STRATEGIC PARTNERS
Bank of America rolls out new Photo Security Cards to give customers peace of mind.
July 8, 1999
Bank of America customers in Texas and New Mexico can start flashing their pearly whites to gain some added security on their debit and credit cards. Known as the largest debit card issuer in the U.S., Bank of America recently rolled out its new Photo Security Check Card and Credit Card in those two states and plans to do so soon in California. Texas and New Mexico were selected because they are the first two states to roll out the new Bank of America brand as a result of its merger with NationsBank last October, said Ann DeFabio, spokesperson for Bank of America. DeFabio said it's too early to gauge customer response to the cards, but said that market research conducted by the bank revealed that consumers would welcome the added security. "What we've found is that people like the idea of the added security benefit of having their photograph and signature on the front of the card, so we wanted to provide that to our customers for their peace of mind," she said. The bank received advice from former FBI agent Tase Bailey, who now oversees the Texas fraud investigations unit of corporate security as senior vice president of Bank of America. Customers can make any ATM transaction using the Photo Security Check Card and can also make purchases at any store displaying the Visa logo. DeFabio said that the bank doesn't require card holders to obtain the Photo Security Card, but is merely offering it as an added protection for customers. Existing cardholders have the option of informing their branch if they want their picture snapped for the card, and new customers will be informed of the option when they apply for check or credit cards. California branches will implement the program statewide in mid-July, DeFabio said, with Bank of America being the first to offer the service there. In September, Photo Security Cards will roll out in Virginia, Maryland and Washington, D.C. Life may simplify for holders of Photo Security Cards. Paying by credit card may be easier now, since some retailers have begun asking for additional photo IDs from people paying with a credit or debit card. "It's an easy way for merchants to verify identification," DeFabio said, adding that Photo Security Cards also help police track cards that are lost or stolen.
