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Table of Contents

Lead Story

A new era in digital marketing

News

Industry Update

Heartland settles some, loses one

U.K. checkless by 2018?

Diners Club: New brand, new voice

A new level of protection

Features

Research Rundown

A capital idea for growth

Selling Prepaid

Prepaid in brief

Understanding prepaid's target audience

Ciao prepaid

Brush up on terminology for 2010

Views

To checklist or not to checklist

Biff Matthews
CardWare International

Education

Street SmartsSM:
New year, new plan

Jon Perry and Vanessa Lang
888QuikRate.com

Manipulation is good

Daniel Wadleigh
Marketing Consultant

Effective tradeshow marketing

Peggy Bekavac Olson
Strategic Marketing

Digging into PCI - Part 7:
Restrict access to cardholder data by business need to know

Tim Cranny
Panoptic Security Inc.

Company Profile

mPayy Inc.

New Products

An ATM for all types of weather

Triton RL5000, Triton RL1600
Triton Systems of Delaware Inc.

Inspiration

Courting curmudgeons

Departments

10 Years ago in
The Green Sheet

Forum

Resource Guide

Datebook

Miscellaneous

2010 Calendar of events

A Bigger Thing

The Green Sheet Online Edition

January 11, 2010  •  Issue 10:01:01

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SP
Ciao prepaid

As part of Retail Banking Research's Payment Cards Western Europe 2010 report, RBR tracked the development of the European prepaid card industry. While prepaid cards represent only a fraction of total card payments in the area, it is an industry on an overall upward trend, RBR said.

According to Chris Herbert, Project Manager at RBR, 866 million payment cards were in circulation in 2008 in the 17 Western European countries surveyed. Of that total, 9 million were prepaid cards. In 2008, 33 billion electronic transactions were made, with 21 billion using debit and prepaid cards, for a total value of just over 1 trillion euros, Herbert said.

The Italiane way

According to the RBR study, the leader in prepaid is clearly Italy, where 90 percent of prepaid cards in the region exist - roughly 8.2 million cards, or 9 percent of the total number of cards in the country. RBR said the total number of payment cards in Italy grew 16 percent between 2007 and 2008, with much of that growth driven by prepaid card adoption. Herbert cites several reasons for this phenomenon.

"One of them is security," he said. "It's an issue in Italy for people feeling comfortable using payment cards, and it has been suggested by banks in Italy that people feel more comfortable using prepaid."

Another factor is that paying for purchases with cash is preferred in Italy, as opposed to credit. Using prepaid cards as a cash equivalent has become habitual for Italian cardholders, Herbert noted. Additionally, prepaid cards have been marketed toward a younger demographic: individuals who traditionally lack incomes and bank accounts, he said.

Sixty percent of prepaid cards in Italy are issued by the Italian postal system, Poste Italiane, which allows for easy distribution and top-ups (reloads), according to Herbert. Of the other countries surveyed, Herbert believes Greece might hold the greatest potential for prepaid card expansion. "It's another country where debit cards are typically used for cash withdrawal rather than payment at the point of sale. A bit like in Italy, the fact [is] that people think that prepaid cards offer more security than mainstream debit cards," he said.

Paycards, bellissimo

General purpose, network-branded, reloadable cards are getting the most attention in the region, Herbert said. But another product with great potential is the payroll card, whereby employers can help employees control spending, Herbert said. But he added that the payroll card market is still in "the very early stages."

Herbert predicts prepaid card growth in all of the countries RBR analyzed, but slightly lower potential in Denmark, Finland, Norway and Sweden, where consumers are comfortable with debit card use, even for low-value purchases. "They all rank below average in the region for the average value of a card payment," Herbert said. "Prepaid cards would therefore appear not to have the same potential as an alternative to cash in these countries as they do in markets such as Italy and Greece."


For more stories from SellingPrepaid E-Magazine, as well as breaking news and forums devoted to the prepaid sphere, please visit SellingPrePaid.com.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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