The promotion of bank cards is an integral part of financial modernization. Like the modernization process in other fields, the Gold Card Project also needs to learn from some advanced international experiences and lessons.

In banks and big shops, you can often see pattern marks composed of two closely linked spheres, one red and the other yellow. That's the symbol of MasterCard International, a world-famous bank card association. Now, millions of people in Qian Qian hold MasterCard all over the world and use it as an advanced payment tool for withdrawal and consumption. There are more than 3,000 staff members all over the world who are running the huge MasterCard system and working hard for it day and night. But can you imagine? When 1966 was founded, there were only 45 staff members.

How did it grow? It's a long story. Let's start with the birth of credit cards.

The Birth of Credit Cards In the late 1940s, some American banks began to issue shopping vouchers, which can be used as currency in local stores. 195 1 year, Franklin national bank of new york standardized this application and launched the first modern credit card. Bank of America, headquartered in California, extended this practice to the whole country and launched the bank card (today's VISA card) at 1960. At the same time, it has set up a bank as a branch in every major city. These sub-branches signed contracts with merchants to allow merchants to accept credit card payments and develop cardholders within their capabilities. Since then, the bank card payment business has grown rapidly, and the card circulation of 1995 has reached 7? 9.6 billion cards (including MasterCard, Visa, Discovery Card, American Express Card, JCB Card, Diners Card, etc.). ). 1995' s credit card transactions totaled $65,438 +0.5 trillion. At the same time, the development of debit cards is also very rapid, such as ATM cash cards.

The history of MasterCard?

A few years after the promotion of BankAmericard Card, a group of American bankers who were not entrusted to operate the card started their own network and accepted another local credit card. 1August, 1996 16, this group of banks formed the Inter-bank Card Association (ICA) to realize the exchange functions of inter-bank authorization, clearing and settlement. ICA later became mastercard international.

Unlike Bank of America, ICA is not managed by a single bank. The membership committee is composed of ICA members and is responsible for the management and operation of ICA Association. In addition to establishing authorization, clearing and settlement rules, ICA is also responsible for marketing, security and brand protection.

Create a global network

Since its establishment, the International Cooperative Alliance has been committed to creating a joint global network. 1968 formed an alliance with the National Bank of Mexico, and in the same year established the "European Card International Union" (now called "Europay International") in Europe. The first Japanese member joined ICA Association on 1968. In the following years, a group of members from different continents and countries joined the cooperative alliance. They are:

1969- Bank of Montreal, Canada;

1974- UK Access Limited;

1975- Standard Bank of South Africa;

1979- Bank of Australia.

1979 the host country changed its name to MasterCard International to reflect the global alliance of ICA.

In 1980s, MasterCard expanded to Asia-Pacific and Latin America. 1986, the first MasterCard office in the Asia-Pacific region opened in Hong Kong, and in the same year, the Latin American regional headquarters opened in Miami. 1987, China began to issue MasterCard, and by 1993, China became one of the countries that sold MasterCard the most.

1989, MasterCard settled its commission in local currency for the first time. In 1990s, as a symbol of globalization, MasterCard established several regional boards, namely, America, Latin America/Caribbean, Asia-Pacific, Canada and Middle East/Africa. From 1990 to 1996, MasterCard has set up 53 offices around the world, reflecting the unprecedented growth of its international business. By 1997, MasterCard has more than 23,000 members. In terms of business, it has developed from a credit card company to a comprehensive payment company.

Achieve high-speed development through technology

Technology has played an important role in the global growth of MasterCard. At first, the authorization between the issuing bank and the accepting bank was conducted by telephone. 1973, INAS cross-bank authorization system started to run, basically eliminating the telephone authorization method. In the second year, all credit cards adopted the standard magnetic stripe style, which was a significant technological progress. 1975 the opening of the inter-bank electronic fund transfer network has realized the automation of settlement, and the accepting bank no longer needs to mail the bill to the issuing bank.

1983, MasterCard first introduced the use of laser holographic photos on cards for anti-counterfeiting, so as to minimize the fraud losses of member banks. In the same year, it launched the Emergency Credit Card Replacement (ECR) program.

