DigitalConvergence CueCat

CueCat scanner.

The CueCat was supposed to make it easier for
magazine and newspaper readers to find advertisers' Web sites. The company behind the device, DigitalConvergence, mailed hundreds of thousands of these cat-shaped bar-code scanners to subscribers of magazines and newspapers. Readers were supposed to connect the device to a computer, install some software, scan the barcodes inside the ads, and be whiskered away to advertisers' websites. Another "benefit": The company used the device to gather personally identifiable information about its users.

The CueCat is widely described as a commercial failure. The CueCat's critics said the device was ultimately of little use. The CueCat device was controversial, initially because of privacy concerns of its collecting of aggregate user data. Each CueCat has a unique serial number, and users suspected that Digital Convergence could compile a database of all barcodes scanned by a given user and connect it to the user's name and address. For this reason, and because the demographic market targeted by Digital Convergence was unusually tech-savvy, numerous web sites arose detailing instructions for "declawing" the CueCat — blocking or encrypting the data it sent to Digital Convergence.

Investors in CueCat lost their $185 million. The service stopped on 2001.