Visa 2007 Annual Report Download - page 13

Table of Contents
• Modify existing products. We will continue to upgrade or modify existing products to take advantage of market opportunities and generate
growth. For example, modifying our rules to eliminate the signature requirements on small-value transactions in certain merchant segments has
enabled us to rapidly increase acceptance and usage of current products at merchants where speed at the point-of-sale is a high priority. We will
continue to seek such opportunities to expand acceptance and usage of products carrying our brands.
• Develop new products. We believe there is also a significant opportunity to develop and offer new products. During the past two years, we have
introduced several new varieties of prepaid cards and have enhanced our product offerings for the affluent consumer segment. We also intend to
continue making significant investments in new technologies to strengthen our position in emerging forms of payment, including contactless and
mobile devices.
• Introduce new processing services. We intend to continue to introduce value-added processing services. We believe that by integrating enhanced
capabilities, such as Visa Advanced Authorization (real-time transaction risk scoring), data reporting tools for commercial cards, loyalty
applications and Visa ReadyLink, into our core offerings we can increase utility to customers and cardholders, capture additional revenues and
differentiate ourselves from our competitors.
Strengthen and Grow Visa's Brand Leadership
We will continue to invest in order to maintain Visa's position as the world's most recognized global financial services brand.
• Focus on integrated brand investment. We make a combination of integrated global and local investments, using award-winning advertising
campaigns, unique sponsorships, selected co-brand relationships and other promotional activities to increase consumer and business brand
awareness and build active cardholder preference for Visa by reinforcing our core attributes of security, convenience, acceptance and
differentiated products.
• Maximize return on our brand investments. We seek to optimize the level and mix of spending across our media channels, sponsorships, co-brand
relationships and other marketing properties to realize the maximum value from these arrangements.
• Invest in and enhance our co-brand relationships and unique sponsorships. We work closely with our co-brand partners in airlines, hospitality,
retail and other segments to create specific products and programs that complement our brand promise and deliver unique value propositions to
cardholders. In addition, we maintain a unique portfolio of local and international sponsorships that create opportunities to deliver our brand
message to consumers across the world.
Our Primary Operations
There are three core aspects of our business operations: transaction processing services, product platforms and payments network management.
Transaction Processing Services
Core Processing Services
Our core processing services involve the routing of payment information and related data to facilitate the authorization, clearing and settlement of
transactions between Visa issuers, which are the financial institutions that issue Visa cards to cardholders, and acquirers, which are the financial institutions
that offer Visa network connectivity and payments acceptance services to merchants. In addition, we offer a range of value-added processing services to
support our customers' Visa programs and to promote the growth and security of the Visa payments network.
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