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finance & strategy
Special Section: Cards Still Present
Eye-catching design for cards and packaging helps providers compete in the crowded retail environment.
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card usage has been in the online retail environment. For open-loop, we’ve looked at the B2B market and how the cards need to work both online and in-store.
We’ve been working with a num- ber of issuers in transit, payroll, government and incentives to see how an open-loop virtual product might perform for them. We’re set to launch in early 2016 in the incentives market and will be fine-tuning the product to ensure it’s dynamic and customized for the recipient.
Paybefore: Do you see plastic cards and digital/mobile cards/ wallets working in tandem?
DJ: It comes down to customer choice. What do they want and what do they need? I don’t think we’re going to be in a world where all payments are suddenly man- aged through a mobile handset. Consumers will want the safety net of having a plastic card in
case their phone battery dies or the retailer doesn’t accept mobile payments. Early adopters will feel comfortable using mobile for payment; however, catering to all customer preferences is the key factor. Even though we’ve invested in mobile technology, not all of our clients’ customers will utilize it.
Paybefore: Let’s shift gears a bit and talk about card design. How important is it?
DJ: This is the 14th year we’ve been recognized by the ICMA for
design. Designing the plastic cards, carriers and collateral is a huge part of our business.
From retail gift to loyalty and financial cards, having an attractive, innovative design set has become essential and provides a point of difference for the issuer or mer- chant. We’re heavily focused on design and looking at details, such as the tactility of the card and its visual representation in different lighting. Those are the kinds of design elements that keep the card top of wallet—and it’s important for nearly all verticals.
A current design trend is colored core, where there is a different color sandwiched between the outside layers of the card, creating a unique visual element along the edge. Additionally, foil usage continues to be popular—another
innovation that makes the card stand out.
Paybefore: What’s most im- portant for you as you plan for the future?
DJ: Virtual and mobile solu- tions are still new technologies and can take some time before becoming mainstream. We are encouraged to see the major mobile technology companies supporting this conversion.
We are invested and anticipate that mobile solutions will become more important as consumers become more comfortable with them, but we don’t see plastic going away. There have been numerous discussions by many in the payments market about the death of cash for more than 20 years, and we’re still waiting on that.