ISIC Annual Report 2011

The ISIC Association is a not-for-profit organisation seated in Denmark.  The operations of the ISIC Association are carried out by the ISIC Global Office B.V., an independent management company based in the Netherlands and wholly owned by the ISIC Association.

ISIC Association objectiveTo provide all bona fide students, regard-less of their nationality, race, gender or religion, with the opportunity to prove their student status in every country worldwide, via an official and affordable identifier of student status. This unique identifier aims to allow students access to preferential travel opportunities, specially negotiated services, discounts and experiences in every area and stage of student life, consequently reducing the cost of being a student. As such, the ISIC Association aspires to play a supporting role in improving intercultural understanding and increasing educational opportunities for all.

The ISIC Association is a founding and longstanding member of the World Youth Student and Educational Travel Confederation. 

The ISIC card has been endorsed by the United Nations Educational, Scientific and Cultural Organization since 1968.

PublishedISIC Global Office B.V.174-176 Keizersgracht1016 DW AmsterdamThe NetherlandsT: +31 (0)20 520 0847E: info@isic.orgwww.isic.org

Designed byDesignagain B.V.Middelburg, the NetherlandsE: info@designagain.nl www.designagain.nl

ISIC and the ISIC logo are registered trademarks of the ISIC Association.

ISIC Annual Report 2011 3

Table of contentsAbout ISIC 5

Grow, develop, learn and progress 6

Creation of the ISIC Global Office B.V. 7

ISIC Association Board 8

ISIC Association members 12

Global distribution 14

World map displaying LA, PLA and AO territories 16

Card distribution figures for 2011 18

Global partners 19

Online and IT initiatives 20

Marketing, communication and outreach 21 The annual ISIC Event 23

The role of ISIC in youth and student travel 24

Financial activities 25

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The ISIC Global Office B.V. Keizersgracht, Amsterdam, the Netherlands.

ISIC Annual Report 2011 5

The ISIC Association is a membership organisation whose 52 members from across the globe are the organisations that hold the exclusive license to distribute, promote and develop the ISIC card within their territory or country.

First established in 1953, the ISIC card is steeped in nearly 60 years of history. Today it is issued in 124 countries to over 4.5 million students each year, regardless of their nationality, race, gender or religion. Historically, the ISIC card provides stu-dents with access to exclusive discounts

on travel opportunities, allowing cardhol-ders to explore the world and discover new countries, cultures and languages. Today, the portfolio of services goes far beyond travel alone, allowing ISIC cardholders to gain preferential access to a multitude of products, services or experiences that are relevant in student life.

Through the wide range of opportuni-ties available to cardholders, the ISIC Association aims to play a supporting role in improving intercultural under- standing, increasing educational

opportunities and facilitating student life across the world. Related to this, the ISIC card has been endorsed by the United Nations Educational, Scientific and Cultural Organization (UNESCO) since 1968.

The ISIC card is administered and man-aged at a global level by the ISIC Global Office B.V., a not-for-profit company seated in Amsterdam, the Netherlands. The ISIC Global Office B.V. is wholly owned by the ISIC Association, which is legally registered in Denmark.

About ISICThe ISIC Association is the not-for-profit organisation behind the International Student Identity Card (ISIC), the only interna-tionally accepted proof of bona fide student status.

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A message from the ISIC Board Chair and General Manager Whether you are a country, organisation or an individual, being independent is some-thing most of us strive to be – and protect to remain. Being independent means being able to make your own choices, take control and make decisions on your own future.

Becoming independent is a gradual pro-cess. Many first year university students make their first steps towards becoming independent as individual. For almost 60 years the ISIC card has helped more than 100 million students throughout their studies, to gain more control of their own lives and choices by providing easier access to travel, products and services that would otherwise be out of their reach. This allows them to grow, develop, learn and progress.

In 2010 and 2011 the ISIC Association itself made an important first step towards its own independence. In January 2010, a dedicated ISIC Business Unit was created within International Association Services (IAS), the company that was contracted to centrally manage the ISIC card on behalf of the ISIC Association. This first step has equally allowed the ISIC Association to grow, develop, learn and progress.

The independent management of the ISIC programme has lead to a number of impressive concrete results: a healthy financial position; introduction of the ISIC card in new territories; an increase in card numbers distributed worldwide; a strategic global alliance with Microsoft; increased international recognition through cooperation with the United Nations World Tourism Organization and the United Nations Alliance of Civilizations; introduction of the annual ISIC Event and the ISIC Award; continued successes with the MasterCard partner-ship; and an adjusted and fairer pricing model for issuers – just to name a few.

