American Express 2014 Annual Report Download - page 8

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7AMERICAN EXPRESS COMPANY | ANNUAL REPORT 2014
I assure you that we continue to work hard every day to build value for
our shareholders.
As part of those eorts, we brought a wide range of creative ideas to life
this past year in the form of new and improved products, partnerships and
digital innovations around the world. I’d like to highlight a few of them to
give you an idea of how our teams continued to push boundaries.
AmEx EveryDay: This is on track to be one of our most successful U.S.
card launches in recent years. AmEx EveryDay is a no-annual-fee credit card
that rewards you for how often you use it, not just how much you spend.
Using the card 20 or more times in a billing period earns 20 percent extra
rewards points.
OptBlue: Making it easier for small businesses to begin accepting
American Express cards is a priority, so we launched OptBlue. Fourteen
merchant acquiring firms are helping us expand card acceptance by
oering a one-stop solution for servicing, terms and pricing.
Centurion Lounges: What better way to wait for your flight than by
enjoying cuisine from a celebrity chef in beautiful surroundings? We
opened two American Express Centurion Lounges — in New York’s
LaGuardia Airport and San Francisco International — to rave reviews from
Card Members. We now have 14 proprietary airport lounges worldwide,
with more openings planned for 2015.
The Amex EveryDay Credit Card, launched in March in a new television campaign
featuring comedienne Tina Fey, is on track to be one of the company’s most successful
U.S. card launches in recent years.