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Visa (NYSE: V), like its main rival MasterCard (NYSE: MA), is not a bank and it does not make loans, assume credit risk or set interest rates on credit cards -- the actual loan is made by the bank or consumer credit firm that issues the card. Rather, Visa simply handles the processing of card payments made with Visa branded cards. Visa derives revenues in two main ways ways: fees charged to merchants every time a payment is processed, and the licensing fees it charges banks for the use of its "Visa" brand.

Visa's main competitive advantage is its size and the widespread acceptance of its cards. Specifically, Visa cards are accepted by more merchants than any other brand, including American Express (NYSE: AXP) and MasterCard.

Visa enjoys a dominant share of global credit card processing volume. Of the roughly $6 trillion in total transactions processed by the six largest payment processing firms in 2006, Visa held a 55% share. That compares to just 32% for its main rival, MasterCard. And in terms of the total number of transactions, Visa held a 60% share in 2006 against MasterCard's 31%. As a result of this dominance, banks want to license the Visa brand and consumers want to hold Visa cards to ensure widespread acceptance.

Going forward, Visa should continue to benefit from two main catalysts: the overall increase in the use of electronic payments and strong growth in emerging markets. As for the first point, consumers all over the world are increasingly switching from cash and check payments to more convenient credit card and debit card transactions. Electronic payments are simply faster, more secure, and create less paperwork.

And while electronic payments are still growing nicely in the developed world, growth in emerging markets is even more impressive. Consider that due to rapid economic growth in recent years a growing number of consumers in markets like China and India have enough income to take out their first credit cards. In many such countries, consumers are using electronic payments and are foregoing checks entirely. As consumer spending in these rapidly growing economies picks up steam, so will the volume of credit card transactions.

For example, the dollar volume of Visa transactions in the U.S. grew at a +12% annualized pace from 2000 to 2006. However, in Asia and Latin America, transaction volumes grew at +18% and +21%, respectively, over the same time period. According to Visa's registration statement with the SEC, the company expects transaction growth in emerging markets to accelerate and to continue to exceed growth in the developed world through 2012. Visa has been adding new merchants and banks to its network in key emerging markets such as China and India; it is particularly well placed to grow in these markets in the coming years.

Visa's main competitor, MasterCard, has been one of the most successful IPOs of the past few years. And while the stock saw a nice first-day pop, that gain wasn't fleeting -- the stock has soared +380% since the closing bell on its first day of trading.

And Visa is the dominant player in the global payment processing business, so it will benefit even more from the same positive trends as MA.

Disclosure: none

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This article has 27 comments:

