Mastercard introduces audio brand identity

Mastercard debuts its sonic brand identity, a melody that signifies the latest advancement for the brand. Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments - the distinct and memorable Mastercard melody will provide familiarity, the brand said.

The news comes on the heels of the company’s recent transition to a symbol brand - one without the company's name - and is part of its continued brand transformation.

“Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future,” said Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard.

“We set out an ambitious goal to produce the Mastercard melody in a way that’s distinct and authentic, yet adaptable globally and across genres. It is important that our sonic brand not only reinforces our presence, but also resonates seamlessly around the world.”

To ensure the Mastercard melody would resonate with people the world over, Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.

The result is a distinct melody that maintains a consistent global brand voice. In addition, the use of varying instruments and tempos help to deliver the Mastercard melody in several unique styles such as operatic, cinematic and playful and that is open to a number of regional interpretations.

The Mastercard melody is the foundation of the company’s sound architecture and will extend to many assets, from musical scores, sound logos and ringtones, to hold music and point-of-sale acceptance sounds.

“What I love most about the Mastercard melody, is just how flexible and adaptable it is across genres and cultures,” said Shinoda.

“It’s great to see a big brand expressing themselves through music to strengthen their connection with people.”

With voice shopping set to hit US$40 billion by 2022 , according to data from OC&C Strategy Consultants, audio identities are set to connect brands with consumers on a new dimension.



"Audio makes people feel things, and that's what makes it such a powerful medium for brands, said Matt Lieber, Cofounder and President, Gimlet.

“With the explosion of podcasts, music streaming, and smart speakers, an audio strategy is no longer a nice-to-have for brands — it’s a necessity. A sonic identity — the audio calling card for a brand — is now just as important as a brand’s visual identity.”

In the lead up to the 61^st GRAMMY Awards (February 10 US time), Mastercard will launch a new multichannel marketing programme starring GRAMMY-nominated artist Camila Cabello, which will be the first creative output to feature the brand’s sound logo.

Following the US introduction, the Mastercard sound will head to The BRIT Awards in London, UK and then Mobile World Congress in Barcelona, Spain. Additional activations and sonic integrations will be announced around the world in the coming months.

Explore:

Watch the Mastercard video featuring the Mastercard sound (after 1.03) and another elaborating on the Mastercard sound

To hear how a corporate melody can be adapted, watch HSBC videos featuring the HSBC sound - the Mindfulness edit, the Connected edit, the Inspiration edit, the Stadium edit, and the Orchestral edit

SingPass 2FA verification process simplified ahead of July deadline

SingPass users can now set up their two-step verification (2FA), a requirement for using the Singapore online ID, with greater ease and convenience, the Infocomm Development Authority (IDA) has announced. The process was previously more complex. 

If users do not set up their SingPass 2FA, they will not be able to perform sensitive government e-transactions, such as Inland Revenue Authority of Singapore (IRAS) tax filing and accessing Central Provident Fund (CPF) statements. 

From 5 July 2016, over 100 e-services by government agencies, such as the Ministry of Manpower (MOM), CPF, IRAS and the Accounting and Corporate Regulatory Authority (ACRA), will require 2FA to perform e-transactions. This means that in addition to their SingPass username and password, users will need to enter a One-Time Password sent via SMS or generated through a OneKey token.

Jacqueline Poh, Managing Director, Infocomm Development Authority of Singapore, said, "We are consistently improving our e-services to ensure that they are as user-friendly as possible, without compromising security, such as enabling users to activate their 2FA via SMS. We encourage all users to set up their SingPass 2FA early so that they can continue to perform their government e-transactions safely and without any disruption.”

To confirm that they have set up their 2FA, users can log into their SingPass account, click My Account, followed by Manage 2-Step Verification. If they have not set up their 2FA, they will be prompted to do so.

Interested?

The IDA said users only need to:

• Log into their SingPass account and click Set Up 2-Step Verification (2FA) under the Quick Links section 
• Register for SMS or OneKey token via the SingPass website – after which, a pin mailer that contains an activation code will be sent to their registered address 
• Send the activation code to 78111 via SMS, or log into Assurity’s website, to activate their 2FA 

There is a wait of up to seven working days for a pin mailer to activate their 2FA before they can perform sensitive e-transactions.

The future of banking may include screenless ATMs driven by mobile apps

EyeLock, a provider of iris-based identity authentication solutions, and Diebold, a global provider self-service technology, software and services, have teamed up on a screenless, self-service ATM concept  that is more compact than traditional ATMs. A prototype called Irving is currently being tested by Citibank in the US.

The design of the new concept ATM does not have a PIN pad, card reader, or screen. Instead, all transactions take place via a mobile app on the user's smartphone. In addition to near field communication (NFC) and quick response (QR) code technology, the new system uses iris scanning from EyeLock to identify the customer once at the ATM.

"EyeLock believes that the age of carrying plastic cards and remembering passwords is just about over and the era of unfettered personal access through biometric technology is just beginning," said Anthony Antolino, Chief Marketing and Business Development Officer for EyeLock. "For banking and other applications, EyeLock's iris identity authentication solutions are not only highly secure, but very easy to use."

According to Frank Natoli, Executive Vice President of Self-Service Technology at Diebold, customers sign into their banking app on their phone or tablet and determine how much money they want to take out. Once the withdrawal is input, they then go to any EyeLock-equipped ATM on the network to complete the transaction. They would simply approach the machine, which identifies them through NFC, scans the iris of his or her eye to quickly verify identity, and the ATM dispenses the correct amount of cash. The whole process takes less than half the time of a typical ATM transaction today - with Irving, cash withdrawals can be completed in less than ten seconds.

"While digital channels are evolving, cash will continue to play an important role in consumer transactions," Natoli said. "That's where Diebold comes into play – to bridge the digital and physical worlds of cash in unprecedented ways through cardless transactions, mobile integration and faster, more convenient access. The Irving concept embodies a new era of banking and puts the user experience at the top of the pyramid to connect consumers with their money when and how they see fit." 

Citibank is in the early stages of testing the high tech ATM and plans to roll it out are still to be determined. "At Citi, we are always looking for innovations that simplify and enhance the banking experience," said CitiFinTech CEO Heather Cox.

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