 What do you expect from Cardist Card and Smart Technologies Fair that you have supported as the main sponsor since its first edition and as Payment Systems Sponsor this year?
As Visa we are glad to support Cardist since its first edition. As meeting one of the very important needs of the industry, the fair, I think, is an important platform in which the latest developments are seen and opinions regarding the future are shared.
The Turkish banking industry achieves foresighted innovations in the card technologies field. What does Cardist contribute to this innovative industry?
The contribution Cardist provides for the payment systems sector, one of the most rapidly growing industries in the field of innovation, is very important. Apart from introducing and extending the products and services in the industry to the public, I believe the trade show will be enriched by ever-increasing participation each year.
Turkey has a great potential with its high population. As Visa Europe what is your strategy for the Turkish market? How would you evaluate the potential in our country?
We can say that Turkey is very advanced in the new applications of card technologies compared to many other countries.
Visa Europe provides great contribution to the growth in Europe through the consistent growth in Turkey. Compared to the markets in Europe, Turkey differs from other markets with its leading role in adapting new ideas and systems. A few countries can compete with Turkey in terms of creativity and value-added services.
Within the last five years 36 million of 40 million cards issued in Turkey –in other words every 9 cards out of 10- are served by Visa. With these figures, Turkey has achieved to be the second largest market of Europe at Visa Europe.
As leaving our 25th anniversary in Turkey behind, we see that we have created a very dynamic and fast-developing market through our 24 member banks. I believe this will grow into further success in the upcoming years.
Smartwards Awards will be organized concurrently with Cardist this year. Companies to be awarded will be selected among Cardist exhibitors. Can you share your opinion about the organization?
It is inevitable that Cardist will further develop in accordance with the card technologies in the field of innovation. “Cardist Awards” to be organized this year will bring enthusiasm to both the industry and the show. We will applaud the winners all together at the award ceremony.
In 2008 Visa Europe conducted a research on “bank card” awareness, public perception of them and consumer trends in Turkey. The research has shown that bank cards are confused with credit cards and not much preferred while shopping as an option to pay in Turkey. Has there been any changes in the consumer perceptions and consuming trends by the end of 2009?
In August 2008 we carried on a research on “bank card” awareness, public perception of them and consumer trends in Turkey. Accordingly the research results indicate that bank cards are confused with credit cards and often they do not come into the consumers’ minds as an option to pay while shopping.
“Young Generation Research”, we conducted lately, shows that there are still great unawareness even in the most basic issues. For instance; “bank card” reminds shopping only 6% of the young at the ages of 15-30. Over 60% of them, on the other hand, associate bank cards with cash.
It is not easy to change consumer trends. Today in Turkey only 25% of payments are made by cards while 75% of them are still made by using cash. However, integrating payments out of the registered economy into the banking system is very critical especially for cash-intensive economies like the Turkish economy.
As Visa our operations to raise consumer awareness and introduce bank cards as the easiest, most suitable and safest way for payments have an important role in this transformation. Therefore we will continue our operations to extent the usage of bank cards at shopping in 2010.
What is the usage ratio of Visa PayWave by consumers? Are consumers aware of the benefits and advantages of contactless payment systems?
Visa Europe creates varieties in accordance with its vision to accelerate the flow of consumers’ lives and to raise their life quality and reaches more and more customers of its member banks via new programs. Today Visa Europe has 1 million Visa payWave contactless cards and around 28 thousand contactless acceptance points in Turkey.
On the other hand it is aimed to increase the number of contactless cards which was around 6 million Visa payWave by the end of 2009 to 12 million by the end of 2010. Visa Europe’s infrastructure operations indicate this figure will rise rapidly by gaining acceleration in the long run.
Turkish consumers are very satisfied with using contactless cards. Researches show that consumers prefer the modern payment methods, speed, easiness and reliability the contactless cards offer.
Additionally we carry on campaigns to increase the awareness of Visa payWave contactless applications. We re-operated the campaign through which consumers gain TL10 in every 3 contactless shopping that we carried on in September 2009, from 15 January to 15 February this year.
As Visa Europe you give importance to social responsibility projects. Can you give us some information about the “Colourful Horizons” project? Does youth oriented “I Can Manage My Money” project attract attention?
