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Pulse, a Houston-based electronic funds transfer network, has launched a Web site for consumers designed to clear up misconceptions about debit cards. Industry officials write articles for debitfacts.org and Pulse uses videos to keep the site entertaining and informative.
But it is unclear how many consumers will find the site because Pulse is relying on its member financial institutions to help promote it. Some institutions may be reluctant to promote another company's Web site, even though Pulse is a business partner, one analyst says.
Launched in October, the site is an extension of the information and resources Pulse has provided to its 4,500 member financial institutions and their customers over the years, according to Cindy Ballard, Pulse executive vice president.
"One of the reasons why we launched it was really to provide balanced, fact-based debit card information to the consumer and become a trusted resource for consumers about debit," Ballard tells ATM&Debit News.
Competing EFT networks also offer some ATM and debit card information on their Web sites, but the companies do not focus on consumer information.
NYCE Payments Network LLC, a unit of Milwaukee-based Metavante Technologies Inc., also offers some ATM and debit card information on its Web site, but it does not target consumers directly, a spokesperson says.
Star, First Data Corp.'s EFT network, only offers an ATM locator on its site.
Pulse constructed debitfacts.org to counter mainstream media coverage, which an industry executive who contributes to the Web site claims misleads instead of educates the public.
"For consumers, there is a lot of misperception in terms of safety, the difference between signature- and PIN-debit transactions, and misinformation from different sources," says Bruce Cundiff, director of payments research and consulting for Pleasanton, Calif.-based Javelin Strategy & Research.
Cundiff wrote an article for the Pulse site on that subject, and Pulse also will commission other industry experts to write articles, Ballard says.
Debitfacts.org offers visitors different sections relating to debit card use and security. One section provides information about debit card liability. "Consumers need the right kind of information regarding debit cards, and Pulse is providing information about debit card use," Cundiff says.
Visitors also can access sections about how a debit card works and where it can used.
The Web site offers good content, but "the real challenge is going to be whether word gets out about the Web site," says Red Gillen, senior analyst with Celent LLC, a New York-based consulting firm.
Some financial institutions are reluctant to steer customers away from their Web sites to others' sites, Gillen says. Pulse alerted its member financial institutions about the site when it debuted, but Ballard says the organizations determine how to best publicize debitfacts. org to customers. Debit card education on the Web site, however, is not limited to articles. Pulse also is using short videos to illustrate points. The lone video on the site currently explains the difference between signature-and PIN-debit transactions. ATM
