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"U.S. households average five cards on hand with a total value of more than $100, according to financial services industry adviser Richard Crone. As many as 20 percent are never or only partially used, he says.
First Data, Qualcomm and Google are devising a remedy by promoting so-called virtual gift cards. These make it easier for consumers to send and redeem gifts, often in small amounts, by relying on e-mail, mobile phones, or a social-networking site."
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