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History and Background:
First Data Resources, based in Omaha, Nebraska,
is the leading global provider of card transaction
processing and card portfolio management solutions
that enable credit, debit, commercial, oil and
private label card issuers to enhance their portfolio
growth, increase market share, reduce risk and
improve profitability.
Much of this business involves
the embossing of cards and the printing of associated
letters, as well as statements and collaterals.
The handling of cards was done through the infamous
“D-Holes” punched paper carriers, in which the
card was stuck. While all the printing was done
on mainframe, the emphasis was on “pre-press”
for print solutions with just variable data added
in the print process. This made the process very
static and did not enable a dynamic marketing
approach due to the lead time for pre-printing
and coding the variable data programs.
New Requirements for One-To-One Marketing:
Over time client requirements were in need of
extensive system flexibility, with the ability
to communicate at the cardholder level. This would
have to be enabled with marketing messaging and
the support for interest rate variables and special
offers with checks and coupons. To ensure a professionally
prepared and presented package, high quality laser
print matched with “Clean” card affixing was the
target to shoot for. Today’s competition requires
a shortened time to market, enabling new marketing
campaigns such as “Partners” Programs and Benefits/Features
schemes.
As the amount of preprinted paper for these applications
rose, reduced inventory costs for the number,
types and volumes of preprinted stock became an
essential issue. Further it became obvious that
marketing required dynamic documents, which utilize
numerous data and text elements for a highly personalized
approach to the customers needs. The ability to
make quick document AND strategy changes without
inventory hassles enabled the document to carry
the convergence of numerous marketing strategies
toward the customer.
How it was done:
FDR decided on a Document Management Solution
provided through a Partnership with “World
Class” Providers.
Xerox provided the paper management and printing
systems for cut-sheet duplex printing. BOWE Systec
installed their Card Attaching Base System with
the option to utilize their Package, Assembly
and Reporting System as an integrated solution
when needed.
ISIS Papyrus was contracted to deliver the complete
Document Design and Composition, Data Management
and Resource Management software. The Papyrus
Server was enhanced to communicate not only with
the printer but also with the BOWE system to receive
the card information which is used to generate
one or more printed pages with control codes for
verification at the enveloping stage. The Papyrus
Server and PrintPool are the management components
for the whole process from the card reader to
the final envelope.
The first implementation step was completed in
March 1999, where the sophisticated Papyrus functions
enabled the marketing approach:
• Conditional Logic within the Document Design
• Graphics, Logos, Images, Signatures, Boxes,
Lines and Shading.
• Resource Library
• True WYSIWYG Design with Windows Based Drag
& Drop
• Far East Languages such as Chinese, Japanese,
Korean
• Index and Control data imbedding for Post Processing
FDR stated in its press release:
“The PlastiCard Enterprise Presentation system
accesses more than 300 variable data elements
from account information to produce a card mailer
that is targeted to an individual cardholder.
Convenience and balance transfer checks, coupons
and selective messages can also be printed on
the mailers to help issuers increase card usage
and boost revenue."
“Issuers using the new system benefit from enhanced
decisioning capabilities that give them additional
cardholder data needed to effectively use card
mailers as a marketing tool,” said Timothy
E. Rosenthal, First Data's senior vice president
of PlastiCard Custom Services. “This new system
enables First Data to expand its world class plastic
delivery options for our card issuers.”
“With the new system, card issuers realize cost
savings by using a variety of forms with variable
template applications and two-sided printing.
In addition, issuers gain operational efficiencies
by electronically composing a document without
the cost and time needed to replenish large quantities
of paper stock.” |
