1. Get more info on this report!
Rewards Cards in the U.S., 3rd Edition
September 1, 2010
2010 brings a perfect storm to the credit card industry, driven by recession-induced
changes that are reshaping its core. At the same time, card rewards have become
ubiquitous. In the face of some of the most significant changes the credit card industry
has ever faced, some argue that rewards programs are simply no longer feasible in an
era of constrained revenue and profits. However, as detailed in Packaged Facts’
Rewards Cards in the U.S., it is not a matter of eliminating reward programs, but rather
about adapting them to some of the most significant changes the credit card industry
has ever faced.
In its most consultative report in the series, this 3rd edition of Rewards Cards in the
U.S. helps position industry participants to navigate this reengineering in card rewards
by assessing the following industry trends and challenges:
How does continued migration to electronic payments shape the future of
rewards?
Which regulatory changes are most relevant to rewards?
Understanding the macroeconomic and credit factors that shape the pool of
current and future credit card customers.
How large is this pool of customers?
Does the current credit environment effect migration from credit to debit? Why?
How?
Which fee structures are being implemented—or could be implemented—to
counteract regulatory change?
How are card issuers’ credit card portfolios adapting to change? How can they
share in tapping a smaller pool of cardholders while growing profits?
What will happen to affluent, credit worthy cardholders? Less credit worthy
cardholders? How do rewards play a role?
Can rewards help grow transactions and help extend card reach beyond a
shrinking consumer base?
How does closed-loop versus open-loop competition and significant industry
consolidation affect competition?
What is the fate of co-brand rewards?
Which reward types best fit the needs of specific consumers?

2. Over the course of the recession, which consumers are active card users?
Multiple card users? Transactors? Revolvers? How has this changed over time?
In addition to (or as part of) addressing these issues, this report trends consumer use of
credit cards, analyzing usage patterns from 2007 to 2010, identifying specific consumer
groups according to active card usage, cards in wallet, and classification as transactors
or revolvers. In doing so, Packaged Facts assesses some factors most integral to credit
worthiness, including net worth, home value, and HH income.
Rewards Cards in the U.S., 3rd Edition also contains:
In-depth competitive profiles of the associations and major issuers written by
industry experts
Selected strategic card players assessments
Comprehensive, holistic assessment of macroeconomic and credit trends
Complete market size and forecast
For a full assessment on how regulatory changes is reshaping consumer banking—and
reshaping consumer relationships, preferences, and attitudes about banking—please
see Packaged Facts’ upcoming Regulatory Change: Consumer Banking and the New
Consumer Relationship.
Additional Information
Market Insights: A Selection From The Report
Consumer Credit Trends
As reflected in the Macroeconomic Influences, Regulations and the Rewards Card
Market chapter, consumers have a decidedly pessimistic economic outlook, as they
struggle under the burden of higher unemployment and lower household wealth. But
along with that burden, they must also contend with an unfortunate—and related—
chicken-and-egg phenomenon: their own reluctance to use credit and an unforgiving
credit environment. In this chapter, Packaged Facts assesses the direction of consumer
credit and debt trends and their relationship to the credit card industry. As part of doing
so, the chapter concludes with trended assessment of the “Big Six” credit card portfolios
(Bank America, JPMorgan Chase, Capital One Financial, American Express, Citigroup,
and Discover Financial Services).
Debit Rewards

