eTrade 2009 Annual Report Download - page 6

• access to E*TRADE Mobile Pro, which allows customers to trade stocks and transfer funds between
accounts via a Blackberry®or Apple iPhoneTM and iPod®Touch as well as the ability to monitor real-
time investment, market and account information;
• use of Power E*TRADE Pro, which is our newly redesigned desktop trading software for active
traders;
• two-second execution guarantee on all Standard & Poor’s (“S&P”) 500 stocks and exchange-traded
funds;
• margin accounts allowing customers to borrow against their securities;
• access to international equities in Canada, France, Germany, Hong Kong, Japan and the United
Kingdom and foreign currencies, including the Canadian dollar, Euro, Hong Kong dollar, Yen and
Sterling; and
• FDIC-insured sweep deposit accounts that automatically transfer funds to and from customer brokerage
accounts.
Long-Term Investing Products and Services
• use of the Investor Resource Center, which provides an aggregated view of our investing tools, market
insights, independent research, education and other investing resources;
• flexible advisory services through Online Advisor, our investment advice tool designed to provide
investors with actionable investment guidance, including recommended asset allocations ranging from
fully self-directed investing to 100 percent discretionary portfolio management from a registered
investment advisor;
• fixed income tools in our Bond Resource Center aimed at helping customers identify, evaluate and
implement fixed income investment strategies;
• access to Retirement QuickPlan, which is an easy-to-use, four-step retirement planning tool that
provides a quick assessment of an individual’s or a family’s retirement savings and investing plan as
well as tips to help get on track with personal retirement goals;
• no fee and no minimum individual retirement accounts;
• access to more than 1,000 non-proprietary exchange-traded funds and over 8,000 non-proprietary
mutual funds;
• investing and trading educational services via online videos, web seminars and web tutorials; and
• FDIC insured deposit accounts, including checking, savings and money market accounts.
Our trading and investing segment also includes market-making activities which match buyers and sellers of
securities from our retail brokerage business and unrelated third parties. As a market maker, we take positions in
securities and function as a wholesale trader by combining trading lots to match buyers and sellers of securities.
Trading gains and losses result from these activities. Our revenues are influenced by overall trading volumes, the
number of stocks for which we act as a market maker and the trading volumes and volatility of those specific
stocks.
In addition to the services above, we also offer employee stock option management software and services
for corporate customers. This software system facilitates the management of employee option plans, employee
stock purchase plans and restricted stock plans, including necessary accounting and reporting functions. This is a
product of the trading and investing segment since it serves as an introduction to E*TRADE for many employees
of our corporate customers who conduct equity option and restricted stock transactions, with our goal being that
these individuals will also use our other products and services.
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