www.pru.com.

tw

Prudential Financial
Securities Investment Trust Enterprise
(PF SITE)

Patricia Tsai, CEO

[October 29, 2009]

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 Table of Contents

 Taiwan: Country Statistics

 Industry
• Taiwan Mutual Fund Industry
• Industry Overview
 PFSITE
• Background
• Product
• Company Performance
 Market Challenges and Opportunities
 Appendix

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 Taiwan: Country Statistics
GENERAL INFORMATION NATIONAL FLAG OF TAIWAN
 Population: 23 million (as of Sep 2009)
 Size: 36,000 km2 (1/4 of New York State)
 Per Capita GNP: US$ 16,280 (as of Aug 2009)
 Savings Rate: 27.01% (as of Dec 2008)
 Foreign Reserves: US$ 332.24 billion (as of Sep 2009)
 Exchange Rate: US$1 = NT$32.2 (as of Sep 30, 2009
 GDP Growth (as of Aug 2009)
2006 2007 2008 2009E 2010E

GDP 4.80% 5.70% 0.06% -4.04% 3.92%

Source: Directorate-General of Budget, Accounting, and Statistics, Executive

Yuan, R.O.C. (Taiwan)

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 Taiwan Mutual Fund Industry
• The mutual fund industry began to develop in Taiwan in 1983 with the establishment of
International Investment Trust Co., then followed by Kwang Hua (acquired by ABN AMRO,
then merged to ING), National Investment Trust Co., and China Investment Trust Co.
(acquired by HSBC).
• In 1992, 11 more licenses were granted.
• In 1995, the Securities and Futures Commission (“SFC”) (now known as Financial
Supervisory Commission, Executive Yuan (FSC)) allowed foreign investors to establish
100% owned SITEs.
• In 2000, the SFC also permitted qualified SITEs and SICEs (Securities Investment Consulting
Enterprise) to apply for discretionary asset management (DAM) licenses.
• New offshore fund regulations were announced in August 2006 allowing master agents to
promote offshore funds. There are 38 offshore funds master agents operating in the
Taiwan market offering 956 offshore funds managed by 74 fund houses as of August 2009.
• Currently, there are 39 SITEs operating in Taiwan offering 509 onshore funds as of
September 2009. Major SITEs with a majority of foreign shareholders are ING, JP Morgan,
HSBC, PCA, Allianz Dresdner, AIG, Fidelity, Franklin Templeton, and Prudential Financial.
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 Industry Overview
Industry Overview
• The market becomes more competitive due to the new offshore fund regulations allowing
international offshore fund players to appoint master agents conducting promoting and
selling in Taiwan.
 These fund houses are willing to spend big dollars on branding.
• Many SITEs shareholders suffered substantial loss in 2005 and 2006 due to losses of
structure products in fixed income and money market funds.
• SITEs then changed their focus to non-fixed income and money market fund products,
especially international equity / balanced funds and fund of funds.
 As a result, industry equity fund AUM surpassed fixed income and money market fund AUM in
2007, the first time in more than one decade.
• Situation changed in late 2008 after the global financial tsunami. Equity fund AUM
slumped due to net redemption and market depreciation.
 Investors purchased fixed income and money market fund because of low money market interest
rate and risk concerns.
• As of September 2009, fixed income and money market fund AUM (NT 1 trillion)
constituted 51.7% of industry mutual fund AUM (NT$ 1.94 trillion).
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 Industry Overview
[AUM Mix]
Industry Mutual Fund AUM Structure

Others*
Equity
13.00%
Fund
35.29%
Fixed
Income &
Money
Market
Fund…
* Others: including balanced fund, fund of funds, guarantee fund, index fund, and ETF

• Industry mutual fund AUM totaled NT$ 1.94 trillion (US$60.2bn) as of September 30 2009.
• Fixed income and money market funds with AUM of NT$ 1.002 trillion (US$31.1bn)
constituted 51.71% of industry AUM while equity funds with AUM of NT683.8 billion
(US$21.24bn) made up 35.29% of industry AUM.

