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

ET 16.48

-1.1%

1:39 PM EST

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To: let who wrote (5239)	2/17/1999 8:33:00 PM
From: scanshift	Read Replies (2) of 13953

Interesting comment about Merrill Lynch customers closing their full service accounts. If Merrill wanted to, they could probably become a immediate major player in the online business. Their marketing angle would be that every online trader is assigned a regular broker as a back up if the online system ever crashes. They have the manpower to have that great backup, and that is something that other online brokers could not compete against. A customer at Merrill could have one account, but would have the flexibility to do reduced commissions if he does his trade on line, or higher commissions if his assigned back up broker helps him for trades where the system is functioning properly. Given the time delays and difficulty of some of the online brokers crashing recently, I think that is a trend that some of the established, major wall street firms will take. Now one has to ask, what impact will that have on the future market share of today's online brokers?

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