What’s in a name? In December 1998, with its shares languishing in the $2-$3 range, venerable facsimile service provider Jetfax changed its name to eFax.com. Users sign up and are given a free US fax number. Through it, they can receive an unlimited number of faxes, which are deposited straight into their email in-box. The company gets money from the splash-screen advertising, a marketing opportunity HP, Iomega and Konica have already taken up. In May, eFax plans to launch premium services and add outgoing fax capabilities to its offerings. But even before that, its stock has hit $25. We own this segment, boasts CEO Rudy Prince, no one else has anything close.
