A Fuzzy Expert System for Assessing the InternetStores Based on Web Site Attr...
Onlinebrokersector
1. WEB SITE ANALYSIS PROJECT
Web Site Analysis Project: The On-Line Broker Sector 1
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
2. TABLE OF CONTENTS
THE WEB SITE ANALYSIS 1
EXECUTIVE SUMMARY 3
INTRODUCTION 6
BACKGROUND 6
SCOPE 6
THE WEB SITE ANALYSIS TEAM MEMBERS 7
ACTION PLAN 8
MANAGEMENT PLAN 10
ESTABLISHED CRITERIA 10
RECOMMENDATIONS 11
TECHNICAL DIMENSIONS 12
BUSINESS EVALUATIONS 18
CONCLUSIONS 21
APPENDICES 22
WORKS CITED 23
Web Site Analysis Project: The On-Line Broker Sector 2
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
3. EXECUTIVE SUMMARY
In this analysis, the E-Commerce web site analysis team consisting of Andre
Andikasim, Adrienne Madden, and John Dawdy, were asked to browse the home pages
of companies to identify twenty to twenty-five firms within On- line Broker industry and
narrow down the best sites based on designed, layout, structure, and usefulness of the
Web sites.
The Web Site Analysis (WSA) consists of:
?? background information;
?? action plan;
?? management plan;
?? technical dimension;
?? business evaluation;
?? recommendations and;
?? other documents that pertain to the completion of the WSA.
Action Plan
The action plan consists of eight processes of implementing necessary steps for
the completion of the analysis. The team members will individually analyze the web
sites and evaluate them in a variety of ways. This approach will enable each member to
gain a broad perspective on the entire analysis project.
Web Site Analysis Project: The On-Line Broker Sector 3
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
4. Management Plan
The management plan consists of three major components. The first component
establishes the criteria for evaluation of the web sites. The second major component is a
list of minimum criteria for technical dimensions and business evaluations. Finally, the
third major component of the management plan describes the recommendation plan for
evaluating and choosing the best web sites within the On- line Broker industry.
Technical Dimension
The technical dimension is consists of the lists of criteria based on the technical
side of the analysis content which the team will be using in evaluating, comparing, and
referencing the on- line broker web sites. Also, it describes further how the team
narrowed the web sites to top ten web sites.
Business Evaluation
The technical dimension is consists of the lists of criteria based on the business or
commercial side of the analysis content which the team will be using in evaluating,
comparing, and referencing the on- line broker web sites. Also, it describes further how
the team narrowed the web sites to top ten web sites.
Web Site Analysis Project: The On-Line Broker Sector 4
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
5. Recommendation
The Web Site Analysis team has decided to recommend the top ten On- line
Broker Web sites. The top ten Web sites are ranked based on the criteria provided in the
technical dimensions side. The WSA team also recommended the top five On- line
Broker Web sites based on the commercial side or business evaluations criteria. The
recommended top ten and top five web sites are presented in the appendices section.
Other Documents
Other documents consist of ranking sheets for the top ten and the top five web
sites, as well as pages and printouts that were pulled from the on- line brokers web sites to
reference all of the analysis.
Web Site Analysis Project: The On-Line Broker Sector 5
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
6. INTRODUCTION
Background
A Web site is part of your company’s health. It can provide marketing,
communications, sales, and support arms that reach out to a constantly expanding
audience. If it does not function efficiently, it can hurt the company. The Web site must
be properly designed, maintained and marketed. The best way to become familiar with
good and poor designs is to examine them. The Web Site Analysis is the best way to
evaluate and examine the web sites. For this project we were asked to evaluate web sites
within the On-Line Broker industry.
Scope
The Web Site Analysis team must consider the following issues:
?? the process of how to chose the 10 web sites within the industry;
?? the criteria are given to analyze, evaluate, and compare for the web sites;
?? analyze the web sites based on technical evaluations;
?? rank 10 web sites based on technical evaluations;
?? analyze the web sites based on business dimensions;
?? rank 5 web sites based on business dimensions;
?? write a conclusions section summarizing the analysis and;
?? provide references for our report.
Web Site Analysis Project: The On-Line Broker Sector 6
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
7. The Web Site Analysis Team Members
?? Andre Andikasim
?? Adrienne Madden
?? John Dawdy
Web Site Analysis Project: The On-Line Broker Sector 7
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
8. ACTION PLAN
To begin the process of evaluating and narrowing down the web sites, the team
members will ind ividually analyze the web sites and research a variety of options. This
approach will enable each member to gain a broad perspective on the entire project.
