Competitive Advantage Through Multi Distribution. Mike Bishop PCA LIFE Korea November 2004

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1 Competitive Advantage Through Multi Distribution Mike Bishop PCA LIFE Korea November

2 Market overview Significant life insurance market 2 nd largest in Asia (after Japan) 7 th largest in the world Restrictive regulations Regulations are restrictive especially on product development, but these are improving Strong competition Local competitors still dominate Foreign competitors have been very aggressive Products and Channels Competitors still focus on limited channel strategies Product diversity remains limited

3 Multi distribution : Evolution million A true multi distribution business October 2003 launched Cable TV September 2003 launched bancassurance 2 February 2002 launched PCA LIFE 1 brand 0 July 2002 launched financial consultant October 2002 launched general agency July 2003 launched new direct marketing 1/2002 4/2002 7/ /2002 1/2003 4/2003 7/ /2003 1/2004 Constant exchange rates

4 Multi distribution : Channel profile Four channels Financial consultants July 2002 General agency October 2002 Direct marketing July 2003 Bancassurance September 2003 Tied in-house professional agency force Non-tied agency Cable TV and outbound telemarketing Branch sales driven Selling Selling Selling Selling Variable Universal Life Variable Universal Life Cancer Cover Variable Universal Life Annuities Annuities Ladies Cover Annuities Whole Life Whole Life Child Cover Savings Term Term Personal Accident

5 Multi distribution : Channel contribution Each of our channels have made a material contribution to the business % % 18% 38% 23% Q3/2004 Bancassurance Direct marketing General agency Financial consultants Group business

6 Multi distribution : Partners Partners have also been key to our multi-distribution success Bancassurance Direct marketing

7 Product portfolio Whilst maintaining channel-specific products, focus has been on increasing unit linked sales % Product mix (APE basis) Q1/2004 Q3/2004 2nd in market with Variable Universal Life Variable Universal Life now comprises over 50% of new business sales Variable Universal Life marks a significant move away from traditional guaranteed products Traditional Accident and Health Unit linked Group

8 What we have achieved : Including 2004 Since launch in Feb 2002, we have achieved significant sales growth million APE Q1 Q2 Q3 Q Q3/2004 Constant exchange rates

9 What we have achieved : Including 2004 Since launch in Feb 2002, we have achieved significant sales growth despite decline in Korean life insurance market APE million billion Market trend Q1 Q2 Q3 Q Q3/2004 Constant exchange rates

10 Pioneering insurance sales through Cable TV Now a material channel through understanding Korean female consumers and designing simple needs-based products Find and Win Keep Identify and understand primary targets New product development Distribution choice Cross sales / Up sales Housewives Ajumas are key decision makers and they watch lots of TV Developed simple and easy to buy products that appeal to mums and wives Offered direct via Cable TV to reach a nationwide audience Telemarketers close the sale and also generate leads for financial consultants

11 Pioneering insurance sales through Cable TV Cable TV sales process 1. Infomercial on Home Shopping channel 2. List generation 3. Outbound sales calls 4. PCA LIFE underwrites and issues 5. External fulfillment 49

12 Pioneering insurance sales through Cable TV Created a new market and carved out a compelling customer proposition What we have achieved Pioneer of Cable TV distribution Created a distribution channel in its own right Enhanced brand building and public relations efforts 45,500 policies sold since October 2003 Cross sale opportunities for our financial consultants 50

13 Summary Our strong commitment to multi-distribution We pioneered Cable TV distribution of life insurance Specific products developed to meet the needs of each channel and each target audience Each channel has made a material contribution to the business

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