In 2011 the ISIC Association took the second and final step towards indepen-dence by setting up its very own central management company, ISIC Global Office B.V., to take over all central administration and management responsibilities of the ISIC programme from IAS as at 1 January 2012. This final step now allows the ISIC Association members to gain even more control of the ISIC programme and opens the door to an even brighter future with new and exciting opportunities and possibilities ahead.

As the Chair of the ISIC Association Board and the General Manager of the ISIC Global Office B.V., we have the honour of guiding the ISIC Association into this new era with attractive and fresh oppor-tunities ahead of us. We will take this responsibility very seriously, counting on

the support and hard work of all our ISIC Association members, ISIC issuers and ISIC strategic partners. The achieved independence of the ISIC Association allows each and every one of us, ISIC Association members, issuers, partners and certainly students, to continue to grow, develop, learn and progress.

Matt East Chair ISIC Association Board

Martijn van de VeenGeneral Manager ISIC Global Office B.V.

Grow, develop, learn and progress

ISIC Annual Report 2011 7

Over the past years the ISIC card has seen its first successes in the ambitious repositioning of the official ISIC card mainly with access to travel related opportunities, towards the official ISIC card with access to attractive services, discounts and benefits in every area and stage of student life.

The pioneer ISIC countries that were the first to adopt this new positioning have achieved great success due to their deci-sion to manage and develop the ISIC card as an independent product in its own right, via a dedicated ISIC structure or even the creation of an independent ISIC manage-ment company. The results have included increased market penetration, and higher perceived value and profile of the card in the countries involved.

Based on these initial successes, the ISIC Association Board has been encouraging

and supporting an increased focus on the ISIC card with dedicated management at the local level. Whereas travel will always remain one of the most important areas of interest for the ISIC Association, the new positioning means that ISIC has grown beyond travel alone; this needs to be reflected in the way the card is managed and administered.

Following the saying “Practice what you preach”1, but also in order to enable greater control and management of the ISIC card, the ISIC Board decided to set-up an independent entity to take on all centra-lised card responsibilities. The first steps in this direction lead to the establishment of a separate ISIC Business Unit within the International Association Services (IAS) from 1 January 2010. IAS is the company that also manages World Youth Student & Educational Travel Confederation (WYSETC)

and its sector associations.

Taking this a step further, the ISIC Association and IAS mutually agreed to terminate the ISIC Management Agreement as at 31 December 2011, allowing for the creation of an independent company wholly owned by the ISIC Association. This new company has now been launched under the name ISIC Global Office B.V. with the com-pany seat in Amsterdam, the Netherlands. All central ISIC management and adminis-tration responsibilities were taken over by the ISIC Global Office B.V. as of 1 January 2012. The ISIC Global Office B.V. has a team of 15 staff members divided across four teams: Finance & Operations, Sales & Marketing, Online & IT Projects and General Management & Association Matters.

Creation of the ISIC Global Office B.V.

General ManagerMartijn van de Veen

Finance AdministratorDiana Levert

Finance & Operations ManagerKaan Tashan

Operations CoordinatorIvo Kneepkens

Finance & Operations Officer Nuno Bezelga

IT Business ManagerSteven Winnen

Junior IT OfficerJussi Rapo

IT Consultant Hans Timmermans

Senior Manager SalesSandra Hummell

Partnership ExecutiveBogdan Manta

Sales AdministratorLuciana Spadina

Communications OfficerNadine Koszler

Graphic DesignerJane Mack

Association CoordinatorJo Brown

(1) “Practice what you preach” is an expression that means doing the things you advise other people to do.

IT OfficerDan Pollard

Organisation chartEstablished 1 January 2012

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The ISIC Association Board is made up of 10 members, elected for a duration of two years. To ensure continuation and a smooth transition between the existing Board and newly elected Board Members, the terms are staggered: five new Board Members are elected each year. The ISIC Board is elected by the ISIC Association Members at the Annual General Meeting, which from 2012 will be held every year in May as part of the ISIC Event. The Chair of

the Board is elected on an annual basis by the ISIC Board Members.

The role of the Board is governance rather than day-to-day management and opera-tions of the ISIC, which is the responsibility of the ISIC Global Office. As such, the Board focuses on the wider issues of the organisation and the overall direction of the ISIC Association. The ISIC Global Office B.V. is managed by their General Manager,

Martijn van de Veen, who is accountable to the Board. Located in Amsterdam, the Netherlands, the ISIC Global Office B.V. reports to the ISIC Association Board four times every year. The Board is responsible for preparing the Annual Budget which is approved each year by the ISIC Association Members at their Annual General Meeting.

ISIC Association Board

ISIC Association Board 2011/12

(1) Resigned April 2011. Replaced by observer Adam Cooper, STA Travel.

(2) Resigned March 2011.

(3) Resigned September 2011. Replaced by observer Jose Carlos Hauer Santos, Student Travel Bureau.