3. According to Packaged Facts’ Co-Brand and Affinity Credit Cards: The U.S. and Global
Markets and Opportunities, 3rd Edition (November 2009), debit cards continue to
increase in popularity, and while their growth rate has slowed, it has outstripped that of
credit cards. Many of the same conveniences of credit cards can be found in debit
cards. For example, as with credit cards, debit cards relieve consumers of the task of
having to withdraw cash from the bank. Debit cards also offer an added cash-related
advantage in that most larger merchants allow debit card users to withdraw cash from
their registers in limited amounts. In addition, debit cards are just as quick as credit
cards, permitting consumers to make purchases with a swipe and a signature or
punched-in PIN. Importantly for consumers struggling with debt and bad credit, it’s also
much easier to obtain a debit card than a credit card. For many consumers, debit cards
are also budgeting tools. Since debit cards draw on funds that account holders already
have, undisciplined...
Card metrics
JPMorgan Chase analyzes its credit card portfolio on a managed basis, which includes
credit card receivables on the Consolidated Balance Sheets and those receivables sold
to investors through securitizations. Below, Packaged Facts breaks out card receivables
and delinquency rates in three ways: for Card Services, for Card Services minus the
Washington Mutual portfolio, and for the Washington Mutual portfolio. In aggregate,
JPMorgan Chase attributed these increases to the current weak economic environment,
especially in metropolitan statistical areas (“MSAs”) experiencing the greatest housing
price depreciation and highest unemployment and to the credit performance of loans
acquired in the Washington Mutual transaction.
In The News
Reward Programs Remain Integral to Success of a U.S. Credit Card Market in Flux
New York, August 16, 2010 — While the credit card industry has suffered from
significant account attrition and in some cases decreased spend per card since the
recession, rewards programs continue to be integral to the market’s success, according
to Rewards Cards in the U.S., 3rd Edition by market research publisher Packaged
Facts. Rewards remain a cornerstone of American Express and Discover, while among
some of the biggest card issuers in the country, Visa- and MasterCard-branded rewards
programs are either being refreshed or are being brought to market for the first time.
“The recession has brought tremendous upheaval to the industry, which has worked
aggressively to counteract the financial consequences of the Credit CARD Act and the
close of an era where loose credit was the norm,” says Don Montuori, publisher of
Packaged Facts. “We don’t believe the trend toward significant account attrition has
played itself out yet. But we ultimately predict that though the number of credit cards in
force will continue to decline into 2011, rewards will selectively play a more important
role than ever before.”

4. The degree to which cardholders are rewarded is an important issue facing the
industry. The answer will be driven more and more precisely and selectively by the
return that cardholders generate for card players based on how much cardholders
spend, where they use their cards, and whether they are willing to pay for better
rewards. It’s a quandary that is already being addressed by the marketplace, but will
also continue to shape the industry in the future as reward programs become less
egalitarian with larger returns in percentage terms dictated by cardholder behavior. The
“losers” in the rewards game will be lower spending and higher risk cardholders, whom
the market has already deemed marginal returns on investment, comments Montuori.
One countermeasure to the recession has been a move “upstream” by positioning
rewards-driven programs to more affluent, more creditworthy customers who promise
returns in the form of increased transactions per card and increased usage at points of
sale where cash and checks still hold sway. Based on such efforts, Packaged Facts
forecasts the percentage of rewards-based credit cards will grow incrementally from
76% of all general-purpose credit cards in 2009 to 77% in 2010 before reaching 82% in
2013.
Though affluent consumers are perhaps the most obvious targets of the post-recession
credit card industry, younger consumers who have jobs are also attractive prospects.
Millennials are currently avid debit card users, but as they enter what historically are
peak credit-using years it’s unknown whether they will migrate to credit cards. As a
result, some credit card players are introducing products that provide a needed link to
younger debit-driven consumers and position their charge cards as debit alternatives.
For instance, American Express recently introduced the ZYNC Card, which functions as
a pay-in-full charge card that allows cardholders to select bundles of rewards and
benefits called “Packs” that are tailored to specific lifestyle interests and spending habits
in categories such as music, fashion, food, travel and more.
Rewards Cards in the U.S., 3rd Edition examines the rewards-based credit card
industry in the U.S. The report presents the size and growth of the market and several
related key metrics within the broader credit card arena, as well as trends and factors
affecting the industry. In addition, major key competitors are profiled, along with a
focused analysis of consumer demographics and preferences of co-branded credit
cards. The scope of the report is limited to consumer-based general-purpose credit
cards that have a rewards feature. However, debit card rewards, private label rewards,
and business rewards are also discussed within the context of the report
About Packaged Facts - Packaged Facts, a division of MarketResearch.com,
publishes market intelligence on a wide range of consumer market topics, including
consumer goods and retailing, foods and beverages, demographics, pet products and
services, and financial products. Packaged Facts also offers a full range of custom
research services.