1. The team will probably have to start with at least 20-25 web sites and narrow
them down to the ten needed for this report.
2. After conducting individual research and analysis, members will meet to compare
ideas, information, and research methodology.
3. If enough information has been gathered to make informed decisions, the team
will proceed in making a final recommendation. Otherwise, members will
continue to discuss findings and decide what needs to be done to complete the
research process.
4. If necessary at this point, the team will then be broken into two focus groups to
specifically concentrate on the areas of technical dimension and business
evaluation, and preparing the proposal.
5. The technical dimension individual will choose 10 different web sites and do a
comparative analysis on which web site is suitable. Furthermore, the individual
will describe the ease of use of the particular web site, evaluate the design and
layout of the web sites, as well as how the companies use to the full extent of
capabilities that Internet could offer, and other relevant issues that could affect the
completion of this evaluation.
Web Site Analysis Project: The On-Line Broker Sector 8
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
9. 6. The business evaluation individual will analyze the web sites according to
potential benefits, summarize the strategies that the firms implemented, determine
which method the sites used for security and payment, and other relevant issues
that necessity for the completion of this evaluation.
7. When the group has received all of the information they will put together the
analysis. One group member will write the paper, and the other will put together
the evaluations and edit the final result.
8. When the proposal is finished the results will be submitted.
Web Site Analysis Project: The On-Line Broker Sector 9
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
10. MANAGEMENT PLAN
Established Criteria
After deciding and choosing which web sites would meet the needs for our
evaluations, the group members of the E-Commerce Web Site Analysis project were
given the following list of minimum criteria for technical dimension and business
evaluation.
Technical Dimension Criteria
?? Content: describes the usefulness of the information included at the company's
Web site.
?? Ease of use: describes how easy or difficult it is to view information (text,
graphics, video, animation, audio) and to navigate between the home page and
other pages constituting the company's web site.
?? Design and layout: evaluates the extent to which the creation of the pages
effectively and attractively illustrates and informs the viewer about the company
and its products and services.
?? Use of Internet/WWW capabilities: the extent to which the company utilized
the features and capabilities of the World Wide Web in presenting information
about itself and its products or services.
?? Any other relevant criteria (e.g., states vs. dynamic content)
Web Site Analysis Project: The On-Line Broker Sector 10
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
11. Business Evaluation Criteria
?? Benefits: analyze the web sites according to potential benefits discussed in your
textbook and/or information based on your textbook, other articles, and class
discussions.
?? Web strategies: summarize the Web strategies you think the firms are
implementing.
?? Security and payment: Which payment methods are available? Would
customers be willing to pay via the Internet for purchased goods on these web
sites? How comfortable are you with regards to the security of payment and other
information being transmitted over the Internet? Why? Would you buy goods or
services from these companies? Why or Why not?
?? Other relevant issues (e.g., search engine success, after sale services,
customization/personalization, stickiness issues)
Recommendation
The E-Commerce Web Site Analysis team has decided to recommend the top ten
of the on- line broker web sites. The top ten web sites are ranked based on the criteria
provided in the technical dimensions side. The WSA team also recommended the top
five of the on- line brokers web sites based on the commercial side or business evaluations
criteria. The recommended top ten and top five web sites are presented in the appendices
section.
Web Site Analysis Project: The On-Line Broker Sector 11
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
12. TECHNICAL DIMENSIONS
The technical dimensions of the financial web sites we analyzed included how
easy it was to navigate between pages and how useful and timely the information
provided to customers is on these web sites. We had several key criteria for evaluating
the sites. First the online brokers must offer unlimited free real-time quotes, provide
wireless trading capabilities, and allow a customer and/or prospect submit an application
online. The online brokers need to offer online pre or after hours trading, have some type
of demo on how to set up and use an online account. The design and layout must be easy
to follow from left to right and clients should not have to search in-depth for key
information. Also the sites must incorporate World Wide Web features such as account
transfers and real-time quote information.
Top 10 Online Brokers
Initially we examined 15-20 Brokers that provide online services.