ISIC Association Board 2010/11

Name Organisation CountryMatt East (Chair) GTS Alive Czech RepublicAdam Cooper STA Travel USA United States of AmericaAndrea Gorini Centro Turistico Studentesco ItalyRicha Goyal                                    STIC Travels IndiaAna Maria Lecca INTEJ PeruLilian Leclercq   Global Student Community FranceMiroslaw Sikorski Almatur PolandJose Carlos Hauer Santos Student Travel Bureau BrazilAshraf Wali                          Egyptian Student Travel Services EgyptLucy Watson Canadian Federation of Student Services Canada

Name Organisation CountryMatt East (Chair)  GTS Alive Czech RepublicJames Bell (1)                                    STA Travel USA United States of AmericaNick Emms (2) National Union of Students United KingdomAndrea Gorini Centro Turistico Studentesco ItalyRicha Goyal                                    STIC Travels IndiaAna Maria Lecca  INTEJ PeruLilian Leclercq   Global Student Community FranceHumberto Murakami (3)   Student Travel Bureau Brazil

Miroslaw Sikorski      Almatur Association PolandAshraf Wali                                     Egyptian Student Travel Services Egypt

ISIC Annual Report 2011 9

The ISIC card.

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Association members are the 52 Licensed Authorities worldwide who have the exclusive responsibility for ISIC card sales, distribution and marketing, as well as building and managing the portfolio of ISIC benefits and services within their coun-tries. Association members meet once a year at the ISIC Annual General Meeting (AGM), when the ISIC Association Board reports on ISIC finances, developments, progress and strategy. 

The ISIC Association is governed by the rules set out in the ISIC Association Constitution and Convention. The Constitution details the fundamental rules and principles of the ISIC Association aimed at protecting the rights of all ISIC Association members. The Convention outlines the agreement on the rules, practices and usage of the ISIC card.  Being part of the ISIC Association allows members to vote on changes to

the Constitution and Convention and be elected to the ISIC Association Board.

The ISIC Association is a founding member of the World Youth Student and Educational Travel Confederation, a not-for-profit organisation which brings together specialists in student and youth travel services from around the world.

ISIC Association members

The International Student Identity Card (ISIC) Association is a not-for-profit membership organisation.

ISIC Annual Report 2011 13

List of Association members

Country Organisation name Website

Australia STA Travel Australia www.isiccard.com.au

Austria STA Travel Austria www.isic.atBrazil Student Travel Bureau www.carteiradoestudante.com.brBulgaria ASAS www.isic.bgCanada Canadian Federation of Students-Services www.isiccanada.caChile HI Chile www.isic.clColombia Consorcio Isic Colombia www.isiccolombia.orgCosta Rica OTEC Viajes Costa Rica www.otecviajes.comCzech Republic GTS Alive s.r.o. www.isic.czDenmark KILROY Denmark A/S                www.isicnordic.orgDominican Republic Oficina Dominicana para el Fomento del Turismo Educativo, Inc. www.odte.doEcuador Grupo IDIOMAS www.isicecuador.comEgypt Egyptian Student Travel Services (ESTS) www.estsegypt.com/1240.htmEstonia Federation of Estonian Student Unions www.isic.eeFinland KILROY Finland AB                www.isicnordic.orgFrance Global Student Community France www.isic.frGermany rds Reisedienst Deutscher Studentenschaften GmbH www.isic.deGreece ROBISSA S.A.   www.isic.grHong Kong & Macau Hong Kong Student Travel Limited www.isic.hkHungary ISIC Hungary www.isic.huIndia STIC Youth travels pvt Limited  www.isicweb.netIsrael ISSTA www.issta.co.il/trek/isic.aspxItaly CTS - Centro Turistico Studentesco e Giovanile www.isic.itJapan National Federation of University Co-operative Associations  www.isic.univcoop.or.jp/e/index.htmlLatvia ISIC.Lv www.isic.lvLithuania Zigzag Travel www.isic.ltLuxembourg Global Student Community Luxembourg www.isic.fr/isic-accueil/isic-au-luxembourgFYR Macedonia TA Aurora turs www.isicmacedonia.comMalaysia MSL Travel Sdn Bhd www.msltravel.com/about_msl.phpMalta National Student Travel Foundation www.nsts.org/Default.aspx?tabid=1807Montenegro IUVIA Montenegro www.isic.meNetherlands Stichting Cultureel Jongeren Paspoort www.cjp.nlNew Zealand NNS New Zealand Limited www.isiccard.co.nzNorway KILROY Norway AS                      www.isicnordic.orgPeru INTEJ www.intej.org/isic.phpPoland Almatur Association www.isic.plPortugal Tagus Viagens www.taguseasy.pt/adn/adn.aspxRomania Association for the Support of Youth, Students and Teachers (ASYST) www.isic.roRussia Sputnik-ISIC Limited www.isic.ruSerbia IUVIA NGO www.isic.rsSingapore STA Travel Singapore www.statravel.com.sgSlovakia CKM SYTS www.isic.skSouth Korea KISES www.isic.co.krSweden KILROY Sweden AB                     www.isicnordic.orgSwitzerland STA Travel Schweiz AG www.isic.chTaiwan Kang Wen Culture & Education Foundation. www.statravel.org.tw/isic/card.aspThailand STA Travel Co. Limited www.statravel.co.thUkraine LLC "I-UNION.UA" www.isic.org.uaUnited Kingdom National Union of Students www.nus.org.ukUnited Kingdom STA Travel UK www.statravel.comUSA STA Travel, INC www.myisic.comVenezuela IVI Venezuela www.ivivenezuela.com

