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Tony Fernandes, synonymous with Air Asia and its journey understands business and customers. Speaking at SFF, in his inimitable style, he reiterated his view that customers will demand for much from financial services that what traditional players provide. “Look at all the financial services products…the percentage of people receiving it is very small. That is what I am after…Transparency and Simplicity”. Mike Wells of Prudential observed that Tony had succeeded in the highly regulated airline industry and would likely be able to translate that to the financial services world.