With the proliferation of smartphones and tablets, there is an expectation among bank customers that they should receive instant deals and offers, says Parag Ladhawala, a senior business leader at Visa.

Ladhawala was speaking on a panel at the annual Card Forum and Expo in Boca Raton, Fla. this week with Steve Kietz, an executive vice president and general manager at card-linked marketer edo Interactive. The panel was called The Future of the Deal.

“The expectation for relevance is higher than it’s ever been,” says Ladhawala. “So to achieve the higher relevance, there will have to be more control provided to customers that are going to be the recipients of these deals.”

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