Source: SITCA, Exchange rate: US$1 = NT$ 32.2 as of September 30 2009 6

 Industry Overview
[Mutual Fund AUM Movement]
NT$ BN Fixed Income & Money Market Fund Equity Fund Total Mutual Funds

3,000
2,666
2,500
2,041 1,938
2,000 1,571
2,145
1,500
859 1,002
1,000
332 958
500 823 684
434
-
Dec-00 Dec-01 Dec-02 Dec-03 Dec-04 Dec-05 Dec-06 Dec-07 Dec-08 Sep-09
Source: SITCA as of September 30, 2009

• Equity fund AUM was higher than fixed income and money market fund in 2007 but
was then surpassed by fixed income and money market fund in the next year due to
global financial turmoil.
• Management fee of equity fund (generally 1.6% to 2.0%) is 5 to 20 times than that of
fixed income and money market fund (0.1% to 0.3%).

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 Industry Overview
[Mutual Fund AUM Structure of Top 10 SITEs]

Others: includes balanced fund, fund of funds, guarantee fund, index fund, and ETF
Source: SITCA as of September 30, 2009

• As of September 2009, the market share of the top 10 SITEs together is 59.16% and the
top 20 SITEs all together reached 89.48% of the market.
• In other words, about half of the SITEs have almost 90% of the market which leaves the
other half to share the remaining 10% of the market.
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 Industry Overview
COMPANY MAP OF
BACKGROUND PF SITE BRANCHES
 Before the company was acquired in October Taipei
2000, Prudential Financial SITE was originally
Taoyuan
Masterlink SITE.
 Masterlink SITE was established in 1992 and
launched its first domestic equity fund the Taichung
following year.
 In 2001, the company was rebranded as
Prudential Financial SITE (PF SITE) and obtained
its Discretionary Asset Management (DAM)
license from the SFC. The company was among
Kaohsiung
the first SITEs in the industry to obtain a DAM
license.
 In addition to the headquarter office in Taipei,
PF SITE has 4 branches around the island.
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 PFSITE Products

• Mutual Funds
 PFSITE offers 26 mutual funds including 8 domestic equity funds, 10
international funds, 1 domestic balance fund, 2 domestic fixed
income funds, and 5 fund-of-funds to meet investors’ needs.
 PFSITE currently manages over 99.1 billion NTD of fund asset and a
total benefited number of people exceeding 167,000 as of September
30, 2009

• Discretionary Asset Management Account (DAM)

 PFSITE started DAM business in 2001.
 Major clients of PF SITE’s DAM business are government pension
funds and insurance companies.

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 Company Performance
[Total AUM]

Private Placement
Fund Fixed Income &
DAM 0.04% Money Market
38.49% Fund
28.45%

Non-included Fixed
Income & Money
Market Fund
As of September 30 2009 33.02%

• PFSITE’s AUM totaled NT$161.23 bn (U$$4.62 bn) as of September 30 2009.

• Fixed income and money market fund (NT$53.24 bn, US$11.53 bn) and non-
fixed income fund (NT$ 45.87 bn, US$1.31bn) constituted 28.45% and
33.02% of total AUM, respectively.
• DAM (NT$62.06bn, US11.98bn) and Private Placement Fund (NT$69.13 mm,
US$11.98mm) constituted 38.49% and 0.04% of total AUM, respectively.
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 Company Performance
[Market Position]

Market
Amount Rank
Share
Mutual fund AUM (NT$Bn) 99.10 5.11% 9
Equity Fund AUM (NT$Bn) 46.23 6.76% 6
Domestic Equity Fund AUM (NT$Bn) 28.13 7.48% 4
International Equity Fund AUM (NT$Bn) 18.10 5.88% 6
No. of Customers 167,373 9.27% 3
No. of RSP (Regular Savings Plan) Subscriptions 74,807 12.27% 2
Source: SITCA as of September 30, 2009

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 Market Challenges and Opportunities [1]
• Political uncertainties
 Cross-strait relationship between China and Taiwan has been in tension
for decades.
 Intense competition between two major political parties, unsatisfactory
economic performance in recent years, and multiple elections increase
uncertainties.

