In the MTN world size matters. Since the record-breaking $85 billion Travelers-Citicorp merger in October 1998, Salomon Smith Barney's (SSB's) MTN business has gone from strength to strength. As the Euromarket grows, domestic houses which do not have cross-border access will increasingly lose out to banks with global reach. In the next millennium it is likely that a greater proportion of volume will be handled by a smaller group of investment banks. SSB is the top dealer of MTNs so far this year in terms of non-syndicated trades. According to MTNWeek's back page issuance league table it has done 147 deals amounting to $3.99 billion-worth of deals. Its percentage share of the total is over 13.4 table which includes non-syndicated deals of less than $250 million and excludes SPVs, self led deals, and issues with a term of less than 365 days. In May 1998, before SSB's merger with Nikko Securities, and Citigroup, its share in the market for non-syndicated trades of the same criteria (see MTNWeek back page league tables) was less than a 9 according to MTNWare. Increased distribution has been the key benefit of the merger. Through Nikko, SSB has gained access to important investors in Japan. Its MTN distribution is evenly spread now between Japan and Europe. Peter Jackson, managing director, Euro-MTNs at SSB, says: "We now have massive regional distribution in Japan, much of it to traditional investors to which Salomon Smith Barney as a foreign bank previously had little access. This huge foothold in Japan is something we have over our US competitors." Historically SSB was a strong dealer in yen. Since its merger with Nikko, it has become the number one house, by a significant margin, in terms of volume of yen traded and number of deals. It has done trades totalling $1.8 billion-worth of yen, in 1999, and has more than doubled its share of the total volume to 28.7:This is excluding self-led and financial repackaged deals. SSB's nearest competitor, Nomura Securities, has a 15.7:hare and has done trades totalling $1 billion. The MTN desks of Salomon Smith Barney, Citibank and Nikko have been consolidated but the emphasis is on expansion. The new team has 13 traders in four branches, and a legal team that has doubled to six. The European fixed income sales force at SSB has increased from 60 to 117. The MTN desk is placed within new issues and works closely with debt capital markets, syndicate and derivatives desks. Jackson, at SSB, explains that the fact the three firms had strengths in different areas means no one has been displaced or left without a role to play. Which is perhaps where other mergers have failed. Since much of MTN business is relationship based it is important that issuers are familiar with new set-ups after a merger. Myles Mcbride, Euro-MTN product management, at SSB, says: "There hasn't been any confusion for issuers with our name, since the merger was well publicised. And with it being an additive merger all the same faces are still here." A financial institution the size of SSB has to operate efficiently. The trade-off is that this could be at the expense of personal contact with borrowers. However, Per Akerlind, executive director and treasurer, at Svensk Exportkredit, is not concerned that the expansion of SSB's business will mean less attention is paid to issuers. He says: "That has always been a threat and it is the same with everyone whatever the size of the bank. We will always be competing to get to the pole position with our dealers." The increase in business has brought added pressure. Maintaining relationships with clients was of less concern to SSB before the merger. Jackson, at SSB, says: "Five years ago Salomon Brothers was a selective trading desk. We didn't have the same breadth of relationships and we could choose what we focused on. Now we offer an all-encompassing service and with this comes more responsibility. Its more like a machine now, we have to process things quickly and keep relationships with issuers." Marc Falconer, vice-president Euro-MTN product management at Salomon Smith Barney, says that the MTN desk is under pressure to perform because of links to other business within the bank. He says: "Salomon Smith Barney's Euro-MTN performance is becoming one of the benchmarks by which issuers measure [other] relationships [with us]. Issuers increasingly look to our private placement capability as a way of deciding if they should award new public mandates to us. This is where the prestige is." Citibank has a large global retail presence, with strong relationships in regional areas. This is something that SSB didn't have before the merger and can now exploit. Falconer, at SSB, explains that through Citibank's relationships, SSB is better placed to access these local areas to find new investors. Falconer says: "From a distribution perspective, we'd like to improve in those countries where domestic houses are still very strong, for example, in Scandinavia. We need to penetrate into these domestic areas and compete with the local houses for investor demand." Citigroup can play every card in the pack, including the Euro-CP hand. Citibank ranks second in the Euro-CP dealer-league tables for programmes signed this year, according to CPWare. Including its latest signing, Sonera Group, Citibank has arranged six programmes out of the 20 signed since January 1999, and is a dealer off 18. Colin Withers, head of short-term products, at Citibank, says: "We have filled a gap in the fixed income product offerings of SSB, which had existed since Salomon Smith Barney pulled out of CP in 1987."
July 28, 2000