can coexist without any physical changes to the existing TAP system.<br><br> . As such, this TAP Prepaid Visa card can be used on Metro bus and rail by simply touching the TAP reader, no differently than any other TAP card in circulation today. All Metro TAP products such as Metro Weekly and Metro Monthly passes can be loaded onto this card.<br><br> . Moreover, the TAP Prepaid Visa card holder can equally use this card for all other general purposes, like any other Visa card. To name a few: o For retail purchases with all merchants who accept Visa; o For the direct deposit of the cardholder's wages (reducing check cashing fees); o As an ATM to withdraw cash as needed (improves personal security); and o To pay bils and shop online or over the phone (reduces money order costs) We believe that this wil have significant benefits to the community who cannot use mainstream financial banking relationships to acquire traditional credit and debit cards.<br><br> For Visa and for us, the goals of this twelve month pilot program are defined as follows: LACMTA goals: At the conclusion of this pilot program, we wil have data and responses to determine the feasibilty of TAP Prepaid Visa cards as a viable payment media to be used in our system. 1. Determine if a new ridership market wil emerge by co-branding TAP with Visa.<br><br> (i.e., short distance riders, occasional riders, etc.) 2. Evaluate if it promotes convenience to patrons by reducing the number of cards to carry and track. 3.<br><br> Access if the existing regional TAP infrastructure be leveraged with this approach (with Municipal Operators and Metrolink, as well as with other transit entities outside LA County) 4. Evaluate if there wil be more convenience to customers with more reload locations. 5.<br><br> Determine the revenue opportnities with joint development, Transit Oriented Development (TOD) projects with a TAP Prepaid Visa card to address retail, parking, etc. Visa Goals: At the conclusion of this pilot program, Visa wil have data and responses to determine the results of their product launched with us. 1.<br><br> Evaluate commercial impacts and how the transit community impacts a Visa general purpose re-loadable card. 2. Evaluate if co-residence with transit affects how a person buys this card.<br><br> 3. Access how the usage of this TAP Prepaid Visa card compare with a general purpose, re- loadable card that is not associated with a transit application: (cards that are not usable in public transit) Some key performance indicators of success from this 12-month pilot program have been developed: . Purchases and usage volume on transit can be determined; .<br><br> Commercially sustainable levels of usage by the account holder (customer) can be determined; . Pricing model that is beneficial to Visa, the customer and us can be identified; . More than 10,000 anonymous and personalized cards have been issued; and .<br><br> Cardholder satisfaction by research and usage of card can be determined. At the conclusion of this pilot program, we wil be better equipped to recommend future strategies with prepaid bank cards as one of several bank card programs to launch and promote ridership and convenience to patrons, and to look at next steps for developing a revenue stream from such programs. BACKGROUND Since the public launch of TAP in 2006, we have had discussions with several card associations (Visa, MasterCard), as well as banking and financial institutions who have been extremely interested in our TAP smart card program and ability to introduce electronic payment cards to public transit as a co-branded product.<br><br> Visa - Prepaid Card Page 2 Based on various meetings and discussions with Visa, an entirely new and innovative approach was introduced for the under-served and un-banked community to participate in the electronic financial economy. No other card associations have such a product available for launch with us today. As a result of this approach, we wil be the first transit operator to target a co-branded card that has been uniquely designed as a prepaid card tailored to our demographics.<br><br> FINANCIAL IMPACTS There are no capital expenditures required of us from this pilot program. TAP Operation staff wil help oversee the project; however, Visa wil provide project management and labor associated with implementation and operation of this program (please see attached Visa financials Attachment BJ. In addition, we wil provide an in kind marketing program to complement the roll-out of the program.<br><br> Visa wil design, develop and produce all artork. We wil be responsible for the placement of produced materials. The value of our in kind contribution for placement of advertisement and marketing material is estimated to be $974,000.<br><br> This funding is included the FY09 Regional Activities budget 300014 in Cost Center 3020. Since this is a multi-year project, the Chief of Real Propert Development wi include this in the budget in futue fiscal years. ALTERNATIVES CONSIDERED The option to not launch a pilot program is an alternative; however, since there is litte risk and no capital outlay, it does not seem prudent to defer or decline this opportnity to co- brand an innovative electronic payment card with a globally recognized card association such as Visa.<br><br> It wil also permit us with the ability to research and analyze the potential market for this tye of customized program designed specifically to our ridership. Other co-branding programs are available; however, such transit co-branded cards in existence today require association with banking institutions no differently than traditional credit and debit cards. In such card association programs, customers are required to apply for credit and debit cards through a process which by its very nature, has been closed to those who are un-banked.<br><br> Rather than to target customers who do not have barriers to traditional electronic payment cards, this unique TAP Prepaid Visa program was designed specifically for our riders who have litte or no other options. It will provide us with valuable data and analysis of whether such payment media is a viable alternative to cash for this population of customers. ATTACHMENT(S) A.<br><br> TAP Prepaid Visa card proposal B. Financial Estimate of Twelve Month Pilot Program Prepared by: Jane Matsumoto, Deputy Executive Offcer, TAP Operation Visa - Prepaid Card Page 3 R ger Moliere ief Real Propert Management ROg~ Chief Executive Offcer -' Page 4 ATTACHMENT A - Revised ~VISA Los Angeles County Metropolitan Transportation Authority TAP Prepaid Visa Pilot Project Proposal Last Updated: September 16, 2008 Visa Public Page: 1 "'VISA Table of Contents Table of Contents........... ..................................................................................................<br><br> ........................... 2 Executive Sum mary ............................................................................................................ ........................<br><br> 4 Detailed Pilot Prog ram Proposal..................... ......................................................................... .................<br><br> 5 Introduction and Pilot Overview................................................................................................ ................5 Scope and Duration............................................................................................................. .............<br><br> ................... 6 Roles and Responsibilities..................................................................................................... ................<br><br> .............. 6 Pilot Success Criteria......................................................................................................... ....................<br><br> .............. 7 Long Term Vision............................................................................................................... ................<br><br> .................. 7 Purpose and Objectives........................................... .............................................................<br><br> ................... 