An increasing number of consumers want to use the Web for everything that they can, including entertainment, shopping, and financial services. But many consumers hesitate to use the Web for insurance because the portals are difficult to use and to understand. However, those insurers that do the best job at creating usable and engaging portals will be the winners in the marketplace. IBM is combining its existing products with the latest in Web 2.0 technologies, including Ajax, Flash and Dynamic HTML, to create insurance portals that provide consumers with a great user experience. Julius Bleker, IT Architect with IBM, describes IBM�s insurance Web portal prototype as a showcase that combines IBM�s insurance industry knowledge and artistic sensibilities into a Web site that consumers will want to use. IBM makes generous use of visuals within the portal to enhance understanding of insurance products and encourage consumers to use these self-service Web tools.
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