Visa Announces Landmark Public Trial of Visa Mobile Platform in Taiwan




    Visa Partners with Chunghwa Telecom, Chinatrust Commercial Bank and Nokia
to Launch Six-Month Trial

    SAN FRANCISCO & TAIPEI, TAIWAN, September 19 /CNW/ - Visa International
is partnering with Chunghwa Telecom, Chinatrust Commercial Bank (CTCB) and
Nokia to launch a landmark trial in Taiwan showcasing a feature-rich
implementation of the Visa mobile platform.

    The trial will bring together near field communication (NFC)-enabled
mobile phones, over-the-air (OTA) personalization, Visa payWave contactless
payments and merchant direct marketing offers sent to the phone.

    Gordon Cooper, regional head, mobile payment, Visa International, Asia
Pacific, said the public trial was a natural progression for contactless
payments in Taiwan, the leading Visa payWave contactless market in the Asia
Pacific.

    "With more than 1.4 million Visa contactless cards in Taiwan (1),
cardholders are aware of the speed, security and convenience that contactless
payment delivers. This public trial is about extending our Visa payWave
contactless payment feature to the mobile device and we are excited to be able
to partner with Chunghwa Telecom, Chinatrust Commercial Bank and Nokia to make
it happen in the tech-savvy Taiwanese market," Cooper said.

    Mr Luo Lian-fu, Chairman of Chinatrust Commercial Bank, said the public
trial built on the experience the bank and Taiwanese cardholders had gained
from Visa payWave and would provide important lessons for delivering services
that centered on consumers' mobile lifestyles.

    The six-month trial involves 500 Chunghwa Telecom Call Call co-brand
cardholders using NFC-enabled Nokia 6131i handsets to make contactless
payments at any of the 3,000 stores that accept Visa payWave contactless cards
in Taiwan.

    As the latest Taiwan mobile penetration rates indicate, the mobile phone
has become a daily necessity and an indispensable part of people's lives (2).
Mr Ho-Chen Tan, Chairman of Chunghwa Telecom, said the public trial was
important as it would illustrate how payment could be personalized on mobile
devices. "We are delighted to partner with leading financial and technology
organizations - Visa, Chinatrust, and Nokia - to enrich consumers' lives
through the integration of payment on to the mobile phone."

    Consumers will be able to obtain merchant offers by pre-registering their
preferences to receive certain types of coupons or by holding their phone up
to special posters located in popular shopping areas, thereby triggering
on-demand download of specific merchant offers. On-demand offers are supported
through the use of posters and other media embedded with NFC tags. All offers
are stored in the graphics-rich software application that manages the Visa
payWave payment on the Nokia handset.

    As part of the mobile offers feature, Blockbuster Inc will trial discount
coupons at all 61 of its branches in the Taipei metropolitan area while 11
other merchants have signed up to offer smart poster tags. These merchants
include selected restaurants, cafes, bars and cinemas.

    "Smart tag offers will focus on merchants in the Xinyi District as it is
the most popular shopping, dining, and entertainment area in the Taipei city.
Our merchant partners will include Mr. Brown Cafe, Vieshow Cinemas, and a wide
array of restaurants at Eslite's flagship shop in Xinyi," Mr Luo Lian-fu,
Chinatrust Commercial Bank said.

    "Aside from the use of an OTA provisioning process and graphics-rich
handset software born out of the Visa mobile platform, we are excited about
complementing the Visa payWave experience with the mobile marketing solution
that is also a core component of the Visa mobile platform. By incorporating
mobile offers into this trial we will test the potential of the mobile device
to deliver value-added services that complement the convenience of the Visa
payWave contactless payment service," Cooper said.

    Visa's Mobile Platform

    Visa's mobile platform is supported by leading mobile technology
providers that enable Visa, its issuing banks, and mobile operators to engage
in trials and develop mobile payments and services. Built on years of
experience in mobile payments and developed in partnership with mobile
technology companies, Visa's platform includes handset manufacturers, chip
suppliers, mobile applications developers, over-the-air (OTA) service
providers and mobile messaging providers. Visa's mobile platform complements
the infrastructure of carriers and financial institutions.

    "Today's announcement is the latest demonstration of Visa's mobile vision
- to provide the services and enabling technologies for innovative mobile
programs that bring value to financial institutions, mobile operators,
merchants and their customers," said Dave Wentker, vice president of mobile
innovation, Visa International. "We're pleased to be working with our partners
on this trial and look forward to seeing how Taiwanese consumers will use and
react to these mobile services."

    About Visa: Visa connects cardholders, merchants and financial
institutions through the world's largest electronic payments network. Visa
products allow buyers and sellers to conduct commerce with ease and confidence
in both the physical and virtual worlds. Visa is committed to the sustained
growth of electronic payment systems to support the needs of all stakeholders
and to drive economic growth.

    Visa products currently generate more than $4.8 trillion in sales volume
worldwide. Visa enjoys unsurpassed acceptance around the world. In addition,
Visa/Plus is one of the world's largest global ATM networks, offering cash
access in local currency in over 170 countries. For more information, visit
www.corporate.visa.com.

    (1) According to Visa member reporting and therefore may be subject to
change

    (2) According to the Institute for Information Industry, Taiwan. As of Q2
2007, the mobile phone penetration rate is 103.2 percent.
http://www.find.org.tw/find/home.aspx?page=many&id=178.




For further information:

For further information: Burson Marsteller for Visa International
Carolyn Krytzer, 415-591-4022 Carolyn.Krytzer@bm.com or Visa Asia Pacific
Susan Williams, +65 6437 5659 swilliam@visa.com or Visa Taiwan Karen Chung, +
852 2842 2321 kchung@visa.com

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