Method and system to facilitate on-line trading

1. A computer-implemented system to facilitate on-line trading, the system comprising:

a content scanner to scan a web page to detect security symbol information;

a security symbol resolver to determine a security symbol using the detected security symbol information;

a web page manipulator to insert a trading control into the web page to produce a trade-enabled web page, the trading control to access a trading service;

an event detector to detect an event associated with the trading control, the event triggered at a client system;

a session module to responsive to the event associated with the trading control:

determine that a secure session with the trading service has not been established for a user associated with the event associated with the trading control; and

cause presentation of an authentication dialog or the user; and

a trading ticket activator to cause launching of a trading ticket associated with the security symbol information, the trading ticket suitable for initiating a trade from the client system using the trading service.

2. The system of claim 1 , wherein the web page is associated with a provider of a web site, the provider of the web site being distinct from a provider of the trading service.

3. The system of claim 1 , wherein the content scanner, the security symbol resolver, and the web page manipulator are provided at a server system hosting a web site that provides the web page.

4. The system of claim 3 , wherein the web page manipulator is to insert, into the web page, computer code implementing the trading control.

5. The system of claim 1 , wherein the content scanner, the security symbol resolver and the web page manipulator are included in a browser plug-in provided at a client system.

6. The system of claim 5 , wherein the web page manipulator is to visually associate the trading control with the security symbol information on the web page.

7. The system of claim 1 , wherein the trading control includes a trade icon, the trade icon to be displayed on the web page in a manner to associate visually the trading control with the detected security symbol information.

8. The system of claim 1 , comprising a session module to:

determine that a user associated with the event associated with the trading control has an account with the trading service, and

determine that a secure session with the trading service has been established for the user.

9. The system of claim 1 , wherein the security symbol resolver is to:

communicate, to the trading service, a request including the security symbol information; and

receive a resolved security symbol from the trading service.

10. The system of 1 , wherein the security symbol information is a name of a company.

11. The system of claim 1 , wherein the trading ticket activator is to provide a message related to the event associated with the trading control to a custom presentation module associated with the trading service, the custom presentation module to:

determine a publishing service associated with message;

access customized presentation information associated with the publishing service; and

apply the customized presentation information to the trading ticket.

12. The system of claim 11 , wherein the trading service is to provide a notification to the client system regarding an outcome of the initiated trade.

13. The system of claim 1 , wherein the event associated with the trading control comprises a click event.

14. The system of claim 1 , comprising a customization module to:

determine a network location of the trading service;

associated the trading control with the network location of the trading service;

selecting a logo associated with the trading service; and

including the logo in the trading control, the logo to be presented on the web page to represent the trading control.

15. A computer-implemented method to facilitate on-line trading, the method comprising:

using one or more processors to perform operations of:

scanning a web page to detect security symbol information, the web page associated with a publishing service;

determining a security symbol using the detected security symbol information;

inserting a trading control into the web page to produce a trade-enabled web page, the trading control to access a trading service, the trading service operated independent of the publishing service;

detecting an event associated with the trading control, the event triggered at a client system;

wherein responsive to the event associated with the trading control:

determining that a secure session with the trading service has not been established for a user associated with the event associated with the trading control; and

causing presentation of an authentication dialog for the user; and

causing launching of a trading ticket associated with the security symbol information, the trading ticket suitable for initiating a trade from the client system using the trading service.

16. The system of claim 15 , wherein the inserting of the trading control into the web page to produce a trade-enabled web page is performed at a server system hosting a web site, the web site including the web page.

17. The method of claim 16 , comprising providing the trade-enabled web page to a browser application in response to a request for the web page.

18. The method of claim 15 , wherein the inserting of the trading control into the web page comprises inserting, into the web page, computer code implementing the trading control.

