When going head to head with a discounter, online or otherwise, a full service broker still has the information and ability to advise as a key differentiator. The Web has the information. But investors have access to more information about companies and investing than ever before. The information is key. But first, think about how brokers are being cut out of the picture.
Access is provided through numerous online brokerage services.
I won't give anyone a plug here by naming them. It's enough to say that customers have access to cheaper stock trading on the web. Information is next. And here I will give a plug. Take a look at Thomson Investor Network .