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Maximizing Prepaid Potential

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Published Date : Sep 2012

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No. of Pages : 92 Pages


The report provides market analysis, information and insights on the growing opportunities in the global prepaid card market, including:

  • An overview of key markets and descriptions of prepaid applications and the business cases underpinning their existence
  • Coverage of marketing and design considerations for prepaid card issuers
  • Various case studies that draw on the successes and failures of different programs that can be used to create strategic recommendations for competitors
  • Presentation of case study findings targeted at companies aiming to expand and develop their businesses, and for prospective issuers who are intending to enter the sector


The prepaid industry is highly fragmented between financial institutions, retailers and specialty companies; it is also a new and rapidly growing area in many regions. Both the European and American markets are forecast to record appreciable growth in the prepaid sector over the next decade. In general, the growth outlook is favorable and competition is set to increase as new competitors, such as J.P. Morgan Chase & Co. (JPM), U.S. Bancorp (USB) and American Express Co. (AXP), are attempting to expand their respective market shares. There is a groundswell of support for the prepaid sector from large cards associations, and several important competitors have made prepaid an important component of their growth strategies.


This report will provide you with:

  • A comprehensive analysis of the global prepaid market
  • Current values for European and US markets and their growth prospects
  • Case studies of successful prepaid programs from across the world
  • Exhaustive summary of the key trends, drivers and challenges
  • Strategy recommendations and best practices in the global prepaid industry 
  • Future trends and developments in the prepaid card industry 

Reasons To Buy
  • Make strategic business decisions based on global prepaid market trends
  • Understand the key market trends and growth opportunities 
  • Assess entry strategies
  • Gain insights into the current marketing strategies used by banks and prepaid card companies 
  • Gain insights into potential profitability drivers 

Key Highlights

  • Appreciable growth expected in the European and American prepaid card markets. Gradual, but steady growth expected in emerging market economies. 
  • Online retail market to drive the use of prepaid and debit cards.
  • Unbanked customers form the primary cardholding base for prepaid cards, and are the largest growth segment for the industry.
  • Entry of non-banking companies to support the growth of the prepaid card market.
  • Legal and regulatory changes have the potential to radically alter the prepaid market in certain countries.
Table of Content

1 Executive Summary

2 Introduction

2.1. Market Overviews and Surveys
2.2. Global Prepaid Cards Market
2.3. The US Market
2.4. The European Market

3 Types of Prepaid Cards
3.1. Travel Cards
3.2. Gift Cards
3.3. Private Label Cards
3.4. Gasoline Cards
3.5. Payroll Cards
3.5.1. Prepaid payroll prospects
3.5.2. Fees
3.5.3. Legal issues
3.6. Remittance and Money Transfer Cards
3.7. Government Benefit Cards
3.8. Insurance/Emergency Cards
3.9. Transport Cards
3.10. General Purpose Cards
3.11. Youth Cards
3.12. Other Cards

4 The Business Case for Prepaid Cards
4.1. Different Cards, Different Business Models
4.2. Replacement vs Development
4.3. Value, Volume and Scale
4.4. Drivers of Profitability for Prepaid Cards
4.5. Prepaid Card Costs and Potential Liabilities
4.6. Linking Prepaid Cards with Strategic Goals
4.7. The Prepaid Customer Value Proposition

5 Prepaid Marketing and Distribution
5.1. One Card, Multiple Customers
5.2. Specialized Vs Mass Market Marketing
5.3. Loyalty Programs
5.4. Card Personalization
5.5. Affinity Marketing
5.6. Distribution Strategies

6 Product Design Options and Technology for Prepaid Cards
6.1. Reloadable vs Disposable Cards
6.2. Open Loop vs Closed Loop
6.3. Product Functionality
6.4. Magnetic Stripe, EMV and Contactless Cards
6.5. Customer Service
6.6. Graphic Design and Branding

7 Case Studies
7.1. The PostPay Card Banco Posta, Poste Italiane, Italy
7.2. UNICREDIT Banca, Italy
7.3. Stash Virgin Mobile, US
7.4. Travel Cash Swiss Bankers, Switzerland
7.5. Cash Passport Travelex, World Wide
7.6. UTI Band and Remit2India
7.7. Octopus, Hong Kong
7.8. The European E-Purse Schemes

8 Strategy recommendations and examples of best practice in the prepaid cards industry
8.1. Understand the Dynamics of the Potential for Prepaid use in your Target Market
8.2. Bank on More than the Unbanked
8.3. Expect Customers to be Creative
8.4. Use Partnerships
8.5. Create Incentives that Promote Desired Customer Behavior
8.6. Use the Internet for Marketing and CRM
8.7. Consider Flexible Pricing
8.8. Understand Scale and Infrastructure Requirements

9 Future Trends and Developments in the Prepaid Cards Industry
9.1. Developments in Technology
9.2. Product Convergence
9.3. Customer Relationships
9.4. Legal Limitations

10 Appendix
10.1. Methodology
10.2. Contact Us
10.3. About Timetric
10.4. Disclaimer

List of Table

Table 1: Global Prepaid Cards Market Size (Us$ Trillion), 20112016
Table 2: US Prepaid Cards Market Size (US$ Billion), 20072016
Table 3: Government Prepaid Segment Size By Type (US$ Billions)
Table 4: Popular Transit Smart Cards
Table 5: Fee Schedule for PAYjr VISA Buxx
Table 6: Benefits from Substitution of Prepaid Cards for Pre-Existing Payment Schemes
Table 7: Benefits from Substitution of Prepaid Cards for Pre-Existing Payment Schemes
Table 8: Key Participants in the Distribution of Prepaid Cards
Table 9: PostePay Card Fee Structure
Table 10: UniCredit Banca, Genius Card, Fee structure
Table 11: Multicurrency Cash Passport, Fees and Limits
Table 12: Multicurrency Cash Passport, Fees and Limits
Table 13: European Electronic Purse Schemes, 1999

List of Chart

Figure 1: Global Prepaid Cards Market Size (Us$ Trillion) , 20112016
Figure 2: US Prepaid Cards Market Size (US$ Billion), 20072016
Figure 3: Number Of Prepaid Cards In Circulation In Europe (Million), 20082011
Figure 4: Breakdown Of Prepaid Transaction Volume In Europe, 2016
Figure 5: Percentage Of Respondents who Purchased a Specific Prepaid Card In 2010
Figure 6: Types Of Cards Purchased And Received in the US
Figure 7: Value Of Closed-Loop Cards in the US
Figure 8: Revenue Streams from a Typical General-Use Prepaid Card Program
Figure 9: Costs of a Typical General-Use Prepaid Card Program
Figure 10: Sample Revenue Profile for a Prepaid Card
Figure 11: Defining a Prepaid Cards Open and Closed Card Systems
Figure 12: Number of Post-Pay Cards in Issue
Figure 13: Share of Card Payments in Non-Cash Transactions Payment Mix by Region (%) 2001 vs 2009
Figure 14: Check Transactions in Key Global Markets, 2010 (Million, Total for the Year)
Figure 15: Development of Prepaid Card Market

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