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Normally we think of revolutionary products created by start-ups or entrepreneurial minds just out of college, but the most talked about new projects of 2009 are being produced by some of the best known companies in the world.

Amazon.com Inc. (NASDAQ: AMZN): With its massive online presence and a truly efficient business model, Amazon has become the largest online retailer in the world. It is now taking on a new business, web services, namely cloud computing (learn more HERE), called the Amazon Elastic Compute Cloud (EC2). While hosting this infrastructure and presenting e-commerce with a reasonably affordable alternative with no up-front costs, Amazon has taken an early lead in this space, with some believing its cloud computing business will one day overtake retailing. "Amazon will be like a book store that sells cocaine out the back door. Books will be just a front to sell storage and cloud computing." says Larry Dignan, Editor in Chief of ZDNet and Editorial Director of ZDNet sister site TechRepublic.

Netflix (NASDAQ: NFLX) CEO Reed Hastings says his biggest competitor isn't the one that his company is most often grouped with. It's not Blockbuster (NYSE: BBI), the largest brick-and-mortar rental chain, and it's not the internet -- where technological gains are making streaming video the wave of the future.

No, according to Mr. Hastings, the biggest competitor is Coinstar (NASDAQ: CSTR), the coin counting business that also happens to own Redbox, the network of 15,400 vending machines that rent movies for $1 per night. Redbox is installing another machine every hour.

Netflix (NASDAQ: NFLX), a DVD-rental business that competes with Blockbuster (NYSE: BBI), was upgraded yesterday by Michael Pachter, an analyst with Wedbush Morgan Securities. He sees good tidings ahead for the company. He believes that Netflix will see higher margins and a healthy stream of earnings. His thesis centers on the fact that the subscriber base is likely to grow and that streaming movies will lower the cost of delivery.

Upgrades are tricky beasts. Ideally, an investor or, more likely, a trader, wants to be in the stock before the upgrade occurs. Buying a company after it's been upgraded requires a lot of due diligence. And you have to get over the fact that you might be buying at a high price.

Options and trading specialist Bernie Schaeffer selects stocks based on a combination of fundamental, technical and sentiment-based metrics.

His research leads to long trading positions for his Schaeffer's Master Portfolio and short trading plays for his Schaeffer's Short Selling services.

Here's a long at four of his latest trading ideas -- long positions in Netflix (NASDAQ: NFLX) and VMware (NYSE: VMW) as well as short position in Exxon Mobil (NYSE: XOM) and Apple (NASDAQ: AAPL).

Analyst upgrades:

• Barclays believes Procter & Gamble's (NYSE: PG) portfolio mix provides better leverage to stabilizing macro trends. The firm upgraded shares to Overweight from Equal weight and raised its target to $60 from $56. Note the firm downgraded Colgate (NYSE: CL) to Equal Weight from Overweight.
• Deutsche Bank upgraded McDonald's (NYSE: MCD) to Buy from Hold as it finds the risk/reward on shares compelling at current levels and sees upcoming catalysts from McCafe and easing commodity pressures. The firm raised its target price to $65 from $60.
• FBR Capital upgraded Talbots (NYSE: TLB) to Outperform from Market Perform to reflect an attractive risk/reward, reduced risk of a bankruptcy, and merchandise improvements. The firm raised its target price to $4 from $2.
• Nokia (NYSE: NOK) was upgraded to Buy from Hold at Deutsche Bank.
• Analog Devices (NYSE: ADI) was upgraded to Neutral from Underperform at Baird.

You know you're probably looking at a tough business situation when the first thing you see on an earnings release is a pair of bullet points related to financing strategies that are clearly meant to show the reader that a company is getting its house in order.

Such was the case with Blockbuster (NYSE: BBI) and its Q1 report, which came out Thursday after the bell. Remember, this is the company that, not long ago, received a notice about its woes.

Liquidity is the name of the game these days for Blockbuster. Too bad it isn't the company's business model. As far as that goes, the video-rental chain is still having its difficulties. Revenues dipped 19% to $1.1 billion. On an adjusted basis, net income came out to 19 cents per share versus 21 cents per share in the year-ago period.

Analyst upgrades:

• Jefferies upgraded Abercrombie & Fitch (NYSE: ANF) to Buy from Hold on a favorable risk/reward profile. The firm thinks sentiment is negative, estimate revisions have troughed, and compares ease in the second half of 2009. Jefferies upped its target price to $35 from $22.
• Citigroup upgraded Home Depot (NYSE: HD) to Buy from Hold on expectations for positive earnings surprises in 2009. The firm thinks home merchandise sales are picking up and consensus estimates could prove conservative. Citi raised its target price on the stock to $32 from $26.
• Bernstein upgraded Starwood Hotels (NYSE: HOT) to Market Perform from Underperform and raised their price target to $23 from $10 based on its credit agreement amendment and valuation.
• SunTrust (NYSE: STI) was upgraded to Neutral from Sell at Goldman. Fiat (OTC: FIATY) was upgraded to Buy from Neutral at UBS.
• Lincoln National (NYSE: LNC) was raised to Outperform from Market Perform at Wachovia.

Here are some highlights from this past week's earnings coverage from BloggingStocks:

• Bristol-Myers Squibb Co. (NYSE: BMY) Q1 profit fell despite strong sales of Plavix and Abilify.
• Check Point Software Technologies Inc. (NASDAQ: CHKP) was downgraded based on its guidance.
• Domino's Pizza Inc. (NYSE: DPZ) strong Q1 results were boosted by early debt retirement.
• DreamWorks Animation SKG Inc. (NYSE: DWA) strong Q1 results were driven by Madagascar 2.
• Endo Pharmaceuticals Holdings Inc. (NASDAQ: ENDP) Q1 results led to an analyst's downgrade.
• E*Trade Financial Corp. (NASDAQ: ETFC) widened its Q1 loss, sending shares sharply lower.

