Green Dot 2010 Annual Report Download - page 17

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products, consumer satisfaction and our commitment to national television and other advertising and
marketing support.
Customer Service
We provide customer service for all GPR card and gift card programs that we manage and for
MoneyPak on a 24-hour per day, 365-day per year basis, primarily through third-party service providers in
Guatemala and the Philippines, and also through our staff in the United States. All card activations,
reloads, support and lost/stolen inquiries are handled online and through various toll-free numbers at
these locations. We also operate our own call center at our headquarters for handling customer and
corporate escalations. Customer service is provided in both English and Spanish.
Competition
We operate in highly competitive and developing markets, which we expect to become increasingly
competitive in the future. In addition to the direct competitors described below, we compete for access to
retail distribution channels and for the attention of consumers at the retail level.
Prepaid Card Issuance and Program Management
We compete against the full spectrum of providers of GPR cards. We compete with traditional
providers of financial services, such as banks that offer demand deposit accounts and card issuers that
offer credit cards, private label retail cards and gift cards. Many of these institutions are substantially larger
and have greater resources, larger and more diversified customer bases and greater brand recognition
than we do. Many of these companies can also leverage their extensive customer bases and adopt
aggressive pricing policies to gain market share. Our primary competitors in the prepaid card issuance and
program management market are traditional credit, debit and prepaid card account issuers and prepaid
card program managers like First Data, Netspend, AccountNow, PreCash, Rush Card, Western Union and
MoneyGram. Our Green Dot-branded cards also compete with our co-branded GPR cards, such as the
Walmart MoneyCard.
We believe that the principal competitive factors for the prepaid card issuance and program man-
agement market include:
• breadth of distribution;
• brand recognition;
• the ability to reload funds;
• compliance and regulatory capabilities;
• enterprise-class and scalable IT;
• customer support capabilities; and
• pricing.
We believe our products compete favorably on each of these factors.
Reload Networks
While we believe our Green Dot Network is the leading reload network for prepaid cards in the United
States, a growing number of companies are attempting to establish and grow their own reload networks. In
this market, new companies, or alliances among existing companies, may be formed that rapidly achieve a
significant market position. Many of these companies are substantially larger than we are and have greater
resources, larger and more diversified customer bases and greater name recognition than we do. Our
primary competitors in the reload services market are: Visa, MasterCard, Western Union, MoneyGram,
Blackhawk and Netspend. Visa and MasterCard each have broad brand recognition and a large base of
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