Mobile MasterCard PayPass Tags Design Examples

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1 Version 1.0 June 2010 PayPass Tags Design Examples Using Tag design to attract consumers and capture your share of the global mobile payments market

2 How To Use This Document Tags This document is intended to support those responsible for the deployment and launch of Mobile Payment Tags for their organization. This document outlines the elements of a Mobile Payment Tag and profiles design examples for a sample of different Target Groups, of the Tag itself, the Shuttle-Card within which the Tag often produced, and a Direct Mail example. By providing examples of Tag Design, suitable for different target market groups, this document provides a reference tool and source of ideas, when planning production, briefing design agencies, and executing the deployment of Tags and supporting materials. PayPass TM Please note that images used within Tag Designs throughout this document are examples only. The images are not owned by MasterCard and are not part of the MasterCard Image Library. All images will need to be sourced independently and may incur associated royalty costs MasterCard. All rights reserved. 2

3 Introducing PayPass Tags Tags PayPass TM A Tag is a payment device within the PayPass product portfolio. It s simplicity itself: a sticker that attaches to the back of a mobile phone. Each Tag is fully enabled for contactless payments at merchants using PayPass terminals. Mobile Tags are already available from multiple vendors. Mobile Payment Tags typically are produced to snap off, peel off or push out of a larger Credit Cardsized Shuttle-Card. A Tag can be distributed to a consumer in the same way as a Credit or Debit Card, within a dedicated mailer, or mailed together with a PayPass card. Tag A Tag is often housed within the Shuttle- Card, and can be produced to, Push Out or Peel Off. See page 4. Identifier The MasterCard identity is mandatory on all Tag Designs, and must adhere to. Expiry Date It is recommended that the expiry date is displayed, so the card holder will know when the Mobile Tag is due to expire. 4 digit Account Number It is recommended that the Mobile Tag is printed with the last 4 digits of the PAN, so that the Tag may be identified. Shuttle-Card The Tag is often produced as part of a larger Shuttle-Card. Allowing easy personalization and delivery of the Tag to card holders MasterCard. All rights reserved. 3

4 Types of PayPass Tags Tags Mobile Payment Tags can be produced in different formats including: Two-piece Tag, consists of: 1. The Tag itself is not adhesive and may snap off a Shuttle-Card. 2. A case which is adhesive, into which the Tag slides PayPass TM One-piece Adhesive Tag: Case The Adhesive Tag can be produced to snap off, push out or peel off a Shuttle-Card. Push Out Peel Off Dimensions: Example Snap-off Section: 43mm x 24mm Example Peel Off Tag: 44mm x 33mm x 1.5mm There are a number of different Tag types available from vendors, here we show the most common examples MasterCard. All rights reserved. 4

5 Using MasterCard PayPass Identifier To ensure proper use of the MasterCard PayPass identity, MasterCard Worldwide has developed the following standards. Tags Mobile Payment Tags must display a Full-Color identifier, in the vertical or horizontal configuration. The minimum size for printing the full-color identifier is based on the identifier s width. Do not include the TM designation when measuring. The regular or standard minimum size for printing the vertical configuration is 0.57" (14.5 mm) wide and 0.98" (24.9mm) wide for the horizontal configuration. 1 Vertical configuration If your Tag has smaller dimensions than those recommended in this document, and the minimum identifier size is not feasible, please reference the PayPass standards document for full guidance. Horizontal configuration It is recommended that the last 4 digits of the account number be printed where feasible..5x.5x PayPass TM X 4 digits of the account number (PAN) as standard. 2.5X Minimum free space (vertical configuration).5x Optional 5 digits Expiry date XX/XX.5X.5X X.5X.5X Minimum free space (horizontal configuration) Always reference the MasterCard PayPass document for the most up to date and full Brand Guidelines information MasterCard. All rights reserved. 5

6 Tags Consumers increasingly seek to utilize their mobile phone as a multi-purpose device, bringing together music, entertainment, internet access, mobile TV, messaging, camera, lifestyle applications, even satellite navigation. It is often the one thing, a consumer won't leave home without. Be creative with your Tag design to appeal to your target audience. Tailoring design to suit a target group can encourage adoption, as consumers desire to attach your Mobile Payment Tag to their mobile device. Use specific background designs for targeting groups of card holders, to achieve maximum uptake of PayPass TM Tags and capitalize on the opportunity. Not only can you tailor the design of a Tag, there are also marketing communication opportunities via the Shuttle-Card as well as direct mail. PayPass TM Be creative with your Tag design to appeal to your target audience to achieve maximum adoption MasterCard. All rights reserved. 6