• Volatile domestic equity market

 Investors become over-pessimistic or over-optimistic with market
movement, which lead to significant net outflow / inflow of equity funds.

• Competition of market share

 The biggest SITE has a market share of only 6.95%.
 AUM/market shares of leading SITEs are so close that the AUM rank
changes every month.

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 Market Challenges and Opportunities [2]
• Distribution network development
 First tier distributors are picky about products and service level, and
demand higher rebates.
 More restrictions are imposed on distributors and their selling forces,
which alters distributors’ selling practices.

• Competition from offshore products

 Taiwan investors can easily access unregistered offshore financial
products, which does not require:
• compliance with local regulations on investment targets and vehicles such as
the use of derivatives, commodity investments, China holdings … etc.
• following the local requests of sales practice, customer services, information
disclosures , and so forth.

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 Market Challenges and Opportunities [3]
• Pension and retirement market
 Taiwan has been an aging society since late 1993 and is expected to become an aged
society in 2017.
 By 2026, the # of people over 65 will likely make up 20.6% of the total population.*

 Findings from the “Retirement Readiness in Taiwan” survey by Prudential show that
half of the interviewees were behind schedule with their retirement savings.
 People are clearly not in control of fundamental retirement-related factors associated
with savings and protection such as:
• affording medical care
• generating an income stream
• not running out of money in retirement … and MORE
 There are major confidence gaps (32-49%) that indicate achieving these important
goals will be a challenge to many.

* Based on the United Nation’s definitions: A society in which more than 7 percent of the total population is aged 65 or
over is referred to as an "aging society." When the corresponding proportion surpasses 14 percent, or when the number
of people aged 65 or over exceeds those 14 years of age or younger, then it is termed an "aged society." 15
 Market Challenges and Opportunities [4]
• Pension and retirement market
 The defined contribution pension system was launched in Taiwan in July
2005 and is the main stream of the pension system.
 The government-managed Labor Pension Fund provides government-
guaranteed return rate of no less than 2-year bank deposit rate.

Main Pension Funds and Participants

Fund Size Annual Inflow
Name Participants
sub total (Estimate)
Public Service Pension Fund 622,370 12.75 1.30
Labor Pension Fund 4,600,868 28.13 3.19
--DB 14.91
--DC 13.22
Labor Insurance Fund 8,938,573 8.05 N.A.
National Pension Fund 4,150,224 1.76 0.77
Total 50.69
Unit: USDbn (rate:32.3TWD/USD) As of August 2009

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 Market Challenges and Opportunities [5]
• Pension and retirement market
 According to the survey conducted by SITCA in 2007, the majority of
interviewees were in favor of a self-selected investment products
• This means taking the responsibility of adding the return/risk
to their defined contribution pension system on top of the
government-guaranteed return.

 The market may become more retail-oriented in the future if participants

are allowed to make their own investment decisions into either:
• the currently available government guaranteed portfolio
OR
• other commercial products including mutual funds that are
currently pending for legislator’s approval

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 Appendix

 PFSITE Product List

 Awards Summarization

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PFSITE Product List
PF Product List

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 Awards Summarization

Lipper Fund Awards 2009

Organizer: Thomson Reuters

Awards Received

Fund: Prudential Financial Asia-Pacific Fund

Class: Equity Asia Pacific
Time Period: 3 Years

Fund: Prudential Financial Balanced Fund

Class: Mixed Asset TWD Balanced
Time Period: 3 Years & 5 Year

Fund: Prudential Financial Global Small & Mid Cap Fund

Class: Equity Global Small and Mid Caps
Time Period: 5 Years

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 Awards Summarization
The 12th Taipei Best Fund Awards 2009
Organizer: Taipei Foundation of Finance
Awards Received

Fund: Prudential Financial Balanced Fund

Class: Balanced (Value)
Time Period: 3 Years & 5 Year

Fund: Prudential Financial OTC Fund

Class: OTC
Time Period: 5 Years

Nominations Received

Fund: Prudential Financial Global Small & Mid Cap Fund

Class: Global Equity
Time Period: 5 Year

Fund: Prudential Financial High Growth Fund

Class: General Domestic Equity
Time Period: 3 Year
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 Awards Summarization
The 11th Taipei Best Fund Awards 2008
Organizer: Taipei Foundation of Finance
Co-organizer: Lipper
Awards Received in Domestic Onshore Fund Category:

Awards Received

High Growth Fund – General Category - 3 year

OTC Fund – OTC Category - 3 year & 5 year
Balanced Fund – Balanced (Value) Category - 1 year, 3 year & 5 year

Nominations Received

First Fund – Domestic General Category - (3 year)

Small & Medium Cap Fund - Domestic Small & Mid Cap - (3 year)

PFSITE won 6 domestic fund awards among the 25 awards that were
granted and was the biggest winner of all SITEs.

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 Awards Summarization

Smart Taiwan Fund Awards 2008

Organizer: Smart Magazine and Morningstar

Awards Received

PFSITE was awarded Best Fund House in Taiwan Equity

Investment Management Awards 2008

Organizer: AsianInvestor based in Hong Kong
(based on risk-adjusted performance figures from Mercer and Watson Wyatt)

Awards Received

PFSITE was awarded Taiwan Equity - 3 year performance

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 Awards Summarization

The 10th Taipei Best Fund Awards 2007

Organizer: Taipei Foundation of Finance & Lipper
Awards Received in Domestic Onshore Fund Category:

Awards Received

High Growth Fund – Domestic General Category - (3 year & 10 year)

Taiwan Enterprise Fund – Domestic General Category - (3 year)
OTC Fund – Domestic OTC Category (3 year & 10 year)
Balanced Fund – Domestic Balanced (Value) Category (1 year and 3 year)

Nominations Received

Maxima Fund – Domestic General Category - (10 year)

Taiwan Enterprise Fund – Domestic General Category - (1 year)

There were a total of 23 domestic Fund Awards - PFSITE won 7 of them. The remaining 16 awards
went to 13 SITEs with a maximum of 2 domestic fund awards for one single SITE.
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 Awards Summarization

Standard & Poor’s Taiwan Fund Awards 2007

Organizer: Standard & Poor
Awards Received

Balanced Fund – Asset Allocation TWD Neutral – 3 year

High Growth Fund – Equity Taiwan – 3 year
WIP High Yield Fund – Fixed Income USD High Yield – 5 year
Best Fund Management Group – 3 year

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 Disclaimer
PFSITE operates independently. The Company’s funds have been approved or agreed to be effective by the
FSC. However, there is no guarantee that it is risk-free. The past performance of a fund manager does not
guarantee a minimum investment return. Apart from exercising the duty of care of a prudent administrator,
the fund manager will not be responsible for the profit or loss of the fund, nor guarantee a minimum return.
Investors should read the prospectus carefully before subscription. The costs of Funds are disclosed in each
Fund’s prospectus, which investors can access through Prudential Financial Securities Investment Trust
Enterprise’s (PF SITE) website (www.pru.com.tw) or the Market Observation Post System (MOPS)
(http://newmops.twse.com.tw) for further query. The forecasted economic trends and estimated values
mentioned herein are not necessarily representative of the current or future performance of the company’s
Fund. Please read the Fund’s prospectus regarding the Fund’s investment risks.

No part of this material may be reproduced or distributed further without the written approval of the
Company. These materials are not intended for distribution to, or use by, any person in any jurisdiction where
such distribution would be contrary to local or international law or regulation. The companies, securities,
sectors and/or markets referenced herein are included solely for illustrative purposes regarding economic
trends and conditions or investment processes and may or may not be held by accounts managed by the
Company or by its affiliates. The strategies and asset allocations discussed do not refer to any service or
product offered by the Company or by its affiliates. The global asset and strategy allocation models presented
are hypothetical allocation models shown for illustrative purposes only and does not necessarily reflect the
management of any actual account. Following the allocation recommendations presented will not necessarily
result in profitable investments. Past performance is not an assurance of future results. Nothing herein should
be viewed as investment advice or as a recommendation, solicitation, or an offer to buy/sell any security, or to
adopt any investment strategy, nor should it be considered an offer to provide investment advisory or other
allocation services.
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