8 Service........................................................................................................................ .....<br><br> .................................... 8 Community...................................................................................................................... ....<br><br> ................................. 8 Commercial..................................................................................................................... ...<br><br> .................................. 9 Deliverables............................. .....................................................................................<br><br> .......................... 10 Card........................................................................................................................... .........<br><br> ............................... 10 Kiosk.......................................................................................................................... ....<br><br> .................................... 11 Web Site....................................................................................................................... ..........<br><br> ........................... 12 Marketing and Promotional Plan ....................... .....................<br><br> ..... .... ....................<br><br> ............ ..... ....<br><br> ................. ......... 13 1m plementation Plan.........<br><br> ........... ..................................................................................... ......................<br><br> 14 Project Management............................................................................................................. ......... ....................<br><br> 14 Cards... ..... ...<br><br> ...... ............. ...<br><br> . ............................. ..........<br><br> .. .............. .............<br><br> ..... .. ....<br><br> . ..... ......<br><br> .. .. ..<br><br> ... .. .<br><br> .. ... ..<br><br> ... .. ..<br><br> .. ... ..<br><br> ... 14 Kiosks......................................................................................................................... .......................................<br><br> 15 Communications................................................................................................................. .. .............................<br><br> 15 Operational Plan......................................... ..................................................................... .......................<br><br> 16 Card Acquisition............................................................................................................... ....... ...........................<br><br> 16 Card Reloading - Visa.......................................................................................................... ................. ............<br><br> 16 Fare Purchases - TAP .......................................................................................................... ............................ 16 Kiosk Servicing and Maintenance................................................................................................<br><br> ...................... 17 Customer Service............................................................................................................... .............<br><br> .................. 17 Systems & Patron Customer Impact ................... .........<br><br> ........ ....................................................... ...........<br><br> 18 Bus............................................................................................................................ ........ ................................<br><br> 18 Rail........................................................................................................................... ......................................... 18 Station .......................................................................................................................<br><br> ....... . ..<br><br> ..... ..... ...<br><br> .. ......... ..<br><br> .. .. 18 Contracted Services............................................................................................................<br><br> .................. ............ 18 LACMT A TAP Infrastructure ....................................................................................................<br><br> ......................... 18 Patron Customer................................................................................................................ ...............<br><br> ................. 18 Security....................................................................................................................... .....<br><br> .................................. 19 Pilot Reporting and Research .................................................................................................. ..............20 Pre Pilot Research.............................................................................................................<br><br> .................. .............. 20 In Pilot Reporting.............................................................................................................<br><br> ............. ..................... 20 Post Pilot Research............................................................................................................<br><br> ............... ................ 21 Vendor Management..............................................................................................................<br><br> ................ 22 New Vendors.................................................................................................................... ...........<br><br> ...................... 22 Existing Vendors............................................................................................................... ................<br><br> ................. 22 Appendix A - Visa payWave Overview ............................................................................................ .......<br><br> 24 Append ix B - Stakeholder Del iverab les....................................................................................... ........... 26 LACMT A Deliverables ..........................................................................................................<br><br> ..................... ........ 26 Visa Deliverables..............................................................................................................<br><br> .......... ....................... 27 Appendix C - Cardholder Fee Table..............................................................................................<br><br> ..........28 Appendix C - Cardholder Fee Table.............................................................................................. ..........29 Appendix D - Kiosk Requirements .............................................................. ................................<br><br> ........... 31 Last Updated: September 16, 2008 Visa Public Page: 2 This Page Left Intentionally Blank Last Updated: September 16, 2008 Visa Public Page: 3 VISA VISA Executive Summary With the introduction of the TAP program in Los Angeles County and the issuance of Visa payWave capable cards throughout the US there is an opportunity for LACMT A and Visa to work together to build an innovative solution that extends the value to LACMT A riders of a TAP enabled card beyond basic transit payment. By enabling TAP functionality on a general purpose payment card, LACMT A's unbanked riders will be able to participate more fully in the electronic financial economy.<br><br> Visa and LACMT A will partner to deliver the pilot program consisting of: . A dual application card that will support both TAP transit and Visa payWave prepaid applications (TAP Prepaid Visa) . A set of self-service bilingual kiosks strategicaiiy deployed region wide for card loading and distribution of TAP transit Visa payWave cards .<br><br> A web based card distribution infrastructure for the support of TAP transit enabled Visa payWave prepaid cards. . A marketing and promotional plan to drive program awareness, card acquisition and product and LACMT A transit usage.