26 connected strategy for asian wealth management ^Top Figure 8: Zerodha’s “Respond-to-Desire” connected customer experience Traditional models: Closed, commoditized equity trading platform Connected ‘respond-to-desire’ model: Open, diferentiated model with new connections and capabilities New connections Existing connections Customer Trading platform Futures & options trading Thematic stock baskets Open API’s to promote app development on the platform Real time stock alerts Customer Low cost equity trading Bond trading Investor educational content and community Free investments in mutual funds Kite Connect APIs Kite Source: Authors' analysis