The metal card trend " Contisystems

What do the studies say?

According to the ICMA Card Marketing Report, the 2018 market was booming for the demand and sale of cards.

Reading the report, it is clear that the choice of PVC cardboard as the raw material of choice for most of the uses, regardless of geographical area.

It is common knowledge that PVC cards are widely implemented in our daily lives. This card has an acceptable cost and all production and personalization processes are adapted to this material. this material. For these reasons, it is difficult to switch to other raw materials, which will naturally entail higher costs and adaptation of the personalization equipment.

However, the materials used in cards are evolving in order to achieve the differentiation sought by customers. In fact, from a marketing point of view, the switch from PVC to metal cards, for example, can be justified for specific products, markets or segments.

Are all metal cards the same?

No, in fact there are different ways of incorporating metal into cards, but there are generally four types:

Full Metal Card

They are made only of metal and are available in various precious metals such as platinum, gold and other metals such as stainless steel, nickel and silver.

Hybrid Metal

The front of the card is made of metal but the back is made of PVC and the core of the card is also made of PVC

Metal blade

These are two metal sheets (one on the front and one on the back) with a PVC core, making it a lighter card.

Encapsulated metal

These cards are pre-laminated with PVC sheets, but are much heavier because they have a metal core.

Do metal cards work in the same way as PVC cards?

Advantages:

They can function in much the same way as the familiar card;
They are more durable than plastic cards, but that doesn't mean they are indestructible. indestructible;
Premium feeling associated with metal.

Disadvantages:

Some cards are incompatible with contactless operation, but there are manufacturers who are developing combinations of metal alloys that allow contactless to operate normally;
Although the robustness of the cards makes them ideal for travel, they can be be detected in metal detectors, for example at airports. Although airports you are asked to remove everything from your pockets, if this card is forgotten when passing through the detector, it can be detected. detected;
Its rigidity could be a problem when it comes to ATM equipment, vending machines, etc.

But also in the creation process the particularities associated with this material:

Its laser personalization process generates an engraving with a groove, which gives the card a tactile sensation of depth.
Creatives and design teams need to pay particular attention because pantone colors are not the same on metal as they are on PVC.

But if they can have limitations and require care, why bet on metal cards?

CompoSecure, in a market study of more than 6,000 consumers in Brazil, Hong Kong, Japan, Singapore, the United States and the United Kingdom, showed that 59% (the majority) of those questioned in the study prefer metal or hybrid cards to plastic cards. This figure was always above 50% in all the markets surveyed, reaching 82% in Brazil.

The study highlights the fact that the metal card can be an important factor for the end customer in deciding between one or another financial institution, combined with high loyalty and rewards programs. programs.

Conclusion

For our clients, the metallic card can generate a higher volume of subscriptions and can mean greater visibility for their brand. In fact, the status that comes with a metallic card is highly valued by users, so they shouldn't be ruled out in the design of banks' card portfolios. However, there are metallic card options that give some scope for greater efficiency in the processes installed, which should be options to consider in order to avoid major concerns or limitations in functionality.

At Contisystems we are, as always, committed to finding the best card for every situation. Count on us to present you with the available options, advantages and limitations, and together we can configure your card together.