by July 4, 2009 0 comments



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.

Company Scenario
Before Deployment
  • There was no efficient means for trading on the move with mobile
    devices.
After Deployment
  • Low bandwidth browser based front end of ICICIdirect.com enables
    people on move to trade which inturn means more business for ICICI
    Securities.

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.

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