5. Table of Contents
Chapter 1: Executive Summary
Scope and Methodology
Report Scope
Report Methodology
Macroeconomic Influence on the Credit Card Industry
Consumer confidence helps put brakes on spending
Unemployment picture stabilizes
Housing and equities still down
Consumer Credit Trends
Chipping away at the debt burden
But higher charge-off rates play a role
The banks’ side of the argument: card lending policies tighten
Unused credit lines pulled
Eleven consecutive quarters of credit card tightening
The result: Fewer prospects.
Credit card interest rates increase while banks’ borrowing costs decrease
Consumer Payment Trends: An Overview
Rewards cards in the wallets of more than 75% of credit card users
Cash still the most widely used payment instrument for retail payments
Regulatory Analysis
The CARD Act: Implementation and Response
Regulation E
Dodd-Frank Wall Street Reform and Consumer Protection Act
Bureau of Consumer Financial Protection
The Durbin Amendment
Rewards Card Market Size and Forecast
Rewards Cards to Continue to Build Credit Card Share
Account attrition rampant; rewards no exception
Moving upstream, rewards in tow
A question of degree
And a question of fitting into broader strategy
Rewards card share to grow incrementally through 2013
Rewards Trends, Innovations & Strategies
A Tale of Two Groups: the Affluent and the Young
Why target the affluent? Simple: big card spend; high FICOs
MasterCard rolls out the red carpet
American Express Spins Gold
Chase asks customers to try Sapphire
What about younger consumers?

6. Debit stalks credit
Trends in Rewards Types
Practicality of cash rewards drives increased consumer interest
JPM Chase Brings Back 5% Cash Back—with caveats
Private Label Cards: Retailers Taking a Second Look?
Co-branding trend runs strong
Small-Business Rewards
Credit cards a fraction of small-business B2B transactions
Debit Rewards
Debit Rewards Gaining Traction
Cash back debit cards on the rise
Rewards Profiles
Bank of America
Reward Cards Offerings
2010 Card Strategy
Wells Fargo & Company
Rewards Cards
Capital One Financial
Entrance into Reward Cards & Offerings
Discover Financial Services
Network and Card Initiatives
Rewards Cards
Rewards Snapshots: MasterCard and Visa
Co-branding and Premier Rewards
Relationship Rewards Construct
Card counts drop precipitously
Visa
Visa’s Three-tiered Consumer Credit Platform
Consumer Credit Card Usage Trends
Credit card use dips
MasterCard credit card use drops the most and American Express the least
American Express cardholders report highest level of engagement
But cardholder engagement also drops over time
Among full-time employed, credit card use is stable
But engagement differentiates “Big “Four”
And engagement trends suggest credit card pullback
Swimming upstream: assessing higher-HH-income brackets
MasterCard engagement highest among $150K+ HH income consumers
Discover card engagement falls ten percentage points during 2007-2010
American Express Blue at 12.4 million mark
Discover card accounts at about 31 million
MasterCard Consumer Credit Card Use & Engagement
Visa Consumer Credit Card Use & Engagement
Co-Brand Usage Trends, Big Four

7. Chapter 2: Macroeconomic Influences, Regulations and the Rewards Card Market
Consumer confidence helps put brakes on spending
Current perceptions of business conditions, job prospects darken
Expectations Index dips as job prospect optimism dims
Unemployment picture stabilizes
Figure 2-1: Unemployment Rate and Consumer Confidence, 2007-2010
Unemployment picture affects some more than others
Unemployment rate among less educated jumps five percentage points
Credit worthiness suffers
Young adults in a bind
Table 2-1: Unemployment Rate, Selected Demographics, 2007-2010 (%)
Black and Hispanic consumers also more likely to be affected
How can increasing personal savings and reducing the debt burden be bad?
Unemployment and GPD forecast
Slow employment rebound to coincide with a slow rebound in consumer
spending
Table 2-2: Unemployment and GDP Forecast, 2010-2012
Stock & housing declines deflate household wealth; rebound to record 2006
levels a long way off
Q1 2009 to Q1 2010 sees uptick in household wealth, but still $10 trillion off 2006
high
Table 2-3: Household Net Worth, 2005-2010 (in trillions of $)
Case-Shiller and FOMC housing pessimism
Table 2-4: Household owners' equity in real estate as a percentage of
households owner-occupied real estate, 2003-2010 (%)
Q2 2010 summary equities analysis
Figure 2-2: Wealth Effect: Wilshire 5000 and Case Shiller Index, 2007-2010
Regulatory Analysis
The CARD Act: Implementation and Response
Card Act - Stage I - August 2009
Card Act - Stage II - February 2010
Card Act - Stage III - August 2010
Ramifications of the CARD Act
Cost to banks in the billions
Making up the difference
Regulation E
Dodd-Frank Wall Street Reform and Consumer Protection Act
Bureau of Consumer Financial Protection
The Durbin Amendment
Fees
Reasonable and proportional
Market Size & Growth
Rewards Cards to Continue to Build Credit Card Share

