Another start-up enters free ISP game

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Internet marketing company Brand3, Los Angeles, officially opens for business March 6, offering free Internet access, content and, eventually, e-commerce supported by advertising. All of Brand3's services will be private-label and carry the name of clients. WebFlyer, a site that helps business executives manage their frequent-flier miles, is the only advertiser to date, but Brand3 CEO Peter Mansfield said more deals will be announced in the next six weeks.

Mr. Mansfield speculated that 1 million people would be using its services within a year.

Brand3 is entering a field crowded by other private-label, free ISPs. They include SpinWay.com and CMGI-owned 1stUp, which provides free access for AltaVista. Brand3 also competes with services that push ads to the desktop computers, such as AllAdvantage.com.

Copyright March 2000, Crain Communications Inc.

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