(My former accountant reminded me that Bank of America was the ground breaker for the Visa card and that it was the first credit card that could be used for purchases anywhere.)

Visa Inc. (NYSE: V), commonly called VISA, is a multinational corporation based in San Francisco, California, USA. The company operates the world's largest retail electronic payment network, managing payments among financial institutions, merchants, consumers, businesses and government entities. Before Visa Inc's IPO in early 2008, it was operated as a cooperative of some 21,000 financial institutions that issued and marketed Visa products including credit and debit cards.

In 2006, according to The Nilson Report, Visa held 44% of the credit card market share and 48% of the debit card market share in the United States.

Background

A 1976 ad promoting the change of name to VISA. Note the early VISA card shown in the ad, as well as the image of the BankAmericard that it replaced.

In 1958, Bank of America launched its pioneering BankAmericard credit card program in Fresno, California. The product idea was that of a bank branch manager, who stopped by a local store and observed clerks in a back room preparing customers' monthly bills. It struck him as inefficient to spend so much time (and money) to prepare and collect bills that were often for paltry amounts, and he wondered if the process could be efficiently centralized, with his bank's computer preparing the bills in off-hours. The original goal of the company was to offer the system across California; however in 1965 the bank began subscribing licensing agreements with a group of banks outside of California. Over the following 11 years, various banks licensed the card system from Bank of America, forming a network of banks backing the BankAmericard system across the United States.

During this same time period, licences for the BankAmericard system also started to be implemented in other countries. For example:

• In Canada, an alliance of banks (including Toronto-Dominion Bank, Canadian Imperial Bank of Commerce, Royal Bank of Canada, Banque Canadienne Nationale and Bank of Nova Scotia) issued credit cards under the Chargex name from 1968 to 1977.
• In France, it was known as Carte Bleue (Blue Card). The logo still appears on many French-issued VISA cards today.
• In the UK, the only BankAmericard issuer for some years was Barclaycard.

In 1970, Bank of America gave up control of the BankAmericard program. The various BankAmericard issuer banks took control of the program, creating National BankAmericard Inc. (NBI), an independent non-stock corporation which would be in charge of managing, promoting and developing the BankAmericard system within the United States, although Bank of America continued to issue and support the international licenses themselves. By 1972, licenses had been granted in 15 countries. In 1974, IBANCO, a multinational member corporation, was founded in order to manage the international BankAmericard program.

    

Sample Barclaycard (left), as issued in the UK in the 1960s/70s. Co-branded cards were also issued by affiliates, such as the Co-operative Bank and Yorkshire Bank. The Chargex logo (right) used in Canada, along with the names of the 5 Canadian federal banks that issued Chargex cards.

In 1976, the directors of IBANCO determined that bringing the various international networks together into a single network with a single name internationally would be in the best interests of the corporation; however in many countries, there was still reluctance to issue a card associated with Bank of America, even though the association was entirely nominal in nature. For this reason, in 1977 BankAmericard, Chargex, Barclaycard, Carte Bleue, and all other licensees united under the new name, "Visa", which retained the distinctive blue, white and gold flag. NBI became Visa U.S.A., and IBANCO became Visa International.

The term Visa was conceived by the company's founder, Dee Hock. He believed that the word was instantly recognizable in many languages in many countries, and that it also denoted universal acceptance. Nowadays, the term VISA has become a recursive backronym for Visa International Service Association.

In October 2007, Bank of America announced it was resurrecting the BankAmericard brand name as the "BankAmericard Rewards Visa."

Operations

Visa offers through its issuing members the following types of cards:

• Debit cards (pay from a chequing / savings account)
• Credit cards (pay monthly payments with interest)
• Prepaid cards (pay from a cash account that has no checkwriting privileges)

Visa operates the PLUS automated teller machine network and the Interlink EFTPOS point-of-sale network, which facilitate the "debit" protocol used with debit cards and prepaid cards.

Logo design

BankAmericard acceptance mark

The blue and gold in Visa's logo were originally chosen to represent the blue sky and golden-colored hills of California, where the legacy Bank of America was founded.

The Visa symbol is used by merchants to denote the acceptance of Visa payment cards.

In 2006 Visa removed its trademark "flag" logo from all its cards, websites and retailer's windows. This was the first time that Visa has changed its logo.

The new logo has a simple white background with the name VISA in blue with an orange flick on the 'V' (shown above).

For the new Visa Debit and Visa Electron logo, see the relevant pages.