8. Account attrition rampant; rewards no exception
Moving upstream, rewards in tow
A question of degree
And a question of fitting into broader strategy
Rewards card share to grow incrementally through 2013
Table 2-5: Rewards Cards, Percentage Share of Credit Cards, 2005-2013
The Backdrop: Credit Card Market Size
Table 2-6: Credit Card Accounts, Big Four, 2005-2009
Table 2-7: Credit Cards in Force, Big Four, 2005-2009
Table 2-8: Credit Card Payments Volume, Big Four, 2005-2009
Chapter 3: Consumer Credit Trends
Chipping away at the debt burden
Consumer credit and home mortgage debt rates on the decline
Figure 3-1: Consumer Debt Burden, 2000-2010
Debt service ratios peak at onset of 2008 and decline thereafter
Figure 3-2: Savings Rate & Debt Service Ratio & Financial Obligations Ratio,
2007-2010
Revolving credit trends in focus
Figure 3-3: Consumer Revolving and Non-Revolving Debt Trends, 2004-2010
But higher charge-off rates play a role
Figure 3-4: Credit Card Charge-off Rates, Top 100 Banks, 2005-2010
The banks’ side of the argument: card lending policies tighten
Unused credit lines pulled
Eleven consecutive quarters of credit card tightening
The result: Fewer prospects
Figure 3-5: Credit Card Loan Tightening, Top 100 Banks, 2007-2010
Credit card interest rates increase while banks’ borrowing costs decrease
Federal funds target rate at historical lows
Profit margins breathe easier
Figure 3-6: Consumer Auto, Personal and Credit Card Loan Interest Rates,
2004-2010
Card Portfolios Reflect Consumer & Issuer Behavior
American Express charge-off trends reflect a more affluent, creditworthy
consumer
Figure 3-7: Charge-Off Rates, Big Six, Q1 2009-Q1 2010
Bank America credit card delinquency rates twice as high as AMEX rates
Figure 3-8: Delinquency Rates, Big Six, Q1 2009-Q1 2010
Big Six Issuers: Loan Balances and Purchase Volume, Q1 2009-Q1 2010
Figure 3-9: Card Loan Balances, Big Six, Q1 2009-Q1 2010
Figure 3-10: Purchase Volume, Big Six, Q1 2009-Q1 2010
Chapter 4: Consumer Payment Trends: An Overview
Stronger Debit Growth Virtually Assured
But that is not necessarily bad

9. Figure 4-1: Credit, Debit, Cash and Check Usage Trends, by Point of Sale, 2007-
2009
A Disenfranchised Lot
Figure 4-2: Reported Changes to Card Terms & Conditions, 2009
A crisis in confidence
Followed by direct action
Card transactions 53% of all payment transactions
Debit overtakes credit
Rewards cards in the wallets of more than 75% of credit card users
Table 4-1: Current Adoption of Payment Instruments, By Instrument Features,
2008
Table 4-2: Number of Adopted Bank Accounts and Payment Cards, 2008
Cash still the most widely used payment instrument for retail payments
Table 4-3: Use of Payment Instruments in a Typical Month, by Type of
Instrument, 2008
Share of cash and checks as a percentage of transactions to continue to drop
Table 4-4: Actual and Expected Changes in Use of Payment Instruments, By
Period of Change, 2008 (%)
Credit cards still the domain of larger-ticket purchases
Credit cards have an edge in gas and automotive expenses
Figure 4-3: Comparison of Credit and Debit Card Usage, by Type of Purchase,
2009
I’ll switch, I’ll switch!
For a lower rate—or better rewards
Figure 4-4: Card-Switching Rationales, 2009
Cash back, please
Figure 4-5 Reward Type Preferences, 2009
Credit card users who pay bills with their cards versus those who do not
First Data: rewards memberships: credit cards decline; debit cards increase
Chapter 5: Rewards Trends, Innovations & Strategies
Credit cardholders spending less, weighing rewards
Rewards still incent switching
A Tale of Two Groups: the Affluent and the Young
Why target the affluent? Simple: big card spend; high FICOs
Rewards in the acquisitions spotlight
Rewards and FICO
Tale of the tape
Visa rolls out the red carpet
American Express Spins Gold
Chase asks customers to try Sapphire
What about younger consumers?
Debit stalks credit
ZYNC—none too soon
A bevy of packs; a bevy of choice

