Prepaid gift cards are set to become a whole lot more secure, thanks to an Ai Group member investing in cutting-edge technology at its Sydney plant.
American Banknote Corporation Australasia (ABCorp), which manufactures many of the gift cards available for purchase in Australia, has installed high-end Pack-Smart 1-PAS machinery (pictured below) which makes tamper-proof packaging to deter fraudsters from stealing gift card credit.
“It’s the Ferrari of secure gift card packaging never before used in Australia,” ABCorp Managing Director Asia-Pacific Emmanuel Pythas said.
“Gift card fraud is a global problem particularly prevalent among open-loop cards that can be used in any store. Because of this versatility, they are as valuable as the currency they replace.”
Scammers act instore, before the card has even been bought.
“They peel the card off the holder it is attached to, record it, then put it back on the shelf,” Mr Pythas said.
“You buy it for your friend and by the time they go to the shop to redeem it, the fraudsters have already spent it online.”
Demand for extra security has been strong.
“Our customers have been pushing for this level of security for a long time,” Mr Pythas said.
“The other benefit is that the packaging is more appealing to the eye. It’s important to stand out because there is so much choice when it comes to gift cards.”
ABCorp has a long history as a supplier of secure transaction products.
It was established in the US in 1795 — more than 225 years ago — to help the newly formed Bank of USA make counterfeit-resistant currency.
Its Australian origins date back to 1837 when printing pioneer John Sands began supplying specialist stationery and engraving printing plates for secure documents to the Victorian goldfields.
The breadth of goods and services ABCorp produces today is staggering and it is unique in doing so.
As well as designing, manufacturing and personalising a broad range of secure ‘plastic’ cards for the financial, commercial and government sectors, it also offers mailhouse services — everything from direct mail to billing for utilities.
“A bulk-mail partner of Australia Post, we send out millions of communications on behalf of our customers — banks and insurance companies, for example,” Mr Pythas said.
“A lot of cardholders or welcome pack and mail recipients don’t realise it’s coming from us; they think it’s coming directly from the issuer or the insurance or superannuation company.”
Elevating the customer experience while also considering sustainability is front of mind for ABCorp Australasia, based in Dandenong, Victoria.
It offers a wide range of eco-friendly substrates through its Sydney card plant and sustainable paper products through its Melbourne documents facility.
“We produce a lot of welcome packs,” Mr Pythas said.
“If you apply for a home loan or a credit card, you are likely to receive a card and a welcome pack with the terms and conditions from us.
“The thing is, hardly anyone reads these booklets, cover to cover. We tell the issuers: ‘No sooner do you print these that they become obsolete because something changes – a phone number or a statute.
“Why don’t we trim them back and print them on demand and rather than sending out a one-size-fits-all booklet which is largely irrelevant, let’s print only the sections that are directly relevant to the card holder’.
“And while we’re at it, let’s personalise them with the customer’s details and even highlight important sections.
“You’re more likely to read that and take note of what you’ve signed up for as opposed to a thick booklet that you will end up throwing out before peeling the card off and using it.”
To this end, a second piece of new kit, a cutting-edge digital printer recently installed in ABCorp’s Melbourne plant, is set to revolutionise such print-on-demand services.
With the Canon varioPRINT iX3200, ABCorp can now produce print-on-demand personalisation at a quality level never before achieved off digital inkjet equipment.
The press, which has a colour gamut broader than traditional CMYK offset, can produce everything from brochures, leaflets, cards and magazines to books and theses, allowing customers to order in small quantities.
Showcasing its digital capabilities through innovation is a key focus for ABCorp.
“We’re certainly not resting on our laurels of 227 years of physical products,” Mr Pythas said.
“Despite our long history, we need to remain relevant. Having already reinvented ourselves over the years — we’ve done postage stamps, passports, cheques, share certificates and bonds — it’s all about digital transformation now.”
The ABcorp of today specialises in customer communications management (CCM), helping their partners serve clients more efficiently and economically.
“We’ve rethought the future of CCM and together with our clients, we’ve reimagined the future of digital services provision,” Mr Pythas said.
“Change — and the rapid world we live in — is exciting. We embrace technology and we are proud to spend money locally to support this.”
ABCorp has been a member of Ai Group since 2018.
“No matter the state of affairs in our great country or the impact from global matters, ABCorp is always able to rely on The Australian Group for insightful and invaluable advice and guidance to ensure we make informed decisions.
Ai Group is constantly at the forefront of industry issues, political concerns, legislation and the challenges we face in our society today. We are indebted to Ai Group for its assistance and support.” — Linda Hakim, HR Manager, American Banknote Corporation
Wendy Larter is Communications Manager at the Australian Industry Group. She has more than 20 years’ experience as a reporter, features writer, contributor and sub-editor for newspapers and magazines including The Courier-Mail in Brisbane and Metro, the News of the World, The Times and Elle in the UK.
