News from the Wire

First Data adds big brands to its eGift Social marketplace

Friday, December 17, 2010 — 12:26:51 (EST)

Atlanta, Dec. 17, 2010 -- First Data Corporation, a global leader in electronic commerce and payment processing, today announced that 10 merchants are now offering eGifting programs powered by the First DataSM eGift SocialSM solution. eGift Social is a Facebook application that allows consumers to quickly and easily send a tangible “item-level” gift (e.g. burger, milkshake, makeup) or virtual gift card to a friend or loved one’s Facebook account or e-mail address. Since launching the solution with Cold Stone Creamery in July, several more national merchants have joined the eGift Social Marketplace through First Data or Bank of America Merchant Services, the largest U.S. merchant acquirer. Broadline Retail

• Kmart®– offering virtual gift cards in holiday designs starting at $5
• Sears® – offering virtual gift cards in holiday designs starting at $5

Specialty Retail

• Sephora – offering items such as makeup and nail polish as well as gift cards starting at $10
• Dots – offering virtual gift cards in holiday designs starting at $5
• f.y.e. (for your entertainment) – offering virtual gift cards starting at $5 redeemable at stores coast to coast

Quick Service Restaurant

• Boston Market – offering holiday-time meal gift cards starting at $5
• BURGER KING®– offering an item-level WHOPPER® Sandwich with choice of 18 different holiday e-cards
• Cold Stone Creamery – offering item-level gifts such as ice cream Creations and shakes
• Culver’s – offering item-level gifts such as ButterBurgers®, Wisconsin cheese curds and fresh Frozen Custard

Casual Restaurant

• Joe’s Crab Shack – offering item-level gifts including specialty drinks, appetizers and signature t-shirts

“These are household-name merchants who recognize the scale and power of social platforms like Facebook and the potential for gift-giving in that virtual world,” said Dom Morea, First Data division manager of Mobile Commerce Solutions. “Just in time for the holidays, consumers will now have the opportunity to give a wide variety of eGifts to friends and family using our eGift Social technology.” How eGift Social Works

Consumers access the First Data eGift Social application through each merchant’s Facebook page or website and select one or multiple friends to send gifts to; either by adding them from Facebook or entering their e-mail address. The sender selects which item-level product or virtual gift card they would like their friend to receive, adds a personal message and proceeds through the secure checkout process. The recipient receives a Facebook message, e-mail or both, with an alert that they have received a gift, the account number and redemption instructions. Visiting the respective participating merchant location, the recipient redeems the eGift item by using the account number at the point of sale. Consumers can access also access the service directly at apps.facebook.com/egiftsocial . Around the world, every second of every day, First Data makes payment transactions secure, fast and easy for merchants, financial institutions and their customers. First Data leverages its vast product portfolio and expertise to drive customer revenue and profitability. Whether the choice of payment is by debit or credit card, gift card, check or mobile phone, online or at the checkout counter, First Data takes every opportunity to go beyond the transaction.

The Green Sheet Inc. is now a proud affiliate of Bankcard Life, a premier community that provides industry-leading training and resources for payment professionals. Click here for more information: bankcardlife.com?orid=33533&opid=1 .

Source: Company press release.