068 069 04 05 06 07 We live in the fake Trojan Horses Think about the Don’t get hypnotized news era. But don’t are critical to innovation, product, by the data world let your customers prevent you marketing and — always put your think your business from becoming customer service customers first. is fake. a one-hit wonder. efforts holistically. Yes, companies like Amazon have built incredible businesses by Here’s the strategy: Sell the knowing your exact preferences At Visa, we’re on a journey to constantly improve how innovations are brought Trust in brands across the globe container in which your The traditional boundaries on any given day or even moment. to market. Our recent Connected Car partnership announcement with Honda is at an all-time low. This doesn’t innovation is housed when you between product, innovation, However, the way you gather and sprung from a co-creation exercise in our San Francisco Innovation Center. mean you give up on your brand. launch. This way your future and marketing are artificial. Look use the data is going to get harder That exercise had the goal of making parking toll payment easier. The even Rather, you fight tooth and nail innovations have a home without at SoFi—its product experience in the future and you will need to more recent announcement with IBM was similar but anchored in integrating to make it a truly loved one. If requiring as much investment. is as much a marketing play and depend on artificial intelligence payments into IoT solutions. These are just two more recent examples of Visa your brand isn’t loved, that means Container experiences, like vice versa. Who’d have thought more. Consumers are staging partnering to bring innovations to market as a payments ecosystem player. it’s a transactional one with no mobile banking apps, play that that a financial services firm revolts against form-filling (if you’re Visa Checkout, with its 22 million users, is designed to take form-filling out of preference or loyalty. As our role. That’s why some major banks would offer singles nights, wine a financial institution with lots of the customer experience. The Visa Payment Ring at the last Olympics was a research shows, if you’re loved and in the US are spending millions tastings, and career counseling forms—beware!) and furthermore, perfect example of a product being designed and launched in a Tesla Model 3 trusted, it's much easier to birth and millions of dollars and are as a part of its business? consumers are increasingly wary fashion (USA Today). Still, these are early days for all of us. One thing is for certain: innovations and get traction with leveraging the hottest of media And yes, that gets press and of cyberattacks. To win the trust bringing innovations to market in the future is going to look very different than it them. Those Model 3s got sold placements to promote their apps drives brand love too. Start of your consumers and to deliver does today. What Elon Musk did with the Model 3 was just the beginning. We’re because Tesla was already a loved and not the next card product or by asking yourself how much innovations that they will accept, excited to co-create on new solutions with our partners in the years to come. brand in a way that no other auto mortgage offer. Once you have transparency exists between be extremely mindful of what you manufacturer is even remotely an app on the customer’s phone your innovation, product, ask of your customers before you We hope that the 2017 edition of INNOVATIONS FOR A CASHLESS WORLD close to today.The same applies or a device in their homes, you marketing, and customer service give them something incredibly provides a thought-provoking look into where we are now, and sparks a sense to financial services and to the can push generations of product organizations. Do they even sit valuable in return. It all starts with of the possibilities for the cashless—and inspiring—future. A future that we can merchant ecosystem. innovations through it. near each other? what personal data you request. create together.