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E*Trade launches Mobile Pro trading app for iPhone

E*Trade Financial Corp. and its subsidiary E*Trade Securities LLC have introduced Mobile Pro for Apple's iPhone and iPod touch.

The application expands customer access to on-the-go, real-time investment, market and account information. E*Trade Mobile Pro provides many of the same interface, security, trading and banking features available on E*Trade's Web site to customers via their iPhone or iPod touch.

"E*Trade Mobile Pro is an extension of www.etrade.com, allowing customers to view real-time streaming data, check watch lists, read news, and invest, trade or bank - any time, any place," said Nick Utton, chief marketing Officer for E*Trade Financial Corp., New York. "The launch of Mobile Pro for iPhone extends Mobile Pro's capabilities to the growing iPhone consumer base, many of whom match our affluent, entrepreneurial, tech-savvy target audience."

E*Trade's target demographic is investors with $50,000-$500,000 in investable assets and/or investors who trade 30 or more times per quarter.

"Mobile Pro is designed for traders and investors who want to stay on top of today's markets and their money at all times," Mr. Utton said. "It is ideal for active traders and self-directed investors looking to take an active role in their investments and finances.

"We will not be advertising or accepting advertising on this platform," he said.

The E*Trade Financial family of companies provides financial services including trading, investing and related banking products and services to retail investors.

Securities products and services are offered by E*Trade Securities LLC.

Bank products and services are offered by E*Trade Bank, a Federal savings bank, Member FDIC, or its subsidiaries.

The E*Trade application is available at no additional cost to all E*Trade Securities customers via the Apple App Store.

Designed with streamlined navigation providing an experience similar to http://www.etrade.com, Mobile Pro reduces the steps needed to perform various tasks and provides customers with confirmation of transactions before they are completed.

Mobile Pro functionality for iPhone and iPod touch includes access to bank and brokerage account details, new charting and enhanced watch list capabilities and free real-time streaming stock and options quotes .

The application also gives consumers the ability to trade stocks and options, including conditional orders, and transfer funds between brokerage and bank accounts, including transfers from outside financial institutions.

Mobile Pro features live watch lists and portfolios, CompleteView of all E*Trade accounts on one screen and secure transactions backed by the E*Trade Complete Protection Guarantee.

Since its initial launch in July 2008, E*Trade's Mobile Pro application for BlackBerry smartphones has experienced nearly two million logins, with millions of dollars processed through the Quick Transfer functionality.

Peak customer engagement occurs during mid-day, from 11 a.m. to 2 p.m. in local time zones, and users most frequently view portfolio activity, market news and real-time streaming quotes.

"We are taking a 360-degree approach to marketing Mobile Pro for iPhone, hitting our customers and prospects at multiple touch points with a strong, compelling message about the advantages of having mobile access to the markets," Mr. Utton said. "The key theme is 'take control.'"

The campaign, which launches this week, includes a TV spot, print advertising, banners on third-party sites, promotion on http://www.etrade.com, and paid and free search marketing including mobile search and direct marketing, primarily e-mail), as well as merchandizing in E*Trade branches nationwide.

"We've even developed a home page that recognizes if someone is attempting to access our site via their iPhone -- and promotes an iPhone-specific page and special offer," Mr. Utton said. "From a viral perspective, our campaign is already in high gear.

"Apple listed Mobile Pro among its 'New and Noteworthy' apps, and within one week of launching we rose to be the #1 app in the 'Finance' section of the Apple App Store -- demonstrating the demand for and interest in the application," he said.

"We've already achieved a four-star rating with more than 1,000 Apple App Store visitors rating the app," he said.