<br><br> Since the card to be used in the pilot program will support both the TAP and Visa payment applications, there will be no impact on LACMT A's installed base of TAP readers or reload devices. This is a key feature that permits the pilot program to get to market relatively quickly and enjoy widespread utility within the LACMT A system without requiring costly infrastructure upgrades. As currently envisioned the pilot program will require no hard dollar contributions by the LACMT A.<br><br> The pilot will be deemed a success if the partners can: . Determine the impact of transit support on card acquisition and usage volume. .<br><br> Reach commercially sustainable levels of usage of the Visa prepaid card account . Identify a commercially sustainable pricing model for the cards beneficial to both LACMT A and the Card Issuer, as well as affordable to the patron card holder . Issue more than a total of 10,000 Instant (anonymous) and Personalized reloadable cards .<br><br> Achieve a high level of cardholder satisfaction based on post pilot research and demonstrated usage of the card Last Updated: September 16, 2008 Visa Public Page: 4 'VISA Detailed Pilot Program Proposal Introduction and Pilot Overview With the introduction of the TAP program in Los Angeles County and the issuance of Visa payWave capable cards throughout the US there is an opportunity for LACMT A and Visa to work together to build an innovative solution that extends the value to LACMT A riders of a TAP enabled card beyond basic transit payment. By enabling TAP functionality on a general purpose payment card, LACMT A's unbanked riders will be able to participate more fully in the electronic financial economy. With over 17 million cards issued worldwide, the new Visa payWave product eliminates the need for a card to come into physical contact with the merchant terminaL.<br><br> Consumers can complete a purchase by simply waving a Visa payWave enabled card, micro tag or mobile phone next to a contactless payment reader. From that point forward, the processing of the transaction is handled in the same way as a traditional Visa transaction. See Appendix A - Visa payWave Overview.<br><br> By combining the features of the LACMT A TAP card with a Visa payWave enabled card, LACMT A and Visa will enable and empower Metro riders with new services and convenience that were previously unavailable from a single card relationship. While the Visa brand is familiar to many due to its ubiquitous presence on credit and debit cards, prepaid cards are the fastest growing Visa card program. Unlike credit or debit cards, prepaid cards require no credit application or bank account.<br><br> Visa prepaid cards are being used to improve the quality of service delivery for a number of public programs including: . State of California Child Support . State of Texas - Child Support and Unemployment Insurance .<br><br> State of Oregon - Child Support and Unemployment Insurance . State of Nevada - Child Support and Unemployment Insurance . State of Michigan - Child Support and Unemployment Insurance .<br><br> State of Minnesota - Child Support and Unemployment Insurance . State of Indiana - Child Support and Unemployment Insurance Visa and LACMT A will partner to deliver the pilot program consisting of: . A dual application card that will support both TAP transit and Visa payWave prepaid applications (TAP Prepaid Visa) .<br><br> A set of self-service bilingual kiosks strategically deployed region wide for card loading and distribution of TAP transit Visa payWave cards . A web based card distribution infrastructure for the support of TAP transit enabled Visa payWave prepaid cards. .<br><br> A marketing and promotional plan to drive program awareness, card acquisition and product and LACMT A transit usage. Last Updated: September 16, 2008 Visa Public Page: 5 "VISA By combining TAP functionality with a general purpose reloadable prepaid Visa card, previously unbanked riders will be able to reduce what it costs them to access their money, and engage in the ubiquitous low-cost electronic payment infrastructure many of us take for granted. Since the card to be used in the pilot program will support both the TAP and Visa payment applications, there will be no impact on LACMT A's installed base of TAP readers or reload devices.<br><br> This is a key feature that permits the pilot program to get to market relatively quickly and enjoy widespread utility within the LACMT A system without requiring costly infrastructure upgrades. As currently envisioned the pilot program will require no hard dollar contributions by the LACMT A. Scope and Duration The pilot program will include the placement of 40 ReadySTATIONs (kiosks) placed in strategic locations throughout the region near LACMTA property as well as in retail locations (grocery stores, neighborhood markets, etc.) that are in close proximity to high traffic LACMTA bus and rail lines.<br><br> The goal of the kiosk placement will be to deploy the kiosks in locations convenient to LACMTA customers. The pilot program will also include both Instant (anonymous) and Personalized TAP Prepaid Visa cards for LACMT A customers. The pilot program is currently forecast to operate for 12 months from the date of launch.<br><br> Roles and Responsibilties Visa and LACMT A have discussed in some detail how the two organizations wil work together to deploy and operate this pilot program. For a more detailed list of responsibilities please refer to Appendix B - Stakeholders' Deliverables. Visa Visa, working with prepaid card program manager Ready Credit, will support the program in the following ways: .<br><br> Procure and install 40 kiosks used for card distribution . Procure and distribute TAP enabled Visa/ReadyCARDs. .<br><br> Ongoing support and maintenance of the kiosks . Comprehensive customer service and support for LACMT A customers that acquire the card . Develop a marketing plan to promote the program .<br><br> Manage creative development and media production . Implement a customer service web site and call center . Support and participate in pilot research .<br><br> Support and participate in card program management and configuration throughout the pilot period LACMTA LACMT A as a full partner in this pilot program will support the program in the following ways: . Provide the information and licenses necessary to enable the effective personalization of the TAP application on the cards Last Updated: September 16, 2008 Visa Public Page: 6 'VISA . Provide free of charge to Visa pre-negotiated physical space, electrical power and a communications connection where appropriate for the deployment of kiosks for card distribution in LACMT A locations.<br><br> . Provide free of charge to Visa pre-determined space and quantity within the LACMT A system to support the marketing plan agreed to between the parties to promote the LACMT A TAP Prepaid Visa card for the duration of the pilot. .<br><br> Provide a limited number of ride incentives to encourage card acquisition and card usage within the LACMTA system and region. . Support and participate in pilot research.<br><br> . Support and participate in card program management . LACMT A will agree to not embark on a similar program with a named competitor to Visa during the pilot period.<br><br> Pilot Success Criteria The pilot will be deemed a success if the partners can: . Determine the impact of transit support on card acquisition and usage volume. .<br><br> Reach commercially sustainable levels of usage of the Visa prepaid card account . Identify a commercially sustainable pricing model for the cards beneficial to both LACMT A and the Card Issuer, as well as affordable to the patron card holder . Issue more than a total of 10,000 Instant (anonymous) and Personalized reloadable cards .<br><br> Achieve a high level of cardholder satisfaction based on post pilot research and demonstrated usage of the card Long Term Vision This pilot program should be a stepping stone to further cooperation between LACMT A and the local and regional financial communities. Coming out of this pilot, LACMT A and Visa should have a much more concrete understanding of the benefits and challenges associated with combining TAP and prepaid Visa payment products on the same physical card. Provided this pilot program is successful and commercially reasonable terms can be identified that support the inclusion of TAP functionality on a prepaid Visa card, LACMT A will be able to extend and grow this program beyond a pilot test.