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This white paper offers retail bank strategists within all markets a road map of how to stimulate consumer noncash transaction revenue by actively marketing the use of electronic payment forms such as the payroll account debit card. These strategists are primarily focused on increasing bank revenue by means of increased transaction volumes or introduction of new value-added fees to consumers. This paper draws upon an example between two markets – U.S. and the Russian Federation – to illustrate the impact of these applied debit tactics.