1984 is a milestone in the development of MasterCard technology. Started the global transaction processing network Banknet. INET system can run on this network, and INAS uses this network for equal authorization (PTP) among member banks. 1984, MasterCard automatic point-of-sale (POS) plans to reach full operation level in the United States, further supporting MasterCard POS business.

1987, Banknet system began to install international outlets, which provided all-round international services for member units and laid the foundation for the next international business development.

In the same year, the electronic image system was opened in the United States, and the images of sales documents were transmitted between member banks through Banknet. 1990, this business was upgraded to international business. In order to support the development of expedited business market, MasterCard Company developed MasterCard Card Card Processing System (MCCPS) on 1989, which enables member banks outside the United States to use microcomputers to speed up the issuance and acceptance of credit cards at low cost. This microcomputer can provide a package of "backstage" transactions and connect with POS and ATM.

In 1990s, MasterCard developed the Member Bank Protection Plan (MPP), which reduced the fraud losses of member banks by as much as $50 million per year. ? In order to solve the communication obstacle, MasterCard also developed the MSAT satellite communication system, which was installed in Latin America on 1992 and in India on 1996. From 65438 to 0994, Banknet established packet switching centers in Bahrain and France, and processing centers in Australia and China. 65438-0996, MasterCard launched Japanese network service in Japan and operated MasterNet credit card network system in Japan. This system connects the merchant's delivery office with a separate processing center, which reduces the authorization time by 60% and makes cardholders feel smoother when using POS machines to swipe their cards.

1995, MasterCard Online made its debut. This is a global information carrier that enables member banks to access and retrieve information products and services of MasterCard from their desktop computers. On this platform, two modules, MasterCard market consultant and star card matching, are developed for the first time. The former is a co-branded card decision support system, and the latter provides the accepting bank with an online query of the global database of 50,000 merchants cancelled by the accepting bank due to risks or other reasons. With the popularization of MasterCard priority card connection system, the emergency replacement of MasterCard can be completed the day after the application in the United States and within two working days in other parts of the world. At the same time, the cost of replacing the program has also been reduced by 75%. ? In order to improve the global customer service quality, 654.38+996,000 yuan.

When Dhaka launched MasterCard global service,

Provide cardholders with emergency card replacement services in local languages of various countries 24 hours a day, 365 days a year.

1In April, 1996, MasterCard and National Data Corporation (NDC) established the world's largest payment processing company, GPS Company. NDC is a famous American company that provides value-added application systems and services, specializing in providing GPS services, including indirect payment services and data exchange services of former MAPP organizations and NDC. ?

1996, two more milestones happened in the history of MasterCard technology development. 165438+ 10 In October, the virtual private network (VPN) of the new Banknet had the first member of MasterCard. Successfully transplanted and certified. This network is designed and built according to the plan of AT&T Company. From 1997 to 1998, VPN will replace the existing data network, thus making MasterCard's credit card and debit card transactions faster and more reliable. 199665438+In February, MasterCard cooperated with IBM and DPS to optimize e-commerce by using the first end-to-end secure Internet transaction. Here, the Secure Electronic Transaction Program (SET) is used for online support? Payment card transactions are safer. By the end of 1997, MasterCard and its member banks in Denmark, France, Japan, South Korea, Malaysia, South Africa, Taiwan Province Province of China and the United States have all participated in this project. Nearly 60 complete sets of technology pilot systems have been established. The continuous progress of technology has become a powerful driving force to promote the development of MasterCard. By the end of 1996, MasterCard had issued more than 400 million cards, including more than 300 million credit cards and more than 1 100 million debit cards. The annual credit card transaction base reached nearly 6 billion. The transaction amount exceeded $550 billion, 1.996, 1.23 On Christmas Eve, MasterCard's daily transaction volume reached 20.

0 million transactions, setting a record for its high transaction volume. ?

Many new products and services?

Although MasterCard was a credit card company from the beginning, it has become an international comprehensive payment service company in 1979. Since then, MasterCard has provided a full range of payment products and services. ?

