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MasterCard, which handles payments for 2 billion cardholders and tens of millions of merchants, uses that information to generate real time data on consumer trends, available more quickly that regular aOlernKienOP
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"It is an incredibly fast growing area for us," Ann Cairns, who heads aOlernKienOP
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Cairns said clients for the data include retailers, banks and governments, with MasterCard tailoring it to their needs.

"Retailers are fantastic at using the data they have available about how people shop in their store, how their inventory turns over, but what they don’t know is what happens outside their store," she said. "The data we’ve got is ubiquitous across the whole market. We can help retailers see what they need to do to capture more sales."

Cairns, 57, a statistician by training who joined MasterCard in 2011 after helping manage the disposal of Lehman Brothers assets in Europe, revels in the insights real time card data can provide, such as London’s popularity as the world’s top travel destination and a rise in spending on experiences such as eating out or going on holiday rather than shopping in aOlernKienOP
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"Moving money and doing it safely and securely is so deeply cared about by so many people around the world that it will be a aOlernKienOP
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She predicted that shoppers in many developing economies will leapfrog plastic cards and go direct to payment via smartphone adding MasterCard is providing "digital wallet" technology to retailers and banks and does not see their own moves into the payments field as a competitive threat.

She also played down the challenge from other new rivals such as Kenya’s money transfer service M Pesa, owned by Safaricom, and eBay’s online payments unit PayPal, which is trying to move into physical transactions.

"We run at such a sub infrastructure level around the world. It is very difficult to replicate our network," she said, adding that M Pesa had built a branch network to receive and make payments in Kenya, but that would not work in countries where there is more established aOlernKienOP
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"Most counties in the world have ATM networks and point of sale networks. Because they are so ubiquitous, that model won’t fly," she said.

Meanwhile, MasterCard is entrenching its technology in other emerging markets, for example developing a biometrics based card used for benefits payments in South Africa and working with the Nigeria government on a pilot to overlay payment technology on a new national identity card.

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