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Debit Cards as Profit Drivers

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Debit Cards as Profit Drivers

Description:    The debit card is at the heart of a customers’ relationship with a bank.
                The new edition of this industry standard presents debit card best practice in one definitive
                publication.

                This report analyses and assesses:

                - The key metrics in a debit card programme.
                - Using debit cards to attract and retain current account customers and cross-sell banking products.
                - Increasing debit card usage and augmenting boost interchange revenue.
                - Using value-added features to boost the debit card proposition.
                - Strategies for positioning debit cards with different consumer segments.
                - Creating successful pricing and fee policies.
                - Emerging issues including card design, consumer payment preferences, compliance,
                demographics,fraud and technology.
                - The future for debit cards.

                Case studies from new and established markets including: Australia, Canada, China, Singapore,
                ‘The Eurozone’, UK and USA.


                Who should read this?

                CEOs, heads of retail banking/consumer finance, heads of card divisions, marketing managers,
                emerging markets specialists.

                Consultants, Sales managers, Product managers, Strategy consultants. Policy makers, Analysts,
                Strategic planners, Project managers.

                At;

                Retail banks, Non-bank financial services companies (i.e. online payment entities, credit unions
                etc), Consultants/suppliers, research,
                Governments, regulatory bodies, commissions, central banks, consumer/merchant advocacy
                groups.

                What are they looking for?

                To understand opportunities to drive greater debit card usage, the structure and demographics of
                target consumers, the international regulatory environment, strategies for success and
                emerging threats to traditional debit card programmes.

                Knowledge of market opportunities, particularly with respect to cooperation with financial
                institutions or participation in loyalty programmes.

                An overview of how banks and card networks view the role of the debit card in driving cash
                payments towards cards.


                About the Author

                Victoria Conroy is a journalist specialising in the field of payment cards, and has published a range
                of articles in
                VRL’s suite of newsletter publications such as Cards International and Prepaid Cards International.
                Previously, she worked in the media monitoring industry for a number of global financial and
                government clients.
Contents:   CHAPTER 1: INTRODUCTION

            CHAPTER 2: CONSUMER PAYMENT PREFERENCES

            CHAPTER 3: THE ROLE OF DEBIT CARDS AND THEIR PLACE IN THE CUSTOMER/BANK
            RELATIONSHIP
            – Deepening customer relationships
            – Debit card activation and customer acquisition
            – Educating customers
            – The unbanked opportunity
            – The Hispanic Community in the USA
            – Polish Immigration to the UK
            – The USA National Consumers League (NCL)
            – Debit cards as a means of crossselling other banking products
            – Customer data, segmentation and analytics
            – Marketing programmes for debit cards, case studies
            – City National Bank
            – Bank of America
            – Nationwide Building Society

            CHAPTER 4: MARKETING, LOYALTY AND CARD DESIGN

            CHAPTER 5: PROFITABILITY
            – Fee income
            – Interest on overdrafts or instalment payment facilities on debit cards
            – Indirect drivers of profitability
            – Increasing float income by tying debit cards to non-interest paying current accounts
            – Substituting debit card transactions for more costly banking transactions, including cost savings
            from reducing cash
            and cheque issuing and processing
            – Increased customer acquisition,retention, loyalty and share of wallet
            – Cross-selling opportunities
            – Attached benefits such as loyalty programmes
            – Improved brand awareness and brand strength
            – Costs of debit cards
            – Variable costs
            – Fixed costs
            – Indirect costs
            – Other concepts of debit card profitability
            – Interchange
            – Interchange income from POS transaction usage
            – PIN debit and signature debit profitability
            – Payment efficiency
            – Formulating a business strategy
            – Using segmentation to drive debit card usage
            – The affluent consumer
            – Students and young people
            – Profitability model
            – Size of bank

            CHAPTER 6: DEBIT CARDS AND NEW TECHNOLOGY
            – Contactless payment cards
            – Europe catches on to contactless
            – The migration to EMV
            – Case study, Smart Chip Technologies
            – Description of the bank
            – Purpose of Business case for the bank:
            – Loyalty programme established
            – “Open earn/open spend” structure to maximise profitability
            – Loyalty sign-up & maintenance process
            – Loyalty programme, results after launch
            – Issues discovered post deployment:
            – Increasing scope of applications with EMV
            – Levels of migration across the world
            – Debit payments and the mobile channel

            CHAPTER 7: FUTURE PROFITABILITY ISSUES
            – Decoupled debit, breaking the link between issuer and cardholder
            – Capital One shifts from credit to debit
            – Tempo takes on card networks
            – PayPal enters the fray
            – Threats for debit issuers and courses of action
            – Rewards incentives
            – Reduction of income
            – Disruption to payment networks
            – What can debit issuers do?
            – Confusion over risk and liability
            – Taking advantage of consumer confusion
            – Enhancing rewards programmes
            – Who are the likely customers?
            – Examples of non-bank debit players
            – PayPal
            – ELV
            – Micropayments
            – PayPal and Google dominate
            – Potential to drive revenue
            – Technology convergence

            CHAPTER 8: DEBIT CARD FRAUD
            – The fight against fraud
            – Transaction monitoring
            – Secure payment software
            – Card authentication and verification
            – The age of biometrics
            – A pioneering success
            – Asia goes biometric

            CHAPTER 9: SURVEY OF DEBIT CARD MARKETS
            – The Eurozone
            – Viewpoints
            – Co-branding issues
            – Interchange fees
            – The Payment Services Directive
            – The major global debit markets
            – The UK experience
            – The end of free banking in the UK?
            – The USA experience
            – Usage of various payment instruments
            – Cheque payments decline
            – Small-ticket purchases and debit
            – The Canadian experience
            – Migration to chip-enabled cards
            – Profitability
            – Innovations in the market
            – The China experience
            – Profitability



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