eTrade 1999 Annual Report Download - page 10

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. Smarter Services--including a new Account Services tab, a completely redesigned and easy to use Account Balances page, and a new
Bond Center.
. Power E*TRADE. The new Power E*TRADE program was a major initiative to enhance the Power E*TRADE program for
E*TRADE's active investor segment, and was launched in August 1999. This was the first major program enhancement to Power
E*TRADE since its original launch in November 1998, when E*TRADE embarked on its first effort to segment the Company's
customer base by providing a valuable, differentiated product offering to active investors. Among new features are:
. Trades as low as $4.95. A new commission rebate program was launched with tiered pricing effectively as low as $9.95 on trades
after the 30th per quarter and as low as $4.95 on trades after the 75th per quarter.
. Real-time balances and positions. The account balances and positions are now updated after every order.
. Enhanced Trading Desk. New enhancements make order entry even faster, including the ability to skip the order preview process.
. Market Flash. In September 1999, E*TRADE launched a new content area called the Market Flash--a personalized one-stop "market
command center" allowing investors to take the market's pulse in a single page. With proprietary content from media partners
(currently featuring CNBC), the Market Flash gives frequently updated commentary on what is moving the markets before, during, and
after each trading day.
The Company has established a number of strategic relationships, both domestic and international, with online and Internet service
providers and software and information service providers. A significant number of such relationships have only recently been
established. There can be no assurance that any such relationships will be maintained, that if such relationships are maintained, they
will be successful or profitable, or that the Company will develop any new such relationships. See "Risk Factors--Risks Associated
with Acquisitions, Strategic Relationships."
Marketing
The Company's marketing strategy is based on an integrated marketing model which employs a mix of communications media. The
goals of the Company's marketing programs are to increase E*TRADE's brand name recognition, to attract new customers and to
increase the retention and value of existing customers. The Company pursues these goals through advertising, marketing on its own
Web site and other online opportunities, direct one-on-one marketing, public relations, and co-marketing programs. All
communications by E*TRADE Securities, Inc. with the public are regulated by the National Association of Securities Dealers, Inc.
(the "NASD").
Advertising and Marketing
The Company's advertising focuses on building awareness of E*TRADE's brand, products and services and positions E*TRADE as a
better way of handling securities transactions, accessing financial and market data, and managing portfolios for the individual investor.
Advertising is increasingly directing interested prospects to the Company's Web site for additional information, as opposed to
generating telephone-based inquiries. Print advertisements are placed in a broad range of business, technology and financial
publications, including Barron's, Forbes, Forbes ASAP, Investor's Business Daily, Money, Smart Money, The Wall Street Journal and
Fortune.
11
E*TRADE also advertises regularly on national cable and television networks and on national radio networks. Through the Web site,
prospective customers can get detailed information on the Company's services, use an interactive demonstration system, play the
E*TRADE game, request additional information and complete an account application online.
Public Relations
The Company pursues public relations opportunities to build brand awareness. This campaign has resulted in appearances on most of
the major financial news media, in addition to profiles in Barron's, Business Week, the Financial Times, Fortune, Investor's Business
Daily, Money, Smart Money, Time, the New York Times and The Wall Street Journal among others. There are links to E*TRADE's
Web site from over 1,000 sites on the Web, which the Company believes is a significant factor in increasing brand awareness and
generating leads, as consumers increasingly look to the Internet as a key source of information and commercial activity. The Company
also actively participates in speaking opportunities at industry conferences and events.
Customer Service
2002. EDGAR Online, Inc.