  •  
    Very insightful. I forsee V taking over MA in a year at around $450. Both are great companies to invest in versus tech or anything else since you HAVE to use these products. Not everyone NEEDS a mac even though they might like them. I cheaped out and got a Gateway that I am very happy with. Guess what though, I bought it with a Visa card.
    2008 Apr 02 07:18 AM | Link | Reply
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    finally someone got it right
    2008 Apr 02 07:39 AM | Link | Reply
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    also credit card markets are very competative leading to banks issuing even more variations of cards and branded cards. Also, electronic payments for bus fare, news paper - small items being highly accepted in Asia, topping up the electronic payment methods can be done automatically by connecting to a visa card, hence more value when every day items are also essentially paid by credit cards.
    2008 Apr 02 10:54 AM | Link | Reply
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    OK. why, then, the precipitious drop since 2 pm yesterday and the struggle to recover in a market that was so up yesterday?
    2008 Apr 02 11:11 AM | Link | Reply
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    According to Dow Jones Newswire yesterday, the Bank of Brazil sold 56% of their Visa stock yesterday for $250 million USD to window-dress their end-of-quarter results. (Their remaining 43% is locked up for 3 more years.) That was what triggered the drop yesterday afternoon.
    2008 Apr 02 01:29 PM | Link | Reply
  •  
    Stock prices oscillate especially in a jittery market. The law of supply and demand still applies. It all depends on how much the buyer is willing to pay for a share. When investors are nervous, they sell. When they need cash, they sell. When they rebalance their portfolio, they sell. They try to sell at a higher price but when there are no takers, they're forced to sell them at a lower price. I look at the Bid & Ask prices then the last price. I also check the volume, news & financials. It's testing the floor at $60. It used to test the ceiling at $65. VISA, a strong brand, has good fundamentals but like any stock, it's not immune to market movement, perception or psychology. Also, when investors feel stocks aren't doing well in general, they move their money to gold, bonds, commodities, foreign currency and other instruments. I prefer using VISA myself because of my bank's mileage program and other perks. I have other cards but I end up using the ones with VISA logos. Maybe I do it out of habit. It’s definitely a strong brand. If Mastercard's viewed well, it's good for VISA because they belong to the same sector. It's really the institutional buyers that make a difference so I try to find out what they're buying and why. Individual investors only make up a small percentage of the investing public. Reading other people's opinions have been interesting and educational at times but others were really arrogant. I guess the writer started it. I try not to involve my ego when I invest. No matter how good my analyses are, I do realize that I can't always stick to them because of so many factors. I watch the charts like a hawk. They help me determine when to get in or out. Trading is a complex matter. I try not to let my ego get in the way when it comes to making money. Arrogance is a form of blindness. I keep my eyes open to keep my wallet fat.
    2008 Apr 02 02:20 PM | Link | Reply
  •  
    You are the first person that has relayed the real message about this company. they are bigger that MA by a long shot. What is the first card named once a cashier ask you, "How will you be paying for that?"
    "VISA, mastercard, discover, or American Express?"
    Most of the time the last two don't even come up when the cashier asks. IMO, jump aboard, it may take the stock two years(as did Mastercard) to reach its settling price. Hang on everyone there are more naysayers than go getters, but stick with your proven knowledge of the stock market and Buy while it is cheap and reap in the profits once it reaches the true potential of this stock.
    2008 Apr 02 02:33 PM | Link | Reply
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    Sorry. My response earlier mentioned the writer being arrogant & too sure of herself but it was meant for the other writer. I like like this article (Paul Tracy's) because it gives information.
    2008 Apr 02 03:42 PM | Link | Reply
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    To say "Electronic payments are simply faster, more secure, and create less paperwork" shows either a signifigant misunderstanding of the payment systems, or a belief in VISA's advertising showing the end of the world if you use cash instead of their branded card. In fact, cash is not only the predominate form of payment, it is far and away the cheapest. VISA charges exorbitant fees to retailers and card holders to propagate the convenience myth. 2-10% of every merchant payment is sent to them, member banks or processors. This has the effect of raising the price of all goods sold by the retailer to cover VISA's expansion. While I am sure they will continue their phenomonal growth, it is at the expense of every consumer who believes their ads.
    2008 Apr 02 04:24 PM | Link | Reply
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    to Jon Galt:
    Actually, Visa does not charge the customer per transaction. The price a consumer pays for a purchase is the same, cash or credit.

    And when is the last time you ever saw anyone buy anything with cash on the internet? Plastic will never totally replace cash, but Credit cards are necessary in this day and age.
    2008 Apr 02 05:08 PM | Link | Reply
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    Are the expectations for Visa's share price similar to Master Cards? I saw nothing negative in the article. Will Visa rise exponentially? What do you think?
    2008 Apr 02 05:28 PM | Link | Reply
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    I do not like carrying a lot of cash especially when I travel. Let's face it, not many people do. Times have changed. It's also easier to dispute charges with credit cards. It gives me peace of mind to know that if they ever get stolen, all I have to do is call VISA wherever I am. I've flown a lot of times for free from the mileage I earned from credit card purchases. I haven't bought anything from EBAY because I'm not familiar with PayPal. A lot of establishments accept checks over the phone but I find that risky because some people's accounts have been overdrawn due to errors or doubledipping.
    2008 Apr 02 05:40 PM | Link | Reply
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    First, why didn't we, the average, individual investor, ever see the $44 IPO price? On the morning Visa opened the first bid on my Scottrade streaming quote board was $60+/-. Second, are the 'shorts' keeping this stock down? Third, I just saw a price target of $65 on Market Watch web site. If this article is true, shouldn't the target be MUCH higher? One thing is that MA only has between 1,000,000, & 2,000,000 shares out, while V has over 800,000,000 out. It this huge number of shares going to keep Visa's price low?
    2008 Apr 02 07:52 PM | Link | Reply
  •  
    The $44 IPO price are if you were allocated the shares by one of the underwriters. If you are not a client (or if your broker isn't a client) of one of the underwriters, it would be very difficult to get in on the IPO price.

    As far as floats go, Mastercard has 160 million shares floated while Visa has 440 million Class A shares.

    Options for Visa are trading right now, but the short interest as percentage of float is very small (I don't think it's even 1%), so no, the shorts are not keeping this stock down. Visa's share price isn't going to change very much until after the first couple quarterly reports come out so investors can better evaluate thie company's performance.
    2008 Apr 02 08:06 PM | Link | Reply
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    Thank you User 169775. I appreciate your quick response to my questions.
    2008 Apr 02 08:14 PM | Link | Reply
  •  
    I work on Wall Street (110 Wall to be exact) and have been in the securities business for 22 years- and I can tell you that this is the only accurate article I have seen on Visa from Seeking Alpha yet.

