To: VALUESPEC who wrote (1541 ) 7/14/1999 12:35:00 PM From: Kevin McKenzie Respond to of 2419
VALUESPEC, I agree, USAB is a tough read. Here are some of my concerns: (1) They started their advertising initiative before they have any online banking services, which seems like a waste of money. (2) They have indicated that they will spend $1million over the next two months on their advertising campaign. Their trailing twelve month net income is about $1.5million. Therefore, their spending an entire year's earnings on two months of advertising. This expense doesn't include the cost of getting the internet site up. (3) I'm curious about their web security, simply because the web pages that actually do something (CD Auction and CD Now) appear to have rudimentary security procedures (I'm only basing this on how the login screen looks, not on any knowledge of how the security is implemented). (4) I don't quite understand how they will increase their brand awareness without spending a lot more money; and I don't think they have the money to spend without raising more capital (although they have stated that they are well capitalized, so I may be wrong). (5) Other banks do have very good web sites that incorporate banking and trading. For example, BankOne's site allows you to perform all necessary online banking and trade from the same account for a commission of $19.95. Maybe banks aren't doing a good job of communicating their services, but I think many banks already offer what USAB only promises. On the other hand, I had these same concerns when the stock was half it's price (just two weeks ago). On the positive side: (1) With very little advertising USAB has successfully implemented the CD Auction (still the only one of its kind, as far as I know). I think this auction demonstrates managements' creativity (no other bank thought of it, or at least, no other bank implemented it). (2) I disagree that the website is terrible. I think the CD Auction site is very good. It's easy to use and has most of the information you need to make a bid decision. (3) It appears that USAB is being accepted as a "pure" internet banking play, in which case, the standards of performance are lowered. They don't have to have huge numbers (or even positive earnings) for their stock to move up.