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ISIC distribution growth

Despite the economic and financial downturn that many countries are experiencing, the total number of ISIC cards issued is still increasing year-on-year with 2011 being no exception -albeit a modest increase. Card sales in 2011 totalled 4,364,344 across 124 countries, representing an increase of 1.4 percent in comparison to 2010 when 4,302,316 cards were issued.

ISIC as a daily use student lifestyle card

Healthy growth figures are mainly seen in the territories that have embraced the new, broader ‘student lifestyle’ concept of the ISIC card, as well as markets where a new Licensed Authority was recently introduced. Countries that are facing sales declines are mostly those where the Licensed Authorities continue to position the ISIC card predominantly as a travel card only. The majority of these more tra-ditional travel related issuers are aware of the need to establish a dedicated entity for the development and management of the ISIC card as a broader daily use student lifestyle card and have started the process to achieve this.

In addition, further growth is expected in the coming years from:• improved access to ISIC via online media and the development of the ‘ISIC Cloud’ See Online and IT initiatives on page 20.• increased recognition of the ISIC card by official institutions See Marketing, communications and outreach on page 21.• new strategic partnerships in addition to Microsoft and MasterCard See Global partners on page 19.• increased focus on the ISIC card as an independent product• the introduction of ISIC in new territories.

An increased focus on the ISIC card as an independent product and the intro-duction of ISIC in new territories were the main reasons behind launching the ISIC Territory Development Project in 2008. As a result of this project, new ISIC Provisional Licensed Authorities have been introduced to so-called ‘white ter-ritories’ (areas where ISIC did not have a presence) and to countries with weak ISIC distribution.

Global distribution

Global card sales over the past five years

ISIC Annual Report 2011 15

Throughout 2011, new Provisional Licensed Authorities were introduced in the following markets:

• Armenia• Bosnia Herzegovina• Croatia• Iceland• Kenya• Lebanon• Nepal• Slovenia• Spain• Tanzania• Uganda• Uruguay

In 2011 new Appointed Offices have been introduced in:

• Andorra• Cameroon• Cyprus• El Salvador• Gambia• Ghana• Mauritius

As at 31 December 2011, ISIC distribution is spread over 124 territories worldwide:

• 52 territories with an established Licensed Authority – the ISIC Association member organisations• 33 territories with a Provisional (new) Licensed Authority• 39 territories with independent Appointed Offices

Expansion of the ISIC card global distribution will continue in 2012 and following years in order to achieve the historic objective when the ISIC card was launched in 1953:

Quote taken from the Norwegian and Netherlands Union of Students, supported by the Coordinating Secretariat of National Unions of Students, 3rd International Student Conference, Copenhagen, Denmark 1953.

“To take the necessary steps to ensure that an International Student Identity Card be available in as large a part of the world as possible”

Global distribution continued

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World map displaying LA, PLA and AO territories

The ISIC card is distributed in 124 coun-tries through a global network of Licensed Authorities (LAs), Provisional Licensed Authorities (PLAs) and Appointed Offices (AOs). LAs and PLAs have the exclusive license to distribute, promote and develop the ISIC card within their country or designated territory, including developing and managing an attractive portfolio of local and national benefits and discounts available to all ISIC cardholders. Typically, ISIC LAs and PLAs are organisations such as student travel organisations, national student unions or companies specifically dedicated to the ISIC card.

Licensed Authority (LA)Licensed Authorities (LAs) lead the distribution, promotion and development of the ISIC card within their country or area. LAs issue the ISIC card through their own outlets or branches, and through distribu-tion arrangements with other organisations such as universities and financial institu-tions. All of the current 52 ISIC LAs are members of the ISIC Association.

Provisional Licensed Authority (PLA)Before being recognised as a Licensed Authority, an organisation aspiring to become the exclusive representative of the ISIC card in a new market is given a three year probationary period within which they need to successfully meet pre-determined targets, commitments and conditions. These organisations are called Provisional Licensed Authorities (PLAs).

