80_FR_74409 80 FR 74181 - Self-Regulatory Organizations; International Securities Exchange, LLC; Notice of Filing and Immediate Effectiveness of Proposed Rule Change To Amend the Schedule of Fees

80 FR 74181 - Self-Regulatory Organizations; International Securities Exchange, LLC; Notice of Filing and Immediate Effectiveness of Proposed Rule Change To Amend the Schedule of Fees

SECURITIES AND EXCHANGE COMMISSION

Federal Register Volume 80, Issue 228 (November 27, 2015)

Page Range74181-74184
FR Document2015-30090

Federal Register, Volume 80 Issue 228 (Friday, November 27, 2015)
[Federal Register Volume 80, Number 228 (Friday, November 27, 2015)]
[Notices]
[Pages 74181-74184]
From the Federal Register Online  [www.thefederalregister.org]
[FR Doc No: 2015-30090]


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SECURITIES AND EXCHANGE COMMISSION

[Release No. 34-76501; File No. SR-ISE-2015-40]


Self-Regulatory Organizations; International Securities Exchange, 
LLC; Notice of Filing and Immediate Effectiveness of Proposed Rule 
Change To Amend the Schedule of Fees

November 20, 2015.
    Pursuant to Section 19(b)(1) of the Securities Exchange Act of 1934 
(the ``Act''),\1\ and Rule 19b-4 thereunder,\2\ notice is hereby given 
that on November 6, 2015, the International Securities Exchange, LLC 
(the ``Exchange'' or ``ISE'') filed with the Securities and Exchange 
Commission (``Commission'') the proposed rule change, as described in 
Items I, II, and III below, which Items have been prepared by the self-
regulatory organization. The Commission is publishing this notice to 
solicit comments on the proposed rule change from interested persons.
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    \1\ 15 U.S.C. 78s(b)(1).
    \2\ 17 CFR 240.19b-4.
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I. Self-Regulatory Organization's Statement of the Terms of Substance 
of the Proposed Rule Change

    ISE proposes to amend the Schedule of Fees as described in more 
detail below. The text of the proposed rule change is available on the 
Exchange's Internet Web site at http://www.ise.com, at the principal 
office of the Exchange, and at the Commission's Public Reference Room.

II. Self-Regulatory Organization's Statement of the Purpose of, and 
Statutory Basis for, the Proposed Rule Change

    In its filing with the Commission, the Exchange included statements 
concerning the purpose of, and basis for, the proposed rule change and 
discussed any comments it received on the proposed rule change. The 
text of these statements may be examined at the places specified in 
Item IV below. The self-regulatory organization has prepared summaries, 
set forth in Sections A, B and C below, of the most significant aspects 
of such statements.

A. Self-Regulatory Organization's Statement of the Purpose of, and 
Statutory Basis for, the Proposed Rule Change

1. Purpose
    The purpose of the proposed rule change is to amend the Schedule of 
Fees to offer a one (1) month free trial of the

[[Page 74182]]

ISE Open/Close Trade Profile End of Day market data offering to all 
members and non-members who have never before subscribed to the 
offering and to remove the discounts offered to subscribers of multiple 
market data feeds.
ISE Open/Close Trade Profile
    ISE currently sells a market data offering comprised of the entire 
opening and closing trade data of ISE listed options of both customers 
and firms, referred to by the Exchange as the ISE Open/Close Trade 
Profile. The ISE Open/Close Trade Profile offering is subdivided by 
origin code (i.e., customer or firm) and the customer data is then 
further subdivided by order size. The volume data is summarized by day 
and series (i.e., symbol, expiration date, strike price, call or put). 
The ISE Open/Close Trade Profile enables subscribers to create their 
own proprietary put/call calculations. The data is compiled and 
formatted by ISE as an end of day file (``ISE Open/Close Trade Profile 
End of Day''). This market data offering is currently available to both 
members and non-members on an annual subscription basis. The current 
subscription rate for both members and non-members is $750 per month 
with an annual subscription.
    The Exchange now proposes to amend its Schedule of Fees to offer a 
one (1) month free trial of the ISE Open/Close Trade Profile End of Day 
market data offering to all members and non-members that have never 
before subscribed to the offering. This will give potential subscribers 
the ability to use and test the data offering before signing up for an 
annual subscription.
Multi-Fee Discount
    The Exchange currently offers five real-time market data feed 
offerings.\3\ In order to encourage subscriptions to multiple market 
data feeds, ISE adopted a multi-product subscription discount, which 
offers a ten percent (10%) discount for subscribers who subscribe to 
two feeds and twenty percent (20%) discount for subscribers who 
subscribe to three feeds.\4\ The Exchange now proposes to remove the 
discounts for subscribers of multiple feeds.
---------------------------------------------------------------------------

    \3\ The market data feeds are: Real[hyphen]time Depth of Market 
Raw Data Feed, ISE Order Feed, ISE Top Quote Feed, ISE Spread Feed, 
and ISE Implied Volatility and Greeks Feed.
    \4\ See Securities Exchange Act Release No. 34-65002 (August 1, 
2011), 76 FR 47630 (August 5, 2011) (SR-ISE-2011-50).
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2. Statutory Basis
    The Exchange believes that the proposed rule change is consistent 
with the provisions of Section 6 of the Act,\5\ in general, and Section 
6(b)(4) of the Act,\6\ in particular, in that it is designed to provide 
for the equitable allocation of reasonable dues, fees, and other 
charges among its members and other persons using its facilities.
---------------------------------------------------------------------------

    \5\ 15 U.S.C. 78f.
    \6\ 15 U.S.C. 78f(b)(4).
---------------------------------------------------------------------------

    In particular, the Exchange believes the proposed free trial is 
reasonable and equitable because it gives potential subscribers the 
ability to use and test the ISE Open/Close Trade Profile End of Day 
offering prior to committing to an annual subscription. Furthermore, 
the Exchange believes that the proposed free trial is not unfairly 
discriminatory because it is available to all similarly-situated market 
participants--members and non-members who have never subscribed to the 
market data offering. Similarly, the removal of the multi-product 
subscription discount is also reasonable and equitable because the ISE 
believes the discount is no longer necessary to encourage multiple 
subscriptions. Further, the Exchange believes that the proposed removal 
of the discount is not unfairly discriminatory because it applies to 
all members and non-members who are subscribers to the feeds.

