Sell-Side Technology Awards 2013: Best Sell-Side Mobile Initiative ─ Pershing

Victor Anderson, Vladimir Winecoor, Alexander Castillo, Joseph Pasion, Eric Bondar, Tommy John and Russell Cirincione

Heading up Pershing's mobile strategy is NetExchange Mobile, which includes the NetX360 offering ─ available on iPhone, Android and BlackBerry devices ─ and NetExchange Client Mobile platforms. These tools allow users to access up-to-the-minute information, anytime and from anywhere. Most importantly, while the firm uses a hybrid approach to development, the main baseline for these platforms is native. In other words, they are not simply mobile solutions of preexisting desktop software ─ they are unique, standalone features, according to Ramaswamy Nagappan, Pershing's CIO.

"We've developed a hybrid approach that really uses the strength of the mobile device," Nagappan says. "For the iPad, we have a native app for using HTML5, we support all transactional functions, and we keep adding different transactions based on user feedback. Additionally, our mobile apps are exclusively designed for mobility-they're not watered down versions of the usual portal."

Later this year, for the NetX360 mobile app, Pershing will add a "Meeting Mode" that will allow advisors to use their iPad for a presentation in order to review clients' portfolios. With two iPads, the advisor can share their screen and control the meeting. The goal, according to Pershing, is to generate a more interactive experience.

"There are so many things happening in this space, with the phones getting more powerful," Nagappan says. "We are always trying to improve the end-user experience by using the things that come with the device-the location, camera, matching up multiple apps running within the device at once-those are things that will evolve and our plan is to constantly enhance those."


In other words, they are not simply mobile solutions of preexisting desktop software ─ they are unique, standalone features, according to Ramaswamy Nagappan, Pershing's CIO.


"Pershing is thrilled to win the best sell-side mobile Initiative award for our work in developing mobile applications. Mobile access for advisors and the ability to make available up-to-the-minute information to clients, and transact business anytime, anywhere is among today's most-discussed initiatives for financial advisors and home offices. Mobile development is part of most firms' strategies for 2013. Pershing's win in such a fiercely competitive environment is especially meaningful as we have been long committed to mobile development, and for 20 years, we have been developing applications within the mobile space. We have worked with our usability engineering teams and a variety of clients in various roles-advisors, sales assistants and home-office staff-to optimize content for specific devices with the goal of delivering the best user experience on the market. Our focus is on providing intuitive and compelling interfaces, quick access to information, self-service functionality, and the opportunity to engage users with unique opportunities to collaborate. This award and increased adoption of our technology shows that we are on track to deliver the best mobile experience in the marketplace."

Ram Nagappan, managing director and CIO, Pershing

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