AMERICAN EXPRESS AWARDED PATENT FOR INNOVATIVE CLEAR CARD
Groundbreaking Technology Allows Transparent and Translucent Card Use in Virtually Any ATM, Infrared-Reading Machine
NEW YORK, November 05, 2003 -- American Express announced that the U.S. Patent Office has awarded the company a patent for the invention of clear card technology. This marks the first time a card issuer has successfully developed transparent and translucent card products to be used with infrared-beaming machines, such as ATMs. This technology is currently used for Blue from American Express®, Blue CashSM from American Express and several other card products.
“The clear card patent is the culmination of an intensive effort to introduce distinctive products which our cardmembers would be proud to carry in their wallets,” said Lisa Webb, vice president, Global Brand Identity, American Express. “Clear adds to the futuristic positioning of our Blue and Blue Cash products, and helps them stand out among the vast array of credit cards currently in the market.”
The new patent (U.S. Patent No. 6,581,839) gives American Express the right to prevent others from producing and marketing clear technology for both transparent and translucent card products that can be used in ATM or infrared-reading machines. (Translucence and transparency generally refer to the degree of card clarity, with transparent cards appearing close to the clarity of a glass window.) After testing various inks, films and other materials, American Express patented a clear design that is compatible with virtually all infrared-reading machines. The company introduced the first transparent card product in the U.S. in 2002 with Blue from American Express.
“All of our clear cards around the world have been successful, generating great feedback from customers and incremental revenue for American Express,” said Ellen Lasch, vice president, Global Brand Management, who led the development of Clear. “Now we look forward to continuing to leverage this patent to explore new opportunities for American Express.”
Blue from American Express, originally introduced in 1999, was the first card to include a Smart Chip for added shopping protection and convenience. Last year, New York's Federal Reserve Bank incorporated Blue into a multi-year exhibit on the future of money, and the Card was also included in an exhibit at the Miami Museum of Modern Art. The rollout of Blue was followed by the March 2003 launch of Blue Cash, a card product that is an extension of the Blue brand, and that offers cash back for consumers.
American Express is a diversified worldwide travel, financial services and network services company founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking. For more information about American Express Cards and services, click here.
