American Express 2012 Annual Report Download - page 11

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To Our Shareholders
2012 Financial
Results
Marketplace Moves
Shareholder Returns
Foundational
Changes
Advantages in a
Digital Economy
A Broad Footprint
Customer Focus
Board of Directors
Change and Tradition
Then there’s how we are using our closed loop to connect cardmembers and
merchants on the most powerful social and digital networks. Our Card Sync
technology delivers relevant merchant o ers to cardmembers who sync their
cards to their Twitter, Facebook and Foursquare accounts. O ers are easy and
seamless, no codes or coupons are needed, and savings come automatically via
statement credits. Last March, we launched a new service for U.S. cardmembers
that turns customized Twitter #hashtags into couponless national merchant
o ers. Enrolled cardmembers can sync, tweet and save.
We “get” the social Internet, e-payments and mobile commerce. As a result, we
get a lot of online spending. Our online volumes rose 15 percent in 2012. This
performance enabled us to remain the largest biller of online spending. Our
closed-loop network is a powerful asset that is only becoming more valuable in
the digital age. We continue to seek new ways to use it to drive commerce and
create value for buyers and sellers.
Our digital capabilities have also broadened the types and numbers of customers
we can profi tably serve, whether through our core charge and credit products,
or with next-generation stored-value and alternative products. We view
assets such as our closed loop, our Serve digital commerce platform, and our
rewards platforms as revenue generators that are opening up a range of new
business opportunities.
SMALL BUSINESS SATURDAY Two out of three American consumers were aware of
Small Business Saturday this year, and they spent an estimated $5.5 billion at independent
merchants that day.
MY OFFERS American Express now delivers customized merchant o ers to
cardmembers on their mobile phones.
AMERICAN EXPRESS COMPANY
9