Appointed OfficeAn Appointed Office (AO) is a distribution outlet for the ISIC card. AOs are either selected by an LA or PLA to issue the ISIC card within their country or territory, or if a country does not have a registered LA or PLA then the ISIC card is distributed solely through AOs.

Enquiries about becoming an AO or PLA can be sent to sales@isic.org.

The ISIC distribution network explained

ISIC Annual Report 2011 17

World map displaying LA, PLA and AO territories

LA’sPLA’sAO’sCurrently no ISIC presence

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In 2011 card distribution figures totalled 4,364,344 across the world, representing a modest increase of 1.4 percent in comparison to 2010.

Country Total 2011

Argentina 47,128

Armenia 3,750

Australia 62,210Austria 65,011Azerbaijan 2,976Belgium 43,500Bolivia 1,770Bosnia-Herzegovina 1,961Brazil 274,303Bulgaria 47,537Canada 77,093Chile 10,474China 3,823Colombia 10,420Costa Rica 32,835Croatia 2,163Czech Republic 248,535Denmark 17,696Dominican Republic 20,203Ecuador 1,182Egypt 12,820Estonia 67,041Finland 12,327France 261,568Georgia 1,418Germany 112,412Greece 5,631Guatemala 3,222Hong Kong 11,200Hungary 21,786Iceland 132India 33,730Indonesia 4,928Ireland 6,037Israel 12,275Italy 29,173Japan 59,657Kazakhstan 26,081Kenya 623Latvia 56,765Lebanon 4,765

Country Total 2011

Lithuania 22,606

Luxembourg 8,000

FYR Macedonia 3,815Malaysia 25,603Malta 1,011Mexico 28,456Moldova 1,694Montenegro 3,654Nepal 169Netherlands 943,683New Zealand 4,616Norway 7,677Pakistan 1,251Panama 4,551Peru 25,467Poland 71,717Portugal 158,579Romania 42,867Russia 68,766Saudi Arabia 61Serbia 42,820Singapore 3,576Slovakia 148,040Slovenia 2,508South Africa 3,305South Korea 81,239Spain 58,153Sri Lanka 2,788Sweden 8,083Switzerland 10,568Syria 6,656Taiwan 103,814Tanzania 1,790Thailand 12,264Turkey 8,977United Arab Emirates 677Ukraine 25,354United Kingdom 200,253USA 109,748Venezuela 26,663Vietnam 8,215

Card distribution figures for 2011

Table shows card sales for Licensed Authorities

and Provisional Licensed Authorities with the

exclusive license to distribute, promote and

develop the ISIC card within their country or

designated territory.

ISIC Annual Report 2011 19

MasterCard WorldwideMasterCard was one of the first global organisa-tions to recognise the potential and reach of the

ISIC card. In 2008 a global agreement was signed right at a time when the ISIC card had started its expansion towards becoming a student lifestyle card for daily use. The addition of an optional payment function to the ISIC card was a l ogical next step and the MasterCard – ISIC programme was born. The programme allows banks across the globe to easily merge their MasterCard student account bankcard with the ISIC card, providing their student clients with a unique, all in one multifunctional payment and official student identity card offering access to a wealth of student discounts at home and abroad.

The year 2011 was an important year for the MasterCard – ISIC partnership. The successes of the MasterCard – ISIC programme in countries like Austria, France and Hungary were recognised and the ISIC card was officially included in MasterCard’s Global Youth Strategy. This has lead to more exposure for the ISIC card within MasterCard and to increased efforts to improve and expand the programme. Introductions were made in Argentina, Russia and Serbia and new launches are planned for 2012 in a number of coun-tries including Azerbaijan, Sri Lanka and the United States. In 2011, approximately 10 percent of all ISIC cards featured a MasterCard payment function.

World Savings Banks InstituteIn 2011 ISIC entered in to a strategic partner ship with the World Savings

Banks Institute (WSBI). With a member base of more than 6,000 savings banks across the globe, the WSBI allows for further expansion of the MasterCard – ISIC programme.

MicrosoftIn July 2011 the ISIC Association

and Microsoft entered into a unique global agreement allowing all ISIC cardholders worldwide to gain access to the most popular Microsoft software products including Windows and Microsoft Office, at only 10 to 20 percent of the official retail-selling price. Through this partner-ship Microsoft aims to contribute to their objective to provide students with the tools that they need to succeed in their careers. In this context, Microsoft has identified the ISIC Association as one of their main partners to reach a global community of millions of verified, bona fide students.