B. Self-Regulatory Organization's Statement on Burden on Competition

    In accordance with Section 6(b)(8) of the Act,\7\ the Exchange does 
not believe that the proposed rule change will impose any burden on 
intermarket or intramarket competition that is not necessary or 
appropriate in furtherance of the purposes of the Act. First, the 
proposed free trial does not affect competition because it is designed 
to give potential subscribers the ability to use and test the ISE data 
offering prior to committing to an annual subscription. Next, the 
removal of the multi-product, market data discount reflects the intense 
competition among exchanges and the cost of producing market data as 
further described below.
---------------------------------------------------------------------------

    \7\ 15 U.S.C. 78f(b)(8).
---------------------------------------------------------------------------

    Notwithstanding its determination that the Commission may rely upon 
competition to establish fair and equitably allocated fees for market 
data, the NetCoaltion [sic] court found that the Commission had not, in 
that case, compiled a record that adequately supported its conclusion 
that the market for the data at issue in the case was competitive. The 
Exchange believes that a record may readily be established to 
demonstrate the competitive nature of the market in question.
    For the reasons discussed above, the Exchange believes that the 
Dodd-Frank Act amendments to Section 19 materially alter the scope of 
the Commission's review of future market data filings, by creating a 
presumption that all fees may take effect immediately, without prior 
analysis by the Commission of the competitive environment. Even in the 
absence of this important statutory change, however, the Exchange 
believes that a record may readily be established to demonstrate the 
competitive nature of the market in question.
    There is intense competition between exchanges that provide 
transaction execution and routing services and proprietary data 
products. Transaction execution and proprietary data products are 
complementary in that market data is both an input and a byproduct of 
the execution service. In fact, market data and trade execution are a 
paradigmatic example of joint products with joint costs. The decision 
whether and on which exchange to post an order will depend on the 
attributes of the exchange where the order can be posted, including the 
execution fees, data quality and price and distribution of its data 
products. Without the prospect of a taking order seeing and reacting to 
a posted order on a particular exchange, the posting of the order would 
accomplish little. Without trade executions, exchange data products 
cannot exist. Data products are valuable to many end users only insofar 
as they provide information that end users expect will assist them or 
their customers in making trading decisions.
    The costs of producing market data include not only the costs of 
the data distribution infrastructure, but also the costs of designing, 
maintaining, and operating the exchange's transaction execution 
platform and the cost of regulating the exchange to ensure its fair 
operation and maintain investor confidence. The total return that an 
exchange earns reflects the revenues it receives from both products and 
the joint costs it incurs. Moreover, an exchange's customers view the 
costs of transaction executions and of data as a unified cost of doing 
business with the exchange. A broker-dealer will direct orders to a 
particular exchange only if the expected revenues from executing trades 
on the exchange exceed net transaction execution costs and the cost of 
data that the broker-dealer chooses to buy to support its trading 
decisions (or those of its customers). The choice of data products is, 
in turn, a product of the value of the products in making profitable 
trading decisions. If the cost of the product exceeds its expected

[[Page 74183]]

value, the broker-dealer will choose not to buy it.
    Moreover, as a broker-dealer chooses to direct fewer orders to a 
particular exchange, the value of the product to that broker-dealer 
decreases, for two reasons. First, the product will contain less 
information, because executions of the broker-dealer's orders will not 
be reflected in it. Second, and perhaps more important, the product 
will be less valuable to that broker-dealer because it does not provide 
information about the venue to which it is directing its orders. Data 
from the competing venue to which the broker-dealer is directing orders 
will become correspondingly more valuable. Thus, a super-competitive 
increase in the fees charged for either transactions or data has the 
potential to impair revenues from both products. ``No one disputes that 
competition for order flow is `fierce'.'' \8\ However, the existence of 
fierce competition for order flow implies a high degree of price 
sensitivity on the part of broker-dealers with order flow, since they 
may readily reduce costs by directing orders toward the lowest-cost 
trading venues. A broker-dealer that shifted its order flow from one 
platform to another in response to order execution price differentials 
would both reduce the value of that platform's market data and reduce 
its own need to consume data from the disfavored platform. Similarly, 
if a platform increases its market data fees, the change will affect 
the overall cost of doing business with the platform, and affected 
broker-dealers will assess whether they can lower their trading costs 
by directing orders elsewhere and thereby lessening the need for the 
more expensive data.
---------------------------------------------------------------------------

    \8\ NetCoalition, at 24.
---------------------------------------------------------------------------

