American Express 2012 Annual Report Download - page 12

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A BROAD FOOTPRINT
While our core businesses remain vibrant, we certainly understand the need
to keep expanding our revenue sources. We’re moving forward on a number of
fronts as we develop new businesses and reach new customer segments.
One example, and it ties back to our expanding digital capabilities, is how we’re
using our Serve platform to reach customers beyond the traditional profi le of an
American Express cardmember. We think this is a versatile tool for consumers in
di erent age groups, those not enamored with the banking system, and those in
emerging markets where a piece of plastic is not the fi rst choice, or even a realistic
option, to buy something.
Take Bluebird, one of our most exciting new products in 2012. Issued by
American Express and available at Walmart stores and online, Bluebird is a
next-generation alternative to debit and checking accounts. It combines prepaid
with online, o ine and mobile capabilities to help customers better manage
and control their everyday fi nances. And, it’s bringing in those new customers
we want. So far, 85 percent of Bluebird enrollees are new to American Express.
Nearly half of them are under the age of 35.
We’re also expanding our footprint through Loyalty Partner, a business we
acquired in 2011. Loyalty Partner runs coalition rewards programs that
enable customers to save when they shop at participating merchants. This is
a big business: 50 million enrollees, up 38 percent over the last year. Loyalty
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
BLUEBIRD FROM AMERICAN EXPRESS Available at Walmart stores and online, Bluebird is a
next-generation alternative to debit and checking accounts.
AMERICAN EXPRESS COMPANY
10