Re: "People will think of E*trade for trading like they think of yahoo for searching.
Looking at yahoo you can see what a difference it makes to be #1. "
This is E*Trade's ultimate goal, obviously. They want "E*Trade" to be synonymous with on-line investing. For the years 1995-1997, this was for the most part true. However with the AMTD, Web Street Securities, Suretrade, etc. media attacks of the last 8 months or so, I don't believe EGRP really stands out anymore. Whose commercials do you remember, EGRP's or Web Street Securities, "Who has that kind of power?!?!?"? EGRP has lost the edge they had. IMHO, they are no longer a clear #1. To be fair, I don't believe there is a clear #1 at this point, just a jumble of on-line brokerages still fighting it out for market share. We will have a better idea within 6 months. |