• Deutsche Bank upgraded BT Group (NYSE: BT) to Buy from Hold as it believes the company's Q4 results could remove uncertainty and cost cutting initiatives could drive upside.
  
• Baird upgraded Stanley Works (NYSE: SWK) to Outperform from Neutral and raised their target to $42 from $34 citing valuation, solid execution, and growth potential.
  
• Citigroup upgraded Netflix (NASDAQ: NFLX) to Buy from Hold as it believes the recent sell-off presents an attractive buying opportunity. The firm believes Netflix has one of the best earnings outlooks in the internet sector and increased its target price to $52 from $37.
• AstraZeneca (NASDAQ: AZN) was upgraded to Buy from Neutral at UBS.
  
• Joy Global (NYSE: JOYG) and Bucyrus (NYSE: BUCY) were raised to Buy from Neutral at Goldman.

Here are some highlights from this past week's earnings coverage from BloggingStocks:

• Amazon.com Inc. (NASDAQ: AMZN) reported strong Q1 results easily beat expectations.
• Bank of America Corp. (NYSE: BAC) posted better-than-expected Q1 earnings, helped by home refinancing.
• Caterpillar Inc. (NYSE: CAT) reported its first quarterly loss since 1992 and cut its revenue outlook.
• Coca-Cola Co. (NYSE: KO) posted Q1 earnings that were in line with expectations, but shares fell.
• eBay Inc. (NASDAQ: EBAY) posted better-than-expected Q1 earnings despite a decline in sales.

Netflix (NASDAQ: NFLX) did a spectacular job in Q1. The famous DVD-rental-by-mail entity issued its quarterly numbers on Thursday after the bell. On an adjusted basis, Netflix delivered 40 cents per diluted share. That represented bottom-line growth of over 70%. I guess movies truly are resistant to recessions, huh? Revenues advanced over 20%.

According to earnings.com, that 40-cent figure means that management destroyed expectations since Wall Street was looking for somewhere around 31 cents per share. I should point out, however, that I've noticed that some other sources listed the expectations as being a little higher than 31 cents. No matter, Netflix beat the bottom line.

• Citigroup upgraded Amazon.com (NASDAQ: AMZN) to Buy from Hold on expectations the company's top-line growth rate could be more sustainable than expected and its operating margins could recover given due to less retail discounting. The firm raised its price target on shares to $97 from $65.
  
• UBS upgraded King Pharmaceuticals (NYSE: KG) to Buy from Sell based on expectations that Sandoz will settle patent litigation regarding Skelaxin after last weeks settlement of Clarinex with Schering-Plough (SGP).
  
• Jefferies upgraded Reliance Steel (NYSE: RS) to Buy from Hold as it believes steel prices and demand are close to near-term bottoms. The firm raised its target on the stock to $44 from $25.
• Palm (NASDAQ: PALM) was raised to Buy from Neutral at Banc of America/Merrill.
  
• Nestle (OTC: NSRGY) was lifted to Neutral from Underweight at JP Morgan.
• Johnson & Johnson (NYSE: JNJ) was upgraded at Wachovia to Outperform from Market Perform.

• RBC Capital believes software stock fundamentals have bottomed and that the next several quarters should see reduced earnings risk, easier comps, stimulus spending benefits, and lower FX headwinds. The firm upgraded Microsoft (NASDAQ: MSFT), Taleo (NASDAQ: TLEO), Digital River (NASDAQ: DRIV) and Symantec (NASDAQ: SYMC) to Outperform from Sector Perform.
  
• Rodman & Renshaw upgraded Provectus (OTC: PVCT) to Outperform from Market Perform. The firm has increased conviction in the success of the company's ongoing trial of PV-10 in melanoma.
  
• Citigroup upgraded shares of American Express (NYSE: AXP) to Hold from Sell as it believes the risk/reward is balanced at current levels and that there are signs of potential credit market stabilization. The firm raised its price target on shares to $16 from $9.
• Brinker (NYSE: EAT) was upgraded to Outperform from Market Perform at Wachovia.
  
• PG&E (NYSE: PCG) was raised to Outperform from Neutral at Credit Suisse.
  
• Federal-Mogul (NASDAQ: FDML) was lifted to Conviction Buy from Buy at Goldman.

My trading-experiences have shown me that the strong usually do not fall without putting up a good fight. In that spirit, I am looking for a long position in Netflix (NASDAQ: NFLX), that we had let go in the vicinity of $42.

Now that NFLX has rewound some of its dramatic ascend and come to the 20-day moving average and is trading just around $39.30, it might re-attempt to scale higher. I would have really liked if my entry had been closer to the lateral trendline (around $38.20), but one can only react to the moves of the market, not predict them.

• JMP Securities upgraded CB Richard Ellis (NYSE: CBG) to Outperform from Market Perform. The analyst believes the new Public-Private Investment Program will create liquidity, which will result in some degree of activity. Shares were also upgraded at JP Morgan to Overweight from Neutral.
  
• Thomas Weisel upgraded Linear Tech (NASDAQ: LLTC) to Overweight from Market Weight due to stabilizing business and favorable end market exposure.
  
• UBS upgraded PepsiCo (NYSE: PEP) to Buy from Neutral and raised its target to $60 from $57 due to moderating input costs, earnings and investment flexibility, improving U.S. beverage business, and leverage from its market share in food.
• Tibco (NASDAQ: TIBX) was raised to Buy from Neutral at Goldman.
  
• Philips Electronics (NYSE: PHG) was upgraded at ING Group to Buy from Hold.
  
• Hospira (NYSE: HSP) was upgraded to Outperform from Market Perform at Leerink.