Analysis of an Online Personal Financial Services Company

Paper Summary:

This paper is an in-depth analysis of online company "E*Trade", covering topics such as: recent strategic acquisitions / alliances, average customer characteristics, 1998 market share for retail brokerage accounts, market share of online equity trades, cost structure of brokers, comparison of products and services offered by the leading online brokerages, SWOT Analysis Matrix.

From the Paper:

"Founded as a service bureau in 1982 by Bill Porter, a physicist and E*Trade provided online quote and trading services to Fidelity, Charles Schwab, and Quick and Reilly. This led Bill Porter to wonder why individual investors had to pay a broker hundreds of dollars for stock transactions. With incredible foresight, he saw the solution at hand. He envisioned that someday everyone would own computers and invest through them with unprecedented efficiency and control. It would take years for the investment world to catch up with Bill's vision. In 1992, E*Trade Securities, Inc., one of the original all-electronic brokerages, was born and began offering online investing services through America Online and CompuServe. With the launch of the Palo Alto, California based www.etrade.com company in 1996, demand for E*Trade services exploded."

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