<br><br> Additionally, these cobranded TAP and prepaid Visa cards may also represent a future stream of revenue for LACMT A. Further into the future, this program may represent the first step towards accepting bank issued Visa payWave cards as well as other open payment bank card programs leveraging LACMT A's TAP infrastructure. This will deliver the ultimate in payment convenience to riders and substantially reduce the costs of fare media issuance to the agency.<br><br> Last Updated: September 16, 2008 Visa Public Page: 7 VISA Purpose and Objectives The goal of this pilot program is to understand across all stakeholders the benefits and impacts of combining the TAP contactless transit payment application with a prepaid Visa payWave contactless payment application on the same card. The objectives of this pilot program fall into 3 broad areas: 1. Service - Decreasing barriers to ride 2.<br><br> Community - Reaching the unbanked 3. Commercial - Lowering costs and increasing revenues Service Combining TAP functionality with a Visa prepaid application brings additional entities into the TAP card distribution modeL. During the pilot, the 40 planned kiosks will increase the number of physical locations from which to deliver TAP cards and associated load transactions.<br><br> In the longer term, by growing the number of entities with a stake in seeing the TAP application distributed, LACMT A riders will find more places to acquire TAP enabled cards and LACMT A will see a reduced cost of card distribution as well as a potential incremental increase in convenience riders. During the pilot the kiosks will support a number of functions including card sales, TAP loads from cash and Visa prepaid loads from cash. In the longer term, the kiosks will ultimately grow in functionality to support bil payments and other financial transactions.<br><br> Community Today many riders on the LACMTA system are unbanked or underbanked. By making a Visa general purpose reloadable card available to the ridership they can begin to take advantage of the low cost electronic payment infrastructure many of us take for granted every day. With a TAP enabled Visa prepaid card cardholders will be able to: .<br><br> Direct deposit wage and benefit payments to their prepaid account - reducing check cashing fees. . Use an A TM to withdraw cash as needed rather than carrying large amounts of cash - improving their personal security .<br><br> Pay bils and shop online or over the phone - reducing the need for money orders or visits to the biller to make cash payments . Rent a DVD at a kiosk or sign up for Netflix - improving their quality of life In short, riders with the TAP enabled prepaid Visa card will become more a part of the financial mainstream than they could with a transit only payment product. Last Updated: September 16, 2008 Visa Public Page: 8 'VISA Commercial On the commercial front there are a number of important learning objectives for each of the key stakeholders LACMTA For LACMTA, it will be important to understand the following: 1.<br><br> Could a combined TAP and bank application card open new ridership market opportunities (e.g. short distance occasional rider, etc...) for LACMTA? 2.<br><br> Will a combined TAP and bank application card offer more convenience to LACMT A patrons (e.g. avoid fumbling with multiple cards for transit and payment) 3. Can the TAP infrastructure be leveraged to enable this approach (e.g.<br><br> provide additional LACMTA services by leveraging features of existing capital investments)? 4. Can LACMTA offer additional convenience to their ridership patrons (e.g.<br><br> additional reload locations)? 5. Are additional revenue opportunities possible (e.g.<br><br> capitalize public/private partnerships to create potential revenue opportunities, while utilizing existing infrastructures) in joint card programs? Visa For Visa, it will be important to understand the following: 1. The commercial impacts of putting transit functionality on a Visa general purpose reloadable prepaid card 2.<br><br> How co-residence with the transit application impacts card acquisition (how likely are cardholders to get a card) 3. How co-residence with the transit application impacts card usage relative to Visa general purpose reloadable cards without a transit application. Last Updated: September 16, 2008 Visa Public Page: 9 Deliverables VISA Card The dual application TAP Visa card is a prepaid card.<br><br> To spend money, funds must be loaded on the card, so when customers use the card, the amount of the purchase is deducted from the balance loaded on the card. General purpose funds can be loaded at LACMTA kiosks, retail kiosks, direct deposit (ACH) or thousands of retail locations nationwide. Customers never spend money they don't have so the Visa card helps keep customers out of debt and allows them to easily manage their finances.<br><br> There are no payments to make, no interest charges and no late fees associated with the TAP Prepaid Visa card. Both Instant (anonymous) and Personalized prepaid cards will be made available in the course of this pilot. The Instant (anonymous) card will be available through the kiosk infrastructure.<br><br> Personalized cards will be available through the web or by callng a toll free number. Instant (Anonymous) Card The card to be distributed via the kiosk infrastructure will be an Instant product that can be purchased without providing any personal information. The Instant card can be loaded with the maximum value of $500.00.<br><br> The Instant card cannot be reloaded; it is a single load card. The total value, non reloadability and no cash access features of the Instant card are necessary to comply with Visa regulations and United States Federal laws. Benefits and features of the Instant Visa prepaid card with TAP functionality: .<br><br> Visa worldwide acceptance and TAP functionality . Instant access, no information collected at time of purchase - no barrier to product adoption . Activated upon issuance - cash in, card out, ready to ride .<br><br> Maximum load of $500 . No cash access, no reloads . Contactless and traditional magnetic stripe payment technologies .<br><br> Customer protection against loss, fraudulent use of card - money is safe Please refer to Appendix C for the detailed consumer pricing schedule. Personalized Card The Personalized card supports unlimited reloads, has the customer's name embossed on the card and can be obtained by LACMT A customers by providing verifiable information about themselves (name, address, phone, date of birth and government issued ID). This information can be provided online or by phone.<br><br> There is NO credit check or application and bad credit or Last Updated: September 16, 2008 Visa Public Page: 10 ~VISA no credit is no barrier to obtaining a card. All that is needed is to provide verifiable information and the card is issued. Benefits and features of a Personalized Visa prepaid card with TAP functionality: Visa worldwide acceptance and TAP functionality No application & Approval with I D verification Unlimited loads/reloads Maximum load of $9,999.00 Pay bills by phone or online - save time and money (no more need to purchase costly money orders) FREE paycheck direct deposits - allows customers to avoid expensive check cashing fees & save hundreds of dollars annually Ability to manage finances - customers report that the card helps them manage their spending more effectively than cash Provides more safety and convenience than using cash Free balance receipt at any kiosk Online monthly statements allow customers the ability to view transactions A TMs privileges at thousands of locations worldwide Reimbursement of unspent value if card is lost or stolen No interest charges, no late fees, no overdrafts Customer protection against loss, fraudulent use of card - money is safe .<br><br> . . .<br><br> . . .<br><br> . . .