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WHAT WE DO
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San Mateo Public Library
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The Challenge
To help Visa gain broad acceptance and drive usage of its smart card technology platform, the Visa Open Platform�, amongst issuing banks and application developers worldwide.
What We Did
- Conducted in-depth research that found that Visa had strong advantages over its main competitor MasterCard, such as strong reviews by key industry analysts and a solid reputation for technology and product innovation
- Created a global integrated marketing program to promote the essential "openness" and flexibility of Visa's smart card solution, emphasizing how it was better positioned to help issuers accelerate their adoption of business-building smart card programs worldwide.
- Created and launched Visa Open Platform Web site for issuers, developers, technology partners and media/analysts; the site became a critical, interactive vehicle to communicate regularly with key Open Platform stakeholders
- Launched a worldwide developer communications program, including developer seminars at major conferences in London, Paris and Orlando, and a joint conference during Sun's Java trade show
- Full page ads in influential trade publications
- Ongoing media outreach campaigns worldwide
Results
By creating strong demand for, and adoption of, the Open Platform, we helped Visa solidify its leadership position, particularly as the global card payment industry migrates from traditional magnetic stripe technology to chip-based smart cards. |
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case studies:
AIA
Ameritrade
AT&T Wireless
Cabela's
Dr. Pepper
Fortify Software
Fleetwood
Loyola Marymount University
NationPoint
OnStation
San José State University
Stanford University
Visa
ZANTAZ
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