ECapitalist.com is preparing to enter the fiercely contested market for on-line stockbroking in the United States with a plan to target ethnic Chinese. The California-based company - which will roll out broking services for numerous stock markets - is hoping its Internet content and services will distinguish itself from the competition. 'It's no longer about competing with prices,' chief executive Daniel Kwoh said in Hong Kong yesterday. 'It's about competing with service.' ECapitalist.com is set to roll out the first of its bilingual services in the US in July. The company eventually will provide broking services for the New York, Tokyo, London, Paris and Singapore exchanges, also aimed at ethnic Chinese. To build its client base, ECapitalist.com has struck relationships with banks and brokerages that had many Chinese customers. The company recently acquired a Boston-based brokerage with four years operating experience to help form its core operations. In Hong Kong, eCapitalist.com has formed partnerships with two undisclosed local financial institutions. The company is seeking to forge alliances with other financial institutions and telecommunications operators in the hope of expanding its client base through their networks. ECapitalist.com will open a sales office in Hong Kong in the second half of this year to provide face-to-face customer service. It is still in the process of applying for a broking licence for the SAR. About a decade ago, Mr Kwoh invented a technology which replaced the complicated process of programming video recorders with the G-Code system.