当商品の販売は、2011年07月19日を持ちまして終了しました。
NEW RESEARCH REPORT BY MERCATOR ADVISORY GROUP
Statements that proclaim, "the prepaid market will reach $240 Billion
this year" are meaningless to anyone involved in a specific prepaid market
segment because each prepaid market segment is unique. Even more
meaningless are statements that "the prepaid market will approach $760
Billion in 2007" because each market segment has its own total market size
and growth rate. The segments for prepaid solutions vary so greatly that
any general characterization that claims to be universal must be questioned.
The market for a cash card is different that those for controlled cash cards,
gift cards, proxy cards, mass transit, and telecommunications. These
different segments share a few characteristics other than consumers have paid in
advance for a specific product or service.
This report identifies the key attributes used to evaluate all prepaid
solutions and the market requirements for each segment. Any financial
institutions entering a prepaid market segment that does not recognize and
address these market requirements will find it difficult or impossible to keep
pace with the market leaders.
The majority of prepaid solutions sold to financial institutions today claim
to work across multiple market segments. These solutions are in essence a
prepaid toolbox that leading financial institutions use to develop a product
suitable to a specific market segment. But there is a glut of general
purpose solutions available compared to the relatively small number of financial
institutions that have the market penetration, brand identity, and sales and
service organizations needed to succeed in creating a segment specific solution
from scratch. As a result, the number of general purpose prepaid solutions
will shrink and the number of segment specific solutions will grow to meet the
needs of the majority of financial institutions that require help in developing
the technology, creating brand awareness, and delivering marketing collateral
and the service and support needed to win customers right out of the gate.
Closed solutions dominated the prepaid spending in 2003, and gift cards are
the largest closed solution at $40 Billion. These Gift Card solutions
benefit merchants because the preapid card or certificate is locked to that
merchant's business. Research into consumer behavior indicates that the
consumer has a strong preference for open prepaid solutions, but this desire is
diametrically opposite the merchant's needs. In theory, an open prepaid
card from a major company should be able to restrict spending based on
enforcement of merchant, merchant type and even the specific item that can be
purchased using item data -- this report indicates why this effort has been
extremely slow to develop.
Table of Contents
1. Introduction
2. Market Size
3. Prepaid Implementations
- Segment Specific Requirements
4. The Unique Attributes of Prepaid Solutions
- Acquire Customers At A Different Time & Place
- Create New Distribution Options
- Supports Micro Transactions
- Perform Transactions Off Network
- Deliver Perfect Loyalty
- Provide Anonymity
- Replace Paper Certificates
- Reduced Chargebacks
5. Defining Closed, Open, and Closed Multi-Use
- Closed
- Open
- Closed Multi-use
6. The Gift Card Misnomer
7. Prepaid, ATMs & Self Service
8. Distribution Of Prepaid Instruments
9. The Trouble With Prepaid
- Tracking The Value of a Prepaid Card
- Prepaid Meets Signature Debit
- The Prepaid Lock In
- Lost Property Laws
- Card Limits
- Patriot Act & Government Regulation
10. Conclusion.
Tables and Exhibits
- Figure 1: Few prepaid transactions ride the regional and national
financial networks.
- Chart 2: 31 Unique Prepaid Market Segments
- Chart 3: Five key attributes with marketing and support define prepaid
solutions.
- Figure 4: POSA enables cost effective gift card distribution
- Figure 5: Distributors of Prepaid Solutions Are Evolving.
