Amex leads with launch of Kingdom’s first Chip Card with ID Keeper technology

Published November 12th, 2006 - 07:56 GMT

Amex (Saudi Arabia) Limited today launched Saudi Arabia’s first ever chip-based transparent Card with built in ID Keeper technology for secure payments. Combining the best of form and function, the new clear BLUE is a stylish card with state-of-the-art technology, making it easy, secure and efficient whether for everyday shopping, travel or online use.

“Innovation has always been at the heart of our offerings and the new Blue Card reflects our commitment in introducing an industry-first product with unmatched original features, lifestyle benefits and services”, said Priyan Attygalle, CEO, Amex (Saudi Arabia) Limited. “Lifestyles are constantly evolving. Consumers are making choices based on what distinguishes them, such as the car they drive, the clothes they buy, the places they holiday.  With payment cards being an essential aspect of everyday activities, we believe the card a person carries is not just a payment tool but a lifestyle statement and accessory.”

The new Blue Card offers a host of benefits designed to meet the needs of consumers, including:
• 1% Cash Back on purchases meaning customers make money every time they shop, including on everyday purchases.
• The ‘Express Cash’ service allows customers to withdraw cash in Saudi Riyals or US Dollars from any Saudi Investment Bank and over 500,000 ATMs worldwide.
• Retail Protection means purchases with the Blue Card are insured for up to 90 days against theft or accidental damage and the Online Fraud Guarantee protects customers so they are not held responsible for any unauthorised online purchases made in their name.
• With Worldwide Emergency Assistance, Blue brings customers legal and medical support whenever and wherever they travel.
• 24 hour customer care assistance for emergencies and the ease of online services.

Sami El Natour, Head of Marketing and PR for Amex (Saudi Arabia) Limited said: “The new Amex Blue is a pioneering initiative in every sense; not only in design and value added features, but also in the state-of-the-art technology. The chip together with the ID KeeperSM stores information securely on the Card, making online shopping easy and safe. Using the optional smart card reader, IDs, passwords, addresses, online forms and payment card details can be filled in securely at the click of the mouse, in the knowledge that they are protected.

“This product has stemmed from the need to support the growing sophistication in consumer lifestyle and purchase habits; with the growing uptake of new technologies in Saudi Arabia, we believe the launch of the new Blue is timely.”

El Natour added that this launch further boosts Amex as the most respected global brand in its industry: “Those that aspire to have the best and get the best out of their life can now experience the exclusive world of American Express benefits and service.  The Blue advantage is clear and we are confident that it will appeal to discerning consumers who seek a more refined lifestyle.”

About American Express:
American Express Company is a diversified worldwide travel, financial and network Services Company founded in 1850. It is a world leader in charge and credit cards, Travellers Cheques, travel, financial planning, business services, insurance and international banking.

Amex (Saudi Arabia) Limited was established in 1999 as a joint venture company equally owned by Amex (Middle East) E.C. and the Saudi Investment Bank. It owns and operates the American Express Card and Merchant business in Saudi Arabia. The Saudi Investment Bank is a Saudi Arabian joint stock company established in 1976. Amex (Middle East) E.C. is a Bahrain joint venture company equally owned by Mawarid Holding Company and the American Express Company.

American Express Cards are accepted at millions of locations in more than 200 countries and territories worldwide.


© 2000 - 2022 Al Bawaba (

You may also like