OptionsXpress Tinkers with Google Chrome Extension; OXPS, ETFC, AMTD

| 01 June 2010

Not to be outdone by Zecco's nifty little Zap Trade tool released last week, optionsXpress (OXPS) pushed out a nifty little tool of its own. The new optionsXpress Chrome extension is designed to give you constant access to your account while surfing away on your Chrome browser.

If Zecco's Zap tool is a bit more usefully intrusive by actually inserting itself into tickers on your favorite financial sites, the optionsXpress Chrome tool is wonderfully unobtrusive, yet ever-present. Your optionsXpress account is always there, even when surfing other financial sites or checking out your second and third accounts at E*TRADE (ETFC) and TD Ameritrade (AMTD).

We made the point in our review of the Zecco Zap tool that most investors hold multiple brokerage accounts, but focus a predominant number of trades in one particular account. These new omnipresent tool bits give brokers a way of reminding you about your accounts with their firms. It will be interesting to see whether these tools actually improve acquisition or increase retention for the firms.

We've been testing the product and overall we like it, though have three small complaints. First, while the little widget is easy enough to pop open (just click on the OX button next to the address bar) we found it annoying that it disappears even more easily. Any quick click or look elsewhere and it disappears. This is likely a problem related to the way Google handles extensions in Chrome, but we found ourselves having to continually opening the widget again and again while trying to compare prices and charts, for example. (And try as we might, we couldn't grab a screen shot of the widget open in a browser for this very reason.)

Our second complaint is a bit more pedestrian. You would think that a company that can come up with such nifty names as Xpound, Xpresso, Xtend, StrategyScan and TradeWizard would have come up with a better name for this whizzy little product than the plain vanilla "optionsXpress Chrome extension." But perhaps it's just as well that such a utilitarian product be given such a utilitarian name.

Third, Google Chrome only accounts for about 6% of the total browser market. How about working on an extension for Firefox or IE?

We surmised earlier that a widget war might be forming. While not a full-fledged war as of yet, this is a nice little warning shot. Game on.

Tags: Tools optionsXpress

Comments

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Better name for this little widget

Dan Olson 2010-06-01 17:20:11

We need to help our friends at OXPS come up with a better name for this little guy. How about "tradeHere," "OxPop," or "eXtension?"

Any other suggestions?

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