    Analyzing the cost of market data distribution in isolation from 
the cost of all of the inputs supporting the creation of market data 
will inevitably underestimate the cost of the data. Thus, because it is 
impossible to create data without a fast, technologically robust, and 
well-regulated execution system, system costs and regulatory costs 
affect the price of market data. It would be equally misleading, 
however, to attribute all of the exchange's costs to the market data 
portion of an exchange's joint product. Rather, all of the exchange's 
costs are incurred for the unified purposes of attracting order flow, 
executing and/or routing orders, and generating and selling data about 
market activity. The total return that an exchange earns reflects the 
revenues it receives from the joint products and the total costs of the 
joint products.
    Competition among exchanges can be expected to constrain the 
aggregate return each exchange earns from the sale of its joint 
products, but different exchanges may choose from a range of possible, 
and equally reasonable, pricing strategies as the means of recovering 
total costs. For example, some exchanges may choose to pay rebates to 
attract orders, charge relatively low prices for market information (or 
provide information free of charge) and charge relatively high prices 
for accessing posted liquidity. Other exchanges may choose a strategy 
of paying lower rebates (or no rebates) to attract orders, setting 
relatively high prices for market information, and setting relatively 
low prices for accessing posted liquidity. In this environment, there 
is no economic basis for regulating maximum prices for one of the joint 
products in an industry in which suppliers face competitive constraints 
with regard to the joint offering.
    The market for market data products is competitive and inherently 
contestable because there is fierce competition for the inputs 
necessary to the creation of proprietary data and strict pricing 
discipline for the proprietary products themselves. Numerous exchanges 
compete with each other for listings, trades, and market data itself, 
providing virtually limitless opportunities for entrepreneurs who wish 
to produce and distribute their own market data. This proprietary data 
is produced by each individual exchange.
    Market data vendors provide another form of price discipline for 
proprietary data products because they control the primary means of 
access to end users. Vendors impose price restraints based upon their 
business models. For example, vendors such as Bloomberg and Reuters 
that assess a surcharge on data they sell may refuse to offer 
proprietary products that end users will not purchase in sufficient 
numbers. Internet portals, such as Google, impose a discipline by 
providing only data that will enable them to attract ``eyeballs'' that 
contribute to their advertising revenue. Retail broker-dealers, such as 
Schwab and Fidelity, offer their customers proprietary data only if it 
promotes trading and generates sufficient commission revenue. Although 
the business models may differ, these vendors' pricing discipline is 
the same: they can simply refuse to purchase any proprietary data 
product that fails to provide sufficient value. The Exchange and other 
producers of proprietary data products must understand and respond to 
these varying business models and pricing disciplines in order to 
market proprietary data products successfully.

C. Self-Regulatory Organization's Statement on Comments on the Proposed 
Rule Change Received From Members, Participants, or Others

    The Exchange has not solicited, and does not intend to solicit, 
comments on this proposed rule change. The Exchange has not received 
any unsolicited written comments from members or other interested 
parties.

III. Date of Effectiveness of the Proposed Rule Change and Timing for 
Commission Action

    The foregoing rule change has become effective pursuant to Section 
19(b)(3)(A)(ii) of the Act,\9\ and subparagraph (f)(2) of Rule 19b-4 
thereunder,\10\ because it establishes a due, fee, or other charge 
imposed by ISE.
---------------------------------------------------------------------------

    \9\ 15 U.S.C. 78s(b)(3)(A)(ii).
    \10\ 17 CFR 240.19b-4(f)(2).
---------------------------------------------------------------------------

    At any time within 60 days of the filing of such proposed rule 
change, the Commission summarily may temporarily suspend such rule 
change if it appears to the Commission that such action is necessary or 
appropriate in the public interest, for the protection of investors, or 
otherwise in furtherance of the purposes of the Act. If the Commission 
takes such action, the Commission shall institute proceedings to 
determine whether the proposed rule should be approved or disapproved.

IV. Solicitation of Comments

    Interested persons are invited to submit written data, views, and 
arguments concerning the foregoing, including whether the proposed rule 
change is consistent with the Act. Comments may be submitted by any of 
the following methods:

Electronic Comments

     Use the Commission's Internet comment form (http://www.sec.gov/rules/sro.shtml); or
     Send an email to [email protected]. Please include 
File Number SR-ISE-2015-40 on the subject line.

Paper Comments

     Send paper comments in triplicate to Brent J. Fields, 
Secretary, Securities and Exchange Commission, 100 F Street NE., 
Washington, DC 20549-1090.

All submissions should refer to File Number SR-ISE-2015-40. This file 
number should be included on the subject line if email is used. To help 
the Commission process and review your

[[Page 74184]]

comments more efficiently, please use only one method. The Commission 
will post all comments on the Commission's Internet Web site (http://www.sec.gov/rules/sro.shtml). Copies of the submission, all subsequent 
amendments, all written statements with respect to the proposed rule 
change that are filed with the Commission, and all written 
communications relating to the proposed rule change between the 
Commission and any person, other than those that may be withheld from 
the public in accordance with the provisions of 5 U.S.C. 552, will be 
available for Web site viewing and printing in the Commission's Public 
Reference Room, 100 F Street NE., Washington, DC 20549 on official 
business days between the hours of 10:00 a.m. and 3:00 p.m. Copies of 
such filing also will be available for inspection and copying at the 
principal office of the Exchange. All comments received will be posted 
without change; the Commission does not edit personal identifying 
information from submissions. You should submit only information that 
you wish to make available publicly. All submissions should refer to 
File Number SR-ISE-2015-40, and should be submitted on or before 
December 18, 2015.

    For the Commission, by the Division of Trading and Markets, 
pursuant to delegated authority.\11\
---------------------------------------------------------------------------

    \11\ 17 CFR 200.30-3(a)(12).
---------------------------------------------------------------------------

Robert W. Errett,
Deputy Secretary.
[FR Doc. 2015-30090 Filed 11-25-15; 8:45 am]
 BILLING CODE 8011-01-P



                                                                                  Federal Register / Vol. 80, No. 228 / Friday, November 27, 2015 / Notices                                           74181

