E*TRADE, the leading online financial services company, needed to move quickly to establish a strong presence in the rapidly expanding global wireless space, especially in Europe.

Research and Strategy:

A primary E*TRADE competitor, Fidelity, had already achieved first-mover advantage in the online brokerage sector, and Schwab was coming on strong.
E*TRADE had built a strong wireless foundation, but the company was still seen as lagging behind Fidelity, which was aggressively advancing its mobile solutions via a full-blown marketing campaign, including TV and print advertising.
Research found that E*TRADE had several competitive advantages:
Widest telecom partner coverage
Strong technology partnerships
Easy to use interface
Reputation for innovation and leadership

Create an integrated marketing program to build strong foundation for E*TRADE Everywhere with targeted analysts (industry and financial), and then expand awareness outreach to other key stakeholders.

Internal kick-off to generate excitement amongst employees worldwide about new E*TRADE Everywhere program
Industry Analysts outreach in U.S./Europe
Speeches at four major industry events, including two investor conferences
Briefings of E*TRADE's financial analysts
Joint PR activities with Everypath (WAP platform software) and major telecom partners (Verizon, Sprint, ATT, etc.)
Full page ads in influential trade publications
Major media outreach campaign, including media tour in NY, Boston and London




E*TRADE quickly established strong position as wireless financial services leader
Industry analysts published several reports, outlining E*TRADE Everywhere "leadership moves"
Financial analysts included wireless activities in E*TRADE reports and stock recommendations
Major media coverage, including prominent stories in WSJ, NYT, FT, San Jose Mercury News, SF Chronicle, Washington Post; top London-based media such as the Times of London and Evening Telegraph; and influential tech publications: Industry Standard, Information Week, Business 2.0, Red Herring, Upside, InfoWorld, etc.
E*TRADE's wireless volume is now growing strongly, especially in the U.K. and Sweden/Norway
Most importantly, E*TRADE maintained its important leadership/innovation reputation in this vital growth area


About Us | Services | Knowledge Base | Partners | News & Events