Firms should be prepared for the markets to worsen, not improve. Investors are looking for safety and stability, and firms should cater to these desires in their marketing and acquisition strategies. Investors have more accounts than they can easily manage—many with misplaced passwords or PIN numbers, reducing effective liquidity. Firms should encourage customers to consolidate accounts and provide them with the means to do so. Forecast The year 2002 was the second awful year in a row for discount brokers, with full-service houses faring slightly better. Economists and financial analysts express hope that the market will hit bottom in late 2002 or 2003, but things still look dim from a business perspective. Other market segments will recover in coming years, in terms of customer assets and product sales. Lead Analyst Robert Sterling Contributing Analysts Vikram Sehgal, Fiona Stadtler Swerdlow
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