The virtual credit card marketplace just got a little more crowded as Discover Financial Services Inc. came forward with another appeal to the consumer's competing desires for convenience and security.

Discover, the credit card unit of Morgan Stanley Dean Witter & Co., on Wednesday unveiled Discover DeskShop. Like the on-line initiatives of its card-issuer brethren, Discover's new offering makes use of digital-wallet technology. The difference is Discover's unique approach to branding, which involves an on-screen icon that follows users around as they browse the Web.

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