19. A machine-readable non-transitory storage medium to facilitate on-line trading, wherein the machine-readable non-transitory storage medium having instruction data to cause a machine to:

scan a web page to detect security symbol information;

determine a security symbol using the detected security symbol information;

insert a trading control into the web page to produce a trade-enabled web page, the trading control to access a trading service;

detect an event associated with the trading control, the event triggered at a client system;

wherein responsive to the event associated with the trading control:

determine that a secure session with the trading service has not been established for a user associated with the event associated with the tradig control; and

cause presentation of an authentication dialog for the user; and

cause launching of a trading ticket associated with the security symbol information, the trading ticket suitable for initiating a trade from the client system using the trading service.

20. A computer-implemented system to facilitate on-line trading, the system comprising:

a content scanner to scan content of a web page to detect information associated with a tradable item, the web page associated with a publishing service;

a resolver to determine tradable item identifier using the detected information associated with a tradable item;

a web page manipulator to insert a trading access control into the web page to produce a trade-enabled web page, the trading access control to access a trading service, the publishing service being operated distinctly from the trading service;

an event detector to detect an event associated with the trading control, the event triggered at a client system;

a session module to responsive to the event associated with the trading control:

determine that a secure session with the trading service has not been established for a user associated with the event associated with the trading control; and

cause presentation of an authentication dialog for the user; and

a trading window generator to cause launching of a trading window, the trading window suitable for initiating a transaction with respect to the tradable item using the trading service.

21. The system of claim 20 , wherein the tradable item is from a plurality of goods and services.

22. The system of claim 20 , wherein the tradable item is a security.

23. The system of claim 20 , wherein the trading service is an on-line seller service.

24. The system of claim 20 , wherein the trading service is an on-line securities trading service.

25. The system of claim 20 , wherein the content scanner is to scan content of a web page to detect information associated with a tradable item in response to a request to generate the web page.

26. The system of claim 20 , wherein the content scanner is to scan content of a web page to detect information associated with a tradable item in response to a request from a browser application to provide the web page to the browser application.

27. A computer-implemented system to facilitate on-line trading, the system comprising:

a content scanner to scan a web page to detect security symbol information:

a security symbol resolver to determine a security symbol using the detected security symbol information;

a trading access module to present a trading control to associate visually the trading control with security symbol information visible on a web page, the trading control to access a trading service;

an event detector to detect an event associated with the trading control;

a session module to responsive to the event associated with the trading control:

determine that a secure session with the trading service has not been established for a user associated with the event associated with the trading control; and

cause presentation of an authentication dialog for the user; and

a trading ticket activator to launch a trading ticket associated with the security symbol information, the trading ticket suitable for submitting an order using the trading service.

28. The system of claim 27 , wherein the c trading access module, the event detector, and a trading ticket activator are provided at a server system hosting a web site that provides the web page.

29. A computer-implemented method to facilitate on-line trading, the method comprising:

using one or more processors to perform operations of:

scanning a web page to detect security symbol information;

determining a security symbol using the detected security symbol information;

presenting a trading control to associate visually the trading control with security symbol information visible on a web page, the trading control to access a trading service;

detecting an event associated with the trading control;

wherein responsive to the event associated with the trading control:

determining that a secure session with the trading service has not been established for a user associated with the event associated with the trading control; and

causing presentation of an authentication dialog for the user; and

launching a trading ticket associated with the security symbol information, the trading ticket suitable for submitting an order using the trading service.

30. A machine-readable non-transitory storage medium to facilitate on-line trading, wherein the machine-readable non-transitory storage medium having instruction data to cause a machine to:

scan a web page to detect security symbol information;

determine a security symbol using the detected security symbol information;

present a trading control to associate visually the trading control with security symbol information visible on a web page, the trading control to access a trading service;

detect an event associated with the trading control;

wherein responsive to the event associated with the trading control:

determine that a secure session with the trading service has not been established for a user associated with the event associated with the trading control; and

cause presentation of an authentication dialog for the user; and

launch a trading ticket associated with the security symbol information, the trading ticket suitable for submitting an order using the trading service.