Heads of digital banking, cards and lending from leading financial institutions and technology companies in Asia Pacific discussed the evolution of cards as alternative types of digital payments become prevalent in 2022.
Vipin Agrawal of CIMB Bank Berhad, Calvin Wong of RHB Banking Group, Frans Verdinan of PT. Bank Tabungan Negara (Persero) Tbk, Vishal Gupta of Mastercard, Albert Naranjo of Tonik Digital Bank and William Cheong of Entrust discussed the rapid rise of digital payments and their potential to disrupt card usage. Various initiatives introduced by issuers in navigating this fast-changing digital payments landscape were also considered to re-imagine the positioning of cards.
Agrawal described the growth of debit cards in Malaysia where the chip and pin security feature is considered an important driver for usage as it facilitates the safety of transactions. Debit card-based transactions have continued to grow in the country to offset the widening market share of various digital payment alternatives. Verdinan added that issuers need to be cognizant of customers’ payment experience and the value-added benefits that can be realised. Naranjo explained that different ways of catering to the needs of customers require effective engagement through product/service enhancements and robust assessment of risks. Gupta highlighted that convenience was a central feature of cards-based payment experience and that incentive and reward schemes such as cashback, loyalty points and frequent flier miles were effective tools in maintaining customer loyalty. Wong underscored the need to exploit the synergies across the digital payment landscape, given that superior customer service was built on understanding customer pain points. Cheong proposed a “hybrid model” where the interplay of digital and physical cards would enable customers to transact in real-time through online or physical stores using contactless mobile or card payments.
Mobasher Zein Kazmi, head of Research of The Asian Banker, in summary said that cards still have a role to play within the remit of digital payments. Re-imagining its positioning has become an imperative for the digital banking and card business teams across banks and card schemes, working to ensure that customer pain points are being meaningfully addressed. He added that consumer adoption of digital has transformed expectations over the last decade and card issuers will need to keep up pace by leveraging digital innovations to provide a seamless, interactive and intuitive payments experience.
The following key points were discussed:
• The shift to digital and growth of e-wallet transactions started well before the pandemic
• The relevance of card as a payment instrument is predicated on its ability to adapt to and offer new use cases amid the emergence of new payment schemes
• Effective issuer and customer engagement is essential for improvement in the overall payment experience
• Embedded card security features provide customers with reassurance on safety of transactions
• Card retention and usage are key determinants of card portfolio profitability