MasterCard 2012 Annual Report Download - page 18

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value of that business. Managed Services provides executional and turnkey solutions via data-driven acquisition
of accounts, activation of portfolios, conversion of cards, marketing promotions activities and other customer
management services. We charge customers and other clients fees for these professional services, which often
add value to our other products.
Authorization, Routing and Alert Controls. MasterCard inControl®is an innovative platform featuring an
array of advanced authorization, transaction routing and alert controls and virtual card number capabilities that
uses the functionality of the MasterCard Worldwide Network and is designed to assist financial institutions in
creating new and enhanced payment offerings.
Fraud Prevention and Detection Services. We offer several fraud detection and prevention solutions
focused on enhancing safety for consumers. These solutions include MasterCard Expert Monitoring Solutions®,a
comprehensive suite of services designed to help our customers detect and prevent fraudulent activity, and
DataCash fraud prevention tools for e-commerce merchants.
Loyalty and Rewards Solutions. We focus on providing value for consumers on MasterCard payment
cards and devices through a combination of benefits and services both paid for and arranged by MasterCard on
behalf of our customers. We work together with issuers, merchants and other customers to help them increase the
value they provide to consumers by providing scalable technology platforms and supporting them with program
management capability. In doing so, we provide issuers and merchants with services across all types of payment
cards and devices, while providing additional value to cardholders.
Our suite of services for issuers include a scalable rewards platform that enables issuers to provide their
consumers with personalized offers and rewards, access to a global airline lounge network, global and local
concierge services, a wide range of individual insurance coverages, emergency card replacement, emergency
cash advance services and a 24-hour cardholder service center to provide information related to benefits and
rewards programs. Our suite of services for merchants include a targeted offers and rewards campaign
management service for publishing offers, as well as opportunities for holders of a co-brand or merchants loyalty
card or a member of a third-party-managed rewards program to obtain reward points faster.
Marketing
We manage and promote our brands through advertising, promotions, sponsorships and digital, mobile and
social media initiatives. These efforts support our strategic vision of an environment where electronic payment is
the predominant form of payment. Our marketing activities combine advertising, sponsorships, promotions,
digital, mobile and social media, public relations and issuer and merchant engagement as part of an integrated
program designed to increase consumer preference for our brands and usage of our products. We also seek to
tailor our global marketing messages by customizing them in individual countries. Our initiatives are designed to
build the value of the MasterCard brand and enhance stockholder value.
Our advertising plays an important role in building brand visibility, usage and overall preference among
cardholders globally. Our award-winning “Priceless®” advertising campaign has run in 53 languages in 112
countries worldwide. The “Priceless” campaign promotes MasterCard usage benefits and acceptance that permit
cardholders to pay for what they need, when they need it as well as marketing MasterCard credit, debit, prepaid
and commercial products and solutions. It also provides MasterCard with a consistent, recognizable message that
supports our brand around the globe. We continue to refine our consumer marketing approach, including by
placing greater strategic focus on consumers’ spending preferences. For example, Priceless Cities®is a global
program intended to increase preference for the MasterCard brand by connecting consumers to their interests by
offering them access to special experiences and offers when they are at home or traveling. MasterCard launched
Priceless Cities in 2011 in three cities—New York, London and Toronto—and in 2012 the program was extended
to include more than 20 cities across all of our regions.
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