American Express launches Blue in UAE

The drums are beating with the launch of the American Express Blue Card in the UAE

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By  Massoud Derhally Published  May 6, 2001

The drums are beating with the launch of the American Express Blue Card in the UAE. Along with the many existing competitor cards, which target certain segments of clients; the new Blue Card’s sound bite, for those who aspire aims to meet the changing needs of young individuals and redefine what a credit card can do.

Ostensibly, the new credit card is to augment and diversify the companies existing clientele base in the region; redefining AMEX’s image from a financial institution that offers services to high net worth and wealthy individuals through the Gold, Platinum and Black cards to a company that also serves the needs of the masses.

AMEX which has some 50 million customers worldwide, a large percentage of which are in the United States launched the Blue card in the US, Europe and Asia in the last couple of years. However, unlike the card in the US the card released in the UAE will have an annual fee of 175 Dirhams and no built-in-smart chip for internet security. However, “customers will not assume the obligations of unauthorised charges made on their cards with Blue’s Online Fraud Guarantee” Rasool Hujair, regional manager of AMEX said.

Unlike other AMEX cards that have no spending limit the new card will have a fixed credit limit in line with each clients financial profile. In addition, Blue will offer a 1% money back guarantee of the actual amount charged, an introductory interest rate of 1% for the first six months and 1.95% per month thereafter with a 24 hour access of the account online.

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