SAN FRANCISCO — Contactless payments, long viewed with skepticism by many in the U.S. card industry, are poised to grow sharply in the next 18-24 months, according to a Visa USA executive.
Addressing attendees at PSCU Financial Services 30th Annual Conference, Frank Oliva, vice president of emerging product development for Visa, promised that the card brand would roll out advertising especially geared toward promoting contactless payments this year. The card brand would also begin incorporating contactless card advertising into its other advertising campaigns as well.
The hold up in launching the ad campaign, Oliva said, had been the work that Visa had been doing to tweak some technical aspects of the contactless cards as well as working with MasterCard to come up with a symbol which could be used to both identify contactless capable cards and the terminals where they could be used.
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