The buy side has traditionally been the poor relation in its appetite for technology in the securities value chain, a position which is now under change. Buy side fund manager or sell side broker, the challenges are the same - the market is changing, and a response is necessary. A response which will harness technology to take the business forward.
Customer service is now critical to differentiate in a competitive market.
Whether private or institutional client, service levels have to deliver what the customer wants. Increasingly this will be through electronic channels, accessing sophisticated banks of information which deliver 'portal' services of what is required at the right time. Electronic channels, the rapidly advancing novelty today, will be the norm tomorrow - and to miss out could cause exposure to missed access to market share and reduced costs through automated straight through processing. SUN and its partners provide the answer to the vast majority of technology options - from technology strategy to how to replace aging systems and new innovations in channel and internal systems. The choice is sometime bewildering - a mature view of the options is necessary which is what SUN looks to achieve through its view of the complete securities value chain and the dynamics which are making it an exciting and rapidly changing field in which to participate.