Until recently, Bank One Corp.’s First USA card-issuing subsidiary was a pioneer in Internet innovations.

First USA of Wilmington, Del. popped up in more banner ads than just about any other issuer, struck exclusive marketing deals with the best-known Web sites, and was ranked at the top of most lists of online credit card account sign-ups. But as a symbol of how much has changed in the past year, First USA recently became one of the last of the top 10 issuers to offer a branded digital wallet for its cardholders to use in filling out forms for shopping online. It will also offer online balance transfers for the first time to existing cardholders, with discounted promotional interest rates for its best customers.

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