eTrade 2011 Annual Report Download - page 35

• We launched the E*TRADE Community, which utilizes social media to offer customers a platform to
interact with one another and share ideas and strategies with other E*TRADE customers;
• We added several new features to our E*TRADE Pro platform, including new options strategies (multi-
legged orders), expanded CNBC content and logarithmic charts;
• We introduced a suite of sophisticated Options Tools designed to help traders quickly and easily
identify and analyze potential investment opportunities;
• We provided E*TRADE Securities’ customers with access to the AIG public offering, advocating for
retail investors to have access to initial public offerings and other offerings typically limited to
institutional investors;
• We launched a number of enhancements for Mobile Pro, including mobile check deposit capability for
Apple iPhone®and AndroidTM;
• We introduced weekly options on select stocks, indexes and ETFs;
• We expanded tools, education and research offerings in the Bond Resource Center;
• We continued to expand our free investor education offerings across a number of channels including
online videos, live and on-demand web seminars, and live events;
• We strengthened our retirement offering with Rollover Specialists as well as Certified Retirement
Planning Counselors added in nearly every branch, and expanded educational resources with additional
videos and seminars, commentary, planning checklists, Rollover Quiz, IRA selection tools and
upgraded Tax Center;
• We enhanced our customer service offering with 24/7 online chat capabilities, an e-mail platform
available to prospects, and an enhanced online service center;
• We launched portfolio margin accounts, which provide sophisticated traders with additional tools to
manage risk and leverage capital;
• We introduced unified managed account advisory services to long-term investors seeking professional
money management services with an investment of $250,000 or more; and
• We expanded our corporate services client base by bringing on 46 new clients and continued to execute
our strategy to service both private and public companies as a foundation for future retail brokerage
account growth.
Market Recognition
• Our corporate services business received top ratings in overall satisfaction and loyalty among broker
plan administrators by Group Five, an independent consulting and research firm, in its 2011 Stock Plan
Administration Benchmarking Study; and
• Our customer service team was awarded the 2011 International Service Excellence Award in the
Contact Center category, based on a proven display of excellence, professionalism and outstanding
service achievement.
Issuance and Extinguishment of Senior Notes
• During the year, we issued an aggregate principal amount of $435 million in 6
3
⁄ 4 % senior notes due
May 2016 (“2016 Notes”). We used the proceeds to redeem all of the outstanding 7
3
⁄ 8 % senior notes
due September 2013 (“2013 Notes”), including paying the associated redemption premium, accrued
interest and related fees and expenses.
Conversions of Convertible Debentures
• During the year, a total of $660.9 million in convertible debentures were converted into 63.9 million
shares of common stock, increasing shareholders’ equity by $661 million.
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