Warburg Dillon Read (WDR) launched its on-line trading system for Euro-MTNs on October 21. The bank claims it will revolutionise the market and fundamentally change Euro-MTN business. But sceptical dealers think greater efficiency will come at the cost of client relationships. And issuers have concerns about disclosing levels on-line. Technology is the future, but is the market ready? Gavin Eddy, executive director, Euro-MTNs at WDR, sees only one way ahead. He says: "Issuers who don't participate in the database will lose out. Investors want transparency and if issuers aren't prepared to post levels they won't stay in the market. Transparency has to happen or the market won't grow." WDR's trading database, the first in the Euro-MTN market, can be accessed by institutional investors and issuers. It holds information on 400 borrowers. And 250 issuers are posting levels on-line. Despite having reservations about doing this, most issuers don't want to be left out in the cold in what could be a rapidly changing market. Northern Rock is displaying its levels on the system. But Antony Swalwell, senior manager, capital markets at Northern Rock, says: "We're open minded but it's early days, we are not really happy to post our levels on-line." And Simon Hill, head of Euro-MTNs at Credit Suisse First Boston (CSFB), points out why transparency is not always appealing to issuers. He says: "I am surprised it is being advertised as a totally open system, where issuers broadcast levels to the world. Previously dealers used this private information to their advantage in winning trades and issuers could pick off investors with opportunistic trades. With greater transparency quicker issuers won't find as many opportunities." WDR's on-line system shows pricing levels for fixed and floating vanilla trades in dollars, euros, sterling, Swiss francs and yen. Live interest rate swaps and currency basis swaps are also included as part of its real-time pricing. The website will also be used as a medium to market new structure ideas. Eddy, at WDR, believes the role of the MTN dealer is changing. He says: "We wanted to automate as much vanilla business as possible. Dealers and salespeople are expensive, and by using on-line trading for all vanilla products it frees up dealers to focus on structured notes and more value-added trades." Criticism from other MTN desks is inevitable. Yet most are impressed with the speed of WDR's launch and they are happy to sit back and let the Swiss bank be the guinea pig while they research the benefits for themselves. Hill, at CSFB, says: "WDR must be convinced that the advantages a first mover enjoys in the internet business via scale and network effects more than justify its investment today." Yet other dealers believe increased technology could be at the expense of valuable relationships. One trader from an American bank says: "Technology makes business more efficient, but real growth comes from having people in seats doing sales calls. No two issuers are the same, and you can't replace the value of personal and individual treatment. This is a people business." But Eddy, at WDR says: "There will not be a loss of relationships. Dealers will still be in close contact with issuers. If vanilla business is more efficient we can give over more time to providing market colour and advice for borrowers, which is much more valuable." The benefits of the system, Eddy says, lie in quicker transactions, greater market transparency, and a wider reaching scope for investors. It can be accessed by fund managers whose smaller sized trades were previously not economical for dealers to spend time on. And the biggest pull factor for other banks thinking of on-line trading will be the unique information it provides about investor behaviour. But many borrowers are worried that when levels are shown comparatively on the screen, price will become the dominant classification of an issuer. Although Eddy, at WDR, is not concerned. He says: "Investors that buy on price alone will always do that - its unavoidable. The database gives investors more information through research and analysis sections and issuer website links. It will encourage investors to look more deeply into the background of the borrower." On-line trading could rapidly change MTN distribution, making the market more centralised. And desks could be streamlined as increased web trading leads to disintermediation. On-line securities trading, including MTNs, is further advanced in the US market and the Euromarket is sure to follow its lead. But reassuring issuers in Euroland may be more difficult. One dealer says: "The Euromarket is crowded and competitive and can get quite political. Issuers here are less willing than those in the US to give up levels which their peers will see." Fear of change is WDR's greatest hurdle. Its website was launched in an intentionally simple format. Full on-line trading will begin on January 17 2000, along with a variety of extra features, such as more currencies and market and trade analysis. Another dealer foresees much work ahead for the pioneers. He says: "It's not likely to be low maintenance in the short term. WDR has to convince issuers to post levels, make sure the system is used by investors and that the data is accurate. They'll have to put in a lot of work to ensure it's not just a scheme that looks good but never takes off."
October 06, 2000