The personal web organiser and content delivery system TAXI, launched
last November and now with 30,000 users, is to offer online shopping from
July. It has teamed up with ice.com to offer SafeCard, which it claims
offers the safest means of online shopping.
Incorporating secure payment software developed by ice.com, SafeCard has
been designed to overcome users’ fear about the security of online
transactions. Importantly, it allows TAXI customers to shop without their
card details being passed to traders online.
To make a purchase, users select a product and click on the SafeCard
button to open an account. They can then shop at any of the stores
featured on TAXI and make the purchase from within the TAXI software.
Credit, store, charge or debit card numbers are sent by fax, phone or
online not to the merchants, but to a secure centre hosted by VPS and The
Royal Bank of Scotland. All transactions take place through this centre,
which debits the cards and sends the money to the vendor’s bank
”People are put off online shopping by fear of credit card fraud and
because they like to know who they’re dealing with,” said TAXI managing
director Tim Hammond. ”With TAXI, vendors have to meet certain criteria
set by us and their respective banks. This allows us to guarantee a safe
haven for shopping.
”We’ve approached current advertisers on TAXI and sent out 1,000
information packs to all types of vendors. We see them giving CD-Roms of
TAXI software to their customers, encouraging repeat custom for the
merchants, and letting them cultivate the relationship. And, of course,
there are the benefits of TAXI’s targeting, which advertisers already
appreciate. Users are guided through more than 120 interest areas and
2,000 web sites, and shown shopping information to match their
To sell on Taxi, merchants pay a œ500 start up fee, with monthly fees
based on turnover and the type of goods being sold.