                                                  Internet portals, such as Google, impose                   Electronic Comments                                    SECURITIES AND EXCHANGE
                                                  a discipline by providing only data that                                                                          COMMISSION
                                                  will enable them to attract ‘‘eyeballs’’                     • Use the Commission’s Internet
                                                                                                             comment form (http://www.sec.gov/                      [Release No. 34–76501; File No. SR–ISE–
                                                  that contribute to their advertising                                                                              2015–40]
                                                  revenue. Retail broker-dealers, such as                    rules/sro.shtml); or
                                                  Schwab and Fidelity, offer their                             • Send an email to rule-comments@                    Self-Regulatory Organizations;
                                                  customers proprietary data only if it                      sec.gov. Please include File Number SR–                International Securities Exchange,
                                                  promotes trading and generates                             ISEGemini–2015–26 on the subject line.                 LLC; Notice of Filing and Immediate
                                                  sufficient commission revenue.                                                                                    Effectiveness of Proposed Rule
                                                  Although the business models may                           Paper Comments                                         Change To Amend the Schedule of
                                                  differ, these vendors’ pricing discipline                                                                         Fees
                                                                                                               • Send paper comments in triplicate
                                                  is the same: they can simply refuse to
                                                                                                             to Brent J. Fields, Secretary, Securities              November 20, 2015.
                                                  purchase any proprietary data product
                                                  that fails to provide sufficient value.                    and Exchange Commission, 100 F Street                     Pursuant to Section 19(b)(1) of the
                                                  The Exchange and other producers of                        NE., Washington, DC 20549–1090.                        Securities Exchange Act of 1934 (the
                                                  proprietary data products must                             All submissions should refer to File                   ‘‘Act’’),1 and Rule 19b–4 thereunder,2
                                                  understand and respond to these                                                                                   notice is hereby given that on November
                                                                                                             Number SR–ISEGemini–2015–26. This
                                                  varying business models and pricing                                                                               6, 2015, the International Securities
                                                                                                             file number should be included on the
                                                  disciplines in order to market                                                                                    Exchange, LLC (the ‘‘Exchange’’ or
                                                                                                             subject line if email is used. To help the             ‘‘ISE’’) filed with the Securities and
                                                  proprietary data products successfully.                    Commission process and review your                     Exchange Commission (‘‘Commission’’)
                                                  C. Self-Regulatory Organization’s                          comments more efficiently, please use                  the proposed rule change, as described
                                                  Statement on Comments on the                               only one method. The Commission will                   in Items I, II, and III below, which Items
                                                  Proposed Rule Change Received From                         post all comments on the Commission’s                  have been prepared by the self-
                                                  Members, Participants, or Others                           Internet Web site (http://www.sec.gov/                 regulatory organization. The
                                                                                                             rules/sro.shtml). Copies of the                        Commission is publishing this notice to
                                                    The Exchange has not solicited, and                      submission, all subsequent                             solicit comments on the proposed rule
                                                  does not intend to solicit, comments on                    amendments, all written statements                     change from interested persons.
                                                  this proposed rule change. The                             with respect to the proposed rule
                                                  Exchange has not received any                                                                                     I. Self-Regulatory Organization’s
                                                                                                             change that are filed with the                         Statement of the Terms of Substance of
                                                  unsolicited written comments from                          Commission, and all written
                                                  members or other interested parties.                                                                              the Proposed Rule Change
                                                                                                             communications relating to the
                                                                                                             proposed rule change between the                          ISE proposes to amend the Schedule
                                                  III. Date of Effectiveness of the
                                                                                                                                                                    of Fees as described in more detail
                                                  Proposed Rule Change and Timing for                        Commission and any person, other than
                                                                                                                                                                    below. The text of the proposed rule
                                                  Commission Action                                          those that may be withheld from the
                                                                                                                                                                    change is available on the Exchange’s
                                                                                                             public in accordance with the                          Internet Web site at http://www.ise.com,
                                                     The foregoing rule change has become                    provisions of 5 U.S.C. 552, will be
                                                  effective pursuant to Section                                                                                     at the principal office of the Exchange,
                                                                                                             available for Web site viewing and                     and at the Commission’s Public
                                                  19(b)(3)(A)(ii) of the Act,9 and                           printing in the Commission’s Public
                                                  subparagraph (f)(2) of Rule 19b–4                                                                                 Reference Room.
                                                                                                             Reference Room, 100 F Street NE.,
                                                  thereunder,10 because it establishes a                                                                            II. Self-Regulatory Organization’s
                                                                                                             Washington, DC 20549 on official
                                                  due, fee, or other charge imposed by ISE                                                                          Statement of the Purpose of, and
                                                  Gemini.                                                    business days between the hours of
                                                                                                             10:00 a.m. and 3:00 p.m. Copies of such                Statutory Basis for, the Proposed Rule
                                                     At any time within 60 days of the                                                                              Change
                                                                                                             filing also will be available for
                                                  filing of such proposed rule change, the                   inspection and copying at the principal                   In its filing with the Commission, the
                                                  Commission summarily may                                   office of the Exchange. All comments                   Exchange included statements
                                                  temporarily suspend such rule change if                    received will be posted without change;                concerning the purpose of, and basis for,
                                                  it appears to the Commission that such                                                                            the proposed rule change and discussed
                                                                                                             the Commission does not edit personal
                                                  action is necessary or appropriate in the                                                                         any comments it received on the
                                                                                                             identifying information from
                                                  public interest, for the protection of                                                                            proposed rule change. The text of these
                                                  investors, or otherwise in furtherance of                  submissions. You should submit only
                                                                                                             information that you wish to make                      statements may be examined at the
                                                  the purposes of the Act. If the                                                                                   places specified in Item IV below. The
                                                  Commission takes such action, the                          available publicly. All submissions
                                                                                                                                                                    self-regulatory organization has
                                                  Commission shall institute proceedings                     should refer to File Number SR–
                                                                                                                                                                    prepared summaries, set forth in
                                                  to determine whether the proposed rule                     ISEGemini–2015–26, and should be                       Sections A, B and C below, of the most
                                                  should be approved or disapproved.                         submitted on or before December 18,                    significant aspects of such statements.
                                                                                                             2015.
                                                  IV. Solicitation of Comments                                                                                      A. Self-Regulatory Organization’s
                                                                                                               For the Commission, by the Division of
                                                                                                                                                                    Statement of the Purpose of, and
                                                    Interested persons are invited to                        Trading and Markets, pursuant to delegated
                                                                                                                                                                    Statutory Basis for, the Proposed Rule
                                                  submit written data, views, and                            authority.11
                                                                                                                                                                    Change
mstockstill on DSK4VPTVN1PROD with NOTICES




                                                  arguments concerning the foregoing,                        Robert W. Errett,
                                                  including whether the proposed rule                        Deputy Secretary.                                      1. Purpose
                                                  change is consistent with the Act.                         [FR Doc. 2015–30089 Filed 11–25–15; 8:45 am]              The purpose of the proposed rule
                                                  Comments may be submitted by any of                                                                               change is to amend the Schedule of Fees
                                                                                                             BILLING CODE 8011–01–P
                                                  the following methods:                                                                                            to offer a one (1) month free trial of the
                                                    9 15   U.S.C. 78s(b)(3)(A)(ii).                                                                                   1 15   U.S.C. 78s(b)(1).
                                                    10 17   CFR 240.19b–4(f)(2).                               11 17   CFR 200.30–3(a)(12).                           2 17   CFR 240.19b–4.



