Case History. Tel +44(0)

(1)

Tel +44(0)1428 658455 www.marketingforge.com

Project Metabit Rebranding, Website and Advertising

Company Metabit

Country Japan

Sector Specialist Finanacial Services Software

Objective Increased Awareness, Loyalty and Sales

Case

(2)

Introduction

Metabit specialised in providing Direct Market Access trading software for Far Eastern Stock Exchanges. The company had historically undertaken little marketing and its old brand image was tired, lacking impact. The Marketing Forge undertook the task of raising Metabit's profile to its specialist target audience. The work was much commented upon in the industry, helping

Metabit gain the attention of The New York Stock Exchange, which went on to buy the company. This case history shows how both financial services marketing and technological marketing needn’t look dull, but can look fresh, appealing and innovative instead. Metabit happily took the leap of confidence needed to break away from the innate conservatism of the industry.

Company Metabit

Country Japan

(3)

Design Rationale

Metabit wanted to build upon its extensive knowledge of Asian trading markets. The Tokyo based company felt that its Asian location and experience was of huge benefit for clients. The Marketing Forge created a design that was Japanese but appealed to the rest of Asia too. It was important to be cognisant of Asian cultural and trading sensitivities when creating the

design. In addition, we wanted the company to be perceived as modern, dynamic and cutting edge. Worldwide traders also needed to realise that Metabit could provide access to Asian exchanges. The positioning 'Think Asia, Trade Asia', reflected the benefit of using Metabit for its technical expertise and indepth trading knowledge.

Company Metabit

Country Japan

(4)

Brand Architecture

The Marketing Forge designed individual brand logos for Metabit's portfolio of software products. These related to the main brand and were clearly of the same family. The individual products had quite different characteristics which were reflected in the design of each individual product. Great care was taken so that the

products, if viewed separately, were clearly associated with the Metabit main brand.

Company Metabit

Country Japan

(5)

Website

Most financial services and technology websites look similar, tending to be conservative and uninspiring. We aimed to create a website which reflected Metabit's core values and services. The company operated in a cutting edge area of technology and we wanted to represent its innovative thinking and approach in the website.

A financial services communications campaign was developed that underpinned the Metabit brand and utilised powerful symbols of animals, associating their values with the company. The home page image shows a butterfly and its associated value of METAmorphosis. A map of Asia was superim-posed on the butterfly to signify the company’s Asian experience.

Search

Home Products Solutions About News About Us Contact Us

Inspired by the process of

METAmorphosis, Metabit empowers

its clients to transform and develop. Uniquely placed in Asia, Metabit provides the technology and support to help clients

trade effortlessly and efficiently. The company

delivers an intuitive trading platform that encompasses a well established trading

community and unrivalled exchange

connectivity solutions. Please contact us to see

how we can help you.

Company Metabit

Country Japan

(6)

Advertising Campaign

This advertising campaign was built around the META theme. The METAmorphosis butterfly demonstrated how the company helped its clients transform and develop.

The METAresponsive ad featured an owl, showing how Metabit could respond easily to clients' complex system demands and requirements.

METAgility shows how the company's Direct Market Access software helped clients to trade ultra quickly in Asian stock exchanges. The advertising was successful, causing people to take notice. It established Metabit as a market leader and helped it come to the attention of NYSE. The B2B advertising campaign was well regarded in the industry.

With quick and precise movements the hummingbird always places itself into the perfect position. Metabit's agile thinking and precision designs enable ultra-low latency DMA to Asian markets. The company’s customised

solutions fit easily into clients' existing systems and workflow. Please contact us to see how we can help.

gility

Japan +81 3 3664 4160 Hong Kong +852 3752 0674 China +86 411 8282 1787 Australia +61 2 9247 3633 [email protected] www.meta-bit.com

morphosis

Inspired by the process of metamorphosis, Metabit empowers its clients to transform and develop. Uniquely placed in Asia, Metabit provides the technology and support to help clients trade and connect effortlessly and efficiently.

The company delivers an intuitive trading platform that encompasses a well-established

trading community and unrivalled exchange connectivity solutions. Please contact us to see how

we can help you.

