Card Briefs: Help from First Data For Debit Marketing

First Data Corp.'s card services group said it has introduced a debit card marketing support system, called MSS, that improves the customer information available to card issuers.

"For the first time, debit issuers will have easy access to data so that they can analyze it and print out reports to make marketing and management decisions," said senior vice president Lou Morales. "As part of First Data's total solution for electronic payment services, MSS provides the information issuers need to increase debit card activation and cardholder usage, efficiently manage the debit card portfolio, and enhance the revenue potential of the debit card program."

Mr. Morales said the product is a response to clients' desires for relational data base capabilities similar to those in the credit card business.

The information is provided on diskette in a basic package that delivers five types of reports. A customizable, enhanced package, with 12 reports on more in-depth information, requires an electronic connection to First Data's system.