MasterCard Europe has introduced its SEPA
‘Best-in-Class’ Development Program, designed to distill the best in
worldwide payment solutions to benefit banks and retailers who are now
SEPA-based future in electronic payments. Through this program,
enable banks across the SEPA zone to leverage the best aspects of local
also introduce new global solutions to take European payments to the
Speaking at the EFMA (European Financial Marketing Association)
conference in Paris
today, Alfredo Gangotena, General Manager, Continental Europe and SEPA
European Payments Area) Region for MasterCard Europe said it will take
innovation and creativity to help cement a viable future for SEPA”.
“We recognize that to deliver SEPA’s promise of ‘same card, same
cards are accepted’ is a massive undertaking and investment for our
Europe,” Gangotena said. “To help deliver this promise cost-effectively
to our customers,
we identified 149 unique payment card features and functionalities
currently offered at a
national level within the key euro zone countries. In moving to SEPA
need to guarantee continuation of some legacy features, such as
electronic purse, and
leverage the very best of what the national schemes have offered, but
with a twist ÃÂ¢ÃÂ we
need to offer options that are brighter and better, more robust and thus
appealing to consumers and retailers.”
The MasterCard SEPA Best-in-Class Development Program
In some SEPA countries the debit card offering are basic, allowing only
withdrawal and point of sale purchase; in others there are remarkably
sophisticated solutions. Across Europe there are a myriad of solutions
standards. In order for banks to deliver a truly borderless retail
banking environment, a
prospective new retail bank must, at minimum, offer the same level of
service as currently
on offer by incumbent national schemes.
The MasterCard SEPA ‘Best-in-Class’ Development Program aims to deliver on a
fully functioning competitive retail banking environment by
cross-fertilizing these ‘best
in class’ functions and services from individual countries’ across the
new SEPA region.
This means identifying and implementing, for example, the easiest ‘PIN
change at ATM’,
the most convenient ‘mobile phone top-up’, the most secure ‘mail
solutions, to name just a few.
Beyond taking the ‘best in class’ in Europe and making these available
across the SEPA
area, MasterCard is bringing to bear new global solutions that will
bring Europe into the
ranks of the best in class worldwide. Three such examples were unveiled
at the EFMA conference.
MasterCard Europe’s first EMV-based ‘combo’ card
Thanks to EMV technology, five banks in Finland (Aktia, ÃÂÃÂ
Bank and Tapiola Bank) are introducing the first EMV based
card that can combine debit and credit accounts to a single card. At the
point of sale, the
cardholder simply chooses to either debit a payment from their current
immediately or use their credit facility. The cardholder decides for
MasterCard’s combo cards are already firmly established at the heart of
hierarchy in countries such as Brazil, Taiwan and South Africa where
card take-up and
usage has been high and cardholder loyalty strengthened.
MasterCard’s European team partnered with the Finnish bank team to
leverage both the
‘combo’ concept with the EMV offering. With SEPA and the mandating of
EMV technology, the magnetic-stripe technology combo card that was
already on offer in
Finland could be upgraded to work for consumers the same way across SEPA
globe wherever EMV terminals are available. MasterCard will be taking
across Europe to the benefit of other banks, merchants and consumers.
The First Mobile Phone Technology to Power SEPA Generation Payment Terminals
MasterCard, in partnership with Value-POS, a worldwide payments terminal
will be the first in Europe to harness mobile phone technology for a new
merchant ‘mobile’ terminal. “With the need to rapidly expand acceptance
our payment cards to move from cash to cards in any country, this
the taxi payment, the doorstep pizza delivery or the stadium popcorn
purchase to be made
just as easily, as quickly and as securely as the terminal in a shop or
Luke Olbrich, Senior Business Leader, SEPA Solutions, MasterCard Europe.
Based on GSM technology, the terminal combines the high security and
functionality of a
traditional POS terminal with the convenience of a mobile phone and at a
fraction of the
cost of current national use only terminals. Currently under trial in
terminal/phone is being carried in a fleet of taxis across
Passengers slot their MasterCard or Maestro card into the reader built
phone and then enter their PIN number into the keypad. Within seconds, they
receive a receipt, created using infra-red technology and produced via a
small thermal printer.
E-purse Migration through MasterCardÂ® PayPassÃÂ¢ÃÂ¢
The contactless payment revolution, begun in America, and since taken up
in Asia and
elsewhere around the world has come to Europe. MaestroÂ® PayPassÃÂ¢ÃÂ¢ has been
developed in conjunction with European banks to create a cost-effective,
interoperative low value payment solution. In particular, given the
hundreds of millions
of ‘plastic guilders, francs, and D-Marks’ currently in circulation with
national ‘e-purse’ schemes, Maestro PayPass is a seamless way forward.
Launch of Paypass, on 3 September, 2007 signals the beginning of a true
Driving Value into SEPA
Alfredo Gangotena adds “In delivering a truly single market for payment
cards, we are
finding it’s a far more complex undertaking than for cash, credit
transfers or direct debits,
given the millions of points of interaction and highly divergent levels
of service available
today at the national level, unlike these other payment means. With card
payments, it is
crucial that Europe move from a lowest common denominator “link’ for
towards value-add; taking the best from across Europe and the world in
order to compete
in a global marketplace. Our “Best in Class” programme is delivering on this
About MasterCard Europe
MasterCard Europe is the entity responsible for managing MasterCard
business in Europe – for Europe. With headquarters in Waterloo, Belgium,
Europe works with 51 European countries organized administratively into
areas, incorporating the Single Euro Payments Area (SEPA), mature
markets and the
developing markets of Europe, stretching as far afield as the eastern
border of Russia.
Through its network of local offices, MasterCard Europe can understand
and meet the
diverse needs of customers in the very different types of markets
enabling people to do business in their own way in their own language.
Through MasterCard Worldwide, MasterCard Europe offers its European
consumers access to leading payment services throughout the world.
Worldwide advances global commerce by providing a critical economic link
financial institutions, businesses, cardholders and merchants worldwide.
As a franchisor,
processor and advisor, MasterCard develops and markets payment
over 16 billion transactions each year, and provides industry-leading
consulting services to financial institution customers and merchants.
Through its family
of brands, including MasterCardÂ®, MaestroÂ® and CirrusÂ®, MasterCard
and businesses in more than 210 countries and territories.