Simply fraud detection and notification.
Whilst I have encountered automated detection and response from at least three credit card houses, the same systems may not be in place at all organisations.
One simple solution is to offload your fraud detection to the end user: sms/email/pigeon/whatever alert for each transaction or when transaction amount/volumen exceeds a defined threshold (i.e. advise me when X amount has been spent within Y period or when Z amount has been surpassed in any single transaction).
Much like chip and pin, the banks could then push the responsibility of fraud notification onto the end user. WIN!
Biting the hand that feeds IT
