ICICI Securities : ICICIdirect.com On-The-Move

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.