Global Payments

Order Form

    This individual Report Unlocking Customer Loyalty in Asia's Card Markets is available for purchase. This Report is available to members of Mercator Advisory Group’s Global Payments Advisory Service. Please be advised that this Report is normally part of a research and advisory service that provides ongoing support throughout the year. As such, this Report contains significant depth of content that is selected for its strategic importance to our members. (For a description of these services, see our Advisory Services section).

    While the Report represents significant analyst time invested, there is no means of our ascertaining if it will fully meet your specific intended purposes. Typically, these Reports form the basis for future discussions with our clients where we are able to fine-tune additional information that we have gathered in the construction of the series of Reports (or locate new information rapidly due to our exclusive focus on gathering information in the payments industry) for specific member needs.

    Unfortunately, in fairness to our paying members, we are not able to offer this level of support for a single Report purchase. We will, however, credit any Research Document purchase against the future purchase price of the service should you become a member within 30 days of purchasing the document.

    The price for individual Report purchases is $2450 per document. 


    Use the form below to request this individual Report purchase or

    Click here for a fax-back order form




Unlocking Customer Loyalty in Asia's Card Markets

Boston, MA
December 2007

Unlocking Customer Loyalty in Asia's Card Markets


General purpose payment card usage is on the rise in many markets in Asia. As such, competition between card issuers to gain and retain customers has significantly intensified. Similarly to the U.S. card market, many issuers in Asia are offering a vast array of reward programs, including frequent flyer air mileage, cash back, points-based programs, and others. As reward programs become more popular and accepted, Asian consumers appear to welcome such programs and are making wide use of them. However, the track-record of these programs in increasing customer loyalty and boosting card usage is mixed. Consumers are not only constantly seeking the card that offers them the most benefits but those that best suit their lifestyles and payment needs as well. The variety of reward programs currently offered across Asia is richer than ever, and it has become increasingly challenging for issuers to offer programs that distinguish their product from that of their competitors'. The key for issuers is to know their customers and offer products and services that are relevant and tailored to their customers' preferences and payment needs.

One of the 5 Exhibits included in this report:

"Reward programs alone are no longer enough to attract customers. Issuers must have a deep understanding of their customers' profiles and spending habits and target and market reward programs accordingly," notes Elisa Athonvarangkul, Analyst, International Advisory Service. "Being able to offer reward programs that are distinctive and accommodate all of your customers' diverse lifestyles and preferences is critical to success."

The most recent report from Mercator's International Advisory Service provides an overview of the variety of reward programs in Asia's card markets. The report presents a comparison of select loyalty programs across Asia, a review of innovations in reward programs and select debit card loyalty programs, a discussion of issuers' strategies to increase customer loyalty and boost card usage, as well as Asian consumers' response.

This report contains 34 pages and 5 exhibits.

Members of Mercator Advisory Group have access to these reports as well as the upcoming research for the year ahead, presentations, analyst access and other membership benefits. Please visit us online at

For more information, please call Mercator Advisory Group's main line: 781-419-1700 or send email to