Summary of Technology Bundling

Innovation for Online Brokerage Services

In: Information Systems for Global Financial Markets. Emerging Developments and Effects

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Technology Bundling summary
How e-brokers can raise their service value to even higher levels.


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Professors Alexander Y. Yap and Wonhi Synn of North Carolina’s Elon University analyzed online brokerage services the fun way: They opened accounts and started trading. They believed their in-the-trenches experience would enable them to assess e-trading services and recommend innovations these firms need to make to be competitive. They traded securities for a year, while exchanging views with other users and checking relevant message boards. The study starts on solid, informative ground when the researchers describe the e-brokers’ capabilities and value to clients, but ventures onto thin ice with limited data and anecdotal evidence about judging system breakdowns and their possible prevention. Readers should be aware that their research dates from 2004 to 2006, and the paper might have benefited from more rigorous editing. Still, getAbstract suggests the report to those interested in learning more about how e-trading works.

In this summary, you will learn

  • What common issues all online brokers face,
  • What features top e-brokers provide and
  • What the online brokerage industry must do to improve its clients’ trading experiences.


Online Brokers
Online brokerage services facilitate customers’ trading in corporate shares and other financial instruments via the Internet. E-brokerages use what is effectively an “online auction system” to bring buyers and sellers together to get the best possible prices. But unlike ...
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About the Authors

Alexander Y. Yap is an associate professor of information systems at Elon University in North Carolina, where Wonhi Synn is a finance professor. He is also the head of the finance department.

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