Etrade Essay Research Paper Etrade is

Etrade Essay, Research Paper

E*trade is.

Provider of online investing services. It has established a popular, branded destination Web site for self-directed investors. It offers automated order placement and execution, along with a suite of products that can be personalized. (Dow Jones Interactive)

As of September 30, 1999, Etrade had 1,551,000 active brokerage accounts, up 185% for the year, with assets held in customer brokerage accounts in excess of $28.4 billion, up 154% from last year. We began offering online investing services through the Internet in February 1996, and it has been our most rapidly growing channel, with transactions over the Internet and through online service providers representing more than 90% of our fourth quarter 1999 transaction volume.

(10K report)

Strategies used to gain new accounts

The extremely strong gains in new brokerage accounts, transactions and assets represent the success of our strategy to become the branded, global leader and recognized authority in electronic personal financial services. This strategy involves: .

*leveraging the powerful brand of E*TRADE to increase new customer accounts and assets held in customer accounts by offering a unique and compelling online experience;

*providing the broadest range of high value-added tools, products and services;

*enabling "anytime, anywhere, anyway" access, worldwide, to actionable information;

and

*integrating a broad-based digital financial media strategy with existing product and service offerings

(10 K report)

Growth Strategies

expanding global coverage by launching new sites in four additional countries (France, Sweden, the UK, and Japan) to complement our existing coverage in Australia, New Zealand and Canada; the acquisition of TIR in August 1999; and in January 2000, the acquisition of Telebanc. TIR is active in equity, fixed income, currency and derivatives markets in over 35 countries, and holds seats on multiple stock exchanges around the world. Telebanc is the parent of Telebank, an Internet-based, federally chartered savings bank, offering a wide range of Federal Deposit Insurance Corporation ("FDIC")-insured and other banking products and services.

Strategic Relationships

We pursue strategic relationships to increase our access to online consumers, to build brand name recognition and to expand the products and services we can provide to our online customers.

We have developed alliances with key channels in the online media to increase account development and expand distribution. These channels include proprietary online services, Internet service providers and popular destination Web sites, such as search engines or financial content providers. These channels attract significant numbers of users, and our relationships provide access to expanded market opportunities. Sets forth below are descriptions of certain of our key alliances:

America Online. In July 1998, we entered into a two year agreement with AOL, the nation’s largest provider of Internet service and content. We are one of four brokers represented in AOL Personal Finance. The agreement was expanded in fiscal 1999 to include the very successful "Get 6 Free Months of AOL" offer and an even broader presence on AOL.

United Airlines. We have entered into a co-marketing agreement with United Airlines, to offer United Mileage Plus Miles to United members who open accounts, refer new customers or increase assets with us

Yahoo!. We have entered into numerous agreements with Yahoo! for various marketing and promotional programs designed to build the E*TRADE brand and generate new accounts.

Microsoft. We have entered into numerous agreements with Microsoft, to be broadly presented on Microsoft Money Central and the Microsoft Brokerage Center. Additionally, we are the exclusive sponsor of Microsoft Money 2000, recently ranked as the #1 Personal Financial Management Software by PC Magazine and CNET.

Hilton HHonors. We have entered into a co-marketing agreement with Hilton HHonors, to offer HHonors Bonus points to Hilton HHonors members who open accounts with us.

Buy.com. We have entered into a co-marketing agreement with buy.com, one of the nation’s leading Internet Superstores, to offer $100 gift certificates to buy.com customers who open new accounts with us. buy.com distributes this offer via the buy.com Web site and via e-mails to buy.com customers.

. EarthLink. We have entered into a co-marketing agreement with EarthLink.com, one of the nation’s leading Internet service providers, to offer six free months of EarthLink-Sprint Internet access for customers who open new accounts with us.

. Motley Fool. We have entered into an agreement with Motley Fool, a personal finance portal, for various marketing and promotional programs designed to build the brand and generate new accounts.

ZDNet. We have entered into an agreement with ZDNet, a personal finance portal, for various marketing and promotional programs designed to build the brand and generate new accounts.

Strategic Relationship w/ content providers

Content, such as news, quotes, charts and fundamental data, helps provide investors with the information necessary to make investment decisio

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