To: Bikergirl who wrote (2996 ) 6/4/1998 1:36:00 AM From: Spytrdr Respond to of 13953
Wednesday June 3, 9:41 pm Eastern Time
Electronic brokers follow big U.S. firms overseas
By Jack Reerink
NEW YORK, June 3 (Reuters) - Electronic brokers are starting to follow
big U.S. securities firms abroad, with E*Trade Group Inc. (EGRP - news)
announcing on Wednesday it is entering the Japanese market.
E*Trade, of Palo Alto, Calif., said it would set up a $19.5 million
joint venture with Japan's Softbank Corp. (9984.T) later this month that
will start providing Internet-based trading to Japanese retail investors
next year. Charles Schwab Corp. (SCH - news) is already offering
cybertrading in Britain and Hong Kong.
Other electronic brokers, like Donaldson Lufkin & Jenrette's (DLJ - news
) DLJdirect unit and AmeriTrade Holding Corp. (AMTD - news), also are
eyeing overseas markets.
''We are going to be there long term, no question about it,'' said
DLJdirect Chief Executive Blake Darcy. ''But we're going to be careful
and not overextend ourselves.''
Electronic brokers face big regulatory hurdles abroad, Darcy said. In
addition, many non-U.S. retail investors still rely on brokers for
financial advice and are only starting to surf the Web, he added.
''You need investors who are willing to take their financial future in
their own hands,'' Darcy said. ''That's not happening yet.''
AmeriTrade President Joseph Konen said his company is evaluating
expanding overseas but is in no hurry because there is still room for
growth in the United States.
''We believe there's a benefit to gain from linking up (abroad) with a
strong foreign partner, but we're not interested in a quick hit,'' Konen
said.
AmeriTrade is inclined to set up a joint venture instead of licensing
its technology to a foreign bank, but has not made a final decision, he
added.
It is unclear whether E*Trade's venture in Japan will permit trading in
U.S. stocks only, which is the Schwab model, or will also allow trade in
Japanese stocks. E*Trade has yet to determine how much it will charge
per trade and how it will market the service. Marketing has proven a key
issue in the United States, where electronic brokers rely heavily on
advertising to attract new accounts.
The company said it would start operations as Japan further deregulates
its financial markets and liberalizes commission rates next year.
Analysts generally liked the move.
''I don't think it's going to add to earnings immediately, but it's a
good opportunity to get in when the market is down,'' said analyst
Michael Chung of Williams Capital Group. ''The potential is huge.''
Japan's prize -- some $10 trillion now largely languishing in savings
accounts that return less than 1 percent a year in interest -- already
has whetted the appetites of large U.S. securities firms. Merrill Lynch
& Co. Inc. (MER - news) hired 2,000 people recently from failed Japanese
broker Yamaichi Securities so it could set up a retail network in Japan.
Travelers Group Inc. (TRV - news) said Monday it would take a 25-percent
stake in Japanese broker Nikko Securities Co. Ltd. (8603.T).
''E*Trade's growth in the U.S. has slowed ... because the field has
gotten considerably more crowded,'' said ABN AMRO analyst Scott Appleby.
''I'll give (E*Trade) credit, though, for going global, which will
eventually pay off.''
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More Quotes
and News:
* AmeriTrade Holding Corp (Nasdaq:AMTD - news)
* Charles Schwab Corp (NYSE:SCH - news)
* Donaldson Lufkin & Jenrette Inc (NYSE:DLJ - news)
* E Trade Group Inc (Nasdaq:EGRP - news)
* Merrill Lynch & Co Inc (NYSE:MER - news)
* Travelers Group Inc (NYSE:TRV - news)