E-securities wows crowds with voice demo

Any Gitex visitors interested in trying out the latest innovative way of trading stocks and shares should head to Emirates Securities’ stand in the Sheikh Rashid hall. The UAE-based brokerage firm is performing live demonstrations of its voice recognition trading service which it launched at the exhibition earlier this week.

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By  GITEX Times Staff Published  November 21, 2006

Any Gitex visitors interested in trying out the latest innovative way of trading stocks and shares should head to Emirates Securities’ stand in the Sheikh Rashid hall. The UAE-based brokerage firm is performing live demonstrations of its voice recognition trading service which it launched at the exhibition earlier this week. “People can come to our stand and we will give them a number to phone and provide an account number and pin created specifically for GITEX,” explains Yazeed Ali Yasin, marketing and corporate communications manager at Emirates Securities. “They won’t actually be buying real shares, but it will demonstrate how the voice input works and how easily the actions can be communicated.” Emirates Securities hasn’t even had to install a phone line on its booth as visitors can freely carry out the demonstration using their mobile phones. “So far the response has been good,” reflects Yasin. “This voice recognition technology has become mainstream in other parts of the world, but it is still in its infancy here in the Middle East – not in terms of its development, but in the adoption of it.” The securities sector in the UAE has become increasingly crowded during the past 18 months as more brokerage firms have moved into the market to offer their services. Yasin believes that Emirates Securities’ willingness to embrace new technologies will help set it apart from rivals using more conventional trading methods. “You have to differentiate yourself from the other service providers and work harder to get customers’ trust and loyalty, even if you are an established company,” acknowledges Yasin. “That either means developing different services or providing a lot of added value that brings real benefits to customers.”

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