1. IDEAS TO INCREASE NEW ACQUISITIONS

2. THE UAE LANDSCAPE
15 players – market size of 45K-50K cards per month.Top 5 players control 75% of the new acquisitions.
Credit Cards are the most profitable product for a financial institution in
UAE.
Mature market with cut-throat competition.
More than 12 million cards in force.
Market growing at a CAGR of 8% p.a.
No brand loyalty.
Total population of 9 million, bankable around 2.5 million customers.
Sourcing model primarily through “feet-on-street”.

3. COMPETITION LANDSCAPE
CBD
800
CITI
2000
ENBD
9000
RAK
BANK
4000
NBAD
ADIB
1500
HSBC
2000 SCB
1500
MASHR
EQ
9000
FGB
5000
DF
1400

4. KEY CHALLENGES
High cost of acquisition.
Regulatory challenges to impact new acquisitions-introduction of
credit bureau.
Cut-throat competition- Free For Life Cards.
Relatively smaller market size and large number of players.
Price sensitive market.
No credible information of liabilities is available.

5. WHAT A CUSTOMER WANTS
No Annual Fees.
Rewards / Cash Back.
Offers & Points Redeemable for Gifts.
Discounts on Travel, Retail, Dining & Entertainment.
A Brand they can trust.
Good Customer Service.

6. • Mass Market Acquisition
• Corporate Sales
Salaried Segment
• Over 300,000 SME’s in the UAESelf-Employed
Segment
TARGET MARKET

7. Income <
10K
• Sourcing cap
of 25%
• Average limit
of AED 20K
• Highly price
sensitive
segment-can
be targeted
through a
FFL card
with
minimum
features.
Income <
20K
• Sourcing cap
of 25%
• Average limit
of AED 37K.
• Card offers
drive usage
to a great
extent.
Income <
30K
• Sourcing cap
of 25%
• Average limit
of AED 62K.
Income >
30K
• Sourcing cap
of 25%
• Average limit
of 75K.
• Customers
look for value
added
benefits &
lifestyle
features.
By altering the sourcing mix the overall limits assigned double
to AED 68 million without increasing the current acquisitions.
SOURCING MIX - SALARIED

8. Form a Corporate Sales Team to market cards to
employees of select companies in the UAE.
Target employees of top 100 corporates in UAE.
Target Corporate Cards to reputed SME’s &
Corporates.
Focus on Self-employed segment aggressively as it a less
price sensitive segment. Bundle features that can offer
value to customers
SELF-EMPLOYED & CORPORATE
RELATIONSHIPS

9. LOYALTY PRODUCT LIFE CYCLE
• Balance transfers
• Points redemption
• Cash back
• On-going promotions
• Focus on service
improvements
• Fast track approvals
• Minimum
documentation
• Card benefits
• Features
• Value proposition
Product
Offering
Account
Acquisitio
n
Activation
&
Promotion
s
Usage &
Retention

10. CARD FEATURES
Concentrate on top 5-10 major spends & offer features around them : travel,
entertainment, jewellery, restaurants, night clubs & retail.
Travel : Offer pick-up & drop to the airport if the customer books a ticket through
your card.
Discounts on entertainment hotspots such as water parks, desert safari’s, dhow
cruises, gaming zones such as Sega Republic, Magic Planet, Kidzania, Fun City,
Bowling alleys etc.
Tie-up with top 100 restaurants for discounts on dine-in offers.
Charge AMF on a monthly basis.
Offer weekend discounts on hotel stays in Fujairah, Ras-al-Khaimah, Al Ain.
Run a contest to ask for suggestions from customers & reward top 5
suggestions.
Offer a credit report to the customers for free/discounted price once a year-tie-up
with AECB. Payment to be made by DF credit card.

11. SUGGESTIONS TO INCREASE ACQUISITIONS
Tie-up with stores to offer a pre-qualified credit card for purchases made above a certain
value-eg. Electronics, jewellery, travel packages, electronic products, furniture & other high
value purchases.
Tie-up with money exchanges, brokerage houses, real estate companies, Life & General
Insurance companies, High-end car workshops to offer pre-qualified cards to their
customers.
Establish permanent kiosks at places with high footfalls-parks, global village, Wild Wadi, Yas
Water World, Metro stations (Union & Burjuman), Miracle Garden & other places of public
interests.
Tie-up with high-end car garages (non-dealers) to offer pre-qualified cards to owners of
luxury cars.
Target employees of top 100 corporates by introducing tailor-made offers- 2 movie tickets on
applying or anything which offers value.

12. SUGGESTIONS TO INCREASE
ACQUISITIONS…cont’d.
Use Gulf News database to make an offer for GN readers through GN.
Introduce a free for life card with a couple of attractive features for the
price sensitive market.
Use online channels for customer acquisition.
Place a kiosk at Dubai Airport & offer a free SIM card to new arrivals
with tourist visa to acquire database.
Use a mobile van to visit high density office areas, parks, JBR Walk &
beaches to source new applications.

13. MARKETING & ADVERTISING
Use digital advertising by buying advertisement banners on top 10
websites visited by people in the UAE.
Advertise on taxi’s & RTA buses for greater visibility & reach.
Explore advertising on NOL cards-similar to one used by coke in Delhi
Metro-most cost effective way to ensure top of the mind recall as card is
valid for 5 years.
Distribute DF merchandise such as caps & water bottles for social
events organized in Dubai, Abu Dhabi & Sharjah.

14. RETENTION STRATEGIES
Deepen relationships through voice of customer campaigns.
Manage card holder inquiries & complaints effectively.
Offer free entry to DF card holders to Global Village on designated
days.
Show you care-encourage customers to call with problems and seek
feedback.
Regular communication on promotions & offers to card holders.
Customize offers based on spends of customers.
Let customers decide features they want to bundle with their cards.
Provide break-up of quarterly / yearly spends to customers.
Make customers your advocates-highlight customer feedback on the DF
website.
Send a message on birthday with a enticing offer valid for that day.

15. Offer a free Credit Report to once a year to existing card holders.
Offer discounts on children entertainment zones such as Magic
Planet, Kidzania, Fun City etc.
Tie-up with Night Clubs/Discotheques to offer discounts to card
holders.
Offer tickets to music concerts for a select few customers through
raffle draws.

16. THANK YOU