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7Sun Life Financial Inc. Annual Report 2010
2. Strengthened global positioning
We continue to refine our business model to strengthen our global presence and position
ourselves for the business environment of the future:
Sun Life Everbright was restructured as a domestic insurance company in order to capture
a larger share of China’s growing financial services sector.
We sold our life reinsurance business as part of our strategy to deploy capital to the parts
of our business that can best achieve strong, sustainable growth.
We launched a new investment company, Sun Life Global Investments (Canada) Inc., to
meet the growing investment and retirement needs of Canadians.
3. Product innovation
Using insight to develop products and services that empower our customers to act led to the
introduction of a wide range of product innovations. For example:
In Canada, Group Retirement Services launched an industry-first wireless enrolment
service using the new BlackBerry® PlayBook™ to make it easy for plan members to start
saving for the future.
In India, Birla Sun Life Asset Management Company Limited, one of our joint venture
companies, introduced a mobile platform to enable customers to manage their
investment portfolios from the convenience of their mobile phone.
In the U.S., we continued to launch innovative variable annuity products that help
customers with their retirement goals while improving our risk profile.
4. Bold brand building
Innovative marketing and advertising ideas earned us significantly increased brand
recognition in markets around the world:
After we purchased the naming rights to Sun Life Stadium in Miami we generated more
than 3 billion impressions worldwide, and increased the awareness of our brand.
In the Philippines, our groundbreaking It’s time! multimedia campaign resulted in
widespread recognition.
In Canada, we encouraged Canadians to create a financial plan with us. Through a
variety of media and unique advertising initiatives we have seen thousands of new leads
to advisors, and traffic to our website increase by double digits.
Using INSIGHT to develop
products and services