Philippe CambrielCards personalization: Gemalto is your trusted partner to deliver your brand's values when issuing payment cards to your customers

Philippe Cambriel

EVP Secure Transactions, Gemalto

The world of Payment cards is changing fast, at the pace of the Digital World where innovation and new services constantly enrich the customer’s experience. EMV is now actively deployed is new markets where magnetic stripes cards are phased out. Dual interface cards Contact & Contactless are also gaining momentum in all continents.

Banks are consolidating their operations, re-branding when completing mergers, segmenting their customer base and promoting loyalty programs: the impact on cards personalization is tremendous. Getting the right card in the customer’s hands requires speed, security in handling the data, multiple data sources integration and the ability to run small batches while maintaining cost efficiency.

Gemalto as the market leader is capable to offer the right mix between a large, global operation and a network of local personalization centers, close to its customers with local Sales and Services personnel ready to tune its operations to the Customer needs. Major Banks stream personalization data from tens of data centers in multiple geographies where the Bank has branches or partners. Gemalto is capable to manage those data streams and perform a cost efficient, reliable and truly optimized process for card issuance. That’s a true global approach that allows a fine tuned local touch.

Most of all, Banks need to work with a Trusted partner for such a critical mission like personalization. Gemalto has a good track record in faultless data management in the upmost secure environment. And we continue to grow our data processing infrastructure to support our customer base: our recent opening of a personalization center in Jakarta demonstrates that commitment.

Gemalto has also pioneered the process for card instant issuance to support the Banks efforts to capture new customers and securing the card activation yields. Placing a debit or credit card immediately in the hands of your customers in-branch will delight them, while reducing cost of shipping cards in distant geographies or emergency situations.

You can expect to see more and more solutions to continue to make the card personalization and issuance process more flexible. With the Serverside partnership, Gemalto is entering into a new era of Web Services. The bank pilots its entire personalization and issuance process as a Marketing tool to better support its customer segmentation but also attract and manage affinity partners thanks to on demand printing solution.

To conclude this edito, I would also like to take the opportunity to thank you, our customers, for giving us the opportunity to serve you and I wish you all and your families a happy new year 2010.

Philippe Cambriel