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Perspective: First Data Announces Founding Membership in CardLinx, Card-Linked Application Interoperability Association

I wanted to share some details with you on our involvement with the just announced CardLinx Association. We join companies such as Cardspring, Microsoft, Bank of America, Deem, Facebook, Linkable Networks, LivingSocial, MasterCard and Affinity Solutions to establish a new interoperability organization that will enhance the consumer experience with local commerce, loyalty and card-linked offers.

The mission of the new association is to develop and promote interoperability standards by creating a more seamless digital and physical purchasing experience. Card-linked offers enable merchants and advertisers to deliver a digital discount, promotion or offer to a consumer via their credit, debit or other payment card without the consumer having to use a paper coupon, voucher or promotion code.

Why is establishing standards important? First, in a new field like card-linked applications, standards can help accelerate growth and adoption. Standards can also help merchants, publishers, financial institutions and other participants feel comfortable about adopting solutions that have broad industry support and longevity.

We are excited to work with such a pedigree of industry players that are equally committed to the advancement and success of card-linked applications. We are supportive of the establishment of the standards and are dedicated to investing in and supporting its advancement. OfferWise and other First Data solutions in this space will also support the standards developed by CardLinx.

You can learn more about CardLinx at www.cardlinx.org and interoperability standards by creating a more seamless digital and physical purchasing experience. Card-linked offers enable merchants and advertisers to deliver a digital discount, promotion or offer to a consumer via their credit, debit or other payment card without the consumer having to use a paper coupon, voucher or promotion code.

You can learn more about CardLinx at www.cardlinx.org and www.firstdata.com/en_us/about-first-data/media/press-releases/10_07_13-2.html.

Dom Morea is senior vice president of advanced solutions and innovation at First Data.

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