At the slightest sound or movement the agile, alert owl responds with quick, powerful and focused flight. Metabit too has mastered the art of the perfect response. By carefully listening to each client’s unique set of requirements,

Metabit responds swiftly with the optimum trading solution for each organisation. To find out how our METAresponsive service can help you trade effortlessly

and efficiently with Asian stock exchanges, please contact us.

responsive

Company Metabit

Country Japan

(7)

Product Diagrams

Metabit operated in a complex, competitive marketplace. Each of the company's four core products had completely different features, advantages and benefits and the diverse target audience needed to quickly appreciate which product best suited their requirements.

The Marketing Forge designed a set of diagrams, utilising the individual product logos and core benefits. This enabled us to convey detailed information in an easy to absorb format.

Company Metabit

Country Japan

(8)

Customized Algorithms Hosted Deplo yment Option FIX Enabled Algorithmic Geographically Unconstrained Advanced Scripting External Integration Exchange Simulation

FIX & IPRO API 34 µs End to End Latenc

y Continuous Availability Compliance Checks Exchange Connectivity Investment Banks

At Metabit, we work closely with investment banks in order to fully understand their needs. We appreciate that each investment bank’s requirement is unique and our approach is to provide you with the optimum solution. We offer investment banks a portfolio of specialized products for the sell sides in Japan and Asia, ranging from ultra-low latency exchange connectivity, to algorithmic trading and exchange simulation tools. Our solutions address the challenges faced today in the ultimate bid for the lowest latency possible.

Please contact us to see how Metabit’s support and technology can help you trade and connect effortlessly and efficiently.

API & Matching Simulation Cost Efficient Advanced Scripting Participant Testing Market Surveys Documentation Consultancy CameronFIX FIX Compliant Deliver Low Latency

Fix Gateways

Stock Exchanges

Having worked closely with clients over the years, Metabit has gained a deep understanding of the requirements of stock exchanges in Asia. We provide a range of specialist services to stock exchanges in Japan and Asia. In addition to FIX gateway solutions and participant testing tools, Metabit also offers experienced consultants to help clients outside of Asia understand local market opportunities.

Please contact us to see how Metabit’s support and technology can help you

Asset Managers and Trust Banks At Metabit we work closely with Asset Managers and Trust Banks to identify their unique requirements. Metabit’s XiliX and MLH offer asset managers and trust banks a fully customized STP integrated solution with strict compliance controls, auditing and legal reports. We provide solutions that help all companies including those with the largest assets under management. Metabit provides the technology and support to help its clients trade and connect effortlessly and efficiently.

14 Asian Markets 251 Broker Destinations 217 Broker Algorithms Connectivity Risk Management Compliance Checks Error T rade Reduction

Audit & Legal Reports Cross Fund Management

Execution Management System Intuitive UI Multi Asset Class STP from P ortfolio to P ost-T rade

Please contact us to see how we can help you. Hedge Funds

At Metabit, we understand the business requirements of hedge fund managers. We appreciate that each hedge fund has a unique and individual need. Using our modular systems, Metabit provides you with the optimum solution for your requirements.

Built specifically for Japan and Asia, Xilix offers hedge funds an intuitive solution that caters for high frequency, low latency organizations with large net asset value, as well as incubation of new hedge funds. With all resources placed and focused in Asia, we provide you with an unparalleled level of support for your trading activities.

Please contact us to see how we can help you trade and connect effortlessly and efficiently.

Intuitive UI Multi Asset Classes Low Latency High Frequency DMA Trading

Execution Management System 14 Asian Markets 251 Broker Destinations 217 Broker Algorithms Connectivity Compliance Error Trade Reduction Margin Controls

Risk Management

Targeted Literature

Metabit had to quickly sell itself to its diverse target audience of hedge funds, stock exchanges, asset managers, trust and investment banks. Each market segment had distinct product and service requirements. We devised a set of literature featuring diagrams that helped the target audience quickly appreciate what

Metabit had to offer. The literature also proved to be a beneficial selling tool for the company at trade conference, enabling salesmen to quickly tune in to the needs of visitors to its trade stand.

Company Metabit

Country Japan

(9)

Product Literature

The detailed and comprehensive product diagrams were featured in literature and also on the website. The literature was packaged into a bespoke folder featuring the now-iconic Metabit butterfly and was given away at international trade conferences.

Company Metabit

Country Japan

(10)

The Marketing Forge

Strategic Creativity

Prostate

Rectum

Anus

Biopsy

needle

gun

Biopsy needle gun

The Marketing Forge Ltd

39 Stoatley Rise Haslemere Surrey GU27 1AG Tel +44(0)1428 658455

Email [email protected] Twitter @marketingforge