7 Mobile MasterCard PayPass Tag Designs Target Group MasterCard PayPassTM Tags Youth Market Technology adopters by nature, communicate and live their lives via the internet, social media and mobile communications, can be subject to peer pressure, keeping up with the latest trends. Using the MasterCard PayPassTM Identifier Position the Tag within the ShuttleCard design to suit your needs. Mobile MasterCard PayPassTM Tags - Asset Brief MasterCard PayPassTM Central Tag Placement Push Out Adhesive Tag Placement Peel Off Mobile MasterCard PayPassTM Mobile MasterCard PayPassTM Tags - Guide to Fun Card Design MasterCard. All rights reserved. Have fun with designs and stimulate innovative marketing to the youth market. 7

8 PayPass Tag Designs Tags Target Group Innovators/Early Adopters Seek the latest in technology, aspire to own and utilize leading edge gadgets and communications mediums. Tend to be advocates. Position the Tag within the Shuttle-Card design to suit your needs PayPass TM Central Tag Placement Push Out Upper Right Tag Placement Peel Off Be creative with a Shuttle-Card this example is designed to look like a mobile device or cell phone The technology is not just inside your phone anymore MasterCard. All rights reserved. 8

9 PayPass Tag Designs Tags Target Group Professionals Seek time saving and convenience, like to be early in the adoption curve and to be seen effectively using the latest technology. Position the Tag within the Shuttle- Card design to suit your needs. PayPass TM Central Tag Placement Push Out Upper Right Tag Placement Peel Off Payment card and phone as one Premium designs to appear as a slick product, appeal to professional, often urbanite audience MasterCard. All rights reserved. 9

10 PayPass Tag Designs Tags Target Group Premium High value current customers, segmented from current customer base, frequent spenders, like to be rewarded for loyalty, and to be given VIP access to the latest technology. Position the Tag within the Shuttle- Card design to suit your needs. PayPass TM Central Tag Placement Push Out Adhesive Tag Placement Peel Off Natural Progression Compelling designs to appear as a premium benefit to current products and services MasterCard. All rights reserved. 10

11 PayPass Tag Designs Be creative with your designs, to utilize in a marketing campaign. Tags Example Direct Mail Piece. See page 12. PayPass TM Push Out Push Out Push Out Your Mobile Phone. It goes everywhere with you MasterCard. All rights reserved. 11

12 Direct Mail Example Tags Creative designs to deploy PayPass TM Tags PayPass TM There is a new way to carry your card MasterCard. All rights reserved. 12

13 Direct Mail Example Tags Creative designs to deploy PayPass TM Tags and PayPass Card. PayPass TM There is a new way to carry your card MasterCard. All rights reserved. 13

14 Direct Mail Example Tags Alternative creative designs to deploy PayPass TM Tags. PayPass TM There is a new way to carry your card MasterCard. All rights reserved. 14

15 Definitions of Terms Tags PayPass TM Mobile Device Cell Phone or other PDA (belonging to the card holder). Shuttle-CARD The Shuttle-Card is Credit Card Sized card, which houses the Tag itself. The Shuttle-Card allows easy personalization and delivery of the Tag to consumers. Tag A Tag is a payment device within the PayPass product portfolio, a stick that attached to the back of a mobile devise. A Tag is hosted within a Shuttle-Card, and can be produced to, Push Out or Peel Off, before attaching to a Mobile Device. Identifier The MasterCard logo and Pay Pass Logo have been specifically designed with minimum sizing, spacing and color specification, and is mandatory on all Tag Designs. The Identifier should be used adhering to the latest MasterCard PayPass. Card Carrier A Card Carrier is the direct mail piece, to which a Tag is attached within the Shuttle-Card, used to deploy the Tag to the consumer. Two piece Tag The Tag is made up of two parts the first is the Tag itself, which is not adhesive and typically snaps out of the Shuttle-Card. The second part is a case, which is adhesive, and sticks to a Mobile Device, into which the Tag slides. Case A Case can be used to house a non-adhesive Tag. The Case attaches to the Mobile Device, into which the Tag slides. This is called a Two piece Tag, is made up of a Non-adhesive Tag, and an adhesive Case. One-piece Adhesive Tag The Adhesive Tag consists of one part only. It has adhesive backing and sticks directly to the phone. The adhesive Tag can be produced to push out, snap off or peel off a Shuttle-Card. Push Out This term describes a Tag that pushes out of the Shuttle-Card. The Tag is therefore produced to be within the edges of the Shuttle-Card. This is similar to the standard deployment of a SIM card for a Mobile Phone. Peel Off This term describes how an Adhesive Tag can be produced to Peel Off the Shuttle-Card. The Tag peels off adhesive backing within the Shuttle-Card, and can then be stuck directly to a Mobile Device. One piece Adhesive Tags and Non Adhesive Tags (from a Two part design) can be designed to Snap Off a Shuttle-Card, These Tags are produced to be located at the edge of the Shuttle-Card, and then snapped off. PAN PAN is the Primary Account Number, which identifies the MasterCard account MasterCard. All rights reserved. 15