We narrowed our search based on how easy it was to gather information and the general
layout of the site. If you had to search for key services the site was judged to be poor. If
customers had to spend too much time looking for basic information then they would
probably find the site frustrating. Also the information had to be timely and provide
access to accounts on a 24/7 basis. The Brokers would have to offer customers several
means of actively trading and gathering information. For instance, wireless and tough-
tone features were a must. Finally the online brokers had to provide a wide variety of
services that would compliment trading stocks and bonds online. The sites would have to
Web Site Analysis Project: The On-Line Broker Sector 12
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
13. provide a ‘one stop shop’ element. Customers would have the opportunity to use other
features such as financial and estate planning, banking, and research, and have access to
customer service 24 hours a day. Listed below are our top ten lists and a synopsis of what
features we liked and disliked on each site.
?? Ameritrade: Ameritrade has wireless trading, pre and after- hours trading, and a
stock-screening tool to assist its customers. Ameritrade also offers 24/7 telephone
customer service and, finally, Ameritrade is one of the cheaper online brokers
with $8 trades. But Ameritrade Does not provide any tax-lot accounting and real-
time streaming quotes. Ameritrade’s web page is very plain and customers have
to really search for key features.
?? Fidelity: Fidelity offers access to Nasdaq Level II quotes, pre and after-hours
trading online and wireless trading from multiple devices. Access to quality
information is a priority as the site provides real-time account information,
Fidelity allows investors to personalize their own home page, and the web site is
easy to navigate. Fidelity also has automated portfolio performance analysis. One
main shortcoming of the web site is the commission cost. The dynamic features
on their pages have to be manually updated; they do not update quotes
automatically.
?? Merrill Lynch: ML Direct provides solid integration between quotes and trading
and it even offers intelligent defaults to trade from mutual fund research. The site
is a one stop shop that offers customers a variety of investment products including
CD’s, stocks, mutual funds, bonds, and Initial Public Offerings Their customer
service is available 24/7, and they provide online bill-pay functionality. Again,
Web Site Analysis Project: The On-Line Broker Sector 13
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
14. like Fidelity, the commission cost is high at $29.95 on all online orders up to
1,000 shares. Finally ML Direct does not offer after-hours trading, or wireless
access to stock information.
?? Datek Online: Datek offers real- time account information and $9.99 trades on
market and limit orders up to 5,000 shares. The firm also offers online pre- and
after- hours trading and electronic confirmations. But Datek does not offer
automated portfolio performance, alternative trading channels such as automated
telephone trading and wireless access to stock information.
?? Charles Schwab: Schwab offers investors a site that includes tight integration
among quotes, charts, research and trading. Schwab offers real-time account info
and automated performance analytics. Schwab also offers institutional research.
The firm offers one of the most extensive branch networks in the country and
provides timely and accurate telephone customer service. But Schwab has yet to
provide advanced market data, which can be found through Schwab’s Velocit y
software and CyberCorp 1 trading platform. Commissions, however, are among the
highest in the industry but the services Schwab offers justify the high commission
rate if you are a serious investor.
?? CSFBDirect: CSFBDirect provides a comprehensive stock and mutual fund
screener (over 9,500 stocks and 7,500 funds) 2 and allows clients to transfer assets
from another financial institution to an existing CSFBDirect account as well as
track the status of the transfer online. The firm has a 24/7 telephone customer
1
www.schwab.com
2
www.csfbdirect.com
Web Site Analysis Project: The On-Line Broker Sector 14
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
15. service, but CSFBDirect does not allow client to perform key goal financial
planning tools online. For instance bill payment is not available via the web.
?? Suretrade: Suretrade provides clients with real-time account information, online
after- hours trading and wireless trading. Prospects are provided with a useful
interactive demo that allows them to test drive the site as well as gain immediate
access to the site after opening an account. But Suretrade, like CSFBDirect, lacks
key financial planning tools that make trading easier for clients. Finally, Suretrade
does not offer NASDAQ Level II quotes which will deter serious investors.
?? E*Trade: Hyper-Active Traders will like automated profit and loss calculations of
held positions, premium customer service teams for quick responses, NASDAQ
Level II quotes, the ability to cue up trades and reduced commissions. They also
have an extensive ATM network and are beginning to build their offline presence
in conjunction with Super Target Centers3 . But E*Trade lacks financial planning
tools that allow client to plan for retirement, college and estate planning.
