The entry of a new player in France is of event in the world of online brokerage, as the phenomenon is rare. The scheduled arrival of BinckBank Dutch for 2007 (read here) is a little astonishment of the French companies. "It is a little the trend of recent years, note Benoît Gommard, CEO of Cortal Consors France. At the end of the 1990s, we were about 50 players. Many brokers have disappeared, many have come together. 
Recent movements in the area show rather a willingness of brokers to grow, as evidenced by the Boursorama-Caixa Bank reconciliation or the most recent between Procapital (Fortuneo Direct Finance) and Symphonis. "It's a profitable trade if we get to spend a certain critical size." "For a pure online broker, must be at least 8 to 10 of market share", resumed Benoît Gommard.
Us E Trade is entered on the hexagonal market in the spring of 2005, but by the back door, by launching a francophone Portal equity and U.S. currency via an account in the United States. Development projects that it evokes several months have not yet seen day, even if "the opportunity to enter the domestic markets in Europe and particularly in France is still in the pipe", answers Matthias Helleu, responsible for e Trade for the international. The group, claiming about 2,000 visits per day on its hexagonal site (a figure more than doubled in one year), indicates that it "is also interested in banking projects in Europe." "2007 will be without doubt the year of the launch of new offers on the Continent". In any event, the arrival of the American giant and, soon, of BinckBank, pose the problem of the place for a new entrant.
On the one hand, the French market grew significantly. On the first half, the number of orders executed online exceeded 6.5 million, of never given, according to statistics from the Association for the trade and services (1) online. "Compared to other countries such as the Germany or Great Britain, the French market presents significant potential for development. Many investors still spend their orders on the stock exchange via their bank. "There is room for new specialized brokers", said Matthijs Aler, Director General of the French project for BinckBank.
Offers and rates
On the other hand, as the specialist of Cortal Consors, "most of the foreigners who tried to enter France have ceased their activities." One ING has succeeded in their place. "The market is difficult to penetrate, the banking system is of good quality and the tax system and regulatory enough complex." In addition, "you be able to make significant investments including marketing", said Paul Mizrahi, Fortuneo Direct Finance Board member. Professionals speak for a minimum of marketing budget to two digits for a launch. Boursorama, for example, published charges marketing of EUR 8.4 million to the title of 2005 (including 5.1 million for the France).
But the future of Dutch can best be analyzed when its offer and that he intends to implement organization will be known. If it does not communicate even on products that it will propose, on the other hand indicates that accounts will be domiciled in France (in contrast to the current formula of E Trade) and that information technology will be organised in the Netherlands.
Its pricing will also be a key success factor, while the price war, still relative in France, started for a long time in the United States. "A broker with an offer differentiated, quality, and attractive pricing can position itself on the French market," said Catherine Nini, President of Direct quotes.
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