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environment are constrained by the device confi gurations, immature applications operating environments,
and ever-changing proprietary demands that mobile operators place on device manufacturers.
A broker-dealer’s mobile offering will meet only limited success if the institution does not improve the
infrastructure that supports the line of business that the mobile offering is to support. Without process
improvement and control, the mobile offering will fall short of the institution’s intended goals. Firms
will need to closely evaluate their stated objectives for the mobile offering in light of the maturity of the
process being extended. If necessary, they should invest in addressing the process’s shortcomings before
extending the process into the fi eld via a mobile device.
Summary
Much like the personal computer in the 1980s, mobile devices are fi nding their way into corporate
enterprises virally through organic growth because of the convenience and functionality they offer. Like
PCs, mobile devices are a premier example of consumer adoption of technology being a prelude to
institutional adoption. Adoption of mobile and wireless technologies in the retail brokerage advisory
industry is no different. In fact, casual adoption of mobile devices already in play in advisors’ enterprises
should raise security and privacy concerns as well as cost-of-ownership issues that today may be invisible
but that refl ect negatively on costs of operation.Enhanced data applications and collaboration through mobile devices clearly present an emerging
opportunity for the retail brokerage industry to improve advisors’ productivity and enhance the advisor/
client relationship and the delivery of services. TowerGroup believes that many advisors are actively
repurposing personal devices for business use and thus potentially exposing their fi rms to unnecessary
risk. To counter this risk, broker-dealers should begin to standardize the mobile platform and policy for
the enterprise and encourage the enterprise to adopt standard devices and solutions.
Firms demonstrating leadership will be those with root characteristics that extend existing investments
in their infrastructure and application portfolio, not those who build new boutique infrastructure or
application sets for mobility. TowerGroup expects brokerage fi rms’ spending on devices and services to
increase nearly 22% through 2011.
Research in Motion Limited commissioned TowerGroup to conduct independent research and analysis to assess the use of handheld mobility in the
retail brokerage industry. The content of this report is the product of TowerGroup and is based on independent, unbiased research not tied to any
vendor product or solution. Although every effort has been made to verify the accuracy of this information, neither TowerGroup nor the sponsor of this
report can accept any responsibility or liability for reliance by any person on this research or any of the information, opinions, or conclusions set out in
TowerGroup Research is available to subscribers on the Internet at www.towergroup.com or by calling +1.781.292.5200
Matthew BienfangResearch Director, Brokerage & Wealth Management
Bob EganResearch Director, Emerging Technologies
September 2006
Handheld Device Trends in the US Retail Brokerage Advisory Industry
Executive SummaryTowerGroup has been engaged in a series of research projects examining the ways that wireless technology and mobility are infl uencing business decisions in the fi nancial services industry. This report examines usageof wireless handheld devices in the US retail brokerage industry, with a focus on fi nancial advisors.
Retail brokerage fi rms spent $47 million (USD) in 2005 to provide mobile devices to the fi nancial advisors associated with the fi rms. TowerGroup projects that spending for this purpose will rise to $175 million in2011, at a compound annual growth rate (CAGR) of 22%. Enterprise-wide adoption of mobile deviceswill vary depending on channel. The undertaking for the captive full-service channel will be the most ambitious of deployments because of fi rms’ willingness to invest more heavily in advisors as well ascontrol over the distribution channel.
Advisors are more apt to use wireless devices to complete service requests they usually refer to theiradministrative sales assistants, such as funds transfers and withdrawals and duplicate statement requests.Advisors are not likely to initiate securities transactions through mobile devices regularly, although they dorequire mobile functionality for urgent situations. Advisors want to be able to initiate workfl ows remotely that can be completed or affi rmed in queue upon their return to the offi ce or by a sales assistant.
To summarize the key fi ndings from our research:
• Increases in workforce mobility suggest that the retail brokerage advisory channel is ready and willing toadopt more sophisticated mobile devices and applications.
• Mobility applications and tools will become critical elements for workforce delivery and execution as theadvisor role evolves from being centered on transactions to being more consultative and collaborative.
• Mobility presents new complexities for those responsible for information technology at brokeragefi rms, especially regarding usability, cost, and risk management in the areas of security and regulatorycompliance.
• Brokerage fi rms are likely to attain the maximum return on investment at the lowest cost of ownership byextending existing applications and IT resources into the mobile channel, not by inventingnew applications.
• A mobile device may be more secure than a laptop computer because it can meet advisors’ technical and functional needs for mobility without the risk associated with a laptop’s greater storage capabilities and application functions.
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Sources: HP, CAP Ventures, White, Jan V. “Color for Impact”, CAPV “Organizations are Ready to Tackle Document Output Costs in the Office”, December 2004 The Persuasive Properties of Color, Robert E. Green, Marketing Communications;
USA Today, Wharton Business School, Case & Company, Management Consultants; Bureau of Advertising, Color in Newspaper Advertising; Whats Working in Direct Marketing
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Layout of a condo complex. This is done in layers to turn on and off areas as needed, such as parking spaces, mail boxes, lighting plans and dumpsters.
Grounds plans
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Retail circulars inserted in weekly newspapers and also available in each store. These were zoned by price in layers and master pages.
Circulars
Page 1 zones: 1, 2, 3, 5
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