?? TD Waterhouse: TD Waterhouse allows investors to transfer money online into
their brokerage accounts from their checking or savings accounts. Investors
looking for a little professional advice can be referred to a Registered Investment
Advisor (RIA) for a no cost, no obligation meeting through the firm’s
AdvisorDirect program4 . But TD Waterhouse has yet to offer an advanced market
data package with features such as NASDAQ Level II quotes and express order
3
www.etrade.com
4
www.tdwaterhouse.com
Web Site Analysis Project: The On-Line Broker Sector 15
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
16. entry. The site still lacks real- time account balances and automated portfolio
performance information.
?? American Express: American Express provides direct access to its mutual fund
and stock screener from its brokerage homepage, in addition to unlimited
transaction history. American Express also offers solid educational content and a
new brokerage challenge investment game. But American Express fails to provide
wireless and extended hours trading to its clients. The firm uses real-time quote
banks and has yet to add online bond trading.
Top 5 Online Brokers
To be considered for our top five choices the online broker listed above had to
meet several criteria. First, they had to offer a wide variety of services for customers.
These services need to encompass the brokerage services, for instance, banking,
retirement, and estate planning. The brokers also needed to provide customers with multi-
access to their account information. Customers can access account data through wireless
and touch-tone capabilities, customers also need 24/7 customer service and extended hour
trading. These seem to be key features that separate average sites from above average
sites. Also the sites had to offer free trades and access to free information before
customers commit to the online broker. Most sites enticed investors with $ 75 to $100 in
“free” money to open an account. The use of product demonstrations was a key feature
that caught our eye. This allows potential clients to test the online services before the
commit. Next was reasonable pricing. Some brokers were pricier than others but the
Web Site Analysis Project: The On-Line Broker Sector 16
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
17. pricier sites had more to offer customers and the costs were justified. Based on these
criteria we narrowed our list to:
?? Charles Schwab
?? E*trade
?? TD Waterhouse
?? Fidelity
?? CSFB Direct
These company’s sites were easy to navigate and offered useful information. They
displayed their information in a manner that was easy for investors to follow. Some of the
brokers had better features than othe rs but overall they had technically and commercially
sound web sites.
Web Site Analysis Project: The On-Line Broker Sector 17
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
18. BUSINESS EVALUATIONS
Benefits: The benefits of offering investments online are enormous and simple. These
investing companies are able to gain a broader and more dynamic customer by offering
24x7 investing, real-time quotes, smaller fees, and automation. The market is no longer
limited to top- heavy investors and therefore has expanded into a new market for the
slightly meeker consumer. The limitations of the old value chain have diminished, and
new links have since been welded.
Web strategies: Online investing has established itself as a credible, profitable, and
marketable business venture. These companies have generally targeted customers who
are serious about their money. With minimum investments ranging from an average of
$2,000.00, such as with Ameritrade? , to companies like Schwab? requiring $5,000.00,
these investors don’t want to dabble in what they see as insignificant funds.
All of these companies share a common platform by offering such items as online
personal accounts, limited investment advice, 24x7 support, up-to-date stock information,
standard encryption security, demos and tours, and promotional “eye candy”. Some of
these companies, such as Fidelity? , master these tools; however, the consumer pays a
silver penny in return for excellence.
As companies grow, they are stretching to the same apex of quality, functionality, and
value. If one company meets the needs of an open market, the others scramble to play on
the same field. About half of the investors we reviewed had services for wireless trading,
Web Site Analysis Project: The On-Line Broker Sector 18
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
19. bill paying, after hours trading, investing tools, real-time accounts, and automated
portfolios. The common strategy to this business environment is to make loads of money
by attracting serious investors, offering all the bells and whistles, while providing
security, functionality, and ease of use.
Security and payment: Our entire top ten selections include flexible methods of
depositing currency into a personal account. These include electronic fund transfers
(EFT) from other investing companies and banks, personal checks, money orders, and
automated withdrawals from paychecks and other accounts. These companies made it
very accommodating for anyone wanting to invest to do so. Because of the encryption
and secure socket layer technology (SSL), most people find it incredibly painless to
invest online. If they aren’t comfortable, all of these investment companies offer
investment by mail or office services. We feel very comfortable using these services
online. A great deal of care has been taken to provide security and assurance to their
customers. We would say that the success of these companies has proven the success of
their online strategy.
