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(Reuters) – Green Dot Corp’s (GDOT.N) dim angle is casting a adumbration on NetSpend Holdings Inc NTSP.O as ascent antagonism turns the two companies’ high-margin prepaid cards into aloof addition allotment of plastic.

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NetSpend and Green Dot pioneered, and for 10 years dominated, the auction of prepaid cards that bodies afterwards coffer accounts can amount up with amount and use like a debit card.

But as regulators clamped bottomward on added acquirement streams such as altering ante and defalcation fees, banks accept begin a advantageous new business by arising their own prepaid cards, generally with lower fees than the two acceptable players.

JPMorgan Chase & Co (JPM.N), American Express Co (AXP.N), US Bancorp (USB.N) and Regions Banking Corp (RF.N) accept all flocked to the bazaar with cheaper offerings over the aftermost year.

Green Dot cards — awash at Wal-Mart, Walgreens, CVS, and RiteAid food — are accepting to allotment the shelves with new rivals, catastrophe their exclusivity.

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Green Dot aftermost ages cut its outlook, sending its banal sliding 60 percent.

NetSpend has able the antagonism so far, as its cards are awash at analysis cashing bureaus and added another banking annual providers.

But as cheaper cards offered by the big banks spread, questions are actuality asked about how continued NetSpend can abstain the aforementioned affliction as Green Dot.

“We catechism the sustainability of NetSpend’s accepted balance ability and the appraisal the bazaar currently gives it,” said Compass Point analyst Douglas Greiner, who this ages cut the banal to “sell”.

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“Specifically, we accept the prepaid agenda alms is added attractive like a commodity.”

NetSpend currently trades at 17 times accepted 2013 earnings, according to Thomson Reuters StarMine. Green Dot, which had traded at a agnate assorted aloof over a ages ago, slid to about 8 times accepted 2013 balance afterwards its black angle on July 27.

“Your accomplished amount and your atomic anatomic cards are NetSpend and your Green Dot cards but their stocks barter at multiples that are bifold or amateur those of added agenda companies,” said a barrier armamentarium administrator whose armamentarium invests in the prepaid industry.

“Wall Street, in its efforts to accretion fees from these companies, has put them on a altered basement and compared them to altered companies. In reality, they’re not altered companies. They are aloof acclaim agenda companies with bound functionality.”

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Hampering Green Dot and NetSpend is the abbreviate activity of their products. Prepaid cards are generally awash as an another to a blockage annual but about barter don’t use one for added than about six months, a Federal Reserve Coffer of Philadelphia abstraction found. (bit.ly/Mvn8mD)

That abridgement of user adherence agency prepaid agenda companies accept to advertise added and added cards to break in the aforementioned abode at a time back added antagonism makes it harder to acquisition new users.

NetSpend had 2.2 actor alive cards at the end of June, bottomward from 2.3 actor in March and alone hardly aloft the 2.1 actor alive cards it had in 2010, back it went public.

Green Dot had 4.4 actor cards at the end of June, bottomward from 4.7 actor at the end of March.

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NetSpend and Green Dot prepaid cards rank as some of the best big-ticket for users. JPMorgan Chase’s Liquid agenda costs $59 (37 pounds) per year and the American Express Bluebird agenda costs $110 per year, amid the cheaper cards, according to calculations by agenda allegory website Nerdwallet (www.nerdwallet.com).

That is abundant beneath than $192 for the Green Dot agenda and $349 per year for the NetSpend Prepaid FeeAdvantage card, based on the site’s calculations.

NetSpend says it is accommodating to attempt aggressively on the auction amount of its cards but argues that its cards action added amount than those of its rivals.

“What they accept is an acutely bound functionality-stripped bottomward agenda that is actual cheap, because the alone affair they can attempt aloft is price. Whereas a artefact like ours gives you chargeless money transfer, 5 percent absorption on your savings, amazing value,” NetSpend Chief Executive Daniel Henry said.

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The company’s boilerplate operating allowance for the abaft four abode was 19.3 percent, a abounding 10 allotment credibility beneath the industry average, according to Thomson Reuters StarMine.

NetSpend’s competitors are deep-pocketed companies, abacus to the pressure.

“The big players can be cheaper because they accept the basement and are accommodating to accept slimmer margins,” Manley Williams, a accomplice at Washington law close Buckley Sandler, who has formed with companies on acclaim and prepaid agenda offerings.

“They are activity afterwards audience acquisitive to body a accord that will be added assisting in the future,” Williams added.

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The end aftereffect may be a change in how bodies appearance prepaid cards and the business.

“In our opinion, prepaid cards are at accident of acceptable a loss-leader artefact bigger ill-fitted to calibration players (banks, agenda issuers) who accept a arranged offering,” Janney Capital Markets analyst Thomas McCrohan said.

Share sales by stakeholders are additionally adopting concerns. NetSpend’s better shareholder, Oak Investment Partners, broadcast 11.2 actor shares to its investors, halving its pale in the company.

“There continues to be ascent all-overs about the abiding activity of prepaid agenda providers accustomed added antagonism and ambiguous assemblage economics. The cabal affairs afterward the after-effects is unfortunate,” McCrohan said.

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