Thursday, March 31, 2011

BWI: ICICI Securities Partners with Microsoft to Offer Users a Rich and Intuitive Online Trading Experience on

Press release from Business Wire India
Source: Microsoft
Thursday, March 31, 2011 12:30 PM IST (07:00 AM GMT)
Editors: General: Consumer interest; Business: Advertising, PR & marketing, Banking & financial services, Business services, Financial Analyst, Information technology; Technology
ICICI Securities Partners with Microsoft to Offer Users a Rich and Intuitive Online Trading Experience on
First of its kind portal in India to leverage Microsoft's Silverlight 4.0 platform to create a personalized and more productive environment for online traders

New Delhi, Delhi, India, Thursday, March 31, 2011 -- (Business Wire India) -- Microsoft announced the partnership with ICICI Securities to launch a rich and intuitive online trading experience on is a pioneering online trading portal from ICICI Securities with over 2 million customers. Built completely on Microsoft's Silverlight 4.0 platform, the portal harnesses the advantages of Rich Internet Application (RIA), giving online investors and traders a personalized, intuitive and immersive end-user experience.

Today, with a large share of users opting for online transactions,'s initiative to introduce Rich Internet Application (RIA), in addition to standard online version for financial trading, strengthens their position as a pioneer in the online trading market.

Keeping in mind the portal's consumer facing and mission critical nature, ICICI chose Silverlight 4.0 to strengthen their online presence primarily due to its Rich Internet Application capabilities. "Considering how quickly the web and our online customers are evolving, the need for a rich user environment is fast becoming a factor critical to success. With Silverlight 4.0, will easily be able to fulfill the diverse needs of our customers by offering a rich and highly productive operating environment" said Yagnesh Parikh, Senior VP - IT, ICICI Securities Ltd on the occasion of the launch. has predominantly remained on Microsoft Technologies from a user interface perspective. The traditional online portal currently in use, is built using ASP/ASP.Net technologies (Web 2.0) and supported by a thick client application for users who want a localized application on their desktop.

While building the RIA version using Microsoft Silverlight, the key benefits that saw in this transition, were familiarity of their development team on Microsoft Technologies, the scope for innovation from a Product Roadmap perspective and ongoing support on the technology that would be easily available. "With the network of online trading customers consistently increasing, a feature rich interface was emerging as the vital differentiator and we were confident that Silverlight 4.0 would be able to create this vivid and immersive experience for users. We are extremely excited that's customer base are the first to experience the power of Rich Internet Application that Silverlight 4.0 brings to an online platform" said Moorthy U, General Manager, DPE, Microsoft India.

One other factor that contributed immensely to the success of this initiative is Microsoft's partnership with Quadwave on the implementation front. "Consumers expectation on the web is increasing day by day. It becomes extremely critical for online service providers to offer something unique and differentiating on the web to ensure consumer stickiness. We are extremely pleased to have partnered with Microsoft to deliver an all new Trading Portal leveraging the power of Silverlight to ICICI Direct" said Naveen Prabhu, Chief Technology Officer, Quadwave Consulting Pvt. Ltd.

Microsoft's Silverlight 4 delivers a full suite of powerful features to application developers, bringing innovative platform capabilities to browser-based experiences. Silverlight provides an ideal platform for developing and deploying modern business applications for both internal and end-user applications on both sides of the firewall. In addition, Silverlight positions a powerful platform for creating engaging, interactive user experiences for Web, desktop, and mobile applications when online or offline.

About ICICI Securities Ltd.

ICICI Securities Ltd is an integrated securities firm offering a wide range of services including investment banking, institutional broking, retail broking, private wealth management, and financial product distribution.

ICICI Securities empowers over 2 million Indians to seamlessly access the capital market with, an award winning and pioneering online broking platform. The platform not only offers convenient ways to invest in Equity, Derivatives, Currency Futures, Mutual Funds but also other services Fixed Deposits, Loans, Tax Services, New Pension Systems and Insurance are available. offers a convenient and easy to use platform to invest in equity and various other financial products using its unique 3-in-1 account which integrates customers saving, trading and demat accounts.

About Microsoft India

Founded in 1975, Microsoft (NASDAQ "MSFT") is the worldwide leader in software for personal and business computing. The company offers a wide range of products and services designed to empower people through great software - any time, any place and on any device. Microsoft Corporation (India) Private Ltd is a subsidiary of Microsoft Corporation, USA. It has had a presence in India since 1990 and currently has offices in 13 cities - Ahmedabad, Bangalore, Chandigarh, Chennai, Coimbatore, Hyderabad, Indore, Jaipur, Kochi, Kolkata, Mumbai, New Delhi and Pune.

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