10. Trends in Rewards Types
Practicality of cash rewards drives increased consumer interest
JPM Chase Brings Back 5% Cash Back
Caveats
Travel rewards not dead
Chase launches Continental Airlines OnePass Plus Card
Benefits added to Continental Airlines Presidential Plus Card
Cap One Introduces 'Simplified' Venture Travel Rewards Card
Travelocity Rewards American Express Card
Airline Rewards worth a Fight
Co-brand Rewards Card Trends
A question of scale, return on investment, and loyalty generation
Not the end of co-brand, but the rationalization of co-brand
Rationalization to benefit American Express
American Express on the Move
American Express Partners with Travelocity for Travel Rewards Card
American Express Replaces Visa on Co-branded Macy's Cards
Chase and Starbucks Pull Plug on Duetto
Citigroup drops Home Depot and has challenges with Zales
Best Western International refreshes cobranded rewards card
Private Label Cards: Retailers Taking a Second Look?
Co-branding trend runs strong
Until Now: Target’s Flip-Flip Sends Industry a Message
Test measured effect of rewards
U.S. Bancorp Buys Kroger Card Portfolio
Getting Merchants to Shoulder More of the Rewards Bill
First Data is doing it
Barclays is doing it
Small-Business Rewards
Credit cards a fraction of small-business B2B transactions
OPEN for competition
Small business co-branding with Lowe’s
But Competition Looms
JPMorgan Chase salivates over small business market
JP Morgan Chase Ink
Debit Rewards
Debit Rewards Gaining Traction
Debit Rewards—for a Fee
Chase Unveils Disney Rewards Visa Debit Card with $25 Annual Fee

11. Joining a growing list of fee-based debit rewards cards
But “free” is an option, too
KeyBank offers free MasterCard contactless rewards debit card
Cash back debit cards on the rise
Cash back to incent debit trial
Keep the Change!
Way2Save!
A regional twist: Commuter Cash
Chapter 6: American Express: Rewards Anatomy and Strategy………
Value Proposition
Table 6-1: 2008 Worldwide Cardholder Spend, American Express, Visa, &
MasterCard
Company overview
Summary Introduction: Network and Card Initiatives
Rewards Cards and Loyalty Programs Are the Name of the Game
Response to Recession
Response to Credit CARD Act
Prospects
American Express well-situated to take advantage of frugality trend
Threats to Growth
Reduction in discount revenue a foreboding possibility
More partnership agreements & greater card acceptance needed
What Differentiates American Express Now Makes It More of a Target
No debit card?
Regulatory change
American Express Customer Patterns
Shift to discretionary spend
Shift toward everyday spending continues
Charge Cards: Reemergence of a Mainstay Product
Two Sides of the Demographic Coin: Premier Rewards Gold and ZYNC Card
Table 6-2: Charge Card as Debit Card: Benefits of Charge
Don't Take Chances, Take Charge
Revolving Credit Cards
In-House Proprietary Cards Perform—But Are They Being Left Behind?
Significant share of billings, but scaling back
Co-brand Cards: The Fight Is On
U.S. Card Services: Co-Branded Cards Grow Sales
Co-brand Contract Developments
Co-brand Partnerships with Financial Services Institutions
Airline strength also vulnerability
Membership Rewards Program Underpins Charge, Proprietary and Co-Brand
Cards
Rewards: An Increasingly Expensive Proposition
A double-sided dilemma
Expenses already beginning to mount