Triggered by the active promotion by the ISIC Licensed Authorities in 2011, thousands of ISIC cardholders have successfully downloaded the discounted Microsoft software to support their studies. The download environment was set-up via a global agreement with e-academy, who is Microsoft’s global software licensing partner for the academic community. Via the agreement

with e-academy more software offers were made available at a discounted rate for ISIC cardholders worldwide.

In 2012 Microsoft will be introducing a new discounted software suite under the name Office University, to be gradually rolled-out internationally. Details of this new offer for ISIC cardholders will be announced at the 2012 ISIC Event in Miami in May.

Outlook for 2012The global reach and total number of ISIC cardholders make the ISIC Association an interesting partner for any organisation aiming to reach the international student community. Global brands show their interest in working with the ISIC card, often leaving the final decision making to their respective local management, franchisees or licensees.

Global partnership development is there-fore built on joint efforts between ISIC Licensed Authorities and the ISIC Global Office B.V. The introduction of ISIC in new territories and growth of ISIC in existing territories through the ISIC Territory Development Project, play an important role in the potential of global initiatives in 2012 and beyond.

In 2011 alone, new global partnerships included companies like Logitech, Trustive, Education First and a global campaign with Skype.

Global partnersThe reach of the ISIC card worldwide, together with its ambitious growth strategy, have opened the door to a number of important and impressive global strategic partnerships with leading multinational brands including MasterCard Worldwide and Microsoft.

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International solutions The international scope of the ISIC card emphasises the importance of centralised ISIC information technology (IT) solutions such as the international ISIC Discounts and Services Database and the interna-tional ISIC Cardholder Database. Without these databases the development of various ISIC IT applications would not have been possible, including the now globally available ISIC online issuing tool and the ISIC smartphone applications that were introduced in 2011.

In 2011 more and more online ISIC discounts and services were introduced locally and internationally. Online discount and services like software downloads and hostel bookings are now exclusively accessible to ISIC cardholders simply by verifying their card validity online. The validity of a student’s card and their unique ISIC serial number is checked against the central ISIC Cardholder Database. The confidential ISIC Cardholder Database contains all cardholder information, including the validity of individual cards. What is technically an online ISIC card validity check, in reality represents an ISIC service to partners allowing them to check their customer’s official student status electronically. This approach leads to additional opportunities, which have been combined in a new project: the ISIC Cloud.

The ISIC CloudThe ISIC ‘Cloud’ starts from the principle that all relevant cardholder (student) data and discount and services data is stored and maintained in a central database – the actual cloud. This database allows ISIC cardholders to use their computer, smart-phone or social media profile to prove their student status via an online con-nection with the ISIC Cloud. As the use of physical plastic cards decreases with the introduction of new technology, ISIC con-tinues to be the official verifier of student status in its new format – the ISIC Cloud.

The ISIC Cloud will lead to more control, security and usage information. For example, in order to access a premium offline discount or service and avoid any type of misuse, there is the possibility to provide ISIC cardholders with a unique bar or quick response code to download. This code gets scanned at the discount or ser-vice provider, simplifying the process for their staff and allowing providers to track usage and statistics. The same goes for the cardholder: tracking the usage of their ISIC makes it possible to keep cardholders informed of the number of discounts and services they have enjoyed, and how much money they have saved – prompting them to share this information with their friends via social media channels.

The usage tracking functionality of the ISIC Cloud will give a better understan-ding of which discounts and services are popular and will allow information to be presented to ISIC cardholders with the types of discounts and services that they are most interested in. By adding loca-tion based services, ISIC holders can be alerted when they are within a certain range of a discount or service in a category that they are attracted to. Direct con-nections with their social media profiles will allow ISIC cardholders to share their experiences with their friends, and get rewards for using and sharing specific dis-counts and services. Integration of other services such as payment functionality will further increase the attractiveness of the ISIC Cloud, allowing the student not only to obtain a specific discount but also make the payment all through their personal ISIC Cloud.

The first version of the ISIC Cloud will be piloted in three countries from September 2012, leading to an international rollout in 2013.

The ISIC Cloud allows the ISIC cardholder to truly ‘Explore, Experience and Express’ all and everything ISIC has to offer – the exact objective of the new brand proposi-tion. See Marketing, communications and outreach on page 21.

Online and IT initiatives

By adding location based services, ISIC cardholders can be alerted when they are within a certain range of a discount or service in a category that they are attracted to.

ISIC Annual Report 2011 21

Explore Experience Express.The ISIC brand is the perfect example of the ‘think global, act local’ approach: while still respecting the global ISIC core values and brand elements, the ISIC Licensed Authorities are responsible for the mar-keting and promotion of the ISIC card in their respective countries, using their local channels and market expertise.