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                                                  74182                       Federal Register / Vol. 80, No. 228 / Friday, November 27, 2015 / Notices

                                                  ISE Open/Close Trade Profile End of                      the provisions of Section 6 of the Act,5                 For the reasons discussed above, the
                                                  Day market data offering to all members                  in general, and Section 6(b)(4) of the                Exchange believes that the Dodd-Frank
                                                  and non-members who have never                           Act,6 in particular, in that it is designed           Act amendments to Section 19
                                                  before subscribed to the offering and to                 to provide for the equitable allocation of            materially alter the scope of the
                                                  remove the discounts offered to                          reasonable dues, fees, and other charges              Commission’s review of future market
                                                  subscribers of multiple market data                      among its members and other persons                   data filings, by creating a presumption
                                                  feeds.                                                   using its facilities.                                 that all fees may take effect
                                                                                                              In particular, the Exchange believes               immediately, without prior analysis by
                                                  ISE Open/Close Trade Profile                                                                                   the Commission of the competitive
                                                                                                           the proposed free trial is reasonable and
                                                     ISE currently sells a market data                     equitable because it gives potential                  environment. Even in the absence of
                                                  offering comprised of the entire opening                 subscribers the ability to use and test               this important statutory change,
                                                  and closing trade data of ISE listed                     the ISE Open/Close Trade Profile End of               however, the Exchange believes that a
                                                  options of both customers and firms,                     Day offering prior to committing to an                record may readily be established to
                                                  referred to by the Exchange as the ISE                   annual subscription. Furthermore, the                 demonstrate the competitive nature of
                                                  Open/Close Trade Profile. The ISE                        Exchange believes that the proposed                   the market in question.
                                                  Open/Close Trade Profile offering is                     free trial is not unfairly discriminatory                There is intense competition between
                                                  subdivided by origin code (i.e.,                         because it is available to all similarly-             exchanges that provide transaction
                                                  customer or firm) and the customer data                  situated market participants—members                  execution and routing services and
                                                  is then further subdivided by order size.                and non-members who have never                        proprietary data products. Transaction
                                                  The volume data is summarized by day                     subscribed to the market data offering.               execution and proprietary data products
                                                  and series (i.e., symbol, expiration date,               Similarly, the removal of the multi-                  are complementary in that market data
                                                  strike price, call or put). The ISE Open/                product subscription discount is also                 is both an input and a byproduct of the
                                                  Close Trade Profile enables subscribers                  reasonable and equitable because the                  execution service. In fact, market data
                                                  to create their own proprietary put/call                 ISE believes the discount is no longer                and trade execution are a paradigmatic
                                                  calculations. The data is compiled and                                                                         example of joint products with joint
                                                                                                           necessary to encourage multiple
                                                  formatted by ISE as an end of day file                                                                         costs. The decision whether and on
                                                                                                           subscriptions. Further, the Exchange
                                                  (‘‘ISE Open/Close Trade Profile End of                                                                         which exchange to post an order will
                                                                                                           believes that the proposed removal of
                                                  Day’’). This market data offering is                                                                           depend on the attributes of the exchange
                                                                                                           the discount is not unfairly
                                                  currently available to both members and                                                                        where the order can be posted,
                                                                                                           discriminatory because it applies to all
                                                  non-members on an annual subscription                                                                          including the execution fees, data
                                                                                                           members and non-members who are
                                                  basis. The current subscription rate for                                                                       quality and price and distribution of its
                                                                                                           subscribers to the feeds.
                                                  both members and non-members is $750                                                                           data products. Without the prospect of
                                                  per month with an annual subscription.                   B. Self-Regulatory Organization’s                     a taking order seeing and reacting to a
                                                                                                           Statement on Burden on Competition                    posted order on a particular exchange,
                                                     The Exchange now proposes to amend                                                                          the posting of the order would
                                                  its Schedule of Fees to offer a one (1)                     In accordance with Section 6(b)(8) of              accomplish little. Without trade
                                                  month free trial of the ISE Open/Close                   the Act,7 the Exchange does not believe               executions, exchange data products
                                                  Trade Profile End of Day market data                     that the proposed rule change will                    cannot exist. Data products are valuable
                                                  offering to all members and non-                         impose any burden on intermarket or                   to many end users only insofar as they
                                                  members that have never before                           intramarket competition that is not                   provide information that end users
                                                  subscribed to the offering. This will give               necessary or appropriate in furtherance               expect will assist them or their
                                                  potential subscribers the ability to use                 of the purposes of the Act. First, the                customers in making trading decisions.
                                                  and test the data offering before signing                proposed free trial does not affect                      The costs of producing market data
                                                  up for an annual subscription.                           competition because it is designed to                 include not only the costs of the data
                                                                                                           give potential subscribers the ability to             distribution infrastructure, but also the
                                                  Multi-Fee Discount
                                                                                                           use and test the ISE data offering prior              costs of designing, maintaining, and
                                                    The Exchange currently offers five                     to committing to an annual                            operating the exchange’s transaction
                                                  real-time market data feed offerings.3 In                subscription. Next, the removal of the                execution platform and the cost of
                                                  order to encourage subscriptions to                      multi-product, market data discount                   regulating the exchange to ensure its fair
                                                  multiple market data feeds, ISE adopted                  reflects the intense competition among                operation and maintain investor
                                                  a multi-product subscription discount,                   exchanges and the cost of producing                   confidence. The total return that an
                                                  which offers a ten percent (10%)                         market data as further described below.               exchange earns reflects the revenues it
                                                  discount for subscribers who subscribe                      Notwithstanding its determination                  receives from both products and the
                                                  to two feeds and twenty percent (20%)                    that the Commission may rely upon                     joint costs it incurs. Moreover, an
                                                  discount for subscribers who subscribe                   competition to establish fair and                     exchange’s customers view the costs of
                                                  to three feeds.4 The Exchange now                        equitably allocated fees for market data,             transaction executions and of data as a
                                                  proposes to remove the discounts for                     the NetCoaltion [sic] court found that                unified cost of doing business with the
                                                  subscribers of multiple feeds.                           the Commission had not, in that case,                 exchange. A broker-dealer will direct
                                                  2. Statutory Basis                                       compiled a record that adequately                     orders to a particular exchange only if
                                                                                                           supported its conclusion that the market              the expected revenues from executing
                                                    The Exchange believes that the                         for the data at issue in the case was                 trades on the exchange exceed net
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                                                  proposed rule change is consistent with                  competitive. The Exchange believes that               transaction execution costs and the cost
                                                                                                           a record may readily be established to                of data that the broker-dealer chooses to
                                                    3 The market data feeds are: Real-time Depth of        demonstrate the competitive nature of                 buy to support its trading decisions (or
                                                  Market Raw Data Feed, ISE Order Feed, ISE Top            the market in question.                               those of its customers). The choice of
                                                  Quote Feed, ISE Spread Feed, and ISE Implied                                                                   data products is, in turn, a product of
                                                  Volatility and Greeks Feed.
                                                    4 See Securities Exchange Act Release No. 34–            5 15 U.S.C. 78f.                                    the value of the products in making
                                                  65002 (August 1, 2011), 76 FR 47630 (August 5,             6 15 U.S.C. 78f(b)(4).                              profitable trading decisions. If the cost
                                                  2011) (SR–ISE–2011–50).                                    7 15 U.S.C. 78f(b)(8).                              of the product exceeds its expected


