Smart Card Alliance’s Council calls for contactless payments improvement

Smart Card Alliance's Council As it became known, the Smart Card Alliance’s Contactless and Mobile Payments Council has published a new research paper titled "Issuer and Merchant Best Practices: Promoting Contactless Payments Usage and Acceptance" that identifies issuer and merchant best practices for driving consumer use of contactless payments. Thus, some best practices include: providing basic information on benefits and on how and where to use the cards; targeting cardholders by demographics; creating "buzz;" identifying champions for contactless benefits; creating incentives; using multiple communication vehicles to deliver key messages; and many more.

Randy Vanderhoof, executive director of the Smart Card Alliance, said: "Over the past five years, contactless payment has had the fastest deployment and acceptance of any emerging payments technology in recent memory. Though acceptance continues to rise, we need to look at the next steps in advancing the technology. The goal of this white paper is to outline the best practices necessary for the industry to move past the early adoption phase and prepare the payment infrastructure for the next innovation in proximity payments — NFC-enabled mobile phones."

Furthermore, the Council studied the effectiveness of certain issuer and merchant activities in marketing, promotion, and consumer and employee awareness in order to determine the best practices for promoting consumer awareness and use of contactless payments.

Participants involved in the development of this white paper and in the issuer survey included: Collis America, Cubic, Discover Financial Services, First Data Corporation, Giesecke & Devrient, IBM, INSIDE Contactless, MasterCard Worldwide, Oberthur Technologies, VeriFone, and ViVOtech.

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