Plans to sell 200,000 Go4it cards in 4 years

DUBAI - Emirates NBD on Monday launched a co-branded “Go4it” visa card with a target of 200,000 cards in first four years, making travel faster and easier than ever before in Dubai.

By Abdul Basit

Published: Tue 29 Nov 2011, 11:06 PM

Last updated: Tue 7 Apr 2015, 5:21 AM

The bank along with Roads and Transport Authority (RTA) and Visa, unveiled the “Go4it” Credit Card,” which combines the features and benefits of a Visa credit card and the proprietary Nol transit application, used for making payments on the RTA transit network and at parking meters.

The “Go4it” Credit Card and its extensive range of cardholder benefits were unveiled at a press conference in the presence of senior officials from Emirates NBD, RTA and Visa. Khaleej Times already reported the launch details in Monday issue. Available in two variants — Go4it Platinum and Go4it Gold — the VISA-branded “Go4it” Credit Card includes all the functionalities and benefits of Visa credit cards, including rewards, loyalty points and lifestyle benefits. The bank fixed Dh99 annual fee for Gold card and Dh199 for Platinum with salary limit of Dh5,000 and Dh10,000, respectively. Stakeholders said it’s a unique product, the co-branded “Go4it” Visa Credit Card is the first of its kind in the Middle East, and is the result of technical integration and careful planning in choosing meaningful benefits that provide customers with added value.

“The multi-functional co-branded Go4it Card is in line with our joint focus on customer convenience, and has been specially designed to incorporate a variety of benefits and advantages, while meeting the needs of regular users of Dubai’s public transport systems,” said Rick Pudner, chief executive officer, Emirates NBD.

“There is no target for first year, but we are targeting 2,00,000 cards in first four years,” R.Sivaram, Cards Business Head, Emirates NBD, told Khaleej Times.

“Our market research indicated that customers are interested in lifestyle and security benefits in addition to greater convenience while using the RTA network,” Sivaram said, adding that this insight has been the main driver behind developing the co-branded compelling product, which would make the market GO FOR IT.” The first such product of its kind in the Middle East, it combines the proprietary Nol transit application and a credit card.

An Auto top up feature enables cardholders to automatically top up their Nol and Salik accounts from the linked Go4it Credit Card account, ensuring ease of travel through all RTA-related transit points.

“At RTA, …. it enables us to move closer to realising our strategic objective of establishing a state-of-the-art mass transport infrastructure,” said Abdulla Al Madani, Corporate Technical Support Services chief executive officer at RTA.This product is an excellent example of cross-industry collaboration offering consumers increased convenience and rewards through one card to meet their daily commuting and spending needs, Al Madani said.

Kamran Siddiqi, general manager for Visa Middle East, said: “The “Go4it” Card will make a significant difference to cardholders, as it will make daily travel easier. Its functionality as a normal credit card will also enable customers to do away with the hassle of carrying several payment cards.”

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