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Salima Gutieva

Vice President and Country Manager, UAE, Visa


Salima Gutieva was recently appointed Country Manager for Visa in the UAE. She has been with Visa for 17 years, most recently as head of sales in Visa Russia. Prior to that, she led Visa’s relationship with Sberbank. Before Joining Visa, she was heading the processing department for bank Zenith. Gutieva graduated from the North-Ossetian University in international affairs.

"Our Dubai HQ is home to the Visa Innovation Center, a space where we collaborate with our partners and clients from the region to bring the future of commerce to life."
Salima Gutieva is Vice President and Country Manager – UAE, Visa.
What have been the main highlights for Visa UAE over the past year regarding digital payments and advanced solutions?

Our Dubai HQ is home to the Visa Innovation Center, a space where we collaborate with our partners and clients from the region to bring the future of commerce to life. Today, Visa operates across more than 200 countries and territories, and continues to anticipate the future of digital commerce. Adoption of digital payments among UAE consumers is high, with more than nine out of 10 digital payment transactions in store being contactless. Today, with tokenization keeping data and payments secure, there are more opportunities for merchants, fintechs and financial institutions in the UAE to offer consumers payment innovations such as wearables and facial recognition through enhanced e-commerce and mobile shopping experiences. To support merchants and SMBs looking to provide their customers with a seamless, secure shopping experience online and in-store, we have launched different initiatives in the UAE. For example, to further grow acceptance, we partnered with First Abu Dhabi Bank (FAB) and later Magnati to bring innovative mobile acceptance solution tap-to-phone to UAE merchants, enabling them to accept contactless payments through smartphone devices.

To what extent does Visa support the startup of an SME ecosystem in the country?

Visa was founded on the principle that the best way to expand access to digital payments was through a global network of government, financial institution, and merchant partners. As a trusted engine of commerce, Visa’s top priority has been to help small businesses keep pace with and operate in a world that is rapidly evolving. We know that sustainable economic recovery is reliant on small businesses being able to grow, and that is why over the past year our focus has been on ensuring that small businesses have more tools and cost-effective solutions at their disposal to adapt, learn and evolve. Such tools include Click to Pay, which helps consumers make secure and fast online purchases from various merchants and platforms. Another tool is Visa’s Rapid Merchant Onboarding, which enables the digital acquisition and onboarding of SMBs by allowing them to sign up directly with the payment acquirer to accept digital payments from their customers in-store/at the point-of-sale or online in as little as seven business days.



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