Visa IPO Relies On Language Barrier

San Francisco-based Visa Inc. said it could raise almost $19 billion from an initial public offering. Furthermore, according to a filing with the Securities and Exchange Commission, rival credit card companies MasterCard Inc. and American Express Co. trail Visa in transactions in 2006.

Company officials say they have the built-in advantage of a confusing name. “Many illegals think they’re applying for a visa when they’re applying for a Visa. That’s about 12 million extra customers that come our way without us doing anything.”

Although Visa’s offer comes at a time of ebbing appetite for new shares in credit card companies, Visa executives are undaunted since their shares will be listed with the New York Stock Exchange under the ticker V. “We believe confused old men will think our ticker symbol, V, stands for Viagra. That’s a very firm market. Very firm.”

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