The document analyzes opportunities for Visa Inc. to evolve in the cryptocurrency space. It finds that the global cryptocurrency market is expected to grow significantly through 2028, reaching over $2 trillion. Many companies are looking to expand consumer crypto choices and make transactions more seamless. The document recommends Visa focus on four areas: 1) facilitating cross-border payments using digital currencies, 2) making crypto transactions as fast and easy as fiat currency, 3) focusing on stablecoins which are more acceptable than other cryptos, and 4) raising awareness of crypto through education programs tailored to different audiences.

1. THE CRYPTO WAY
Opportunity Assessment for VISA Inc.
MAY 2022

2. Overview
A little about cryptocurrency growth
Crypto Trends and Activities
Competitors and disruptors in the crypto space
The VISA Way
The way forward for VISA to evolve in the
present and coming crypto era
CONTENTS

3. 1187.2
1286.4
1381.8
1484.7
1642.4
1818.1
2023.8
2253.9
2021E 2022F 2023F 2024F 2025F 2026F 2027F 2028F
Global Crypto Market (USD Mn)
North America Rest of the World
The growth of crypto is an indication of the digital direction shaping up and how financial payments space can greatly
benefit by being the early adopter
Source: Internallyestimatedandforecasted
• North America, despite not being amongst
the top crypto using countries, expected to
hold 29% of the market by 2028, with the
market size of USD 653.4 mn.
• This will be influenced by higher adoption
rate resulting from improved awareness and
confidence in crypto and its platform
partners.
Globally Cryptocurrency
is expectedtogrowby
more than 6% CAGR
between 2021 and 2028
• Financial instiutions, from a macro
perspective, serve as the fundamental
storehouses and transfer hubs of currency
value.
• Crypto along with its Blockchain, as digital,
secured, and tamper-proof ledgers, could
serve the same function, with enhanced
accuracy in the financial services ecosystem.
Cryptocurrency and
blockchainwill greatly
influence banking and
finance sector across the
world
Cryptocurrency - Overview
Source: In the comment pane below

4. • MasterCard and crypto exchange Gemini plan to launch a card that will reward its customers with
cryptocurrency for doing transactions with the card.
• In December 2020, MasterCard launched a CBDC testing platform in partnership with a leading ethereum
software company, ConsenSys.
• It has struck a NFT payments deal with Coinbase, where the latter’s customers will be able to use
MasterCard cards to transact on the crypto exchanges’ NFT marketplace.
Companies are looking to expand consumer choices on how and where to transact with crypto, or buy NFTs with ease.
Users will lean toward platforms that are multifaceted in terms of transactions capabilities and demand the least effort
Crypto Trends and Activities
• JP-Morgan Chase launched the JPM Coin, which is designed to facilitate real-time cross-border payments
between its business clients.
▪ Goldman Sachs and Citigroup have also experimented with crypto and blockchain technology.
• Ripple, a blockchain company, partnered with 300+ customers, including financial institutions including
Santander and Western Union, with the objective of improving cross-border payments efficiency.
• Another company, R3 working on distributed ledger technology for banks, had its technology used by
Switzerland’s central bank for the settlement of large transactions between financial institutions using
digital currencies.
• The Solana blockchain, has been referred to as the future VISA of crypto networks, for its low cost, speed,
and scalability.
• Since its launch in March 2020, Solana has facilitated more than $50 billion transactions in on its
network.
• Solana competes against Ethereum and other first layer blockchains, as a platformfor trading and
launching digital assets, DeFi applications, and trading protocols.
Source: In the comment pane below

5. B2B: Cross-border
payments and global
marketplace
• Digital currency is the need of the
hour for cross-border payments,
with potential speed and cost
advantage.
• The cross-border space is complex,
and has many actors. But, VISA has
the resources and infrastructure to
take up this complex challenge that
is certain to strengthen its position
in the space.
• This will furthermore pave way for
smooth multi-currency transactions
in global marketplaces.
VISA is amongst the early adopters in crypto and has been experimenting across several areas in the space; however it can
focus on the four following areas as they can be more beneficial for the major crypto-using countries across the world
The VISA way
B2C: Fiat-like ease and
experience
• For the last 5 years, Visa has been
pushing into the crypto space by
establishing relationships with the likes
of Coinbase, Circle, and FTX, among 65
other platforms, and counting.
• One of the biggest issues with crypto is
the inability to transact with it like we
do with traditional money.
• Over and above its existing crypto card
offerings, VISA can explore how crypto
transactions can be fast and efficient
like fiat currency across the world
B2B/B2C: Stablecoin focus
• Stablecoin is a more acceptable form of
crypto among institutional and
government organizations, as it is
a conventional, untethered crypto that
is fiat currency-backed.
• VISA should continue its efforts
towards enabling more platforms for
stablecoins, as with regulatory
confidence in the coming days, it is
likely to become a more popular form
of crypto.
• Positive influence towards the adoption
and usage of stablecoin should be
considered, as it is a big part of VISA's
product ecosystem.
B2B/B2C: Awareness
and thematic programs
• VISA should create awareness
amongst users across the world,
regarding the benefits and usages of
crypto platforms powered by the
company.
• VISA’s goodwill and market
reputation can encourage more users
to embrace crypto and the usage of
associated platforms for transactions.
• Thematic approach where programs
can be created keeping users’ age-
bracket, industry-association,
objective in mind, can greatly benefit.
Source: In the comment pane below

6. THANK YOU!
This samplecase study ismade for own professional
portfolioonly;It is not for strategicdecision making.
Soumyadeep Roy Chowdhury