The whole idea of debit cards becoming more of a profit center has evolved as banks have been searching for more avenues of non-interest income. The natural tie-in was this plastic card already in the customer's wallet. Banks started asking themselves: "What added value can I place on this card that would bring me opportunity for fee income?"
The answer was point of sale debit. If you deliver value - extra services - the customers are willing to pay for it. For example, we did a study that showed that 60% of our Visa Debit issuers - we have over 800 - charge either a periodic or a transaction fee for the use of that card.