Garanti Bank in Turkey has an interesting card program that is “Tailor made for each card holder”. Consumers can specify amongst a batch of parameters including rate and fee to customize their card product. From their site:

During the application process on the web, applicants can manipulate over ten parameters such as the reward rate and type, interest rate, card fee, and campaign type to create their preferred combination. Customers who want a simple approach can choose to select one of the four ready made packages…

Considering the rate vs. fee vs. rewards conundrum that haunts acquisition managers on a daily basis, seems like a logical approach to allow individuals to trade off values in each to their liking. It will be quite interesting to see how you can actually get people to take a higher rate or fee. Seems like a great test ground. Garanti also allows people to upload a photo for the card design or to choose from a menu of colors.
I cannot seem to shake the feeling that this is the NextCard folks resurfacing after that debacle here in the States. I have yet to find evidence that they are driving it. The card design is a bit derivative.

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This entry was posted on Tuesday, November 7th, 2006 at 3.06pm and is filed under 2.0, long tail, banking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.