Visa Turkey and its 23 Turkish member banks have initiated a campaign entitled 'Colourful Horizons', in association with non-governmental organization TEGV (The Educational Volunteers Foundation of Turkey) since 2007. The aim of the campaign entitled 'Colourful Horizons' is to enhance the overall development of Turkish children, giving them the skills they need to make informed decisions about their future and to raise children thinking differently, questioning, making their own decisions and planning their future. The Colourful Horizons campaign has reached 50.000 children till now.
The Colourful Horizons project includes educational programs oriented for children at the ages of 11-13. Aiming to equip the children with life skills by contributing to the basic education given by the government, TEGV conducts the education programs at the education parks and units in 34 cities around Turkey.
Visa Europe employees and member banks volunteer for these education programs. “Colourful Horizons Committee” constituted by representatives of all member banks was formed to raise the support of member banks and execute volunteering activities. Till now member companies have organized tours, career days, theatre and movie organizations in order to raise consciousness of the children about banking as a profession and career planning.
As Visa Europe we successfully manage our operations to raise financial consciousness in our country for years. Not only in Turkey but also in Europe it is a necessary to develop financial consciousness of the consumers. Indeed size and content of this need change from country to country.
We hold “Developing Financial Consciousness of Consumers” conference series since 2006. At these conferences we gather with industry representatives, NGOs and member banks. We also conduct academic researches to find solutions for public corporations.
At the end of 2009 we initiated “I Can Manage My Money” project by collaborating with the public, private sector and non-governmental organizations for the first time. With the “I Can Manage My Money” project conducted with the partnership of Turkish State Planning Organization (SPO), United Nations Development Programme (UNDP), Youth Association for Habitat, Visa Europe and 24 member banks, we aim to raise consciousness among the young for healthy development of investments towards them and thus make them contribute to the sustainable development.
We plan that under the scope of the project high school and university students, members of youth NGO’s, youth representatives of the public organizations of 15 -20 years of age will be trained.
In addition to peer-education, e-education will be utilized in the project and the young will take advantage of www.paramiyonetebiliyorum.com.
What we aim is to extend the project into all corners of Turkey by developing policies through the date we will acquire out of the project results.
What will be the innovations Visa Europe offer to card users in 2010?
The upcoming period will be a time to increasingly maintain our investments, produce new solutions for consumers by further developing our leadership in the technology and grow for us.
We believe our business model created with member banks will make great contributions for realizing our goals. Innovation is the most important part of Visa Europe’s culture. The business targets are set to shape current products in accordance with customers’ needs and provide value-added service.
We plan to further strengthen our leading position in Turkey by rapid and profitable growth in 2010. We plan to realize these targets by utilizing our leadership, brand and technologic power and providing quality service to our business associates.
Looking into the future what will be innovations in credit cards, bank cards and smart technologies? How will trends change?
Through its innovation idea as the most important part of its business culture, Visa Europe shapes its business targets and products in accordance with the needs of member banks and customers. Thus Visa Europe contributes a lot to development of the payment systems industry through innovative projects it offers.
In July “Mobile Alerts” service was initiated among Visa Europe employees in England. Thanks to this service an instant transaction confirmation will be sent to Visa cardholders’ mobiles or e-mail accounts when they use their debit, credit, or prepaid card.
Another project is Near Field Communication with Visa payWave contactless application in mobile appliances and ‘Mobil Visa payWave’ providing SIM based payments. Credit Suisse, Swisscard and SIX Multipay have completed a pilot study of contactless payments using Near Field Communication (NFC)-enabled mobile phones incorporating Visa payWave card payment technology in Switzerland. The study encompasses that employees of the above mentioned banks make their payments at the restaurants using their NFC-enabled mobile phone or contactless Visa credit card. Accordingly over 90% of those who took part said they liked the ease and convenience of the technology. The same percentage also said they would use the technology when it becomes commercially available.
Projecting that all cardholders will take advantage of fastest contactless and mobile payment technologies in the future, Visa Europe aims to extend its studies in Turkey in the coming period.
We extend our thanks to Berna Ülman for supporting our organization and sparing time.
Cardist Project Team 2010 |
