| Once upon a time a credit card was perceived | | | | charges no annual fees - neither for the |
| to be nothing more than a piece of plastic | | | | card, nor for the reward scheme. The balance |
| used as a convenient form of payment, and it | | | | transfer APR is a humble 4.99% for the life |
| was quite common for a consumer to stick to | | | | of the balance, and the ongoing purchase APR |
| the same credit card for many, many years. | | | | 12.24%. The American Express Blue card also |
| | | | offers a lengthy 15 month introductory offer |
| This has changed. The fierce competition | | | | of 0%APR on purchases. 20 interest free grace |
| between credit card issuers and the | | | | days, serve to sweeten the proposition even |
| concomitant overabundance of credit card | | | | further. The only thing you need to watch out |
| products have commoditized the plastic. | | | | for is taking cash advances on your American |
| Consumers are becoming increasingly | | | | Express Blue credit card. It comes at a hefty |
| discerning and decidedly less loyal. It is | | | | 23.24% APR. |
| not uncommon for a consumer to move from one | | | | |
| card to the next to capitalize on | | | | Â- From a shopping perspective, the |
| introductory offers, lower interest rates and | | | | American Express Blue credit card does not |
| better rewards. In addition to this, there is | | | | only offer customer service around the clock, |
| a growing demand for more - a better value | | | | but also buyer's assurance, purchase |
| proposition from the issuers, so to speak. | | | | protection and return protection. In effect, |
| 'How will your product, Mr. / Ms. Issuer, add | | | | it means that when you pay with your American |
| value to my life?' | | | | Express Blue card, your purchase is |
| | | | safeguarded against defect, loss or damage |
| American Express cottoned on to this trend | | | | and you are safeguarded against merchant |
| earlier than anybody else - in 1999 to be | | | | problems. |
| exact - when they launched their American | | | | |
| Express Blue credit card. The American | | | | Â- If travel is on your list, the |
| Express Blue credit card offers a holistic | | | | American Express Blue credit card offers car |
| package and it is as close to a | | | | rental loss and damage insurance, travel |
| one-size-fits-all credit card as you can | | | | accident insurance, emergency card |
| find. | | | | replacement and access to the Global |
| | | | Assist® Hotline. The latter offers a wide |
| The American Express Blue credit card caters | | | | range of services to American Express Blue |
| for young and old, for the style and status | | | | card holders: emergency-, legal-, and medical |
| sensitive, for shoppers, travelers, rewards | | | | assistance; lost luggage support; passport |
| connoisseurs, technology junkies, economy | | | | and visa help, etc. |
| class consumers, balance carriers and balance | | | | |
| settlers, amongst others. Above all, the | | | | Â- You also get to enjoy decent discounts |
| American Express Blue card is much more than | | | | - both on shopping and travel. |
| a credit card: it is a 'bookkeeper', a travel | | | | |
| agent, a shopping mall, a financial adviser, | | | | Â- Finally, American Express offers |
| an ombudsman, an insurer, an emergency | | | | financial advice and financial tools to their |
| service, and more. | | | | customers to help them better manage and |
| | | | control their personal finances. |
| Perhaps a quick look at some of the | | | | |
| too-many-to-list-everything features of the | | | | More than a credit card, American Express |
| American Express Blue card is necessary. | | | | offers real value added services to their |
| | | | American Express Blue credit card customers. |
| Â- The American Express Blue credit card | | | | |