What would make a leader in the spaceof gift card exchanges. I imagine the three most important factors are the technology, the percentage the site charges and the number of cards being offered. If any of these three are out of whack or not sufficient I don't think the exchange is worth using.
Let's look at all three of the issues quickly. Technology is simple to understand. The gift swap, upload and transaction process needs to be fast and easy. If the site is slow and/or broken it simply isn't worth using.
These swap sites generally make money by charging a fee for the transaction. Certianly the lower the fee the better for the users. Is there a no-fee site out there? That would be ideal and is likely the way that the market is headed. The gift card swap sites can be free and make their money via advertising and sponsprships.
Volume is probably the most important piece of all of these. Picture a bar with no one inside of it. I'm not going in there to meet people. I am not signing up on a dating site with no women on it (I am a man) and I am not going to try to swap a gift card on a site with no other cards to swap with. Critical mass is the name of the game in this space!
Added on 06/08/2009
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