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                                                                                Federal Register / Vol. 80, No. 228 / Friday, November 27, 2015 / Notices                                             74183

                                                  value, the broker-dealer will choose not                     Competition among exchanges can be                 varying business models and pricing
                                                  to buy it.                                                expected to constrain the aggregate                   disciplines in order to market
                                                     Moreover, as a broker-dealer chooses                   return each exchange earns from the                   proprietary data products successfully.
                                                  to direct fewer orders to a particular                    sale of its joint products, but different
                                                  exchange, the value of the product to                                                                           C. Self-Regulatory Organization’s
                                                                                                            exchanges may choose from a range of
                                                  that broker-dealer decreases, for two                                                                           Statement on Comments on the
                                                                                                            possible, and equally reasonable,
                                                  reasons. First, the product will contain                  pricing strategies as the means of                    Proposed Rule Change Received From
                                                  less information, because executions of                   recovering total costs. For example,                  Members, Participants, or Others
                                                  the broker-dealer’s orders will not be                    some exchanges may choose to pay                        The Exchange has not solicited, and
                                                  reflected in it. Second, and perhaps                      rebates to attract orders, charge                     does not intend to solicit, comments on
                                                  more important, the product will be less                  relatively low prices for market                      this proposed rule change. The
                                                  valuable to that broker-dealer because it                 information (or provide information free              Exchange has not received any
                                                  does not provide information about the                    of charge) and charge relatively high                 unsolicited written comments from
                                                  venue to which it is directing its orders.                prices for accessing posted liquidity.                members or other interested parties.
                                                  Data from the competing venue to                          Other exchanges may choose a strategy
                                                  which the broker-dealer is directing                                                                            III. Date of Effectiveness of the
                                                                                                            of paying lower rebates (or no rebates)
                                                  orders will become correspondingly                                                                              Proposed Rule Change and Timing for
                                                                                                            to attract orders, setting relatively high
                                                  more valuable. Thus, a super-                                                                                   Commission Action
                                                                                                            prices for market information, and
                                                  competitive increase in the fees charged                  setting relatively low prices for                        The foregoing rule change has become
                                                  for either transactions or data has the                   accessing posted liquidity. In this                   effective pursuant to Section
                                                  potential to impair revenues from both                    environment, there is no economic basis               19(b)(3)(A)(ii) of the Act,9 and
                                                  products. ‘‘No one disputes that                          for regulating maximum prices for one                 subparagraph (f)(2) of Rule 19b–4
                                                  competition for order flow is ‘fierce’.’’ 8               of the joint products in an industry in               thereunder,10 because it establishes a
                                                  However, the existence of fierce                          which suppliers face competitive                      due, fee, or other charge imposed by
                                                  competition for order flow implies a                      constraints with regard to the joint                  ISE.
                                                  high degree of price sensitivity on the                   offering.                                                At any time within 60 days of the
                                                  part of broker-dealers with order flow,                      The market for market data products                filing of such proposed rule change, the
                                                  since they may readily reduce costs by                    is competitive and inherently                         Commission summarily may
                                                  directing orders toward the lowest-cost                   contestable because there is fierce                   temporarily suspend such rule change if
                                                  trading venues. A broker-dealer that                      competition for the inputs necessary to               it appears to the Commission that such
                                                  shifted its order flow from one platform                  the creation of proprietary data and                  action is necessary or appropriate in the
                                                  to another in response to order                           strict pricing discipline for the                     public interest, for the protection of
                                                  execution price differentials would both                  proprietary products themselves.                      investors, or otherwise in furtherance of
                                                  reduce the value of that platform’s                       Numerous exchanges compete with                       the purposes of the Act. If the
                                                  market data and reduce its own need to                    each other for listings, trades, and                  Commission takes such action, the
                                                  consume data from the disfavored                          market data itself, providing virtually               Commission shall institute proceedings
                                                  platform. Similarly, if a platform                        limitless opportunities for entrepreneurs             to determine whether the proposed rule
                                                  increases its market data fees, the                       who wish to produce and distribute                    should be approved or disapproved.
                                                  change will affect the overall cost of                    their own market data. This proprietary
                                                  doing business with the platform, and                     data is produced by each individual                   IV. Solicitation of Comments
                                                  affected broker-dealers will assess                       exchange.                                               Interested persons are invited to
                                                  whether they can lower their trading                         Market data vendors provide another                submit written data, views, and
                                                  costs by directing orders elsewhere and                   form of price discipline for proprietary              arguments concerning the foregoing,
                                                  thereby lessening the need for the more                   data products because they control the                including whether the proposed rule
                                                  expensive data.                                           primary means of access to end users.                 change is consistent with the Act.
                                                     Analyzing the cost of market data                      Vendors impose price restraints based                 Comments may be submitted by any of
                                                  distribution in isolation from the cost of                upon their business models. For                       the following methods:
                                                  all of the inputs supporting the creation                 example, vendors such as Bloomberg
                                                  of market data will inevitably                            and Reuters that assess a surcharge on                Electronic Comments
                                                  underestimate the cost of the data. Thus,                 data they sell may refuse to offer                      • Use the Commission’s Internet
                                                  because it is impossible to create data                   proprietary products that end users will              comment form (http://www.sec.gov/
                                                  without a fast, technologically robust,                   not purchase in sufficient numbers.                   rules/sro.shtml); or
                                                  and well-regulated execution system,                      Internet portals, such as Google, impose                • Send an email to rule-comments@
                                                  system costs and regulatory costs affect                  a discipline by providing only data that              sec.gov. Please include File Number SR–
                                                  the price of market data. It would be                     will enable them to attract ‘‘eyeballs’’              ISE–2015–40 on the subject line.
                                                  equally misleading, however, to                           that contribute to their advertising
                                                                                                                                                                  Paper Comments
                                                  attribute all of the exchange’s costs to                  revenue. Retail broker-dealers, such as
                                                  the market data portion of an exchange’s                  Schwab and Fidelity, offer their                        • Send paper comments in triplicate
                                                  joint product. Rather, all of the                         customers proprietary data only if it                 to Brent J. Fields, Secretary, Securities
                                                  exchange’s costs are incurred for the                     promotes trading and generates                        and Exchange Commission, 100 F Street
                                                  unified purposes of attracting order                      sufficient commission revenue.                        NE., Washington, DC 20549–1090.
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                                                  flow, executing and/or routing orders,                    Although the business models may                      All submissions should refer to File
                                                  and generating and selling data about                     differ, these vendors’ pricing discipline             Number SR–ISE–2015–40. This file
                                                  market activity. The total return that an                 is the same: they can simply refuse to                number should be included on the
                                                  exchange earns reflects the revenues it                   purchase any proprietary data product                 subject line if email is used. To help the
                                                  receives from the joint products and the                  that fails to provide sufficient value.               Commission process and review your
                                                  total costs of the joint products.                        The Exchange and other producers of
                                                                                                            proprietary data products must                          9   15 U.S.C. 78s(b)(3)(A)(ii).
                                                    8   NetCoalition, at 24.                                understand and respond to these                         10   17 CFR 240.19b–4(f)(2).