<br><br> . . .<br><br> . Kiosk The Ready Credit ReadyST A TION (kiosk) is a self-service kiosk developed to allow consumers the ability to instantly purchase an anonymous, activated prepaid debit card and to support the reloading (adding funds) to Personalized prepaid debit cards. Other functions of the kiosk include the ability to check a card balance for free.<br><br> A receipt is provided to the customer for every transaction type - new card purchase, reload and balance check. The kiosk is manufactured for Ready Credit by NCR. NCR is a worldwide leader in self-service kiosk solutions and the kiosk developed for Ready Credit by NCR is part of the NCR family of products known as NCR EasyPoint Xpress Payment kiosk.<br><br> Thousands of EasyPoint systems are in use worldwide and have a proven history of superior functionality and reliability. The kiosk dispenses the TAP Prepaid Visa cards. Customers can purchase the Instant Card via cash payment using the cash acceptor on the kiosk (cash is the only tender type supported).<br><br> The kiosk activates the card during the transaction, dispenses the card, and prints a receipt. The kiosk provides three types of transactions. 1.<br><br> Instant Issue card purchase 2. Reload TAP Cards 3. Reload Personalized cards 4.<br><br> Card Balance (TAP Cards, Instant Issue and Personalized cards) Last Updated: September 16, 2008 Visa Public Page: 11 VISA The kiosk supports the above transactions in both English and Spanish. The kiosk is designed for ease of use for a simple customer experience. The ReadySTATION has the following user components: 1.<br><br> 15" LCD Touch Screen 2. Magnetic Stripe Reader 3. Contactless / TAP Reader 4.<br><br> Cash Acceptor 5. Card Dispenser 6. Receipt Printer See Appendix D - for more details on kiosk specification and requirements.<br><br> m.:.T A READYCARD or AP ~ CAru)HOU1f.:.f~ r~E.s()urlCES l)IRt::(~T m:.posrr HALANCI:; CHf:CK v READYCARD PREPAID VISA' READYCARD PREPAID VISA. 1, 1ü(!% :~pp(("f~) .. NO¡jp¡jçalJtd' Web Site Customers that acquire the Instant or Personalized card wil have access to their account online at ww.mvreadvcard.com Website features include: .<br><br> Acquiring a Personalized card . Checking card balance . Checking TAP balance Last Updated: September 16, 2008 Visa Public Page: 12 VISA .<br><br> Transferring funds to the TAP account on the card . Payment history . Graphical transaction summary .<br><br> Transferring funds: card to card, card to bank account, card to Paypal account . Transaction history and ability to print transaction history . Set-up free text message or email alerts - customers can receive a free text message or email notifying them of their daily balance, card deposits and transactions.<br><br> . Enroll in direct deposit . Kiosk look-up - providing a map showing nearest kiosk .<br><br> Reload look-up - providing a map of the nearest kiosk and reload locations . Complete list of fees associated with the cards. Marketing and Promotional Plan Visa has worked with its marketing and promotional teams to survey the availability of media placement within the LACMTA system and developed a draft promotional plan.<br><br> Visa has estimated that to effectively promote the pilot LACMTA TAP Visa program would require approximately $1 MM dollars (at non-discounted rate card prices) worth of LACMTA controlled media placement as an in kind contribution to the pilot program which do not affect any existina Metro exclusive advertisina contracts alreadv in place durina this 12 month pilot proaram.. While the specifics of the media plan will be determined taking into consideration to final decisions about target audiences, timing of the program and availability of media, Visa is expecting LACMT A to provide media of roughly equal value to what is detailed below. Visa will undertake to fund development and production of the creative execution for placement.<br><br> It is estimated that the creative development and production will cost approximately $250,OOO.The development of the final creative and media placement will take place with input and approval from LACMT A. Last Updated: September 16, 2008 Visa Public Page: 13 ~"VISA Implementation Plan Project Management The pilot will be run using standard project methodology. This will include creating and managing to a project plan and regular project status meetings.<br><br> Visa will provide the overall project management for the pilot. LA Metro will provide a contact as their project champion(s) who will take responsibility that tasks are both indentified and progressed within the organization. The project team will perform regular project status updates to the business sponsors of the pilot.<br><br> A projection of timelines to deliver this project is outlined in Appendix E. Cards An outline of the steps required to implement a card for the LA Metro pilot is as follows: . Define card technical requirements - to support both Visa payWave and TAP .<br><br> Procure cards from card manufacturers . Obtain approval from Visa Approval Services, if new product required . Develop card plastic design .<br><br> Print card design onto card plastic . Understand TAP personalization requirements . Manage personalization data and key in secure environment .<br><br> Personalize card to support both Visa payWave and TAP . Validation of personalization process . Obtain card design brand sign-off from Visa .<br><br> Field testing of card . Distribute card . Design operational procedures for card stock management Due to the innovative nature of this project, it is unlikely that the card manufacturers will have an existing product to meet the business requirements, namely a dual application card supporting LA Metro's existing TAP infrastructure and contactless-only Visa payWave.<br><br> Visa will manage a confidential process to engage card manufacturers to search, and if required, request to build a product to meet the requirements for the pilot. It will manage this process through a transparent Request for Information (RFI). The aim is to gain competitive pricing for the initial procurement of the first 30,000 cards and to work with the card manufacturers, to encourage a cost-effective solution to support the initiative past the pilot.<br><br> The project team will work with Ready Credit's existing personalization bureau, Personix, and LA Metro's TAP manufacturer to ensure that the cards for the pilot are personalized to meet the requirements of the TAP application and the Visa payWave prepaid application. Last Updated: September 16, 2008 Visa Public Page: 14 '~VISA Kiosks Ready Credit will be supplying approximately 40 self-service kiosks. These devices will pass through the Visa approval process to ensure that these kiosks meet both security and branding requirements for Visa products.<br><br> A key aspect of this pilot is the selection of the appropriate locations to deploy these kiosks. Kiosk will then be ordered to suit the location requirements, such as weatherizing and the level of anti-vandalism protection. The manufacture of the kiosks has been highlighted as the longest task for the project, so this activity will be treated with priority.<br><br> This process will be done through an analysis of current LA metro ridership and TAP sales data. It is envisaged that installation will utilize existing Ready Credit vendor relationships and the operational support (cash, facility and security management) will utilize existing LA Metro vendors. An outline of the steps required to implement the kiosk for the LA Metro pilot is as follows: .<br><br> Select kiosk site location . Determine kiosk model by site . Determine facility requirements by site (power, telecom, security, etc) .<br><br> Order kiosks from manufacture . Scope functionality to be supported - namely, TAP options . Develop and test software .<br><br> Design kiosk wrap . Obtain kiosk wrap design sign-off from Visa . Design operational procedures for kiosk support - card stock, cash management, consumable management, security, etc .<br><br> Installation of kiosks - includes co-ordination with facility requirements and software loads . Field testing of kiosk with new dual application cards Communications The project team will also manage the communications plan. This will include both marketing and public relations (PR) plans.