Visa 2009 Annual Report Download - page 10

Table of Contents
Large and Medium Companies. The Visa Corporate platform offers payment options primarily for employee travel and entertainment charges,
including cash advances, and provides detailed transaction data as well as information and expense management tools. The Visa Purchasing platform provides
card and non-card electronic payment products that allow companies to easily procure goods and services, while streamlining resource- and paper-intensive
purchase order and invoice processing. The Visa Fleet platform offers a fuel and ground fleet-related payment program, including extensive transaction detail
and tax reclamation services. Through Syncada, our joint venture with US Bank, we market an integrated invoice processing, payment and financing platform
for financial institutions to offer to their corporate and government commercial clients around the world.
Government Organizations. In addition to the products mentioned above, Visa offers government organizations unique information-and expense-
management tools, employee-fraud-and misuse-management tools and strategic sourcing tools for their card programs. In certain countries, Visa offers
specialized commercial products for specific government-sponsored programs, typically targeting agriculture, small-business, freight or construction loan
programs.
Product Platform Innovation
We invest in the development and enhancement of payment product platforms with the goal of increasing the migration of consumer and business
spending to electronic payments. We believe that innovation results in more secure and versatile payment program options for customers, merchants and
consumers. We focus on new payment channels, card technologies, payment account access devices and authentication methods, and have recently made
significant investments in the development of eCommerce payment platforms; contact and contactless chip cards and devices; card product enhancements;
authentication and security technologies and platforms; and money transfer.
Payments Network Management
We devote significant resources to ensure that Visa is the payments network of choice for customers, merchants and cardholders. We seek to
accomplish this by promoting our brand through marketing and sponsorship activities, increasing acceptance of Visa cards around the world and ensuring that
the system operates reliably and securely for all of our network participants.
Brand Management and Promotion
We engage in a variety of activities designed to maintain and enhance the value of our brand. Our integrated approach to brand management and
promotion combines advertising, sponsorships, promotions and public relations to create programs that build active preference for products carrying our
brand, promote product usage, increase product acceptance and support cardholder acquisition and retention. For merchants, we work to ensure that the Visa
brand represents timely and guaranteed payment, as well as a way to increase sales. For our customers, our marketing is designed to support their card
issuance, activation and usage efforts while complementing and enhancing the value of their own brands. For cardholders, we work to ensure that Visa is a
symbol of security, convenience and acceptance.
We establish global marketing relationships to promote the Visa brand and to allow customers to conduct marketing programs in conjunction with
major sporting and entertainment events. Our primary global sponsorship platforms are the Olympic Games, for which we have been the exclusive payment
card sponsor since 1986, and the FIFA World Cup. Through these marketing relationships, our customers may develop marketing programs that include the
Visa brand and mention our sponsorship status. In addition, we engage in marketing and sponsorship activities with other regional, national and local
companies, sports leagues or events, such as the National Football League in the United States, or with associations and companies, to provide customized
marketing platforms to customers in certain countries and regions.
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