ICICI Securities has been a pioneer in the online share trading business since SEBI permitted this in 2000. The firm felt the need to build a platform which could be used by its customers to trade over slow Internet connections especially in remote locations. To meet the needs of such customers, the firm decided to create a low-bandwidth website that allows customers to access the site over slow Internet connections or on their GPRS-enabled mobile phones.
The firm took care to ensure that the screen size is optimized for mobile devices. There is no need to install any client application software on to the handset as it works through a browser. Today, the low-bandwidth site provides all customers an alternative option to access the site wherein they faced Internet speed issues. This website is also compatible with all mobile handsets and the provision of light pages makes rendering pages extremely fast. On an average, the portal has 10 million hits generating about 500,000 trades per day through 80,000 unique customers. The ICICIdirect.com trading site is the largest online trading platform in India and amongst the top 5 in the world in terms of transaction volume.
Today, 15 percent of the firm’s customers have already used this channel. The firm has also gained from a good increase in trading volumes as a result of this additional channel. The website also gives the firm access to a growing number of mobile users who access the Internet on their mobiles. As of now about 15 percent customers have used the channel. The company expects this to grow to about 25 to 30 percent by the end of 2010. ICICI Securities finds there has been a good increase in trading volumes as a result of this additional channel.
The firm took care to ensure that the screen size is optimized for mobile devices. There is no need to install any client application software on to the handset as it works through a browser. Today, the low-bandwidth site provides all customers an alternative option to access the site wherein they faced Internet speed issues. This website is also compatible with all mobile handsets and the provision of light pages makes rendering pages extremely fast. On an average, the portal has 10 million hits generating about 500,000 trades per day through 80,000 unique customers. The ICICIdirect.com trading site is the largest online trading platform in India and amongst the top 5 in the world in terms of transaction volume.
Today, 15 percent of the firm’s customers have already used this channel. The firm has also gained from a good increase in trading volumes as a result of this additional channel. The website also gives the firm access to a growing number of mobile users who access the Internet on their mobiles. As of now about 15 percent customers have used the channel. The company expects this to grow to about 25 to 30 percent by the end of 2010. ICICI Securities finds there has been a good increase in trading volumes as a result of this additional channel.
Highlights
- 15 percent of the firm’s customer base has already used this channel. The firm expects this to grow to about 25 to 30 percent by the end of 2010
ICICI Direct is a EDGE award winner. The complete list of EDGE winners has been published in the October 2010 print issue of InformationWeek