    For those of you new to investing I strongly recommend that you do not take 90% of what is said on this site seriously. This site allows people with virtually no real world experience write columns many of which end up on Etrade for all to see. Case is point are the recent negative articles by Joanne Rosen (the two I have seen).

    In her first article she claimed that the Visa IPO was just for USA market, which is NOT the case. The only region that is not included currently is the Visa Europe Co.. Asia, South America, and the rest of the world ARE part of V. She had to retract the statement later on in the post. First red flag- she didn't even read the prospectus prior to writing an extremely critical article- thereby leaving out one of the most dramatic claims to growth Visa has- the emerging markets (which have far greater market penetration potential).

    In her second article she states that she 'is going to put her money where her mouth is and short Visa". The problem with this article is that an IPO can't be shorted within 30 days. This is a HUGE issue as it outlines her complete lack of knowledge about the market in general, and IPOs and V in particular. Later in the article she then makes the claim that she doesn't know anything about shorting and that this was not what her post was about (after stating that this was what she intended to do in her opening her paragraph ?!). She then goes on to contradict herself yet again by saying that she does not intend to do anything to personally profit from. Reading her post reminded me of how Hillary Clinton's Bosnia story. In short, if you are new to investing - this is not the site to generate anything other than mostly amateur opinions - you would be better off hiring a fortune teller.

    Now- My take on V - this is a great stock- but it is not a get-ritch- quick stock. I can virtually assure you that V will easily be worth over $100. by the end of the year. The stock will be worth over $200/250. by the end of next year. Do your homework - the plastic revolution is growing exponentially in the emerging markets- and this will fuel Visa's growth.
    2008 Apr 03 12:57 AM | Link | Reply
  •  
    I agree with Mr. Wall Street. I'm also user 171835 (I forgot to put my name twice earlier) & I didn't like the other article because it was mostly conjecture. This article is more helpful. Also, I've read that the largest retail bank in Brazil sold shares before the end of last quarter & is expecting to report a non-recurrent gain in its quarterly statement. That probably explains the dip. Stocks experience pullbacks because investors have to sell for many reasons even if the fundamentals are quite good. Share prices usually change when new information comes out. I've always wanted to be a stockbroker but I want to learn using my own money first. It's very complex but using my money made me learn very, very fast. It's like a second job to me now. I study, read, watch the charts, wait for quarterly earnings & more. I must say it's worth it.
    2008 Apr 03 11:53 AM | Link | Reply
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    I really want to use my name, not a number but I did it again.
    2008 Apr 03 12:00 PM | Link | Reply
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    VISA had a great run today & even went past $65. Not bad considering the jobless claims went up to highest point since September 2005.
    2008 Apr 03 04:53 PM | Link | Reply
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    People still have to eat. If you lost your job and don't have the cash, you charge it. Luckily Visa doesn't have the credit risk, they're just processing transactions. Of course prolonged unemployment would reduce the # of transactions people have, but short term is could be a positive or at least neutral
    2008 Apr 03 06:26 PM | Link | Reply
  •  
    I bought 400 shares at 59 and then took 100 off the table at 63. should I continue to take my profits at a 100 at a time until V stabilizes or should I just wake up a year from now a richer man?
    2008 Apr 04 04:26 PM | Link | Reply
  •  
    Either way you win.

    Personally, I would be inclined to hold until after 4th Quarter to see what effects the Beijing Olympics will have on Visa.
    2008 Apr 04 04:54 PM | Link | Reply
  •  
    Some of you still don't get it- so I will try to educate you- follow along- if you care about making money- But first, instead of asking the same questions over and over : READ THE PROSPECTUS-here is the link to the FINAL REGISTRATION STATEMENT (S-1PROSPECTUS) at the SEC's Edgar (Electronic Data Gathering and Retrieving Website). Lets stick with the facts from now on and stop insulting eachother. If you truly want to make money and understand how this company works- this is a forum to do so- if you want to call people liars then please go to google or yahoo.

    Let the education begin:

    sec.gov/Archives/edgar.../...

    Read: PAGES 7,8,9,10,11 - the OFFERING section. The offering section of a prospectus is a summary of the terms of the stock offering itself as well as a description of classes of shares, restricitons, as well as a discussion of restrictions, redemtion rights, lock-ups, dividend policy, voting rights, and other salient facts.

    NOW- As far as all those shares SOME of you are worried about:

    Straight from the S-1:

    "The class B common stock is not transferable until the later of the third anniversary of the closing of this offering and the date on which all of the covered litigation has been finally resolved, which we refer to as the escrow termination date, although our board of directors may make exceptions to this transfer restriction after resolution of all covered litigation.

