Ameritrade Base Case

By John McCormick  |  Posted 2003-11-21 Print this article Print

Ameritrade Base Case

Headquarters: 4211 S. 102nd St., Omaha, NE 68127

Phone: (800) 237-8692

Business: Online financial-services company

Chief Information Officer: Asiff Hirji

Financials: Revenue, $713 million; net income, $137 million; net profit margin, 19% of revenue. Figures are for fiscal year ended Sept. 26, 2003.

Challenge: Improve stock-trading features and functions while incorporating the operations of an acqusition, Datek, into its own systems.

Baseline Goals:

  • Cut $173 million in annual costs, about half of which could come from integrating Datek.
  • Support 450,000 trades per day. Average number of trades per day in fourth quarter ended Sept. 26, 2003, was 158,000.
  • Retain more than 90% of customers from both Ameritrade and Datek.

    Before joining Baseline, John was the editor of Inter@ctive Week, another Ziff Davis publication. He was the editorial director at SIGS Publications and the editor of both the print and online editions of CMP Media's InformationWeek. At CMP, he wrote a popular column, 'McCormick Place,' that focused on technology and business. He also served as the editor-in-chief of InfoDaily and appeared as a regular analyst on CNBC's Technology Edge program.


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