>> Platform Description
Shine Securities Brokerage Management & Service Platform (E-SBMS) is an operating platform and service application for integrated business management of securities dealers and brokerage firms, providing comprehensive back-office supports in servicing, analysis, management and decision-making for management and work-forces of domestic securities brokerage business. E-SBMS is a supportive solution which accommodates to the seamless business transformation towards “customer-orientation” of securities companies. With the aid of this platform, information of different operating segments of securities brokerage business such as marketing, sales management, customer services and decision-making support is communicated and shared internally and externally in an orderly, complete and timely manner, such that customer database are centrally maintained and shared within the organization and hence, facilitating better and tailored service provisions for customers’ diversified needs.
The concept of CRM is integrated into the E-SBMS so that the brokerage business can always be operated under the “customer-oriented” principle. This business philosophy can be uniformly applied among different divisions, department and functional units of the securities companies and is supported by the E-SBMS.
The business components of E-SBMS include: workflow management, product management, customer management, customer classification, customer analysis, sales channel management, information management, decision-making analysis, call-center, generic reporting management, cost auditing, user authority management, rights distribution, data erasing and system configuration. According to the requirements of their brokerage business management and services, users can opt for corresponding business components to assemble their application system and adjust the system to cater for any change in the brokerage business management and services.
The product is applicable in large-, medium- to small-scale domestic securities companies and their respective sales offices. Different system configurations are available for securities companies (sales departments of the securities companies) of different scales. According to the target users and the business nature, the application systems on the E-SBMS platform include Workflow Management and Processing System for Brokerage Business (front office)、Customer Management and Analysis System (middle office), Risk Management and Support System for Brokerage Business (back office).
Platform Application
Workflow Management and Processing System for Brokerage Business
Workflow Management and Processing System for Brokerage Business is the operation platform for the daily work and management of the brokerage business of the securities companies. Managers can trace and examine the brokers’ work by setting targets and assigning tasks. Brokers accept the task assigned by the seniors and carry out the task efficiently according to the requirements. The functions of the system include workflow management, customers’ enquiries, maintenance and sales of products, customer services and examination of results. Meanwhile, by recording the activities of the brokers and the basic information and transaction process of the customers, fundamental data is provided for the middle office and back office in order to carry out analysis, supervision and facilitate decision-making.
Business Analysis System for Brokerage Business
Business Analysis System for Brokerage Business systematically analyses the business data generated by the Workflow Management System for Brokerage Business (front office) to establish corresponding analysis models from the perspectives of both the brokerage firms and the customers. Analysis on brokerage business includes brokerage’ activities analysis, cost analysis and result analysis while analysis on customers includes commission contribution, investment volume, methods of transactions, transaction frequency, investment position structure, profit and loss, sensitivity, liquidity and investment preference by respective customers. On this basis, the system supports the business and decision-making activities of the front office and back office, and also facilities corporate management of securities companies.
Risk Management and Support System for Brokerage Business
While brokerage business’s innovation in product delivery and service provisions is the core in enhancing its corporate competitiveness, sound and strengthened internal control and risk management system is nevertheless critical to back-up for such business innovation and expansion and can ensure the sustainable and regulated development of Securities Company in the long-run. By establishing a series of risk factors and indicators, risk warnings and control measures on any potential risk areas arising from different business process of the brokerage business can be executed on a timely and real-time fashion. To prevent the loss of existing customers, securing prospects and increase the service income from customers, Securities Companies can utilize the system in performing relevant business analysis and thereby establish and promote their new product or service offerings to satisfy different customers’demands.
>> System Structure
Platform Characteristics
>> Functional Characteristics
Flexibly designed to accommodate customizable requirements of securities companies to satisfy their own strategic and daily operational needs;
Carefully designed to cover almost all operating aspects of the nowadays brokerage business;
Modular structure to enhance flexibility and scalability;
Numerous methods of analysis to unveil the operation of the securities companies;
Provides flexible data analysis at different perspectives and levels;
Provides up to 100 types of statistical analytical reports;
Statistics can be presented in different illustrations such as bar charts, line graphs or pie charts;
Statistics graphs and charts can be presented in 2D or 3D models;
Frequently used reports can be saved in user-specific and personalized formats;
User-definable information selection and analysis criteria and characteristics;
Differentiated functional, informational and graphical analysis accessibility can be managed hierarchically according to pre-defined user authority;
Task can be arranged according to the electronic schedule.
>> Technological Characteristics
With B/S architecture, software installation is not required at client terminal level;
JAVA/J2EE structure makes the platform open, portable and scalable;
Operative on Intranet/Internet environment;
Flexible configuration and sophisticated security management;
Can be operated with and be transformable over any industrial standard/compliant products such as EJB Server / Servlet Engine and DB Server of different hardware vendors and manufacturers;
Powered with system diary functionality which facilitate easy trouble-shooting;
Flexible data architecture design capable to carry complicated business information;
Business logic is secured in the EJB level while business layer, data layer and performance layer are independently situated for data security and integrity purposes;
Data can be exchanged in the unique XBridge framework and through XML files;
“No Pain” system upgrade can be executed easily and seamlessly by running downloadable upgrade files over servers;
Powered with Data-warehouse Technology, the platform provides data storage independent of any operating system to reduce the workload and potential adverse impact on securities companies’ operating systems;
Online Analytical Technology facilitates research of complicated correlation and relationship analysis between business data;
Frequently enquired data will be processed in advance to ensure prompt response to special enquiries;
Adopt numerous multi-dimensional analytical methodologies to analyze data, trends and relationships from different perspectives;
Data is analyzed from broader data spectrum to narrower level with professional proprietary technologies;
Employs trend analysis techniques to study and predict possible trend of customers’behaviors via different tools such as trend graphs;
Employs contrast analysis techniques, essential and critical data is selected for analysis to determine the data correlation and relationship;
Powered with Data-mining Technology to identify potential prospects and premier customers and facilitates scientific customers’ behavior study;
With built-in Intelligent Memory Technology enabling the cross-linkage between and flexible information retrievals among different business operating systems.
>> User-friendly
With no initiation and control, the system runs automatically in back-office service mode;
Characteristics parameters such as customers, products and orders may be flexibly configured;
Information search sets detailed and integrated search criteria to expedite the efficient searching process;
Separate operating interfaces avoid duplicate messages which waste system resources of the server;
Practical, professional and friendly user-interface;
Can serve as a base for developing securities companies’ own Knowledge Management database ;
Convenient online handbook and help assistant.
>> System Security
Hierarchical Security Management ensures data security and accessibility by different authorized users is in strictest compliance with corporate’s security management policy;
Firewall Protection and Secured System Infrastructure ensures the uncompromised security of network system.
>> Capacity
When the volume of the enquiry or data of the system increases and an upgrade of system is required, the J2EE framework is scalable to allow the adoption of the following solution expansion:
In case the enquiry volume of the web container reaches its system bottleneck or limits, load balance can be achieved by installing web container to an independent server, or even by installing server cluster.
In case the capacity and processing power of the data server reaches its system bottleneck or limits, a server cluster of database can be installed.
Application server can be upgraded from a single server to a server cluster conveniently; application server platform software can also be replaced without changing the system parameter.
The DB-Independence of the system enables the database system to be replaced by other mainstream DBMS.
