The firm envisions a day when any company, from soapmaker to shoe marketer to airline or bank, can act as an Internet service provider. 1stUp's angle: The marketers pay 1stUp to provide the behind-the-curtain ISP service they offer, giving it away to gain an intimate, ongoing relationship with customers.

FORBES: Free For All

The company sees a day when any company--soapmaker, shoe marketer, airline, bank--can act as an Internet service provider (ISP). 1stUp's angle: The marketers pay 1stUp to provide the behind-the-curtain ISP service they offer, giving it away to gain an intimate, ongoing relationship with customers.

FORBES: Free For All