First-Of-Its Kind Retirement Planning Calculator by Prudential Now Available On Apple App Store In Seven Asian Markets

Regional - 30 June 2010

Prudential Corporation Asia today has become the first insurance company in Asia to launch a mobile phone application with the release of its "What's Your Number?" Retirement Calculator. The application, which is now available for free download to the Apple iPhone, iPad and iPod touch at the iTunes App Store, enables users to calculate conveniently and quickly their retirement "number " – the savings required to enjoy a retirement based on their selected lifestyle.

Prudential's "What's Your Number?" Retirement Calculator builds on the company's focus of offering innovative solutions by leveraging digital platforms to engage customers. This new application is an extension of Prudential's successful "What's Your Number?" retirement planning campaign that was first launched in 2005, and encourages people to identify their retirement goal and think about what resources they are likely to need to finance their individual retirement aspirations.

Users can easily calculate their "retirement number" by entering their financial scenarios and lifestyle variables. The application is highly intuitive and provides users seeking professional advice with the option to connect to a Prudential financial consultant, as well as share the application with their Facebook friends.

Commenting on the launch of the application, Julie Lyle, Chief Marketing Officer, Prudential Corporation Asia, said: "Our research shows that up to 80% of people in Asia do not know their 'retirement number'. Through this new application, Prudential aims to drive greater awareness and discussion about the importance of retirement planning and retirement needs, and there is no better way to connect with consumers than through an innovative medium that resonates with their changing lifestyle."

"At Prudential, we are seeking to leverage digital platforms to reach out to our prospects and customers, as well as empower our agents," Sean Rach, Director of Digital Media & Corporate Events, Prudential Corporation Asia, added. "What's Your Number? is a convenient way for customers to calculate their 'retirement number',thus, taking the first step in retirement planning. We will be developing applications to support additional services and mobile devices in the future."

Prudential's "What's Your Number?" Retirement Calculator was created in partnership with OgilvyOne and Cherrypicks. It is available for download in English at the iTunes App Store for users in Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. The application will also be available in other Asian markets and in local languages shortly.

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