12. American Express: Relationship of Discount Rate to Merchants, Issuers, and
Acquirers
How it works
Leveraging its closed-loop network
Whew: No Interchange Fee
Sales and Card Growth
Worldwide assessment
Table 6-3: American Express Card Billed Business, Discount Revenue, Net Card
Fees, 2007-Q2 2010 (in billions of $)
Table 6-4: American Express Discount Rate, Card Spend, & Fee per Card, 2005-
Q2 2010
Cardmember rewards expenses
Table 6-5: American Express Rewards Expense and Liabilities, 2007-Q2 2010
Table 6-6: American Express, Credit Quality Metrics, 2006-2009 (in billions of $)
U.S. growth trends
Table 6-7: American Express U.S. Region Billed Business & Cards in Force,
2005-2009
U.S. Card Services
Table 6-8: American Express, Quarterly Summary, Q2 2009-Q2 2010
Table 6-9: American Express, U.S. Card Services Segment, Selected Sales
Metrics, 2006-2009 (in billions of $)
Table 6-10: American Express, U.S. Card Services Segment, Card Billed
Business, 2005-2009
Table 6-11: American Express, U.S. Card Services, Q2009-Q2 2010
Table 6-12: American Express, Global Network Services Segment, Billed
Business & Cards in Force, 2007-Q2 2010
Q1 2010
Q2 2010
Q2 2010 rewards-related expenses skyrocket
Chapter 7: JP Morgan Chase: Rewards Anatomy & Strategy…
Value Proposition
Card Services: Summary Overview
Response to Recession
Identifying loss rate correlations
Figure 7-1: JPMorgan Chase Card Services, Average Net Charge-off Unit Rate
by External Card Debt, 2008-2009
Then act accordingly
Table 7-1: JPMorgan Chase Card Services, Credit Line Decreases & Account
Closures, by Cardholder Debt-to-Income Rate, 2008-2009
And moving forward, narrow the prospect pool
Table 7-2: JPMorgan Chase Card Services, Credit Line Decreases & Account
Closures, by Cardholder Debt-to-Income Rate, 2008-2009
Adjust intro rates, promo rates, and contract rates
Table 7-3: JPMorgan Chase Card Services, Interest Rate Offerings Change,
2008-2009

13. A more sophisticated risk management strategy
Response to CARD Act
Prospects
Credit card outstandings on track to shrink 15% in 2010
Threats to Growth
Reduction in interchange revenue
Regulatory change
JPMorgan Chase Card Service Customer Patterns
Sales among affluent customers strengthen most
Bigger wallets; increased rate of spend
Consumer confidence and sales volume not a coincidence?
Shift to discretionary spend
A more creditworthy cardholder base
Figure 7-2: FICO Spreads, “Big Six” Issuers, Trust Receivables, 2009
Card Strategy: Build Brand, Rewards & Customer Relationship
2008 - 2009 - 2010
Card and Rewards Initiatives
Ultimate Rewards, Blueprint, Sapphire, and Ink frame strategy
“Rewards-engaged” customers outperform across all key metrics
Table 7-4: JPMorgan Chase Card Services, Rewards-Engaged Metrics, 2009
Figure 7-3: JPMorgan Chase Card Services, Rewards Share of Outstandings,
2004-2009
Co-brand: Keep stronger hands and eliminate weaker ones
Table 7-5: JPMorgan Chase Card Services, Co-brand and Affiliation
Rationalization, 2008-2009
Leveraging branch presence & co-brand relationships in affluent markets
JPMorgan Chase Card Services by the Numbers
Card metrics
All Chase
Chase not Washington Mutual
Washington Mutual
Loan loss allowance increases
Down, down, down: cards, transactions and volume
Table 7-6: JPMorgan Chase Card Services, Financial and Business Metrics,
2007-2009
Table 7-7: JPMorgan Chase Card Services, Selected Balance Sheet Data, 2007-
2009
Lions and tigers and Washington Mutual, oh, my!
Table 7-8: JPMorgan Chase Card Services, Washington Mutual Key Stats, 2007-
2009
Chapter 8: Card Issuer and Association Analysis
Bank of America
Company Overview
Credit Card Division (Global Cards Services)
Reward Cards Offerings

