Day Two focused on the "Straight Through Processing" initiative and where broker-dealers should focus their attention tomorrow. Laser App provided the first real prototype presentation of the process actually taking place. Laser App, in tandem with Interlink and Laserfiche, covered the logistics of how the whole process works. After that, each of the vendors held topical presentations that covered how they fit in to the "Straight Through Processing" puzzle.

The Seaview room opened first thing Thursday morning for breakfast and exhibit time. Once everybody had plenty to eat, it was on to the Marina Ballrooms for the morning session.

Ed Beggs (CEO and Founder of Laser App) kicked off the conference with a brief history of Laser App and his vision for where Laser App will be in the next few years.

Robert Powell

Once Ed completed his presentation, Robert Powell (Director of Sales and Marketing) introduced each of the exhibiting software companies. One of the main goals of the Laser App conference was to get broker-dealers in touch with companies that provide the solutions they need. Robert is quoted as saying "many broker-dealers just don't know where to begin the search for technology solutions".

Jorge Plascencia

Once introductions were out of the way, Senior Key Accounts Manager Jorge Plascencia gave a demonstration of Laser App Enterprise and all of the new features that are available. For a list of Enterprise Features, go here.

Break

Laser App provided plenty of breaks in between sessions that gave BDs a chance to catch up on phone calls and recharge.

Alan Giancarterino

After the break, the day continued with a series of six breakout sessions from some of our software partners. Alan Giancaterino (better known as Alan G) is seen stepping down from the podium in typical fashion to add a little more excitement to his EZ Data Smart Office presentation.

John Clark

John Clark covered how Cabinet NG can seamlessly receive form images from Laser App and archive them into the new Cabinet NG Vault.

Dean Rager

Once all of the breakout sessions were done, broker-dealers moved down to the Seaview room for the executive lunch and a presentation by Dean Rager (Geneos Wealth Management). Dean managed to make the topics of compliance and technology funny (which is no easy task) and kept everyone laughing throughout lunch.

Trinidad Menor

Once lunchtime was over, everyone headed back into the Marina Ballrooms to for a presentation on how to quickly transition reps to their broker-dealer. Trinidad Menor covered all of the tips and tricks on how to expedite the transition process using Laser App. (Note-Laser App offers weekly transition training classes. For more info, go to http://www.laserapp.com/training.php)

Tabi Freedman

After the transition meeting, Tabi Freedman (Park Avenue Securities) presented her "Large Firm Case Study". Because of the size of Tabi's broker-dealer, she was able to provide us with a unique perspective on how larger broker-dealers tackle technology issues and which technologies they choose to build themselves.

From left to right Robert Powell, Tabi Freedman, Dean Rager, Diane Cook

Diane Cook (CUE Financial) provided the "Small Firm Case Study" on the technology challenges her broker-dealer faces under regulation from both a securities perspective and as a credit union broker-dealer. The Case Study Panel immediately followed this, where broker-dealers had a chance to ask our three presenters about specific issues. (From left to right Robert Powell, Tabi Freedman, Dean Rager, Diane Cook)

After the Case Study Panel, we all headed back to the Seaview room to blow off a little steam. Laserfiche hosted a cocktail reception and exhibit hall hour.

Shannon Dempsey

Shannon Dempsey is talking to David Shroeder (American Funds) about Advisors Assistant.

Tom Laffaye

Tom Laffaye from Interlink was bombarded with questions about his electronic signature pads, as Straight Through Processing and electronic signing of forms were hot topics at the conference.

Michael Pinsker

Michael Pinsker from Docupace discusses how he fits into the idea of Straight Through Processing by archiving forms and managing workflow.

Scott Fergusson and Jennifer Purdue

Scott Fergusson and Jennifer Purdue from Investigo talk to BDs about the Investigo system, which provides contact management, data aggregation, and consolidated statements of client accounts.

Chris Roberts

Chris Roberts showed off Redtail's CRM along with their new email archival system.

Chip Kispert

Chip Kispert interviews a new broker-dealer about what his current technology platform looks like. Chip provides consulting to broker-dealers that are looking to run multiple software platforms. His company Beacon Strategies helps broker-dealers determine which software applications to choose and assists them in the integration and implementation process.

Day two was dedicated solely to Straight Through Processing. This has been an industry hot topic for a couple of years, but nobody has really demonstrated the whole process. We began the day by covering the Laser App Software Development Kit (SDK). This is what allows other software programs and websites to interact with Laser App. Our developers actually came out of the office to cover how Laser App integration works.

Once our SDK demo concluded, we moved right into the actual Straight Through Processing demo. Robert Powell started by showing how Laser App, whether launched by a 3rd party software vendor, a broker-dealer website, or standalone, will automatically populate the desired paperwork with client rep and broker-dealer information. John London then talked about how each form could be electronically signed and locked down. Once the forms were populated and signed, Laserfiche then managed the workflow of the form through the broker-dealer back office for approval.  Jeff Green covered that piece.

John London-left, Jeff Green-middle, Robert Powell-right

Once the Straight Through Processing presentation concluded, John London gave a short presentation on Interlink Electronics and the role of electronic signature technology in this industry.

San Diego Marriott Hotel & Marina

We had so much support from our vendors and broker-dealers that we have agreed to host another Laser App Technology conference in San Diego in August 2008, so mark you calendars.

If you would like additional information on any of the software companies featured in this newsletter, please contact
Robert Powell at
800-985-2174, extension 102
Robert@laserapp.com.