How can a carrier transform its commodity insurance product to avoid aggressive capacity plays that occur during a soft market cycle? Fireman's Fund Insurance Co. is betting that a new customer-focused strategy and technology platform-called iCustomer Series-is the answer.This summer, Novato, Calif.-based Fireman's Fund, a subsidiary of AllianzAG in Munich, Germany, launched the iCustomer Series to differentiate its middle market commercial insurance offerings from its competitors'.

"With relatively homogeneous products, your ability to compete, your margin, is largely dictated by the marketplace as a whole," says Robert (Bob) Bailey, middle market segment executive at Fireman's Fund.

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