ETFCD E*Trade Financial (MM)

www.rothmanresearch.com - There is nothing new about Wall Street being a jungle for many investors and for many analysts where the survival of the fittest is very often spiced up by a laissez-faire attitude. Well there are the elites of the group which like a pride of lions have been comfortably expanding their empire in their respective industries. In recent months, one industry in particular has been experiencing hardnosed hostilities and has been using more of the hyenas' battle tactics to capture new games in a ruthlessly competitive arena. The investment brokerage in the U.S. is currently in a state of war as players in this space battle each other in an approach quite similar to the retail industry. From discounted commissions on trade going as low as $2, depending on the size of the client's account, to new account super deals, the brokerage industry is cutting no corners.

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Charles Schwab Corp. (NYSE: SCHW), the instigator of the discount frenzy, maybe did not account that cutting its online trading commissions would yank rivals which offer comparative online platform trading in this fancy-fair. A few decades ago, traders were being charged $70 to $200 a trade over the phone, but then came the internet and with it the online trading platforms like E*Trade Securities Inc. which later become E*TRADE Financial Corporation (NASDAQ: ETFCD). Whilst the internet changed traditional brokerage, it also created a whole new dimension for traders. The recent conflicts will potentially bring more changes to the industry which can see its landscape altered through consolidation.

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With a number of large players already offering discounted commissions and other advantages at ETF levels, some players are still lagging behind and could well be targets of a wave of M&A that is rumored to loom over the industry.

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