Untitled - Saxo World

knowledge and the infrastructure to enable partners toenter or expand in the online trading market.Saxo Bank’s partner offering entails a partner-branded orco-branded multi-asset platform. It provides the partnerswith integrated front and back-office infrastructure, realtimerisk management, client base development tools,dedicated partnership services and go-to-market strategiesto help partners develop their business.Strategic directionTrader and Investor viewTraditionally, Saxo Bank primarily targeted the sophisticatedtrader. However, over recent years the strategic aim ofthe Bank has been to broaden the product and service offeringsto reach an expanding client audience. The abilityto combine technology with the emerging needs andpreferences of traders and investors reflects some of thecore abilities of the Bank which is pivotal to the strategicdirection. In 2009, the Bank laid the foundation for aclearer segmentation and approach to the market.Key in the new market segmentation is the type of client,the level of expertise and the degree of risk appetite. Althoughfinancial products share many of the same characteristics,the needs of clients, with respect to service, productpackage and degree of online product capabilities, canbe very different. However, the core of the product andservice offerings throughout the new market segmentationremains the usage of the technology capabilities ofSaxo Bank.Accordingly, target customers are categorised in fourgroups:1. The Sophisticated Trader is traditionally the core clientof Saxo Bank. The trader is an expert in one or more financialproducts and is interested in the broad productsuite and tools provided in SaxoTrader. The SophisticatedTrader is a demanding client and requires expertservice.2. The Self-directed Trader is interested in an online andbroad financial product suite that enables full self service.The trader is price sensitive and uses communitiesand other online discussion groups to determine thenext trade to make.3. The Self-directed Investor is a new target group. Theinvestor has much less risk appetite than the trader. TheSelf-directed Investor is online and information-orientedand requires a full self-service concept.4. The High-Net-Worth Investor is an institutional investoror a client with significant investable assets. This segmentrequires expert personal service. In order to servicethe High-Net-Worth Investor, expertise and a documentedtrack record are required. The High-Net-WorthInvestor operates off-line and emphasises the importanceof personal service and relationship management.ANNUAL REPORT 2009 · SAXO BANK · 31