ICICI Bank Launches Rubyx

• In India, ICICI Bank announces new high-end offer, including two payment cards, respectively accepted by American Express and MasterCard networks, for a single account and associated credit line.

• Both these cards, ICICI Bank Rubyx American Express Platinium and Rubyx MasterCard Platinium are EMV-compliant and meant to enhance the bank’s “Gemstone Collection”. Subscribers may also benefit from different rewards including specially crafted loyalty programmes (discounts and points with the card networks, discounts with partner stores through the PAYBACK programme), cinema tickets, and even flights (offered to new subscribers upon signature of the contract), various reductions at restaurants, etc.

• In order to address the needs of a particularly demanding customer segment, the bank proposes three, scalable and flexible, reward programmes: customers can change their mind and register for another programme than the one originally selected any time.

Notre analyse

• These high-end cards do make a difference as they enable access to two distinct acceptance networks and still rely on a single credit line. Widened acceptance is an added value service proposed to wealthy customers, and especially to American Express cardholders.

• Also, their design has been thoroughly studied (the MasterCard card displays an oval curve) and cutting edge printing techniques have been used to manufacture them. They are the very first Indian cards showing metal membranes, which in addition to making them look better, expands their lifespan.