Why E*Trade jumped at new
complications functionality for Apple Watch
With results for E*Trade’s Apple
Watch application showing that the most popular features require the least
navigation, the company quickly jumped at the opportunity to leverage the new
complications functionality.
Complications are small elements
on the watch face that provide quickly access to frequently used data, with
users able to customize the face to install the ones they want to see. Apps can
add support for complications and display app-specific data, which is what
E*Trade is doing in its updated app for the Apple Watch.
“The complications update will
bring investors even closer to monitoring the investments that matter to them,”
said Kunal Vaed, senior vice president of digital channels at E*Trade
Financial. “Being able to keep an ever-watchful eye on one’s portfolio is critical
to our customers, and now they can access market data with a wrist turn.
“And one tap on the E*Trade
complication leads you directly to the app, where investors can view account,
portfolio, and watch list summaries, as well as visual snapshots of market
indices and core metrics such as volume and performance,” he said.
“From there, handoff functionality
allows users to seamlessly transition from the watch to the phone for a more
in-depth experience and additional information.”
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