CUP is on the move and positioning itself to be the premiere card brand throughout Asia. Everywhere I went (Tokyo, Taipei, Singapore, less so, Manila) CUP was advertising with large signs and billboards, making a play for membership and exclusive savings similar to the way American Express or Discover has marketed themselves for years here in the west. Whereas Amex has been more of an “exclusive” or “luxury” brand and Discover has been “of the people”, CUP seems to be aiming for a mix of both with a “membership has its rewards” play. Examples of this included many locations (malls, tourist attractions and the airports) claiming additional 10% off if paid for using a CUP card. Visa was a prevalent brand in terms of acceptance, but CUP and Global Payments was even more so.
Global Payments seems to be an Asian market acquiring leader, or at least a preferred partner of choice in the travel and entertainment segment – Everywhere I went (Tokyo, Taipei, Manila, Singapore) Global Payments was a very visible and very present acquirer. Especially through their partnership with HSBC, the Global Payments logo was visible on the fronts and backs of many (ok, so, almost ALL!) of my receipts. A public facing brand was clearly recognizable as I saw it on most of my receipts!
No comments:
Post a Comment