<br><br> Identified resources will expand the obligations set out in the Agreement to develop detailed plans. These resources will also seek sign-off from their respective organizations and then execute the plans. Last Updated: September 16, 2008 Visa Public Page: 15 'VISA Operational Plan Card Acquisition Card acquisition will be achieved by engaging customers in transit locations and complimentary retail locations to adopt the card product.<br><br> The kiosk's ease of use encourages trial, usage and loyalty. Prepaid cards are gaining in popularity among the unbanked and underbanked consumers and the features, low fees and versatility of the TAP Prepaid Visa card will make it extremely attractive to consumers. Coordinated promotion and marketing campaigns with LACMT A will raise the awareness of the product and lead to the consumer trial demonstration project.<br><br> Supporting card acquisition will be a comprehensive direct mail campaign, Direct Response Television campaign, retail location promotion and online activities. Card Reloading - Visa TAP Prepaid Visa cards wil be reloaded by cardholders through a variety of methods at thousands of locations nationwide. Card reloads are available through: .<br><br> LA Metro ReadyST A TION kiosks - touch screen prompts take consumers through the easy steps of reloading their cards. a First they select reload card from the touch screen menu a They are prompted whether they wish to add funds to their Visa spend account or purchase transit fares a By selecting Visa funds, they tap or swipe their card. a Prompts are provided for inserting cash into the kiosk along with an onscreen animation.<br><br> a As cash is inserted, the total amount of cash is tallied for the customer to see, when the customer is finished, they are prompted to add the funds shown on the screen. a A summary is provided showing funds to be loaded on the card. o The finish reload prompt is selected and the customer is then prompted to take their receipt.<br><br> a The receipt shows the amount of cash loaded and the new card balance. . Reloads at LA Metro kiosks are free.<br><br> . ReadyST A TION kiosk at retail locations - a minimum of twenty (20) kiosks will be placed in retail locations in proximity to LA Metro lines. .<br><br> Any Western Union or MoneyGram location -70,000 nationwide . Online transfers - card to card or bank account to card Fare Purchases - TAP Purchasing fares or reloading funds to the TAP application will be easily done by: . LA Metro ReadyST A TION kiosks - touch screen prompts take consumers through the easy steps of purchasing fares or loading funds onto the TAP application of their card.<br><br> . ReadyST A TION kiosk at retail locations associated with the LA Metro deployment will support TAP fare purchases. .<br><br> Cardholders will be able to visit the www.mvreadvcard.com website and purchase TAP fares by transferring funds from the Visa payment portion of their card to the TAP side of the card. Last Updated: September 16, 2008 Visa Public Page: 16 VISA Kiosk Servicing and Maintenance ReadyST A TIONs have a software application called Retail Systems Manager (RSM) installed that provides real-time status alerts in the form of email messages to the Ready Credit Support Center. Status alert types are listed below: .<br><br> Healthy Status - Successful reboots and "In Service" messages . Attention Soon - Paper low, card inventory low, and cash acceptor nearly full messages . Attention Now - Paper jam, card dispenser jam, cash acceptor jam messages .<br><br> Error Events - Software error messages . Tally Thresholds - Card count and bill count These alerts allow Ready Credit to know the health of a kiosk and respond appropriately without the intervention of someone on site. The Support Center has the ability to remotely log into the ReadyST A TION and conduct test, clear errors, or verify proper operation of the devices.<br><br> Ready Credit also utilizes SNMP monitoring software to track the communications of the kiosk network. In the event of a communication error, the status of any given kiosk wil turn from green to red at which time the cause of the problem can be immediately investigated. Often, Ready Credit will be aware of a ReadySTATION technical issue before customers even report a problem.<br><br> In the event of an actual hardware or software failure, on-site maintenance of the kiosk is provided by NCR. NCR Customer Engineers respond to a dispatch on a 7 X 12 basis 8:00 AM - 8:00 PM with a 4 hour response time. The ReadyST A TION utilizes a Kaba Mas security lock, so security procedures must be followed to open up the kiosk for servicing.<br><br> All service events are logged into a supervisor database. Customer Service One number is provided for all Ready Credit customer support issues. The 800-506-0630 number is provided on every transaction receipt, on a sticker on every Instant ReadyCARO, and in the event of a ReadySTATION out of service condition, on the screen.<br><br> The 800 number utilizes an IVR for the customer to select English or Spanish, the next prompt is for existing customers, new customers, or bill pay customers. The Ready Credit call center currently operates from 6:00 AM - 3:00 PM PDT Monday - Friday. Live after-hours coverage is provided by Galileo Processing from 4:00 AM - 10:00 PM PT Mon - Fri and 5:00 AM - 5:00 PM PT Sat - Sun.<br><br> Customers are provided the following services from the call center: · Order / Activate Personalized ReadyCARO · Check Account Balances · Resolve Card Issues All cardholder inquiries, whether TAP or ReadyCard related will be directed to the 1-800-506- 0630 number. The cardholder will be given the option through the IVR to be connected to the LACMTA customer service center. Last Updated: September 16, 2008 Visa Public Page: 17 VISA Systems & Patron Customer Impact Since this pilot program is adapting a single card to support both the existing TAP and Visa payment infrastructures, the impact on existing LACMT A systems should be minimaL.<br><br> Bus No anticipated impact. LACMTA Bus fleets and the respective fareboxes will not be impacted by a combined TAPNisa card. The TAP application resident on the dual application card will continue to interact with the LACMTA TAP infrastructure, while the Visa payWave application will interact with Visa payWave enabled retailers.<br><br> Rail No anticipated impact. LACMT A rail station Stand Alone Validators and Ticket Vending Machines also will not be impacted by the dual purpose T APNisa card. As with buses, the TAP application on the dual purpose card will interact with the existing LACMT A TAP infrastructure, whereas the Visa payWave application will interact with Visa payWave enabled merchants.<br><br> Station Depending on decisions on final placement, kiosks may require communications or electrical facilities be made available. Contracted Services Again, due to the separation of the applications on the TAPNisa payWave card, LACMTA Contracted Service fleets and farebox devices will not be impacted. As previously, TAP enabled components will interact with the TAP application on the card, while the Visa payWave application wil only interact with Visa payWave enabled merchants.<br><br> LACMTA TAP Infrastructure As stated previously, due to the separation of the TAP and Visa payWave applications on the dual purpose card, TAP related transactions will still flow through normal LACMT A TAP infrastructure and Visa payWave applications will flow through the banking card association networks. The back office processing of these transactions is transparent to the customer patron. Patron Customer Based upon the design of the dual purpose card, TAP and Visa payWave transactions are handled distinctly by each system.<br><br> The patron customer will only know that the TAP application Last Updated: September 16, 2008 Visa Public Page: 18 "'VISA functions as any other TAP card, with the distinct difference being that the TAPNisa card can also be used in other venues. Security Due to the hardware and software controls and protections provided by the t dual application card platform, both the LACMT A TAP application and the Visa payWave application are isolated and secured from each other on the card. Additionally, since processing of these transactions is different, additional layered security is provided through the processing channels for both transaction types.