    The class C common stock is not transferable until the third anniversary of the closing of this offering, although our board of directors may make exceptions to this transfer restriction."

    What will happen in October!

    "We intend to redeem in October 2008 all class C (series II) common stock and 31,853,182 shares of class C (series III) common stock, after which all remaining class C (series III) and class C (series IV) common stock will automatically convert into class C (series I) common stock on a one-to-one basis. Following these redemptions, the holders of our class A common stock will own an approximate 52.5% economic interest in our outstanding capital stock. These redemptions will also not generally affect voting power due to the limited voting rights of our class B and class C common stock. "-

    The only reason Visa Europe was not part of the offering is that Visa International (V)- wants to settle with the EU- which they are in the process of doing- and THEN roll Visa Europe back into V- this will come right after the Olympics - and will produce another huge jolt to the stock value.


    Conversion rights are NOT one for one- on B shares:

    "after giving effect to the application of the proceeds of this offering the conversion rate applicable to each share of class B common stock will be 0.74 shares of class A common stock per share of class B common stock"

    Classes of Stock- These are MEMBER BANKS and VISA DIVISIONS- they are NONT going to canabilize their own assets:

    "Class A common stock is being offered to the public pursuant to this prospectus. Class B common stock is held by financial institution customers that are members of Visa U.S.A. Class C (series I) common stock is held by financial institution customers that are associated with Visa Canada and our AP, LAC and CEMEA regions. Class C (series II, III and IV) common stock is held by Visa Europe."

    Why different Classes: TO PROTECT THE COMPANY AND ITS SHAREHOLDERS:

    "We created a multi-class structure in order to: (i) allow stockholder decisions generally to be made by, and a majority of our board of directors to consist of independent directors elected by, our class A stockholders and not by our financial institution customers that hold our class B and class C common stock; and (ii) implement a key principle of the retrospective responsibility plan, which is that liability for certain litigation, which we refer to as the covered litigation, would remain with the members of Visa U.S.A., as holders of our class B common stock through adjustments to the conversion rate for such stock."
    Class A common stock is being offered to the public pursuant to this prospectus. Class B common stock is held by financial institution customers that are members of Visa U.S.A. Class C (series I) common stock is held by financial institution customers that are associated with Visa Canada and our AP, LAC and CEMEA regions. Class C (series II, III and IV) common stock is held by Visa Europe."

    Why am I doing this :

    I am an investor- not a day trader- I DO WANT VISA TO GROW- and I am sick of listening to some (there are many intelligent posters)- dispell nonsense. Yes there are a lot of shares out- but many of those will be used to control the member banks and V Euro- and most will not be sold- and the ones that are will have buyers before they ever hit the open market (block trades)- The biggest and best banks in the world are also the biggest shareholders-
    Class Over......
    2008 Apr 09 10:35 PM | Link | Reply
  •  
    NEWS FLASH- V hit 84$ further reaffirming the fact that most Seeking Alpha writers still have their heads up their a**

    Need I say-------------------... HUNDRED DOLLA' - NOW THAT WOULD MAKE ME HOLLA'
    2008 Apr 30 02:45 PM | Link | Reply
  •  
    V Winner, I am a college student, and I started to invest last year. I have stocks in Nike, Best Buy, and Trinity from last summer. They are doing even for me. However, I just bought Visa at $66 and I love it. I only have 15 shares to start, and I'm wondering when the big gains will slow down and make a dip to sell some shares, so I can buy more at its low. Also, I was wondering if I should add more shares before it goes to $100 or a little over. Thanks for you time. Ps. If you know something about Nike, Best Buy, or Trinity what do you think about those companies. Thanks.
    2008 May 02 01:56 AM | Link | Reply
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    College Student- I know best buy beat the crap out of circuit city- I know Adidas is kicking ass- don't know anything about trinity- but I have to tell you - and I don't mean to be neg- these aren't my type of stocks....to be honest with you v is a rare exception- I'm into brazilian cos- and metals cos (futuristic metals like germanium, gallium, indium, titanium, chromium) I like the metals that will go into aerospace, desalination, solar, oil drilling, etc.......... thats how I play all those sectors- nothing much else excites me - V is an exception due to the fact that I look at it like an atm for investors...
    2008 May 07 02:05 AM | Link | Reply
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    V winner, I invested in stock options for V (125 call to be exact), which expires in January of '09. It was doing fantastic up until this week, reaching more than 2.5x the investment within the first two weeks; however, it's been plummeting this week. Although I have made some profit, I was wondering if I should try trading more often or if I should keep it until the end of the year. Any suggestions? Thanks in advance~
    2008 May 16 02:17 AM | Link | Reply