We think that the average investor would go with the more affordable companies such as
Ameritrade? , Datek? , Suretrade? , TD Waterhouse? , and Fidelity? . Personally, it would
be a combination of low fees mixed with small minimum investments.
Other Related Issues: All of the sites offered very good stock quote search engines, but
only Fidelity? , Datek? , and E*Trade? offered exceptional site search engines. Most of
Web Site Analysis Project: The On-Line Broker Sector 19
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
20. the pages were very clumsy and hard to navigate. Since “stickiness” isn’t really a
primary goal here, this may be their form of “stickiness”- they’ll keep you searching on
their site for as long as it takes.
This type of web environment thrives on customer service before, during, and after all the
transactions. With 24/7 telephone and e- mail support, e- mail follow-ups, and teaching
investments guides, these companies want to give you the ammunition to succeed. Your
success means their profits.
Web Site Analysis Project: The On-Line Broker Sector 20
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
21. CONCLUSION
The Web Site Analysis team has decided to present Dr. Deepak Khazanchi with
the top ten Web sites within the On-Line Broker Industry. A lot of time and research has
been put into ranking and evaluating these web sites based on the criterion that was listed
on our management plan. Our top ten and top five Web sites meet the initial criteria and
most importantly fall within the established criteria. The final ranking of the top ten Web
sites based on technical dimensions and business evaluation analysis for the On-Line
Brokers Web sites are listed in the appendices. The web sites that were used for research
are listed in the works cited page.
Web Site Analysis Project: The On-Line Broker Sector 21
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
22. APPENDICES
The final ranking of the top ten On-line Broker Web sites based on the technical
dimensions are referenced in the appendices. The top five On- line Broker Web sites
based on the business side evaluation are also referenced in the appendices. Additional
pages or printouts that were pulled from the web sites were also listed on the work-cited
page. The information is necessary in the completion of this project.
Web Site Analysis Project: The On-Line Broker Sector 22
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
23. WORKS CITED
www.schwab.com, accessed site January 29, 2001 - February 19, 2001.
www.ameritrade.com, accessed site January 29, 2001 - February 19, 2001.
www.csfbdirect.com, accessed site January 29, 2001 - February 19, 2001.
www.etrade.com, accessed site January 29, 2001 - February 19, 2001.
www.datek.com, accessed site January 29, 2001 - February 19, 2001.
www.fidelity.com, accessed site February 04, 2001 - February 19, 2001.
www.mldirect.ml.com, accessed site January 29, 2001 - February 19, 2001.
www.jboxford.com, accessed site January 29, 2001 - February 17, 2001.
www.quickandreilly.com, accessed site February 05, 2001 - February 17, 2001.
www.suretrade.com, accessed site January 29, 2001 - February 19, 2001.
www.tdwaterhouse.com, accessed site January 29, 2001 - February 19, 2001.
finance.americanexpress.com, accessed site January 29, 2001 - February 17, 2001.
www.ndb.com, accessed site January 29, 2001 - February 16, 2001.
www.siebertnet.com, accessed site January 29, 2001 - February 16, 2001.
www.mydiscountbroker.com, accessed site January 29, 2001 - February 17, 2001.
www.edreyfus.com, accessed site January 29, 2001 - February 17, 2001.
www.msdwonline.com, accessed site January 29, 2001 - February 17, 2001.
www.abwatley.com, accessed site January 29, 2001 - February 17, 2001.
www.scottrade.com, accessed site January 29, 2001 - February 17, 2001.
www.gomez.com, accessed site January 29, 2001 - February 17, 2001.
Web Site Analysis Project: The On-Line Broker Sector 23
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
24. EXHIBIT 1: BUSINESS COMPARISON
Minimum Fees Would You Be Security Purchase Their Search Engine After Sales Customization & Stickiness
Investment Willing to Deposit Comfort goods or Services Success Service Personalization
Money via Levels & Why & Why
Internet?
