BUSINESSWEEK ONLINE: FRONTIER - the resource for entrepreneurs  
 
 
ENTREPRENEUR PROFILES
MARCH 7, 2000


How Can Kids Buy Stuff on the Web? Ask InternetCash

This New York startup has a new twist on digital money, aimed right at teens

RELATED TOOLS

E-Mail Story



Management
Archives



Chris Mirabile of Manhasset, N.Y., is like many 15-year-olds who use the Web. He's on it as many as 15 hours a week, e-mailing friends and researching school projects. But there's one thing he can't do: buy stuff. He doesn't have a credit card, and his parents, fearing hacker violations, usually demur when he asks for theirs.

It's a situation that prevents many teenagers from participating in the world of e-commerce. Smelling an opportunity, InternetCash, a New York City startup, has created InternetCash, a stored-value card that consumers can use like cash at selected Web sites -- without needing a credit card.

Only 10 retail entities offer the cards, and 50 online stores accept it. But InternetCash aims to eventually make its cards available to consumers at 30,000 brick-and-mortar locations nationwide, and sign up hundreds of stores -- online and off -- to accept the card. For Mirabile, who has used the card in beta tests, InternetCash opens up a whole new world. "It makes it very simple to spend online," he says. Youngsters like Mirabile are InternetCash's target market, but Charles Doherty, InternetCash's president and CEO, says the product is designed to appeal to people "who don't necessarily use credit, even in the brick-and-mortar world."

InternetCash works like this: The cards, which retailers display near cash registers, are sold in amounts of $10, $20, $50, and $100. Like phone cards, they must be activated to work, first by merchants who swipe the cards through a specially programmed point-of-sale machine. When users log on to InternetCash's Web site (www.InternetCash.com), they enter a 20-digit code from the back of the card and create a personal identification number. That gives them shopping privileges at designated stores, which carry an InternetCash icon. Purchases are automatically deducted from the value of the card. When the value is used up, consumers throw it away, or link an amount not used to another card. As with cash, InternetCash's transactions are anonymous.

 


Despite several false starts, the concept of alternative payments on the Web continues to intrigue entrepreneurs
 

Developing a killer application for Internet purchasing is an enormous undertaking that other entrepreneurs have struggled with for years with limited success. Digicash, an early leader in Net cash-replacement services, filed for bankruptcy last year. Its technology used electronic tokens that represented cash. Smart-card company Mondex has piloted tests of its cards with computer chips that store digital cash. It has had some success in Europe, but an effort to launch the cards in New York City failed.

Nevertheless, the concept continues to intrigue entrepreneurs. In August, James Bidzos, the vice-chairman of Internet security and encryption company RSA Security Inc., invested $2 million in InternetCash. "The anonymity and privacy of spending cash is something that is really valuable to people, and I think this is a simple approach that doesn't suffer from the complicated problems that Digicash and others have suffered from," Bidzos says. InternetCash also recently closed its first round of venture-capital financing, for about $8 million, led by El Dorado Ventures in Menlo Park, Calif.

HUGE MARKET. Even with prominent backers, InternetCash has significant hurdles to overcome. The company must lay down an entirely new distribution and settlement network. At the same time, it faces heavy competition from credit-card companies that dominate the Internet-payments world, as well as a host of other cash-replacement companies that focus on teen consumers.

Doherty, a former steelworker who ran his own construction company in New York, has certainly identified a potentially huge market. Nearly 20 million teens between the ages of 13 and 17 reside in the U.S., with a combined buying power of about $109 billion, according to New York-based Internet research company eMarketer. What's more, nearly 9 million teens regularly spend an average of 8.5 hours a week online. Most of them lack credit cards, as do 30% of all U.S. households, according to Auriemma Consulting Group Inc., a credit-card consulting group in Westbury, N.Y.

 


Other sites aimed at teens use cash replacements, but many of them still require a credit card
 

InternetCash faces about a half-dozen competitors in the teen market. Sites like Icanbuy.com, Rocketcash.com, and Doughnet.com have already forged partnerships with such brand-name stores as CDnow, Amazon.com, and BarnesandNoble.com. "We have the highest number of top-tier merchants, and we go where kids tell us they want to shop," says Carol Kruse, co-founder and vice-president for marketing at Rocketcash, which has some 82,000 teen accounts. On the other hand, these sites all require teens to set up accounts, frequently backed with a parent's credit-card number. What teens buy is also carefully restricted by the site.

Points out InternetCash's Doherty: "The difference between us and them is that you do not need to ask your parents for their credit card." And that raises some important social issues. Obvious uses for a card that allows anonymous Web purchases would be adult-oriented material, like pornography, or dangerous goods, like guns. These are two areas Doherty says he plans to stay away from. But what about stores that sell pornography and guns. "It will ultimately be the retailer's responsibility, if they are selling [products] requiring age verification."

IN A GRAY ZONE. InternetCash also could face some serious legal issues. An official at the Federal Reserve who insisted on anonymity says electronic-cash products like InternetCash exist, for the moment, in a gray zone regulated by the different laws of every state where it will be used. Should the Fed decide that new cash instruments place companies like InternetCash closer to the banking business, they would then confront complex national regulatory hurdles governing banks and other depository institutions.

Meanwhile, InternetCash is trying to persuade as many merchants as possible to accept the card for online purchases -- and willing to pay a commission of between 2.25% to 10% of sales. Those amounts are often comparable to and in some cases lower than the fees paid to credit- and charge-card companies. It must also find merchants with broad brand appeal for teens. The company was turned down by Amazon.com. "That's a tough organization to pierce from the outside," says Doherty. So far, it has assembled a lackluster collection of 30 little-known brands like EZCD.com and Riffage.com, a music-download site.

 


InternetCash claims it will have a network of 30,000 retail locations. It has 29,990 to go
 

InternetCash must also find retailers to distribute the card. This may prove easier, since merchants who sell the card pay nothing for it. Instead, they collect a commission of approximately 6% of the value of each card sold. Although InternetCash claims it will distribute the cards to a network of 30,000 retail locations, only 10 are doing so. Among them are Boston-based Store24, Hudson (Ohio)-based Dairy Mart, and one Texaco station in Connecticut.

Doherty expects InternetCash to break even by the middle of 2001 with revenues near $19 million. That means selling $100 million worth of cards in the next year. He'll also tap revenues from advertising, as the card can be branded with merchants' names, and from merchant-affiliate programs. He says the card platform can be fitted later to use smart cards, should they ever catch on with consumers. And he has plans to launch the card in Latin America and Europe, where privacy concerns are greater and consumer liability for credit-card fraud is more severe.

In the end, though, InternetCash's future success will depend largely on the merchants who accept it as payment. At least one Web store is delighted by the potential to reach new customers. Chris Carfagno, president of Sound Professionals in Sicklerville, N.J., a company that sells miniature microphones and other products for sound enthusiasts, says teens make up the majority of his customers. "A lot of our customers are high-school-age students, and most of them don't have their own credit cards," he says. "I think it is going to be a very popular way of making purchases."

Whether consumers will agree is another matter. For now, InternetCash just has to hope that online cash alternatives, like teenagers, will eventually outgrow their awkward phase.


By Jeremy Quittner in New York


Top

[an error occurred while processing this directive]



Business Week Home Bloomberg L.P.
Copyright 2000, Bloomberg L.P.
Terms of Use   Privacy Policy

Bloomberg L.P.
Media Kit | Special Sections | MarketPlace | Knowledge Centers
Bloomberg L.P.