Thinking and acting global is applied to channels and media that have an interna-tional and cross-border character, such as the global ISIC website and the interna-tional representation in social media. The existing global ISIC website and the global ISIC social media presence are predomi-nantly reference guides to the many ISIC

discounts and services that are available. In order to tap into the magnitude of pos-sibilities that online media offer today, a new approach and brand promise for ISIC will be introduced in 2012: ‘Explore, Experience, Express’.

‘Explore’ relates mostly to the ISIC card itself: what is it, where you can get it, what you can do with it. The next level is to ‘Experience’ the card: view, access and enjoy the discounts on brands, services and opportunities that the ISIC card has to offer. The next step is then to encourage cardholders to ‘Express’ their opinions, impressions and findings: inviting them to comment through their social media profiles, to rate discount providers and to share benefits with friends.

The ‘Explore, Experience, Express’ approach and related branding will be

introduced via a new, purely student centric approach across the different ISIC global online media. For example the global website, iPad and mobile applica-tions are being updated and adapted to this new approach and will be introduced at the ISIC Event in Miami in May 2012. The ‘Explore, Experience, Express’ positioning answers to the wishes and needs of the student of today: an official confirmation of their identity with more interactive, easy-to-share experiences and additional services and tools. The student of tomorrow will be enjoying the next steps in the ‘Explore, Experience, Express’ pro-ject through the introduction of the ‘ISIC Cloud’, a project that introduces the ISIC of tomorrow. See Online and IT initiatives on page 20.

Marketing, communication and outreach

This image is rights managed.

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Marketing, communication and outreach continued

ISIC ExtranetA new communication tool exclusively for ISIC issuers was introduced in 2011: the ISIC Extranet. The aim of the ISIC Extranet is to provide ISIC issuers worldwide with a single source for all ISIC related topics, tools, information, news, statistics, deve-lopment areas, questions and answers. The ISIC Extranet marks an important step towards improved internal communication and information sharing amongst issu-ers. Stage II of the ISIC Extranet will be introduced in 2012, with more interactive elements and improved access to relevant national and international statistics.

EndorsementsThe official status of the ISIC card as the unique internationally accepted proof of bona fide student status is reflected in the impressive number of endorsements from institutions and governments worldwide that the card enjoys. The engagements with existing endorsement partners, as well as the acquisition of new endorsements, remain important for the future of ISIC and not only deserve continued attention and care, but also open the doors to new col-laboration opportunities and projects.

In 2011 relationships have been built with the World Tourism Organization (UNWTO) and the United Nations Alliance of Civilizations (UNAOC) to not only gain their official recognition of the ISIC card but also to explore opportunities for ISIC to support the UNWTO and UNAOC in their youth and student focused projects. Both institutions will be represented at the 2012 ISIC Event in Miami in May. In 2012, the objective is to deepen the longstanding and important relationship with the United Nations Educational, Scientific and Cultural Organization (UNESCO), who have officially been involved with ISIC since 1968.

The ISIC AwardIn spite of all the benefits and discounts the ISIC card gives access to, becoming a student remains a luxury inaccessible to many people around the world. The ISIC Association felt it important to also contrib-ute to the accessibility of education around the world. In 2011 the decision was therefore made to introduce an official ISIC Award to recognise and support already existing ini-tiatives in the area of access to education.The ISIC Award is awarded on behalf of all ISIC Association members worldwide

and goes to a non-government organisa-tion, institution, association, or similar organisation that can clearly demonstrate a commitment to making education more accessible and lowering the barriers to becoming a student. The Award is not only recognition and encouragement from ISIC on paper, but comes with a financial contribution of €20,000 to support the continuation of the winning organisation’s outstanding work to increase access to education opportunities.

The inaugural ISIC Award in 2011 was awarded to AIESEC, the world’s largest youth-run organisation. The AIESEC president, Hugo Pereira, received the ISIC Award on behalf of AIESEC at the 2011 ISIC Event in Tallinn, Estonia. AIESEC has a long history of successful projects aimed at opportunities for youth to engage in education and leadership projects around the world.

Left to right: (1) AIESEC President, Hugo Pereira accepts the 2011 ISIC Award. (2) The 2011 ISIC Award. (3) ISIC cards on display.

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In 2011 the inaugural ISIC Event took place in Tallinn, Estonia from 2-4 May, effectively replacing the regional ISIC Managers Meetings as the main event for the ISIC network each year.

The introduction of the ISIC Event in 2011 responded directly to the ISIC community’s need for a tailored, collaborative event that provides card issuers from across the globe with an equal opportunity to learn, share and grow. The 2011 ISIC Event took the previous regional ISIC Managers Meetings to a much higher level by provi-ding a diverse, interactive programme that included involvement from ISIC global partners, endorsement partners and other organisations aiming to reach or support the international student community. Now installed as an annual initiative on the ISIC calendar, the objective of the ISIC Event is to promote cohesion, share knowledge, develop opportunities within the student community and discuss ISIC card innovations.

