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Mastercard debuts sonic brand melody on PoS devices in South Asia

Whenever Mastercard cardholders complete a payment transaction on these PoS machines, they will hear Mastercard’s sonic melody and see the double tick mark on the PoS screen

Mastercard has embedded its sonic brand melody into Android-based point-of-sale (PoS) devices, in another step towards deepening trust around digital payments in India. This is the first time Mastercard has rolled out the sonic melody on PoS devices in South Asia.

Now, whenever Mastercard cardholders complete a payment transaction on these PoS machines, they will hear Mastercard’s sonic melody and see the double tick mark on the PoS screen. The new audio-visual sensory engagement provides simple, seamless familiarity and an additional assurance to the consumer and merchant that the transaction has been completed safely and securely.

In the first phase of rollout, Mastercard will work with India Transact Services Ltd., an omni-channel merchant digital payment solutions company and wholly-owned subsidiary of AGS Transact Technologies Limited, to enable 2,000 Android based ONGO PoS machines across five cities — Mumbai, Chennai, Hyderabad, Bangalore and Pune, with Mastercard’s sonic brand identity.

In phase two, which will take place over the next six months, India Transact Services will implement Mastercard’s sonic tune on 10,000 ONGO PoS machines in more than 15 cities, including tier II and III centres such as Bhubaneswar, Patna, Satara and Coimbatore.

Ever since Mastercard launched its sonic brand identity globally in February 2019, Indian consumers have been exposed to the brand’s sonic melody through a number of digital campaigns as well as television advertisements featuring cricketer Mahendra Singh Dhoni. The tune was also warmly received by consumers and merchants wherever it was played during Mastercard events and workshops around the country. Following the receptive response, Mastercard is now taking the next step to integrate its sonic melody into Android based PoS machines powered by India Transact Services Ltd.

Ravi B. Goyal, Chairman and MD, AGS Transact Technologies Limited, said, “We consistently aim to simplify the digital payments experience for consumers and merchants through our brand ONGO. Our pan-India presence along with Mastercard’s brand trust will be the catalyst for strengthening the digital payments ecosystem in India.”

Manasi Narasimhan, Vice-President, Marketing and Communication, South Asia, Mastercard, said, “Over the years, Mastercard has been working in India to increase consumers’ trust in the safety, security and convenience of digital payments. Sound is a powerful way to create an emotionally and culturally relevant connection with consumers. Mastercard’s partnership with India Transact Services enables the familiar, distinct and memorable melody to be played each time a Mastercard cardholder completes an Android PoS based transaction. This additional layer of reassurance will increase consumers’ trust and confidence in digital payments and goes a long way towards establishing Mastercard debit and credit cards as the preferred safe, secure, and convenient way to pay.”

Mastercard is a technology company in the global payments industry.  Its global payments processing network connects consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories.

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