HK Brokerage Site to Focus on Customization

HONG KONG (03/06/2000) - Hong Kong financial firm Sun Hung Kai Securities Ltd. yesterday launched a financial information Web site and an online strategy aimed at creating a personalized financial services site for each user, the company announced at a press conference yesterday.

Sun Hung Kai's rollout of its site (http://www.shkonline.com) follows several other local financial services companies into the Internet arena, but company officials said its online offerings will be broader than most and can be honed to each user's preferences.

"We aim to be first with a personalized financial solution," David Pong, chief technology officer of Sun Hung Kai Online Ltd., the company's Internet arm, said in an interview at the press conference. The site will focus initially on users in Hong Kong.

The company's servers will analyze each user's activity to determine what types of financial information and products they are interested in and even their preferred level of investment risk, Pong said. Using that analysis, Sun Hung Kai will tailor what the user sees when he or she looks at the site.

"When you open an account on our Web site, you only see what you want to see," Pong said.

The company today began offering financial information, including stock quotes, charts, and foreign exchange research. Sun Hung Kai plans eventually to provide online trading of U.S. and Australian stocks, consumer finance products, credit card services, foreign exchange and gold trading, and insurance sales over the Internet. Sun Hung Kai Securities has partnerships with U.S. online broker Web Street Securities Inc. and Australia's Barton Capital Holdings Ltd. to facilitate foreign trading.

Later this year, when the Stock Exchange of Hong Kong implements Automated Matching System 3 (AMS 3) technology, online users will be able to trade Hong Kong stocks directly, without going through a broker.

Sun Hung Kai Securities is a subsidiary of Sun Hung Kai & Co. Ltd., which provides a wide range of financial services. The companies are separate from Sun Hung Kai Properties Ltd., which yesterday kicked off a public offering of Sunevision Holdings, its Internet business division.

Sun Hung Kai Securities is in Hong Kong and can be reached at http://www.shkco.com.

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