Mobile MasterCard PayPass Tags Design Examples

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Version 1.0 June 2010

Using Tag design to attract consumers and capture

your share of the global mobile payments market

Mobile MasterCard

PayPass

Tags

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How To Use This Document

This document is intended to support those responsible for the deployment and launch of Mobile Payment Tags for their organization.

This document outlines the elements of a Mobile Payment Tag and profiles design examples for a sample of different Target Groups, of the Tag itself, the Shuttle-Card within which the Tag often produced, and a Direct Mail example.

By providing examples of Tag Design, suitable for different target market groups, this document provides a reference tool and source of ideas, when planning production, briefing design agencies, and executing the deployment of Tags and supporting materials.

Please note that images used

within Tag Designs throughout

this document are examples only.

The images are not owned by

MasterCard and are not part of

the MasterCard Image Library.

All images will need to be sourced

independently and may incur

associated royalty costs.

In This Document:

How to Use This Document Introducing Mobile MasterCard®_PayPassTM_Tags Different Types of Tags Using the MasterCard®

PayPassTM_Identifier Using Tag Designs Direct Mail Examples Definition of Terminology

Reference Documents: Mobile MasterCard®

PayPassTM_{Tags - Asset Brief}

MasterCard® _PayPassTM

Branding Standards Mobile MasterCard®_PayPassTM

Tags - Implementation Guide Mobile MasterCard®

PayPassTM_{Tags - Guide to}

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Introducing Mobile MasterCard

PayPass

™

_Tags

A Tag is a payment device within the PayPass product portfolio.

It’s simplicity itself: a sticker that attaches to the back of a mobile phone.

Each Tag is fully enabled for contactless payments at merchants using PayPass terminals. Mobile Tags are already available from multiple vendors.

Mobile Payment Tags typically are produced to snap off, peel off or push out of a larger Credit Card-sized Shuttle-Card. A Tag can be distributed to a consumer in the same way as a Credit or Debit Card, within a dedicated mailer, or mailed together with a PayPass card.

Tag

A Tag is often housed within the Shuttle-Card, and can be produced to “Snap Off”, “Push Out” or “Peel Off”. See page 4.

Identifier

The MasterCard identity is mandatory on all Tag Designs, and must adhere to

MasterCard®_PayPassTM_{Branding Standards.}

Expiry Date

It is recommended that the expiry date is displayed, so the card holder will know when the Mobile Tag is due to expire.

4 digit Account Number

It is recommended that the Mobile Tag is printed with the last 4 digits of the PAN, so that the Tag may be identified.

Shuttle-Card

The Tag is often produced as part of a larger Shuttle-Card. Allowing easy personalization and delivery of the Tag to card holders.

In This Document: How to Use This Document Introducing Mobile MasterCard®_PayPassTM_Tags

Different Types of Tags Using the MasterCard®

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Types of Mobile MasterCard

®

PayPass

™

_Tags

Mobile Payment Tags can be produced in different formats including: Two-piece Tag, consists of:

1. The Tag itself is not adhesive and may snap off a Shuttle-Card. 2. A case which is adhesive, into which the Tag slides

One-piece Adhesive Tag:

The Adhesive Tag can be produced to snap off, push out or peel off a Shuttle-Card.

There are a number of different

Tag types available from vendors,

here we show the most common

examples.

Dimensions:

Example Snap-off Section: 43mm x 24mm Example Peel Off Tag: 44mm x 33mm x 1.5mm

Peel Off Snap Off

Snap Off

Push Out

In This Document: How to Use This Document Introducing Mobile MasterCard®_PayPassTM_Tags Different Types of Tags Using the MasterCard®

Marketing Toolkit

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.5X .5X .5X .5X .5X .5X .5X .5X Vertical configuration Horizontal configuration

Minimum free space (vertical configuration)

Minimum free space (horizontal configuration) X

X 1

2

Using MasterCard

PayPass

™

_Identifier

To ensure proper use of the MasterCard ®_PayPass™_{identity, MasterCard Worldwide has} developed the following standards.

Mobile Payment Tags must display a Full-Color MasterCard®_PayPassTM_{identifier, in the vertical or}

horizontal configuration.

The minimum size for printing the full-color identifier is based on the identifier’s width. Do not include the TM designation when measuring. The regular or standard minimum size for printing the vertical configuration is 0.57" (14.5 mm) wide and 0.98" (24.9mm) wide for the horizontal configuration. If your Tag has smaller dimensions than those recommended in this document, and the minimum identifier size is not feasible, please reference the PayPass standards document for full guidance. It is recommended that the last 4 digits of the account number be printed where feasible.

Always reference the MasterCard

PayPass Branding Standards

document for the most up to

date and full Brand Guidelines

information.

In This Document: How to Use This Document Introducing Mobile MasterCard®_PayPassTM_Tags Different Types of Tags Using the MasterCard® PayPassTM_Identifier

Using Tag Designs Direct Mail Examples Definition of Terminology

Marketing Toolkit

Optional 5 digits Expiry date XX/XX 4 digits of the account number

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Using Tag Designs

Consumers increasingly seek to utilize their mobile phone as a multi-purpose device, bringing together music, entertainment, internet access, mobile TV, messaging, camera, lifestyle applications, even satellite navigation. It is often the one thing, a consumer won't leave home without.

Be creative with your Tag design to appeal to your target audience. Tailoring design to suit a target group can encourage adoption, as consumers desire to attach your Mobile Payment Tag to their mobile device.

Use specific background designs for targeting groups of card holders, to achieve maximum uptake of

PayPassTM_{Tags and capitalize on the opportunity.}

Not only can you tailor the design of a Tag, there are also marketing communication opportunities via the Shuttle-Card – as well as direct mail.

