Investors with a fetish should be turned on by the latest Internet company to make noises about going public. Erotica is planning to float on the UK's Alternative Investment Market (AIM) or NASDAQ next year, according to a story in the Observer newspaper. The company, which organises adult trade shows, is looking to expand its e-commerce activities although it will need to raise £8 million before it can do so. It wants to jump on the Net and get its hands on the estimated $3 billion predicted to be spent on the online adult entertainment industry within the next five years. Apparently, adult content currently accounts for 69 per cent of the $1.4 billion online content market, according to a report by Datamonitor. "The sex industry is the biggest unformalised industry in the world," said John Caswell, CEO of ROCQM which is advising Erotica. "There are lot of poor sites out there. "We have to understand the consumer is buying profile and create a model which can be taken forward," he told the Observer. Last week Germany's biggest chain of sex shops went public. Demand for Beate Uhse was so great its shares swelled by 80 per cent on the first day of trading. ®