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                                                  74184                       Federal Register / Vol. 80, No. 228 / Friday, November 27, 2015 / Notices

                                                  comments more efficiently, please use                   prepared by the Exchange. The                         of the Act 3 in general, and furthers the
                                                  only one method. The Commission will                    Commission is publishing this notice to               objectives of Section 6(b)(5) of the Act 4
                                                  post all comments on the Commission’s                   solicit comments on the proposed rule                 in particular, in that it is designed to
                                                  Internet Web site (http://www.sec.gov/                  change from interested persons.                       promote just and equitable principles of
                                                  rules/sro.shtml). Copies of the                                                                               trade, to remove impediments to and
                                                                                                          I. Self-Regulatory Organization’s
                                                  submission, all subsequent                                                                                    perfect the mechanism of a free and
                                                  amendments, all written statements                      Statement of the Terms of Substance of
                                                                                                                                                                open market and a national market
                                                  with respect to the proposed rule                       the Proposed Rule Change
                                                                                                                                                                system, and, in general to protect
                                                  change that are filed with the                             The Exchange proposes to amend BX                  investors and the public interest, by
                                                  Commission, and all written                             Rules at Chapter VI, Section 9, entitled              correcting citation errors within the BX
                                                  communications relating to the                          ‘‘Price Improvement Auction                           Rulebook.
                                                  proposed rule change between the                        (‘‘PRISM’’),’’ to correct two cross-                     The Exchange’s proposal to correct
                                                  Commission and any person, other than                   references to BX Rules. The text of the               the citations will serve to avoid
                                                  those that may be withheld from the                     proposed rule change is available on the              confusion as to the correct algorithm.
                                                  public in accordance with the                           Exchange’s Web site at http://                        The proposed changes are non-
                                                  provisions of 5 U.S.C. 552, will be                     nasdaqomxbx.cchwallstreet.com, at the                 substantive rule changes.
                                                  available for Web site viewing and                      principal office of the Exchange, and at
                                                  printing in the Commission’s Public                     the Commission’s Public Reference                     B. Self-Regulatory Organization’s
                                                  Reference Room, 100 F Street NE.,                       Room.                                                 Statement on Burden on Competition
                                                  Washington, DC 20549 on official                                                                                BX does not believe that the proposed
                                                  business days between the hours of                      II. Self-Regulatory Organization’s
                                                                                                          Statement of the Purpose of, and                      rule change will impose any burden on
                                                  10:00 a.m. and 3:00 p.m. Copies of such                                                                       competition that is not necessary or
                                                  filing also will be available for                       Statutory Basis for, the Proposed Rule
                                                                                                          Change                                                appropriate in furtherance of the
                                                  inspection and copying at the principal                                                                       purposes of the Act. The proposed
                                                  office of the Exchange. All comments                      In its filing with the Commission, the              changes do not impose any burden on
                                                  received will be posted without change;                 Exchange included statements                          competition, rather, the non-substantive
                                                  the Commission does not edit personal                   concerning the purpose of and basis for               rule changes correct incorrect references
                                                  identifying information from                            the proposed rule change and discussed                within the Rulebook. As a result, there
                                                  submissions. You should submit only                     any comments it received on the                       will be no substantive changes to the
                                                  information that you wish to make                       proposed rule change. The text of these               Exchange’s operations or its rules.
                                                  available publicly. All submissions                     statements may be examined at the
                                                  should refer to File Number SR–ISE–                     places specified in Item IV below. The                C. Self-Regulatory Organization’s
                                                  2015–40, and should be submitted on or                  Exchange has prepared summaries, set                  Statement on Comments on the
                                                  before December 18, 2015.                               forth in sections A, B, and C below, of               Proposed Rule Change Received From
                                                    For the Commission, by the Division of                the most significant aspects of such                  Members, Participants, or Others
                                                  Trading and Markets, pursuant to delegated              statements.                                             No written comments were either
