The change heralded the dawn of a new organisation focussed entirely on the needs of the European retail banking industry with decisions made by and for Europe. Europe is a very different region to the rest of the Visa world, with Debit products accounting for almost 70 per cent of total transaction values and credit accounting for the minority. From a structural point of view, incorporation will give the Visa Europe Board stronger control over regional affairs whilst also becoming a co-owner of Visa International, thereby retaining the benefits of a strong global brand.
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