Problem:

A leading electronic foreign exchange aggregation and distribution firm had gained a large share of the global institutional client market.  They wanted to grow their market share but  the lengthy on-boarding time caused by the need to install the Java desktop application was creating a barrier to entry.

Solution:

Esparter’s suggestion was to release an experimental Web App version that showed the competitive FX market prices in real time. There would be no trading. Instead, a link against each product was provided for the customer to click/tap if they liked the price they saw. This action was used in multiple ways, from registering an interest in the full trading version through to fast tracking the installation of the existing Java application.

By releasing a quick experimental version it enabled a proper validation of the opportunity without spending much money or waiting too long.