eTrade 2009 Annual Report Download - page 31
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Enhancements to Our Trading and Investing Products and Services
• We launched the E*TRADE Mobile Pro application for Apple iPhoneTM and iPod®Touch, expanding
customer access to their E*TRADE accounts;
• We introduced a new online center, the Investor Resource Center, which provides customers with an
aggregated view of information, guidance and solutions to work toward achieving personal financial
goals quickly and easily;
• We introduced Online Advisor, which provides customers with a tool designed to provide actionable
investment guidance, including recommended asset allocations and solutions ranging from fully self-
directed investing to 100% discretionary portfolio management from a registered investment advisor
affiliate;
• We introduced new tools that are designed to simplify the bond and fixed income mutual fund selection
and investment process in order to help customers make more informed fixed income decisions;
• We launched online chat services providing prospective customers with the opportunity to receive live
online help when opening an account;
• We increased customer service phone support to 24 hours per day, seven days a week; and
• We launched Equity Edge Online, a web-based, integrated, end-to-end equity compensation
management platform.
Restructuring of International Brokerage Business
• We decided to restructure our international brokerage business, which provides trading products and
services through two primary channels: 1) cross-border trading, where customers residing outside of
the U.S. trade in U.S. securities; and 2) local market trading, where customers residing outside of the
U.S. trade in non-U.S. securities. We believe cross-border trading is a key strategic component of our
global brokerage product offering and plan to continue to offer trading products and services through
this channel. We believe local market trading is not a key strategic component of our global brokerage
product offering; therefore, we decided to exit this channel. We have entered into agreements to sell the
local market trading operations in Germany, the Nordic region, and the United Kingdom. The sale of
the German operations closed in 2009 and we expect to complete the Nordic and United Kingdom
transactions during 2010.
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