Neteller plc is to change its identity

The online gambling e-cash processor Neteller plc's announcement that it is to change its identity has been interpreted in UK financial circles as an attempt to divorce itself from the past and its expensive (its pre-tax loss for 2007 was $185.7 million) run-in with the US Department of Justice (see previous InfoPowa reports)

The London-listed online payment processor will from November 17 be known as Neovia Financial, reports Reuters news agency.

The re-branded group will however retain the names of its three main financial products - Neteller, Netbanx and Net+ - with chief executive Ron Martin saying that the new parent name is aimed at rebuilding its credibility with merchants, customers, partners and regulators.

"An element of the strategy is moving beyond the US situation," Martin said.

After exiting the US market, Neteller quit its Canadian base, cut more than half its staff and regrouped round European and Asian markets. It pledged to end its dependence on online gambling for revenue, merging its payment gateway with e-wallet operations and launching a new card, Net+.

Last month, it reported interim profits of $1.15 million. Martin has revealed the group is ahead of schedule in reaching a target of 18.5 percent in non-gaming revenues - the goal is to reach 30 percent by 2010.

"Gaming will continue to be an important part of the business, but on the other hand we have built a payment capability much beyond gaming and many products have an application outside of gaming," Martin claimed.

Neteller is feeling the economic downturn as market conditions cause customers to rein in discretionary spending, but remains optimistic. Martin said that from a Neteller perspective, the firm is looking at a three-year game that is unlikely to be materially impacted by present conditions.

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