Editorial comment: 'Alex' gets the axe

The exchange will now initially be called Börse Frankfurt Smart Trading in the German market and SWX Quotematch in Switzerland. The lengthy names, which are temporary, hardly trickle off the tongue. By operating under different names in different markets it will be difficult for the partnership to achieve its goal of becoming a true pan-European venture as initially planned.

In December, the exchange’s chief executive, Marc Zahn, told Structured Products that Alex will "generate significantly

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