Personalization is a key component in a successful smart card program.

Personalization is the operation that transforms a generic card into an individually specific card that can be used in one or more applications.  Personalization usually includes one or several types of personalization, each of which may be done in different stages. 

The main types of personalization are:

• Electrical personalization: loads application codes, user data and cryptographic keys within the chip.

• Magnetic personalization: encodes the magnetic strip with user data.

• Graphical personalization: the printing or embossing of text or pictures on the card and associated carrier product(s).

Beyond the personalization process are the fulfillment and deployment services necessary to complete the program.  SCB Solutions' expertise and experience in these processes, as well as our ability to consult regarding the options and outcomes, is among the most complete in the industry.

Personalization Outsourcing

Personalization is a key phase in the card life cycle.  It is a process that has immediate and long term effects that need to be well considered and planned.  Personalization can be accomplished in-house through acquiring the necessary equipment or outsourced by using a professional service bureau.  Both cases present advantages and drawbacks.  SCB Solutions will evaluate the best options for its customers.  Depending on the industry, client needs and business case, recommending the correct personalization facility or process is the result of experience and industry knowledge.  SCB Solutions will offer an objective evaluation of the several choices.  If outsourcing appears to be the best solution, SCB Solutions will present itself as a possible provider.  Or, we may offer consulting services to help negotiate the best solution(s) to meet the client objectives.  Otherwise, SCB Solutions can provide personalization equipment and the required consulting to set it up.

Here are some advantages and drawbacks of personalization outsourcing for an issuer:

Advantages of outsourcing

• Limited investment costs.  Personalization can require the setup of costly infrastructure and processes.  An issuer may not be able to able to justify the investment to do it in-house.

• Personalization done by a professional limits risk to the issuer.

• The issuer is not distracted from its core business.  The time spent learning and implementing the personalization process takes employees away from their core business.

• The personalizing service bureau may know techniques or have technologies that make the process faster, or more efficient, or more productive.

• The fullness of the offering including letter shop, mailing, packaging and other services.

Drawbacks of outsourcing

• The issuer relinquishes to another company the added value of personalization.

• Data mining, data integrity, privacy, systems compatibility, etc.
• Different service bureaus do better in one situation than another.  Finding the one that is best suited for your needs is a learned art.

• New, lost and replacement cards cannot be personalized and issued instantly.

• Limited flexibility - the current personalizers will most likely offer only standard services, or charge substantially more for specialized or expedited service.

• Timing - the service bureau’s business priorities will always come first.

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Last modified: June 30, 2008