<br><br> Last Updated: September 16, 2008 Visa Public Page: 19 VISA Pilot Reporting and Research Visa and LACMT A will need to cooperate to gather the information necessary to extract the important lessons from the pilot program. Pre Pilot Research Ahead of the pilot, Visa and Ready Credit will require information on current fare media sales (locations, types of fares purchased, in station vs retail partner sales, etc.). This information is critical to determining the routes to target and where to target the distribution of the Kiosks.<br><br> Visa and Ready Credit will also require current data about the LACMT A ridership covering both ride patterns and demographics. This information is critical to determine the appropriate target audience for the media and promotional program. In Pilot Reporting Regular reporting during the course of the pilot will be key to understanding the progression of the pilot and making in program changes to arrive at the most viable model by the end of the program.<br><br> For example, at the beginning of the pilot cardholders may be offered a free day pass for acquiring the card and if card acquisition appears very strong then that incentive may be redirected towards driving usage of the card. During the pilot the key participants will report monthly on the following areas: Visa/Ready Credit . Card sales/Acquisition .<br><br> Visa prepaid reloads (Kiosk v ReadyLink v Website v Direct Deposit) . Visa payment volume . Kiosk up time .<br><br> Web site hits . Baseline control group for non-transit prepaid cards . Demographic information (if volunteered - personalized cards) .<br><br> Visa prepaid customer service inquiries LACMT A . Transit products purchased . Riding habits .<br><br> Usage comparison versus control group of TAP users Last Updated: September 16, 2008 Visa Public Page: 20 ~VISA Post Pilot Research At or near the conclusion of the pilot Visa and LACMT A will conduct joint research to better understand the impressions of the program amongst users and non-user constituencies. The details of the research will be jointly determined once the pilot program is underway and key questions begin to arise. Last Updated: September 16, 2008 Visa Public Page: 21 'VISA Vendor Management The implementation and ongoing support of the Pilot will require the engagement of new vendors and the cooperation of existing vendors to LA Metro.<br><br> New Vendors Visa is cognizant that Vendor selection is a robust activity and therefore any new vendors required for the pilot will be directly contracted and managed by Visa. If the pilot is a success and moves into commercialization, then LA Metro would take over the management of those vendors if appropriate and consistent with LACMT A Vendor policies. New Vendors likely to be required for the Pilot are: .<br><br> Prepaid Program Administrators - Ready Credit . Prepaid Program Processing - Ready Credit will utilize their existing processor . Prepaid Card Program Customer Service - Ready Credit will provide .<br><br> Kiosk Manufacturer, delivery and deployment - Ready Credit will utilize their existing Vendor, NCR . Kiosk Servicing - Card levels, Receipts - - Ready Credit will utilize their existing Vendor, NCR . Dual application card manufacture - Ready Credit wil manage by RFI process .<br><br> Card Personalization - Ready Credit will aim to utilize their existing Vendor, Personix . Field Testing/Auditing Services - Visa will use their existing Vendor, Insular . Legal Agreements .<br><br> Marketing plan creation and execution . PR plan creation and execution . Card and Product Program Management Existing Vendors Many of the activities required to deliver and support the Pilot will overlap with activities currently performed by LA Metro staff and vendors.<br><br> Visa will be seeking the guidance of LA Metro project resources to identify those activities and then negotiate to obtain resource to deliver that activity. The intent is to build the Pilot operational model as close as practicable to the commercialized model, so as to aid that transition. Anticipated areas for cooperation with LA Metro Staff and Vendors, include: .<br><br> Installation Services - electrical, telephony . Kiosk Servicing - Cash collection and management . Kiosk Cleaning .<br><br> Kiosk Security . Kiosk Maintenance & Management . Card personalization .<br><br> Card and Device Testing . TAP Application Customer Service Last Updated: September 16, 2008 Visa Public Page: 22 . Legal Agreements .<br><br> Marketing plan creation and execution . PR plan creation and execution . Card and Product Program Management .<br><br> Periodic recurring program reporting Last Updated: September 16, 2008 Visa Public Page: 23 VISA Appendix A - Visa payWave Overview VISA 'VISA Visa Co actless Payme ßa1;kgmunder A 00'1 trend inpainimt technolog is pushing e1ectrorclc paymentsbe\lnd tradUlomi: card trimsactioM, making new payment metlis fllter, more COoolent .and æmrl!. Now Ctnsimers can t!xpeluoct! .incl\asO convenience, spc.¡d and security wit1t thelatestinrw:watlori in ViM ,payiiimit - Vis payWave.<br><br> How Visa payWave Works Vis payWave ê1imlrutts the iwed for the card tei come ¡nto physical contact with the merdunt termifll. Corumem can complete a j)rcllt by simply waving a Vis payWave- enablid cald,mlcro tag or rrile photw ned to a oontactles paynient tt!adt From th:i point forward theprotising .of the lrart,¡ction Is harw:ed in the is111e w,¡y as a tradlttLonal Visa transaction, Visa payWææ enables exciting new flixitillìty for issuers to C\torrze ptögUII'l tallored to theIr ou:;in,¡ss and corumer s.grent while ading iitiClfll :scurity fual:ires and eiihaoced performancii Last Updated: II)) New Form Visa is cominited to providing consumer pa yment devìces that fit thei r Hie stylas a ii unable transations, 11 both tniditional alNf emerging merchant elwiroml'Ints. One of thllaw anlages of Visa payWiw CCfit;dles technology is ,ts abUity to enable paymimt throh new and compclll1, fOlm factors b.."Iorid traditk'l1al pament cards., such as mini ear&., mobtb phones and the Vi$l Micro Tag, a key-.diajn sized pamerll device eriibidded with Vi5l payWtfVlJ oonl1dless ttdll1oiogy, As part of delivering Vì:payWave via mcbile devices, \lì: is aitÍlely tJng.¡¡edin m;iket trials to test rru)hile Vba p,'yW;!Jf!<br><br> transactions through devÍiesenabled by Nmar fie Itl Coinmunlcation (NFC) technolc-gy, Vi$: is a Spcl1sor .Mefiibcr oHhe NFC Forum suppcitlngtlie obji:,ctive to integnite next- generatiol1 contactless interfaces ililc n16bHe pl'Il_ and oHier cerumer ek..tronic dcvices, Visa Commitment to Security Visa hæi high seuriy sbnuan:Js and riskman;iei1'Int procl!fu In pl;ic to protcct Visa trans.tioris ;¡id Vi5l payWave-cn.abled payments are no exceptIon. Mi,.sl iniportantly, 'Its; hæi esi;ii.shed chiar rule; and Üandarcs inhmded to ensure that contadlCi.s payments.ae as Smnlte as all Visa transatì,:ms. Each I/ig p.~lN3\',l-enablftJ card contains II tiny rori'luttr chip thll Sffmspayment Informatkm to a conladless card reader via short- ran;!e iadb frequenc walts.<br><br> Theinlormatkinlnehxlcs s dJ'namìc crypk.)gram unique 10 eiih trai_dioíl In adid~lön to the £.atrlC oonsumer .a miire hant pröted.ion s offered on all Visa frarl.,IQictkins, VisapaWsve-enabled prouct are deigned lobe read only whenìnvery doSf proKimity to a contactlcsspc;.lnt-of-;mJe n:iai:r. The card Of c"v.lce n-iver kiave£ the cÜ$tomer's possession when USL1: in il ,contactless tmn:!ction, Vi$" Cortaçt.e$$ P;iymert Visa payWave Programs Around ~the~World The lin.ih of VIsip,'f 1M prog.rams around the wMId the enables fa$ter,mtra L'Onwnient trarl$ctions at merchant loctions worldwide that accept cards with v¡ç paWave technolog, &low is a sarnple of Vis p,yWaw prôg¡aitl around the wold: - Royal Barik cf Canada (ROC) annitluocedln September 207 that It will begin Jssirlg Visa p,yWaw- enabled credit card& TD f\rdiant Services and mCT hm.'I alsùanni:üneüd JwogJlms tlhltJlte scheuled tô launch in the Springof 208. - Visa :Europe ,working with SocJétê Générale and Gemalto ilHiced the firstVlsa P3YW1Ne trlll1saction In Fmf' in ltl 2007, Apibt prograrn wa; aimuoced .in which 1,000 cardholders 'Hlildbe able top,y 'Ior smaß ptl!oo_using II V¡ç ,p,:tWave ciird.