First Virtual Holdings, Inc. (B)

First Virtual Holdings, Inc. (FVHI) is an Internet payments company based in San Diego, CA. FVHI's original offering, an Internet payments system based on consumers' receiving and using a "VirtualPIN" number for online purchases instead of a credit card number, had not been successful. Consumer apathy to the system, coupled with vendor disinterest, have prevented them from attaining the critical mass necessary to make the system viable. In response to the failure of their payments system, FVHI decided to change their focus. The company developed an interactive advertising banner, about the size of a regular web advertising banner. The "VirtualTAG" functions like a mini web page within a page. Users can click through pages in the banner without leaving the page on which the banner was found. The VirtualTAG can have multiple uses such as to provide information or facilitate transactions. FVHI intends to develop and license the VirtualTAG to web page administrators. They also intend to incorporate the VurtualTAG into e-mail messages. VirtualTAGs may be used as a form of "mass" interactive Internet advertising, although the company is quick to point out that the technology will only be used with targeted and consenting consumers. FVHI's ideas and technology regarding Internet advertising provide a useful vehicle for discussing trends in online commerce and Internet privacy issues.

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