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Ameritrade Unveils New Integrated Platform, Pricing

Moving rapidly to capitalize on its acquisition of Datek, Ameritrade Holding Corp. Monday unveiled a new suite of products and services that integrate features of the two online trading platforms. It also released a new pricing schedule that will take effect on Oct. 19.

The new product and services suite offers both client sets a free version of Streamer, Ameritrade's command center, the company's 10-Second Guarantee, its 24-hour client service by phone and online, Report & Alert Service, SnapTicket, subscription access to the Advanced Analyzer, access to the Interactive Voice Response (IVR) quotes line, and the ability to do Automated Clearing House deposits.

Ameritrade has retooled its command center to integrate Streamer in order to put order management and real-time quotes on the same screen. The command center also includes Rapid Order Entry, integrated Positions/Balances, access to subscription-based Streaming News, and Level II Quotes -- all free to non-professional clients.

For Ameritrade Gold and Datek Elite clients, as well as new clients which average 10 trades per month over a three-month period or hold a $100,000 total account value, Ameritrade is rolling out Apex, its new premier service.

Apex clients, at no additional charge, will also benefit from a dedicated service team, Streaming Level I and Level II Quotes, Streaming News from Dow Jones Newswires, Free paper trade confirmations and statements, and discounts on other Ameritrade subscription products.

Finally, beginning on Oct. 19, the commission for online equity trades through Ameritrade will be set at a flat $10.99, for both market and limit orders, no matter how many shares bought or sold. Trades placed through the IVR system will be $14.99, while broker assisted trades will be $24.99 for market orders and $29.99 for limit orders. Options will follow the same structure, but add an additional $1.50 per contract.