<br><br> - Fool' banhin Gua1;itmla am ,p,rtidpating ~, Visa p,yWave p~tams and began issing Visa P3YW¡¡Ie- I!bled ciirds in Nù\moor 2'006, - Kling SengBank I¡¡inheits Vi;; paWave prùjiamin late 2001, th;i first issuer in Asia PaCific to have a glùbally interoperable ctlntactlesi capable card - Ten major bank,; hae lauiiched Vis; p;WlIe contactJesi progI3t!., MIjor cobraoo p:rtnersindud Te&Co arid CGV, tli biggest rmAl:plex chahl, and rtljor kiko£, siih a; SK te:lecom and KTF. Also, St.arbuds, Lotte Dgpailflnt StOl and GS2S oorrvnient stGFli are a few p¡irl:idp:tliimefchnts. - AI RiijhiBank bfme tli first I:slarl'ic lit'locial 1ntHutlon iind sixth issuer in Malaysia tolauoch a Vi;; p,yWlle prùjriim.<br><br> The Riyllh-basi't bankOp/!lld its lirstintertltlonal opera1h:insin Mllaysaill Od"oor200 arm clJj,rently ôllyis.'ti!s Vis; plllnll,nt cants, including Vis; p:yWlIe. Snga,,;)!,.! -In hily 207, United OVl¡;ai BlllK (UOB) beanw tli first ÌS of Visap;Wa'lc in Singapore when It launched the "UOB One CD' with Vis; payWJl tochnolog.<br><br> - La OiIiIi coiued the first contactl(!~sp,yrent iniative with Vi;¡ p;'.'i caids aoo is th fir£i final entity in Spain toim¡:lel1nt Vls; pllWlle tedinology in Spin, '0 woa Vis I~. VISA "VISA - VisiEun:ipe anll:lUnCed the first tt1ltsaction of viSlp,yWave tochlwk,gyinSwit.ierland ami dlt1W FlFA's hellq,uartel'ln Zut'ch to kick ollthe JnitiatiW!. Cmnér Bank..<br><br> the leading private aooindepeiment Swis l:anking institution and Vis. Europe anmnmæd the first ViSl p;WIIW! cmdin Switwland to customers iii Febrwiry 2008.<br><br> -In Taiw,an, four banks hae :isued Visa plrt'Nave co-brnm: car wiih the EasyCard hmction.. the paymenl iip¡ilícllion 1m fan!s in thegreJler Taipei transit system, Also, In September 2007 Urtion Bank of Tiliwiin and Canefuur Tiliwan annonced the kiunch of ihe Canelf.Mjr v¡ç p,yWave card, -'Bangkok Bankiaunched Thailands first Visa PiiyW'l cei-branded card with BTS, Bangkok's Imll$it system, in February 2008. Twenty r'ercharit types, includng Teso Lotus, Siam Ciiie,ple)(, McDonald's arm Starnuiks ¡i rticj patl?in the progra m, tn Istanbul, Deniibanklaunched a VIS; payWaiie pilot prcgriir' with the"SeIi & Miles' ciird - the lirst EMV- baM!d coflacl1es.~ program in TlHlæy.<br><br> -In the UK ViSlp,yWavelalin.ched. in Lond uin with six banks taking partin the rollout. tn ai'dition, ;, nel mu:!ilì1oction Biirdiiyciird Vis .cmdii Ciirr\ BardllYC1lrd QnePulSiI¡¡trwhed leaturing three sepamte fu.icions GlIII single catd - Visap: \¡\lile for purctvi_ of EIO aoo 'belciw ,3 contactless Oyster St1i'rlciinJ If"" 11M!<br><br> whe trllelingno!Joo London transport network am: a stiiooard chip and PIN credit card facility, - In the United States" seven uf U"1 top ten Visa issrs are offering Vis; credit, debit and prep,id cards with Vis. payWiive, induding Bardays, ChasH, Nationa I City, USBa nk, Sun Trust, Wiihirion M tJüaL and W1dls Fiirgo Bank. ~~ I ~~;jl Vi,aa be..<br><br> m t~ tt:~'6ba ò:~e:eJ"tf 1!ht: Last Updated: September 16, 2008 Visa Public Page: 25 'VISA Appendix B - Stakeholder Deliverables LACMT A Deliverables Overall Project . Assign LACMT A executive sponsor and project manager to ensure timely access to necessary LACMT A resources Cards . Access to TAP file structure and data mapping .<br><br> Access to TAP encryption keys for personalization (provide MPOS device/s) . Implement autoload for TAP from Visa prepaid from LACMTA. Kiosk Implementation .<br><br> Ensure availability of power and communication line for x (20) kiosks based on transit property. . Approve Kiosk transit product sales implementation .<br><br> Provide card stocking, receipt paper replenishment and cash pick-up's for kiosks - in conjunction with standard servicing of TAP fare machines . LACMT A will provide communication line for transit locations if available . Provide space, access and services for 20 kiosks where appropriate, subject to Visa's and LACMT A's approval .<br><br> Provide support to place balance of kiosks in merchants. Program Marketing . Ride incentives to encourage card acquisition of up to $150,000 .<br><br> Ride incentives to encourage open prepaid usage of up to $150,000 . Media placement (see Appendix B for proposal specifics) . License to use TAP brand on cards and promotional materials .<br><br> Agree to media plan which may include non MT A media . Provide advertising space promoting project . Provide access to logo subject to prior approval .<br><br> Agree to work with Visa's agency for media placement . Distribution of cardholder promotional and educational materials. LACMTA Website .<br><br> Build a page under LACMTA website containing information on the program and links to the ReadyCARD TAP website. Program Research . Transit usage data.<br><br> Summary level Last Updated: September 16, 2008 Visa Public Page: 26 "'VISA Visa Deliverables Overall Project . Overall project management Cards . Cards: supplied by Visa and Ready Credit .<br><br> Identify card technology platform . Contract with card manufacturer/personalizer . Approve card design Kiosk Implementation .<br><br> Acquisition and installation of up to 40 card dispensing/reloading kiosks for 12 months . Language implementation - English and Spanish . Develop UI for transit product purchase.<br><br> . Implement ability to initiate TAP autoload from Kiosk (cash only). .<br><br> Co-Branding for Kiosk unique to LACMT A / ReadyCARD . All installation, servicing, etc for all (40) kiosks. .<br><br> Develop ability for cardholder to purchase transit funds at ReadySTATION - interface from card to ACS website Program Marketing . Agree to media plan with LACMT A which may include non LACMT A media . Pay for design and production costs and any media installation outside LACMT A properties.<br><br> . Development and productions of cardholder promotional and educational materials in conjunction with LACMT A . Build a site under Visa.com to provide information on the project.<br><br> . Approve and cooperate in all marketing activities Customer Service . IVR/call center development .<br><br> Train CS reps . Develop a warm handover process to LACMT A Customer Service . Website retail locator .<br><br> Develop website from standard ww.myreadycard.com template - add transit specific content and navigation Program Research . Contribute advice and funding to pre pilot research . Define, manage and pay for focus group research Last Updated: September 16, 2008 Visa Public Page: 27 Appendix C - Cardholder Fee Table Instant ReadyCARD Issuance Upgrade to Personalized Card Monthly Account Maintenance Second Card / Additional Card $4.95 (one time) FREE FREE $4.95 Balance Check - Online / ReadySTATION TAP Transaction FREE FREE Direct Deposit ReadySTATION Load or Reload Bank Wire Transfer Bank ACH Transfer Card-to-Card / Bank Account Transfer TAP Account to Spending Account Transfer PayPal Transfer PayXone", Western Union", MoneyGram" or Retail Location Load or Reload FREE FREE $1.50 $1.00 $1.00 FREE FREE $2.50 to $4.95 Online Account Access Live Agent Customer Service Call Replacement Card Issuance Express Shipping Online History Report Transaction History Report Online Statement Paper Statement FREE FREE $4.95 $20.00 FREE $3.00 FREE $3.00 Last Updated: September 16, 2008 Visa Public Page: 28 VISA Appendix C - Cardholder Fee Table Cardholder Fees for TAP & Visa Payment Usa e Instant ReadyCARD Issuance Upgrade to Personalized Card Monthly Account Maintenance Additional Card $4.95 (one time) FREE $4.95 $4.95 Balance Check - Online / ReadySTATION TAP Transactions Domestic Signature or PIN Transaction Domestic Signature or PIN Transaction Decline International Signature or PIN Transaction International Signature or PIN Transaction Decline Signature or PIN Return Transaction Domestic A TM Withdrawal Domestic ATM Balance, Inqu<br><br>

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