TECHNOLOGY
and breaks them down into multiple levels : product configuration , service orchestration and market offering . At the product configuration level , Singapore Life ’ s back end functionality allows the company to build products as wide-reaching as possible in terms of defining or limiting parameters . This takes into consideration as wide a number of possibilities as possible , such as different currencies or interest rates . “ Why should there be market specific limits at the back end ? “, asks Shanahan . The middle layer , service orchestration , is key to facilitating Singapore Life ’ s market offering . “ This model allows for much lower costs and breaks down some of the complexities of the process ,” says Shanahan . “ Once a product is set up and the service configured , the offering can then serve multiple markets . It makes the front end very flexible because what can be offered is orchestrated in that middle layer .” Given various different mediums which customers use to access financial services , such as mobile applications , online portals or third-party platforms , Singapore Life ’ s back end functionality allows the front end delivery model to operate almost unconstrained . “ None of the front end changes the back end product configuration . It ’ s all about the customer journey and their experience at the front end ,” he says . “ We ’ re able to produce or work with
121 asia . businesschief . com