Trading in paper for electrons. That's what JP Morgan Asset Management has done with its Guide to the Markets quarterly report.
Specifically, the firm has migrated and morphed the popular 7-inch by 5 1/2–inch spiral-bound quarterly report into an iPad application of the same name.
In paper form, the Guide has been in production since 2004 and recently has gone out at rate of about 90,000 copies per quarter and is sent free to advisers working with the firm.
"Like many other financial services firms, we have noted very high numbers of advisers using the iPad," said Marlene DeLuca, global head of Insights for JP Morgan Asset Management (the Market Insights group at JPMAM publishes the Guide).
"Many an adviser has come to know and love — and look for — particular recurring charts each quarter," she said of those appearing in the Guide, which averages 60 pages an issue.
Now those static charts, along with all the other paper content, is taking on more of a life of its own in the form of content that is more interactive.
In point of fact the Guide is already available, it goes out in PDF form on the second day of every quarter but these versions are still largely static.
"We are really going to be able to extend the use of what is in the Guide by sharing it within the iPad app, you can in some ways like this as really a home page to the guide, a set of short snippets to jump off from," said Ms. DeLuca, who has been working on the Insights Guide since 2005.
"If I just quickly wanted to see what I could use on emerging markets commentary, I might be overwhelmed at first glance with 50 pages on the topic," she said.
I got to kick the tires on the application myself for a few days.
It is very easy to navigate and you can easily maneuver through the slides by scrolling. Stopping on a particular slide you will find additional options, for example there is audio commentary for each (how do you do that with paper?).
Simply click the "Listen to Slide Audio," which the firm has recorded of its own strategists.
As many advisers do these days, it is easy to share parts of a Guide with clients in person and if something in particular strikes their fancy, they can easily e-mail a PDF version of those pages from inside the app.
Advisers that sell JP Morgan Funds will likely be getting some tutoring soon, if they have not already from their friendly JPM wholesaler.
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29 May, 2013
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Source: http://www.investmentnews.com/article/20130528/BLOG02/130529933
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