Fidelity $2,500.00 $14.95 Yes Use of Yes, Reputable There search engine Built in alerts and All have an online Lots of
HTTPS Company allows advanced educational personal account information
secure socket searches with a quick services
layering response
Ameritrade $2,000.00 $8.00 Yes Use of Yes, Inexpensive No real advanced 24x7 e-mail and All have an online Sweepstakes,
HTTPS charges, and search option telephone service personal account Demo
secure socket technical support
layering
Merrill $2,000.00 $29.95 Yes Use of No, Out of my No search options 24x7 e-mail All have an online Tour, and free
Lynch HTTPS budget support personal account research trial
secure socket
layering
Datek $500.00 $9.99 Yes Use of Yes, Inexpensive There search engine Electornic All have an online Demo
Online HTTPS charges, and allows advanced confi rmations personal account
secure socket technical support searches with a quick
layering response
Charles $5,000.00 $29.95 Yes Use of No, Out of my No search options 24x7 e-mail and All have an online Demo
Schwab HTTPS budget telephone service personal account
secure socket
layering
CSFBdirect unkown $20.00 Yes Use of No, Out of my No search options 24x7 e-mail and All have an online personal account
HTTPS budget telephone service
secure socket
layering
Suretrade No minimum $7.95 Yes Use of Yes, Inexpensive No search options 24x7 e-mail and All have an online Tour
Balance HTTPS charges, and telephone service personal account
secure socket technical support
layering
Web Site Analysis Project: The On-Line Broker Sector 24
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
25. E*Trade $1,000.00 $20.00 Yes Use of No, Out of my There search engine 24x7 e-mail and All have an online personal account
HTTPS budget allows advanced telephone service
secure socket searches with a quick
layering response
Web Site Analysis Project: The On-Line Broker Sector 25
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
26. EXHIBIT II: TECHNICAL ANALYSIS
Rank Company Content Ease of Use Design and Layout Use of Internet CapabilitiesOverall Score Other Criteria Description
1 Fidelity 4 4 5 5 18 Personalized Portfolio Nice design and layout; also it
features; After our features several capabilities
trading; Wireless such as: Personal Portfolio;
capabilities; 24 X 7 Search and Quotes; etc.
Customer Service.
2 Charles Schwab 4 4 5 5 18 Dynamic content not This site has all of the bells and
distracting, whistles. Offers investors a full
Personalized home package when It comes to
page available; online brokerages. The
variety of plans company's commissions are
available: College, high but the services available
Estate, and make up for it.
Retirement planning
3 TD Waterhouse 4 4 5 5 18 Web banking, Nice web sites the layout and
Retirement; Estate; design is easy to follow most of
and Trust accounts. the key or important info
Extended hours investors would be interested
trading; 24 x 7 in is available on the home
customer service; page. Customers really do not
Basic investment have to search for key
product: stocks, information it is usually 2-3
bonds, mutual funds clicks away. TD waterhouse
etc. offers a wide range of services
including banking; real estate
and retirement information.
4 CSFB Direct 4 4 5 4 17 Generally Static Nice web page with nice
content is web page: layout. Site is easy to follow
Wireless and touch- and offers customers a wide
tone trading available; variety of services to choose
Access to real-time from. For instance they have
information; wireless trading and after hour
trading. Viable search engines
available to research
investments; Interactive
demonstration of online
features.
Web Site Analysis Project: The On-Line Broker Sector 27
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001
27. 5 E-Trade 4 4 5 4 17 Bill management This site is well thought out
options, Financial and easy to follow. E*trade
planning available; offers a full range of financial
Real-time quotes services from banking; real
available estate. taxes and college
planning.
6 Datek Online 4 4 4 4 16 Extended hours Nice web page with nice
trading, real-time layout. Site is easy to follow
quotes: 24 X 7 and offers customers a wide
Customer service variety of services to choose
from
7 American Express 3 4 4 5 16 24 X 7 Customer American Express offers a
service; Online cash variety of services but the
management brokerage services are limited.
features. They do not extended hour
trading and you cannot trade
bonds to date.
8 Merrill Lynch 4 4 3 4 15 Variety to trading Web page very general; but
options: bonds CD's sites does offer clients a wide
Mutual funds etc; variety of financial services.
9 Ameritrade 2 3 3 3 11 Wireless capabilities: Web page is very plain
low commission rates; customers have to really
excellent customer search for valuable information.
service. Demo is not the greatest.
10 Suretrade 3 3 2 3 11 Wireless capabilities: Suretrade's web page is very
low commission rates; plain. They really want to
IRA and retirement stress their low commission
options. rates. But for serious investors
the sites does not have much
to offer. Customers really have
to search for key information
Web Site Analysis Project: The On-Line Broker Sector 28
Instructor: Dr. Deepak Khazanchi
Authors: Students from Electronic Commerce class, Spring 2001