The document discusses opportunities for the Singapore Stock Exchange (SGX) in the post-economic crisis environment. Key points: - Prior to the crisis, consumer conventions regarding financial services varied by region, but the crisis has consolidated consumer attitudes globally. This presents an opportunity for SGX. - Consumers now value qualities like time, information, and accountability over complexity and profits. SGX's communication should focus on simplicity, fairness, and earning trust. - SGX could position itself as "The Enduring Marketplace" that provides timely information for investment decisions in Asia. Its products and partnerships should signal how it will facilitate sensible trading and investment products. - SGX should encourage interaction between consumers

1. The Opportunity
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
 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

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 The Singapore Stock Exchange

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 Must Focus On
SGX
SERVICES
SGX
PROPRIOTARY
TOOLS
PARTNERSHIPS
SINGAPORE

10. A Suggested SGX Brand Platform
SGX
THE ENDURING
MARKETPLACEBusiness
(infrastructure)
Business
(infrastructure)
Marketplace
(Volatility)
CORPORATE EMPHASIS
Marketplace
(Volatility)
CONSUMER
EMPHASIS
Greater
Focus
Lesser
focus

11. SGX Would Benefit A Closer Coherence
With The City Of Singapore
This Is Vastly Different To
The Country Of Singapore

12. 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

13. As A Process We Will Need To Work
Hard At Being The Confluence
SGX Represents
RETAIL
INVESTORS
FUND
MGT/
BROKING &
MORE
REGULATORS
CORPORATE
COMPANIES
SGX

14. Additionally We Will Need To Encourage Interaction At
Different Points For Both Consumer & Corporate
Exploratory
Engagement
Return
To The Fold
Initial Contact
Established
Usage
Continual
Engagement
TakingANew Look
For First Time
Rediscovering
Again

15. 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?