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Could Phone Factor Authentication fit?
I wrote about the use of mobile phones as the equivalent fob in my blog, which is exactly the goal of Positive Networks' PhoneFactor.
It would seem to me that this approach would be of great value for the credit card issuer - require a mobile phone (81% market penetration today) number for authentication for online transactions. The card processor delivers an authentication request to the mobile phone which rings and plays a message about the transaction to the user, user accepts or denies the transaction. No extra fobs. Eas(ier) support. The change to the backend is about directing the authentication process to the PhoneFactor service - shouldn't be that big a deal...