Co-branding The French bank card market is undergoing a significant evolution, including the liberalisation of co-branding regulations that started in 2007. Already widespread in English-speaking countries as well as in Spain, Italy and Turkey, this commercial practice relies on shared customer files and collaboration between a bank and a non-bank partner (retailer/vendor, non-profit organisation...). The result is a payment card on which the logo of both partners appears. For brand name companies keen on adopting this model, co-branding is a strong opportunity to: Increase the brand loyalty of volatile customers by offering them exclusive and tailored privileges Differentiate themselves from their competitors by implementing an innovative and attractive means of payment. ADN'co stays on top of the latest co-branded cards to hit the market around the globe and is ready to assist issuers to plan and market their own products. EXAMPLES OF ASSIGNMENTS Survey of the French co-branding marke Report on the present situation of co-branding in the United States Studies for co-branding opportunities for a telecommunications operator, a transportation company and a large retailer Opportunity analyses for a non-financial company to issue/acquire credit cards Assistance on preparing requests for proposals and analysing replies Setting up partnerships between credit institutions and  corporations Credit The main credit players in France are banks and financial institutions. They are active in all significant distribution channels: telephone, Internet, branch offices of banks and brick-and-mortar businesses. Banks previously focused on personal loans for specific purchases or situations. Some of them, however, have entered the consumer credit market, in order to introduce innovative concepts, such as the so-called 'dual' payment cards. These are payment cards that can act as both a debit and a credit card. The customer decides which payment feature to use for each purchase, regardless of who the merchant is. In this highly competitive environment, determining adequate strategies and validating new concepts as well as new distribution channels are key to the success of consumer finance institutions and payment services providers, be they well-established in the industry or new comers. Much of the French credit market's evolution depends on financial institutions (primarily banks), even more so since co-branded cards were liberalised in late 2007. ***** While implementing the 2008 EU Directive on consumer credit, the French government is also trying to remedy one of the causes of over-indebtedness: unchecked revolving credit. When enacted, the intended legislation should serve as a basis for payment providers to improve the public's perception of revolving credit, which is presently fairly negative in France. ADN’co recommends credit providers to define and build a responsible revolving credit offer, which will fulfil its role of acting as a consumption engine whilst keeping debt under control.