,
how must Kim Eng architecture allow for growth
 Kim Eng 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 Kim Eng’s brand strategy