14. Financial Objectives to Card Issuance
Financial Results and Root Cause
Something Needs to Be Done
Future of BAC’s Reward Card Programs
Card Act Response
Card Act and Rewards
2010 Card Strategy
Affinity program
Bank of America: Key Metrics
Table 8-1: Bank of America, Credit Card—Domestic, Key Metrics, 2007-2009
Wells Fargo & Company
Company overview
Network and Card Initiatives
Rewards Cards
Response to Credit CARD Act
Response to Recession
Prospects
Wells Fargo: Key Metrics
Table 8-2: Wells Fargo, Key Credit Card Metrics, 2007-2009
Capital One Financial
Company Overview
History and development
Entrance into Reward Cards & Offerings
From monoline to bank
The Great Recession’s impact on Capital One
Future of Capital One’s Reward Card Programs
Simplicity and transparency
Card Act Response
Card Act and Rewards
Capital One: Key Metrics
Table 8-3: Capital One, Key Credit Card Metrics, 2007-2009
Discover Financial Services
Company overview
Network and Card Initiatives
Rewards Cards
Table 8-4: Discover, % Cashback Bonus per Dollars Spent, 2007-2009
Response to Credit CARD Act
Response to Recession
Prospects
Table 8-5: Discover, Key Credit Card Metrics, 2007-2009
MasterCard..
Overview
Co-branding and Premier Rewards
Relationship Rewards Construct
MasterCard Marketplace open for business
MasterCard by the Numbers

15. Card counts drop precipitously
2008 declines intensify in 2009
Table 8-6: MasterCard U.S. Credit Card Metrics, 2005-2009
Visa
Visa’s Three-tiered Consumer Credit Platform
Visa by the Numbers
Table 8-7: Visa U.S. Credit Card Metrics, 2005-2009
Chapter 9: Consumer Credit Card Usage Trends
A Preface to Survey Analysis: Debit Users, Transactors, and Revolvers
Credit card use dips
Some 3.1 fewer million consumers using credit cards in 2010 versus 2007
MasterCard credit card use drops the most and American Express the least
Table 9-1: Credit Card Usage, by Credit Card Types, 2006-2010
Engaged cardholders are the prize
American Express cardholders report highest level of engagement
But cardholder engagement also drops over time
Table 9-2: Credit Card Use & Engagement Ratio, by Big Four Issuers, 2006-2010
Full-time employed provide the take of the tape
Among full-time employed, credit card use is stable
But engagement differentiates “Big “Four”
And engagement trends suggest credit card pullback
Table 9-3: Credit Card Use & Engagement Ratio, Employed Cardholders, by Big
Four Issuers, 2006-2010
Swimming upstream: assessing higher-HH-income brackets
MasterCard engagement highest among $150K+ HH income consumers
Table 9-4: Credit Card Use & Engagement Ratio, $75K-$99K HH Income, by Big
Four Issuers, 2006-2010
Discover card engagement falls ten percentage points during 2007-2010
Table 9-5: Credit Card Use & Engagement Ratio, $100K-$149K HH Income, by
Big Four Issuers, 2006-2010
American Express holds court over engaged, affluent cardholders
Table 9-6: Credit Card Use & Engagement Ratio, $150K+ HH Income, by Big
Four Issuers, 2006-2010
American Express Consumer Credit Card Use & Engagement
Account growth during 2007-2010
American Express Blue at 12.4 million mark
Table 9-7: Credit Card Use & Engagement, American Express Consumer Card
Products, 2006-2010
Discover Consumer Credit Card Use & Engagement
Table 9-8: Credit Card Use & Engagement, Discover, 2006-2010
MasterCard Consumer Credit Card Use & Engagement
Table 9-9: Credit Card Use & Engagement, MasterCard Consumer Card
Products, 2006-2010
Visa Consumer Credit Card Use & Engagement

16. Table 9-10: Credit Card Use & Engagement, Visa Consumer Card Products,
2006-2010
Co-Brand Usage Trends, Big Four
Table 9-11: Airline/Hotel & Organization Co-Branded Credit Cards, by Big Four
Issuers, 2006-2010
Table 9-12: Airline/Hotel & Organization Co-Branded Credit Cards, $100K-$149K
HH Income, by Big Four Issuers, 2006-2010
Table 9-13: Airline/Hotel & Organization Co-Branded Credit Cards, $150K+ HH
Income, by Big Four Issuers, 2006-2010
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