Other companies with wallet initiatives try to gain ownership of your personal data so they can sell the information or merchandise it in various ways to online markets and others, Gross says.

CNN: Don't forget your eWallet when you shop online

Brands want information on how their merchandise is being displayed in major retail stores.

FORBES: Quri: Startup Wants To Pay You To Take Pics While You Shop

MLB.com offers fans the most complete baseball information and interactivity on the web, including up-to-date statistics, game previews and summaries, extensive historical information, online ticket sales, baseball merchandise, authenticated memorabilia and collectibles, fantasy games, live full-game video streaming and in-progress and on-demand highlights, live and archived audio broadcasts of every game, Gameday pitch-by-pitch application, around-the-clock hosted and specialty video programming, complete blogging capabilities and the award-winning suite of At Bat mobile applications.

ENGADGET: MLB stamps partnership with Qualcomm, hopes it leads to improved connectivity at ballparks