Be creative with your Tag design

to appeal to your target audience

to achieve maximum adoption.

In This Document: How to Use This Document Introducing Mobile MasterCard®_PayPassTM_Tags Different Types of Tags Using the MasterCard®

PayPassTM_Identifier Using Tag Designs Direct Mail Examples Definition of Terminology

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Position the Tag within the

Shuttle-Card design to suit your needs.

Central Tag Placement – Push Out

Adhesive Tag Placement – Peel Off

Mobile MasterCard

PayPass

™

_{Tag Designs}

Target Group

Youth Market – Technology adopters by nature, communicate and live their lives via the internet, social media and mobile communications, can be subject to peer pressure, keeping up with the latest trends.

Fun Card Design

Have fun with designs and

stimulate innovative marketing

to the youth market.

Snap Off

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Mobile MasterCard

®

PayPass

™

_{Tag Designs}

Target Group

Innovators/Early Adopters – Seek the latest in technology, aspire to own and utilize leading edge gadgets and communications mediums. Tend to be advocates.

Position the Tag within the

Shuttle-Card design to suit

your needs

Upper Right Tag Placement – Snap Off

Be creative with a Shuttle-Card

– this example is designed to look like a mobile device or cell phone

In This Document:

How to Use This Document Introducing Mobile MasterCard®_PayPassTM_Tags Different Types of Tags Using the MasterCard®

Marketing Toolkit

The technology is not just inside

your phone anymore.

Peel Off

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Position the Tag within the

Shuttle-Card design to suit your needs.

Upper Right Tag Placement – Peel Off

Mobile MasterCard

PayPass

™

_{Tag Designs}

Target Group

Professionals – Seek time–saving and convenience, like to be early in the adoption curve and to be seen effectively using the latest technology.

Payment card and phone as one

Premium designs to appear

as a slick product, appeal to

professional, often urbanite

audience.

Snap Off

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Position the Tag within the

Shuttle-Card design to suit your needs.

Adhesive Tag Placement – Peel Off

Natural Progression

Compelling designs to appear as

a premium benefit to current

products and services.

Mobile MasterCard

®

PayPass

™

_{Tag Designs}

Target Group

Premium – High value current customers, segmented from current customer base, frequent spenders, like to be rewarded for loyalty, and to be given VIP access to the latest technology.

Marketing Toolkit Snap Off

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Mobile MasterCard

PayPass

™

_{Tag Designs}

Be creative with your designs, to utilize in a marketing campaign.

Example Direct Mail Piece.

See page 12.

Your Mobile Phone. It goes

everywhere with you.

Marketing Toolkit

Push Out

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Direct Mail Example

Creative designs to deploy Mobile MasterCard®_PayPassTM_Tags

There is a new way

to carry your card

PayPassTM_Identifier Using Tag Designs Direct Mail Examples Definition of Terminology

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Direct Mail Example

Creative designs to deploy Mobile MasterCard®_PayPassTM_{Tags and PayPass Card.}

There is a new way

to carry your card

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Direct Mail Example

Alternative creative designs to deploy Mobile MasterCard®_PayPassTM_Tags.

There is a new way

to carry your card

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Definitions of Terms

MObIlE DEvICE

Cell Phone or other PDA (belonging to the card holder). ShUTTlE-CARD

The Shuttle-Card is “Credit Card Sized“ card, which houses the Tag itself. The Shuttle-Card allows easy personalization and delivery of the Tag to consumers.

TAg

A Tag is a payment device within the PayPass product portfolio, a stick that attached to the back of a mobile devise. A Tag is hosted within a Shuttle-Card, and can be produced to “Snap Off”, “Push Out” or “Peel Off”, before attaching to a Mobile Device.

IDENTIFIER

The MasterCard logo and Pay Pass Logo have been specifically designed with minimum sizing, spacing and color specification, and is mandatory on all Tag Designs. The Identifier should be used adhering to the latest MasterCard PayPass Branding Standards.

CARD CARRIER

A Card Carrier is the direct mail piece, to which a Tag is attached within the Shuttle-Card, used to deploy the Tag to the consumer.

TwO PIECE TAg

The Tag is made up of two parts – the first is the Tag itself, which is not adhesive and typically snaps out of the Shuttle-Card. The second part is a case, which is adhesive, and sticks to a Mobile Device, into which the Tag slides.

CASE

A Case can be used to house a non-adhesive Tag. The Case attaches to the Mobile Device, into which the Tag slides. This is called a “Two piece Tag,” is made up of a Non-adhesive Tag, and an adhesive Case. ONE-PIECE ADhESIvE TAg

The Adhesive Tag consists of one part only. It has adhesive backing and sticks directly to the phone. The adhesive Tag can be produced to push out, snap off or peel off a Shuttle-Card.

PUSh OUT

This term describes a Tag that “pushes out” of the Shuttle-Card. The Tag is therefore produced to be within the edges of the Shuttle-Card. This is similar to the standard deployment of a SIM card for a Mobile Phone.

PEEl OFF

This term describes how an Adhesive Tag can be produced to “Peel Off” the Shuttle-Card. The Tag peels off adhesive backing within the Shuttle-Card, and can then be stuck directly to a Mobile Device. SNAP OFF

One piece Adhesive Tags and Non Adhesive Tags (from a Two part design) can be designed to “Snap Off” a Shuttle-Card, These Tags are produced to be located at the edge of the Shuttle-Card, and then “snapped off”.

PayPassTM_Identifier Using Tag Designs Direct Mail Examples Definition of Terminology