Each year the ISIC Event will be held in a country that showcases an important aspect of the ISIC card’s history or deve-lopment. Tallinn, Estonia was selected as the location for the 2011 ISIC Event due to the country’s strong level of market penetration – nearly all bona fide students in Estonia are ISIC cardholders.

Altogether 91 ISIC managers, representing 73 territories attended the three day ISIC Event in 2011. ISIC issuers were joined by representatives from ISIC’s many global partners, where partners had the oppor-tunity to engage directly with the issuers working with the student community on a local level.

The 2011 ISIC Event programme and format was well received by participants. Sessions included interactive workshops, presentations by ISIC global partners MasterCard Worldwide and Microsoft, a broad discussion panel focussing on ISIC, and a keynote presentation concentrating on the possibilities with social media.

The annual ISIC Event

2012 ISIC Event, 21-23 May, MiamiThe 2012 ISIC Event will build on the achievements of the inaugural event. Thanks to the success of the 2011 ISIC Event, event registration numbers indicate participation rates will be more than 30 percent higher in 2012.

2013 ISIC Event, ISIC turns 602013 will mark the 60th Anniversary of the ISIC, a significant milestone in student history. Fittingly, the 2013 ISIC Event will be held in Copenhagen, Denmark, the birthplace of the ISIC card. To celebrate, the ISIC Global Office will coordinate a programme of activities and promotions both benefiting and involving students across the globe.

The 2012 ISIC Event will be held in Miami, Florida.

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Since its conception, the ISIC card has played an important role in the creation of travel and related opportunities for its cardholders: bona fide students across the globe. As a result, an impressive number of more than 100 million ISIC cards have been distributed since 1953, allowing the many ISIC cardholders to explore the world and as such contribute to increased awareness and intercultural understan-ding. Today, travel is still one of the most appealing activities amongst students. The ISIC Association will continue to build and develop opportunities for students to gain preferential access to travel opportunities, in parallel with the development of daily-use student services and discounts closer to home.

The ISIC Association’s commitment to travel is not only reflected in the portfolio of travel related discounts and services,

but also in its founding membership in the World Youth, Student and Educational Travel Confederation (WYSETC). Through WYSETC, the ISIC Association has direct access to a global network of student and youth travel specialists, youth and student market intelligence and access to the leading global conference around youth and student travel, organised each year by WYSETC.

WYSETC and ISIC will continue to explore joint opportunities to support mutual objectives in the youth and student travel sector, particularly in the area of research and representation within official institutions.

The role of ISIC in youth and student travel

The ISIC Association is a founding member of the World Youth Student and Educational Travel Confederation.

More than 100 million ISIC cards have been distributed since 1953, allowing the many ISIC cardholders to explore the world and as such contribute to increased awareness and inter-cultural understanding.

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Financial activities

Audited accountsUntil 31 December 2011 the International Association Services (IAS) (the manage-ment company of World Youth Student & Educational Travel Confederation) managed the ISIC programme through a dedicated ISIC Business Unit. This rela-tionship was determined by a contractual agreement with the ISIC Association. Since 1 January 1 2012, management of the ISIC programme has been taken over by the ISIC Global Office B.V., an inde-pendent company wholly owned by the ISIC Association.

At the time of publication, the 2011 audit of the IAS had not yet been completed. As a consequence, audited figures for the ISIC Business Unit and the ISIC Association are not available in this Annual Report. ISIC Association members will be provided with the Auditors Report separately once the audit has been completed. The Auditors Report will also be publicly available on the ISIC global website: www.isic.org.

Preliminary figuresAlthough awaiting the independently audited result, the preliminary figures of the ISIC Business Unit for the year 2011 show a surplus of nearly €400,000. Due to the not-for-profit nature of the ISIC Association, any surpluses made through the ISIC card are added to the reserves of the ISIC Association or invested back into projects related to the development of the ISIC programme. In addition, an important financial objective of the ISIC Business Unit (and the ISIC Global Office as of 1 January 2012) is to ensure the maximum level of services and support for the ISIC Association members at the lowest pos-sible ISIC license fee.

Financial positionThe ISIC Association finds itself in a healthy financial position as at 31 December 2011 with reserves summing up to €1,570,273. This figure does not yet include the receivable of the 2011 ISIC Business Unit result. In addition, the ISIC Association has outstanding receivables of approximately €500,000 from associated organisations.

Any surpluses made through the ISIC card are added to the reserves of the ISIC Association or invested back into projects related to the development of the ISIC programme.

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This image is rights managed.

/ International Student Identity Card / Annual Report 2011 / www.isic.org