Bloomberg announced a major redesign of its market data service on Monday, which will heighten its rivalry with Thomson Reuters.

The $100 million revamp will turn its complex 30-year-old system into a simpler more intuitive model, and has been called the Bloomberg Next design.

The company has converted over 100,000 subscribers to the future system already, while Thomas Reuters has only been able sell its Eikon terminal to 16,000 amid regulatory changes and cost pressures from the industry.