RMG Connect to revamp AXA websites in six APAC markets

By Kapil Ohri , afaqs!, New Delhi | In Digital | March 30, 2009
In the APAC region, AXA is present in thirteen markets including India, Singapore, Thailand, Malaysia, Indonesia and China

AXA General Insurance, which plans to revamp its websites in India, Singapore, Thailand, Malaysia, Indonesia and China, has assigned the duty to RMG Connect India. RMG Connect handles the digital business of Bharti AXA - which is a JV between Bharti Enterprises and AXA of France.

The websites will target prospective consumers of general insurance in the respective countries and will educate and inform them about general insurance and AXA insurance products.

RMG Connect's mandate will be to prepare the the final layout, but the execution will be done by a local player in each market.

Speaking to afaqs!, Rajeev Sharma, vice-president and head, digital, RMG Connect, says, "We will develop a common template of websites, which will be handed over to the regional headquarters in the six countries. The regional offices will then use the common template as a guide and create a customised or final version of the website for the respective country."

For the uninitiated, building a website is a stepwise and tedious process. It usually starts with studying the requirements of consumers and fixing the functionality or the features which the site will offer. After that, the wireframe of the site is worked upon, which involves allocation of space to each feature on a webpage. A navigation flowchart is also prepared, depicting the linkages between the web pages.

A template of the website thus produced defines the look, layout, features and navigation to be followed on each page of the website.

The agency has already conducted a study on the general insurance category in the six APAC markets and gained useful insights about consumers and competitors as well. Based on the study, the agency has also developed a wireframe and designed the template of the site.

Sharma says, "The purpose of a common template is to ensure that websites of AXA will have a similar look in structure, layout and navigation across regions." He adds, "Each country office will submit the final version of its website to RMG Connect India for the final verification."

RMG Connect India will charge separate fees for the assignments from various country offices of AXA.

© 2009 afaqs!