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that are out to cheat and deceive them. Lastly, the insurer has made available policy documentation in local languages which has helped the company go a long way in building trust with its customers. In 2008, ICICI Prudential Life was awarded the Life Insurance Company of the Year[47] award by the Asia Insurance Review.

Life Insurance Corporate of India (LIC)
In 2009, in India more than nine million policies (more than half sold by LIC) lapsed as customers were unable to pay the premium in one lump sum. To win back lost customers and retain existing customers, LIC which is India's largest state-owned insurance company has taken the lead by allowing ex-customers whose policies lapsed within the past five years to pay the premium and interest on the lapsed policies in instalments rather than in one lump sum. This flexibility in payment option has been made available to existing customers as well[48].

Max New York Life, India
To cater to the needs of millions of Indians living in rural India, Max New York Life launched a product, Max Vijay. Max Vijay has already proven to be highly accessible and flexible, attributes which most insurers in India have overlooked or ignored in their quest to reach the masses. Launched in October 2008, the product now has average sales of 1,000 policies per day.

Some of the salient features offered by Max Vijay include minimum enrolment premium options US$20, $30, and $50, no compulsory time bound renewal, and customers can top up their accounts anytime with extremely low amounts. Another feature that has made the product extremely popular in rural India is the option to top-up premiums and register claims through selective retail shops in villages and small towns. Lastly, Max New York Life has tied up with IBM to develop handheld GPRS terminals for its sales agents. The terminals allow for instant updating of customer accounts and issue of premium and top-up receipts thereby saving both the customer and the organization time and precious resources. In 2009, Max New York Life was awarded the Innovator of the Year[49] award by Asian

Insurance Review.
Marsh Brokers Australia & New Zealand
In 2009, Marsh enjoyed a 12% growth in revenue from client services. During a time when Marsh's clients experienced a sharp fall in profits, Marsh responded by offering them new and relevant products such as Marsh Explorer a free online tool for risk assessment and MarshConnect, an online application which facilitates client interaction with the broker. Along with outstanding customer service the broker company received several referrals from clients such as Fitness Australia who referred the company to the Asian Academy of Sports and Fitness Professionals. Lastly, the company was a pioneer in the insurance industry when it launched the Asia Global Client Services (AGCS) model. This model provided the company's Asian client base with home country service and expertise on foreign markets and also connected them to agents fluent in the local language. Marsh received the Best Broker of the Year[50] award from 2005 to 2009 by the Asia Insurance Review.

Great Eastern Life Insurance, Singapore
To reduce paper work and number of errors in data entry, Great Eastern launched the Electronic Mobile Automated System EMAS[51], a management information system, which enables an agent on a field visit to enter the customer's info