                                                  authority.11                                                                                                  solicited or received.
                                                                                                          A. Self-Regulatory Organization’s
                                                  Robert W. Errett,
                                                                                                          Statement of the Purpose of, and the                  III. Date of Effectiveness of the
                                                  Deputy Secretary.
                                                                                                          Statutory Basis for, the Proposed Rule                Proposed Rule Change and Timing for
                                                  [FR Doc. 2015–30090 Filed 11–25–15; 8:45 am]            Change                                                Commission Action
                                                  BILLING CODE 8011–01–P
                                                                                                          1. Purpose                                               The Exchange has filed the proposed
                                                                                                             The Exchange proposes to amend BX                  rule change pursuant to Section
                                                  SECURITIES AND EXCHANGE                                 Rules at Chapter VI, Section 9, entitled              19(b)(3)(A)(iii) of the Act 5 and Rule
                                                  COMMISSION                                              ‘‘Price Improvement Auction                           19b–4(f)(6) thereunder.6 Because the
                                                  [Release No. 34–76487; File No. SR–BX–                  (‘‘PRISM’’)’’ to correct two cross-                   proposed rule change does not: (i)
                                                  2015–068]                                               references to BX Rules. Specifically, the             Significantly affect the protection of
                                                                                                          Exchange cited to its Size Pro-Rata                   investors or the public interest; (ii)
                                                  Self-Regulatory Organizations;                          allocation algorithm in the BX PRISM                  impose any significant burden on
                                                  NASDAQ OMX BX, Inc.; Notice of Filing                   Rule at Chapter VI, Section 9(ii)(E). The             competition; and (iii) become operative
                                                  and Immediate Effectiveness of                          cite was to Chapter VI, Section                       prior to 30 days from the date on which
                                                  Proposed Rule Change Relating to BX                     10(1)(C)(1)(a) when it should have cited              it was filed, or such shorter time as the
                                                  PRISM                                                   to Section 10(1)(C)(2). Further, the                  Commission may designate, if
                                                                                                          Exchange cited to its Price/Time                      consistent with the protection of
                                                  November 20, 2015.
                                                                                                          allocation algorithm in the BX PRISM                  investors and the public interest, the
                                                     Pursuant to Section 19(b)(1) of the
                                                                                                          Rule at Chapter VI, Section 9(ii)(F). The             proposed rule change has become
                                                  Securities Exchange Act of 1934
                                                                                                          cite was to Chapter VI, Section                       effective pursuant to Section 19(b)(3)(A)
                                                  (‘‘Act’’),1 and Rule 19b–4 thereunder,2
                                                  notice is hereby given that on November                 10(1)(C)(2)(1) when it should have cited
                                                  9, 2015, NASDAQ OMX BX, Inc. (‘‘BX’’                    to Section 10(1)(C)(1). These                           3 15  U.S.C. 78f(b).
                                                                                                                                                                  4 15  U.S.C. 78f(b)(5).
                                                  or the ‘‘Exchange’’) filed with the                     clarifications to the BX PRISM rule will
                                                                                                                                                                   5 15 U.S.C. 78s(b)(3)(A)(iii).
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                                                  Securities and Exchange Commission                      update the Rulebook and help avoid                       6 17 CFR 240.19b–4(f)(6). In addition, Rule 19b–
                                                  (‘‘SEC’’ or ‘‘Commission’’) the proposed                confusion for Participants. The                       4(f)(6)(iii) requires a self-regulatory organization to
                                                  rule change as described in Items I and                 proposed changes are non-substantive                  give the Commission written notice of its intent to
                                                  II below, which Items have been                         rule changes.                                         file the proposed rule change, along with a brief
                                                                                                                                                                description and text of the proposed rule change,
                                                                                                          2. Statutory Basis                                    at least five business days prior to the date of filing
                                                    11 17 CFR 200.30–3(a)(12).                                                                                  of the proposed rule change, or such shorter time
                                                    1 15 U.S.C. 78s(b)(1).                                  The Exchange believes that its                      as designated by the Commission. The Exchange
                                                    2 17 CFR 240.19b–4.                                   proposal is consistent with Section 6(b)              has satisfied this requirement.



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Document Created: 2015-12-14 14:04:56
Document Modified: 2015-12-14 14:04:56
CategoryRegulatory Information
CollectionFederal Register
sudoc ClassAE 2.7:
GS 4.107:
AE 2.106:
PublisherOffice of the Federal Register, National Archives and Records Administration
SectionNotices
FR Citation80 FR 74181 

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