MERRILL'S E-BATTLE.

This article reports on the efforts of brokerage firm Merrill Lynch to remain a leader in the industry amidst the rise of Internet usage in the U.S. The brokerage firm is feeling the pressure of the Internet's challenge in pairing its buyers and sellers. Online equity trading by individuals has jumped from 20 percent at yearend 2000. Its strategies to overcome this challenge are as follows: 1. Attract more customers with online services; 2. Integrate online services into existing model; 3. Translate experience and knowledge of employees into online content; 4. Rethink every business, from research to asset management.