MasterCard 2007 Annual Report Download - page 16

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Europe, where countries are creating a uniform cardholder
experience across SEPA, the Single Euro Payments Area.
MasterCard created a solution that combines the best
features of national schemes with the most advanced global
payments technology, and it continues to be well received
by customers as they strive to achieve SEPA compliance.
At this stage, customers throughout Europe are in the
process of migrating to Maestro, our global online debit
program. In addition, domestic transactions on all cards
issued with the Maestro logo can now be routed through
our network should an acquirer or merchant choose to do
so. As a result, we currently process some of the domestic
transactions on more than 140 million cards bearing both
the domestic and Maestro brands across the region.
At the same time, our global structure makes it easier to
capitalize on the power of our brands and sponsorship
properties. To this end, we work with our business partners
to develop programs that drive preference and usage in
markets around the world. In 2007, we marked the tenth
anniversary of the MasterCard Priceless® advertising
platform, one of the largest and most successful brand-
building programs of all time. Having appeared in
51 languages and 110 countries, Priceless continues
to resonate with consumers while delivering value for
customers and merchant partners alike.
Our Innovations Empower Savvy
Consumers and Businesses Everywhere
As we expand geographically, we capture transactions
through innovative new payment forms, chief among
them MasterCard PayPass®
, the world’s leading Tap & Go®
quick-pay solution. Whether in the form of a card, key fob,
bracelet, wristwatch or enabled in a mobile phone, PayPass
is being embraced in markets worldwide.
PayPass is a strong example of how we are leading the
payments revolution. Our organization’s unifi ed global
structure enables us to swiftly adapt successes in one region
to meet the emerging needs of others. As an illustration, in
2007 we launched Europe’s fi rst co-branded PayPass program
in France with Banque Accord and prominent retailer Auchan.
During the year we also advanced mobile phone payment
technology to enable consumers to make purchases, pay
bills online and manage their accounts. Working with
telecom companies on six continents, we continue to
build new payments platforms for consumers on the go.
More than ever, we’re using our insights to help issuers
develop customized programs tailored to appeal to specifi c
geographic, demographic and economic markets.
Cardholders around the world are enjoying the benefi ts of
our premium card programs. In total, our issuers launched
more than 125 affl uent card programs in 2007 — each
crafted to appeal to a specifi c segment or region. For
example, in Indonesia, luxury comes in the form of the ANZ
Black World MasterCard card, tailored to appeal to the
country’s entrepreneurial elite.
In the United States, we launched the Unique Experiences
program for World MasterCard and World Elite®
cardholders,
delivering access to the best shops, spas and destinations
and the “best seats in the house” through an exclusive,
easy-to-use online reservation system. In addition, art lovers
can now follow their passion with the Sotheby’s World and
World Elite MasterCard cards, which offer exclusive access
to events, exhibitions and artists’ studios, and the ability to
apply rewards points to support their favorite museums.
The year 2007 also saw the introduction of Product
Graduation, a true “account for life” solution. This patent-
pending innovation conveniently enables cardholders to
retain their 16-digit account numbers as they migrate within
certain consumer and commercial card programs.
Our innovative solutions also extend to business
cardholders — from small business owners to executives
of major corporations. In 2007, we launched the World
MasterCard for Business™ program in both the United States
and Singapore, offering the exclusive service and premium
Brand Power
MasterCard brands help drive growth for customers
and merchant partners worldwide, whether through
co-branding opportunities, targeted rewards or
sponsorship of global destination events. In 2007,
our Priceless campaign continued to power brand
recognition everywhere. By the end of the year, it
had run in 51 languages and 110 countries, bolstering
its reputation as one of the most successful — and
infl uential — campaigns in marketing history. In fact,
it was awarded the 2007 Gold Effi e® Award for
Sustained Success.