E*Trade (NYSE:ET) Message Board

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Non-Tech : E*Trade (NYSE:ET)

ET 16.59

-0.7%

Nov 12 3:59 PM EST

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To: Spytrdr who wrote (13267)	4/24/2000 10:37:00 AM
From: BWAC	of 13953

Spytrdr, Got another minute or two now to further my response: " i think Ameritrade is missing the whole point. the game here is technology, not commissions." Right again. Working technology. "ETrade brings in almost a whole Ameritrade account base in a single quarter for $ 177 million in advertising, and you think ETrade will buy Ameritrade?? what for??" What for? Well the 177 Million in advertisng is only part of the cost. Actually its the initial cost. After you get them, you have to serve them. Add the cost of customer service, additional trading capacity, a new service center or two, finding and training employees to serve these customers, etc., etc. In sum the final cost of adding another 1 Million plus customers will be many times greater than just the advertising.

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