The multiple-application smart card will change retail banking - not just the credit card. Now is the time for retail bankers to learn about their new smart-card based future and how to make the most of it.
To succeed in the United States, multiple-application cards will need new leadership. To date, bank credit card departments have controlled the introduction of card functions and services, but unfortunately they do not have a good view of the retail bank. Fewer than one in six cardholders has a checking account with the same retail bank, and fewer than half of bank credit cards issued are from banks. Not much more than half of U.S. retail bank customers have access to bank credit cards.