In 198 1, MasterCard first classified the market. It issued a MasterCard gold card in the United States to target customers with high spending power, and it also issued a MasterCard traveler's check. MasterCard was issued on 1985. 1986 as a strengthening measure of MasterCard gold card, MasterCard service help system was developed. 1988, MasterCard issued a transfer card, MasterDebit, which is now called MasterMoney. In the same year, MasterCard acquired Cirrus Systems. This company has the largest ATM network in the United States and Canada. The next year, the world's largest ATM network was formed. MasterCard devoted itself to increasing the value of its products in the 1990s. 1990 developed the discount plan of Mastervalues POS, which was successfully implemented in the United States and soon popularized in Asia-Pacific, Latin America and the Caribbean.

In the 1980s, bank cards with marriage began to appear and gradually became popular. 1990, MasterCard launched its first co-branded card. The following year, MasterCard's dominant position in this field was established by approving the special rules of the application procedure for co-branded cards. From 65438 to 0993, in the United States alone, 300 joint-name cards were applied and 40 million joint-name cards and bank cards with marriage relations were issued. Co-branded cards have become an important force in the global bank card market. MasterCard extended its reach to online POS transfer business on 1990. It cooperated with EuroCard International, Eurocheck International and the regional electronic fund transfer network in the United States to launch the world's first online POS transfer program called Maestro. In addition, in order to promote and operate Maestro system in the United States, aestro U.S.A Company was established. 1992, EuroCard and Eurocheck International merged into Europay International. Later, MasterCard and Europay formed Maestro International Company to manage Maestro's overseas business. By the end of 1993, Maestro had issued 1 1 100 million cards. Up to now, Maestroka has maintained a high-speed growth momentum. ?

In order to maximize the efficiency and profits of member banks, MasterCard established MasterCard University in 199 1. At first, the university only offered courses and teaching to American member banks and MasterCard employees. By 1993, the university has provided a wider range of courses to all regions, and the content of each course is customized for the special consideration of customers, and can be added or deleted according to their needs. ?

1993, MasterCard was launched for the purchasing power market of nearly 400 billion companies in the United States. In the same year, the MasterBanking service was launched in the United States. This is a 24-hour remote banking service and electronic money payment service. ?

1In February 1997, MasterCard purchased 5 1% shares of Mondex International Company. Mondex technology is a platform based on chip card. This commercial initiative will accelerate the development of Mondex stored-value cards and other smart card products, and promote their global promotion. At the same time, it also creates conditions for the formation of chip-based payment products with global unified standards in the future. ?

How did the logo of MasterCard evolve?

With the continuous growth of MasterCard, the design of its card products is constantly reflecting these changes. At first, in order to distinguish ICA members from special merchants, the "I" symbol was printed on the card. The logo of the issuing bank is very obvious on the card to highlight the bank. Later, the main charging mark was introduced in 1969, which is a separate image mark. 1970, the logo of the main charger occupies the whole card screen. After nearly 10 years of unprecedented development, Master Charge developed into MasterCard in 1979. Because MasterCard has a stronger trademark, the association decided to only allow the issuing bank to occupy 25% of the card face to identify its own bank. ? However, in 1984, MasterCard allows the issuing bank to occupy 60% of the card surface to identify its own bank; To 1987, the proportion increased to 80%; 1990 increased to 85%. Nowadays, the familiar red and yellow logo has also been introduced. MasterCard credit card

The new logo of MasterCard symbolizes the new era of MasterCard. Its small logo shows that MasterCard is well-known enough to make more room to identify the member banks that issue cards. ? MasterCard created similar Cirrus and Maestro logos in 1992. Strengthened the relationship between different MasterCard products in the eyes of customers.

In 1996, a new and modified MasterCard logo was issued, with the following changes: increasing the letter size of limited shadow, reducing the interlocking line between two spheres, and changing the background to dark blue. These changes have increased the visibility and identifiability of the logo and improved the overall strength of the trademark image. Since 1997, the new MasterCard logo has appeared on tens of thousands of member banks, tens of millions of merchants and hundreds of millions of MasterCard cards. With the development of economy and the improvement of people's living standards, it will be more and more deeply rooted in the hearts of consumers all over the world.