[nozepas]

I'm sure they will notice much more benefits than just improved trading times.

For example: improved infraestructure management, overall performance increase, fast patches for security bugs, and a long etcetera.

Of course, as JoachimSchipper says, if the applications on top of the OS ar crap, a different OS won't solve the problem, but to have a good underlying OS is a good start.

[_grrr]

And, due the the lower latency, they become a more attractive source of liquidity generating more incoming orders and more revenue.

[junkbit]

Also complete control over your own future without being beholden to a 3rd party.