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Ranking - 30/06/2001
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BlueSky Ratings™ Top 7 Italy Online Brokers for June 2001 – Overall, Customer Service and Usability Ratings
30/06/01
%
31/01/01
Ranking
Overall
Usability E-mail & phone Broker
Overall
Rank
1
78.37
70.59
59.93
=
IMIWEB
44
1
2
71.31
75.88
55.36
=
Banca Sella
41
2
3
66.34
72.35
47.29
Banca 121
34
7
4
63.08
64.71
60.40
Self Trade
-
-
5
61.80
74.12
61.15
Fineco
35
6
6
61.62
69.41
78.09
Comdirect
-
-
7
52.68
65.29
59.04
ON Banca
-
-

 
    Xelion
39
3
 
   
Intesatrade
37.5
4
 
   
Twice SIM
36
5


BlueSky’s eBroker Rating Methodology

BlueSky rates brokerage sites in six separate categories. By adding these six categories together BlueSky produces an “Overall Rating”:

Category 1.) Transaction ability (17% of the overall rating) To qualify for BlueSky’s broker rating sites must first offer basic brokerage transactional ability for equities. BlueSky awards points progressively to online brokers who additionally offer fund trading online, IPO trading online as well as online banking. By offering all four categories of transactions brokers are the capable of achieving all the points in this category or 17% of the total overall rating. Fewer points are awarded in this category if brokers only offer one or two of the listed transactional services.

Category 2.) Channel ability (5% of overall rating) BlueSky awards points to brokers who provide various channels through which to get information and do transactions. For example, if a broker offers channels that include phone brokering, WAP, PDA, SMS, IVR, touch tone, and alerts, they will achieve the maximum number of points for channels which accounts for 5% of the total score. Brokers score progressively higher in this category by offering more channels.

Category 3.) Specialized products, information, tools and research (16% of overall rating) Specialized products include warrants and bonds, and specialized information and tools includes elements like a fund centre, IPO area, frequent trader area, educational area, as well as research reports, market briefs, other tools and information centres including broadband presentations. The information section comprises 16% of the “Overall Rating” .

Category 4.) Multiple stock markets and multiple fund selling ability (10% of overall rating) Brokers are rewarded on their ability to sell equities on multiple international exchanges and on their ability to sell multiple funds. The percentage of the final score is 10%. Brokers receive higher scores by offering more exchanges and by offering more and better-organized funds on their sites.

Category 5.) E Mail and Phone service (26% of overall rating) This is perhaps one of the more important categories to measure quality in since Internet brokerage customers need information about products, services and functionalities on sites given the complexities of online brokerage sites and making investment decisions. The total score in this section comprises 26% of the “Overall Rating.”

(Note: If the eBroker could not give a phone number that could be accessed internationally (outside the home country) they were automatically excluded from the Top 7 because they do not conform with BlueSky’s “anytime, anywhere” convenience requirement.)

During the same 7 – 10 day period, BlueSky places 20 anonymous calls, and during the ratings period sends 20 anonymous emails to each broker asking each the same a series of questions about security, trading, products and services. BlueSky researchers measure the quality, accuracy and helpfulness qualities of the answers, as well as the time – whether seconds or days – that it takes to answer questions.

Category 6.) BlueSky User Experience & Usability (26% percent of overall rating) BlueSky measures user experience for the following six criteria:
1. Complete and detailed information.
2. Easy and clear navigation.
3. Clear and complete instructions.
4. Consideration for new users.
5. Consistent look and design and interface.
6. Transaction ability.
7. Relationship building and interactivity.
8. Sales support.
9. Cross-selling of products ability.
10. Promotions.
11. Product and service benefits.
12. Other non-brokering online information like education.
13. Features and quality of the service as demonstrated online.

BlueSky does not factor price into the ratings because a customer’s sense of value for money cannot be determined by price alone.


About BlueSky International

BlueSky International Marketing Inc., a financial services research and consulting company, is the leader in providing accurate facts and insight about the international Internet to financial services companies, world wide, since 1997. BlueSky’s original research and analysis identifies competitive opportunities, provides industry benchmarks, anticipates key trends and compares market direction on the Internet across multiple countries in Europe, North America, Asia-Pacific and Latin America. BlueSky Ratings™ is the first independent, cross-border Internet rating service that helps people find the online broker offer and service that’s best for them. For more information see www.blueskyinc.com



For more information about the ratings or to arrange an interview please contact:
Suzan Nolan or Walter Bazar
BlueSky International
Telephone
Paris: +331 53 59 39 47
suzan@blueskyinc.com
BlueSky International Tel: +331 53 59 39 47
Fax: +331 53 59 39 48
www.blueskyinc.com


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