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Premium Cards In Europe 2005
Datamonitor, Sep 2005, Pages: 70
Introduction
Premium branding is a highly effective and profitable customer segmentation tool, and has continued to grow in popularity with European issuers as a result. But how big is the European premium card market? How do the products and target customers differ from the mainstream? What does the future hold? This briefing provides the answers.
Scope
- This briefing provides detailed coverage of the premium card markets in France, Germany, Italy, Spain and the UK.
- Market sizing data for the premium and standard card segments are provided for each of these countries.
- Each of the different premium card market segments are considered in this briefing, from relatively homogenised products to the super premium cards.
- Competitor strategies, product design, and prevailing attitudes to premium cards are discussed on a country-by country basis.
Highlights
Despite the erosion of the prestige of both gold and platinum cards in some markets, the concept of premium branding remains strong. Issuers have introduced new levels of premium card to occupy the space vacated by the devaluation of previous premium brands, and this has resulted in the creation of a clear hierarchy for premium branding.
Growth in the number of premium cards in issue has grown rapidly across Europes five largest economies. Of the 208.4 million estimated combined MasterCard and Visa pay later cards in issue in these markets at the end of 2004, 35.8 million were classified as premium cards by the card schemes, 17.2 per cent of the pay later total.
At the end of 2004, it is estimated that there were 27.8 million consumers in Europes five largest economies with liquid assets in excess of EUR50,000. Taking this asset base as a notional threshold for premium card issuers to target, the potential premium card market is equal to the top 11.5 per cent of the adult population across the region.
Reasons to Purchase
- Understand how the penetration of premium cards differs across Europe, and what this means for issuers
- Find out how product design and issuer strategies have developed in the European premium card market
- Discover the size of the potential market for premium cards, both now and for the next five years
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