Other Finalists : ICICI Securities : ICICIdirect.com On-The-Move

Two main observations that led to the idea of this project werethe

irreversible trend of mobile phones completely pervading lives of consumers, and

the ever increasing quest for high speed Internet applications. To address these

concerns, a low bandwidth browser based front end of ICICIdirect.com website was

created which enabled trading from mobile phone and popular Internet surfing

devices such as nettops and laptops using data cards . To implement this

project, three tier technologes ASP, Tuxedo, and Oracle were used.

Yagnesh Parikh Sr. Vice President

Being a browser based application, transaction through this channel is more

secure than the popular client based applications. This mobile frontend of the

website of the actual ICICIdirect.com fits in smallest of mobile screen and can

easily be accessed using GPRS or CDMA protocols giving convenience of trading to

mobile users.

Some of the key challenges while building this website included building high

speed web sites which were almost similar in usage and feel to the original

trading site. This was done to minimize time of adoption by customers already

using the parent trading site, plus availability of different mobile platforms

in market with different features. Another key highlight of this project from

business point of view is that being an inhouse project, they could use existing

hardware and manpower, thus reducing overall cost of the project. Now customers

can access ICICdirect.com faster while travelling and will easily get to know

and avail opportunities in the market. As we know, the higher the number of

transactions and opportunities to trade, the higher is the business. Faster

download for customers who have low bandwidth especially in remote areas and

convenience of usage is making this channel popular. It is expected that this

will contribute 8% of total volume in next year. In future, all the changes made

in the original ICICIdirect.com would be replicated to this low band width site

making it as feature rich as the original site.