[ by Howard Haykin ] The NYSE plan to attract increasing numbers of customer orders was approved by the SEC, dealing a setback to Wall Street firms that are fighting to retain the same order flow.  So, it came as no surprise that howls and jeers were heard up and down Wall Street and throughout Jersey City, when NYSE Euronext announced the program would start on 8/1/12. The NYSE sought permission in October for the one-year pilot to lure orders by offering retail brokers potentially better prices than are available elsewhere.  Under the plan, a class of retail liquidity provider at the NYSE would be allowed to reserve and keep hidden bids and offers for smaller investors as long as the prices beat those in the rest of the market. The exchange operator’s program may help it attract orders that otherwise would be retained by financial firms and matched through a process known as internalization.  NYSE market share of trading in companies it lists has fallen to less than 25% in May from 82% in 2003, data compiled by Bloomberg and Barclays Plc show. Joseph Mecane, EVP and CAO for U.S. markets at NYSE Euronext, said in an interview with Bloomberg News that the the exchange holding company expects the program to result in more liquidity and better prices flowing back to retail customers.  See related stories in today's RULE News.  [Bloomberg, 7/6/12]