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Cards Middle East 2011
3
From the Cards Middle East team
Dear Partners,
As part of Terrapinn’s commitment to customer service, we are pleased to bring you the Cards Middle East 2011 post event report.
This report will provide you with an overview of what happened at Cards Middle East 2011 and will provide you with valuable information on the events production, marketing and media campaign, as well as feedback from event participants.
Please look upon this report as a tool to measure the Cards Middle East effectiveness for your company this year; it will also be instrumental in your preparations for the 2012 edition of Cards & Payments Middle East.
We would like to extend our tremendous gratitude to all of our sponsors and exhibitors for your support and for contributing to our continued efforts in cementing the event as the Middle East’s premier smart card, payments and identification business show.
We look forward to continuing our role as a valuable long-term partner of the global smart card and payments business sector and will be back for the 13th edition even bigger and better than ever!
Save the dates 15-16 May 2012 to join us once again in Abu Dhabi, at ADNEC.
All the best,
Joseph Ridley
Project Director
On behalf of the Cards Middle East Team
Contents
Executive summary 4
Attendee analysis 7
Testimonials 12
Photo gallery 14
Marketing campaign 16
Press coverage 30
‘The increasingly important role that smart payment solutions, mobile money and payment technologies
play in shaping the future of Middle East makes ‘Cards & Payments Middle East’ a must attend event.’
See you all again in 2012’ Morten Hofstad, Regional Director, Middle East,
Africa and India, Luup
Cards Middle East 2011
4
Executive summary
In 2011 the 12th annual edition of Cards Middle East which was presentated by Emaratech, and held
under the patronage of H.H. Lt General Sheikh Saif Bin Zayed Al Nahyan, Deputy Prime Minister UAE,
Minister of Interior and Vice Chairman of Emirates Identity Authority Board attracted 2517 attendees
from all over the world making it largest, most well attended Cards Middle East show to date.
Record numbers of representatives from banks, government, telcos and solution providers attended and
contributed to a dynamic and engaging networking conference, large scale exhibition and high profile
industry awards ceremony.
2011 saw the transition of the positioning of the event go from a single track conference with briefing
days and an exhibition showcase held in a hotel ballroom, to a larger ‘six brands one show’ format which
delivered a four track conference, a 30% larger exhibition floor, three dedicated on-floor seminar
theatres which allowed sponsors and exhibitors to run a series of targeted presentations and master
classes to potential prospects, partners and clients. And finally, saw the launch of the hugely successful
‘Smart Card Awards Middle East’ ceremony and gala dinner which attracted over 300+ senior level
industry executives and institutions from across the region.
Over 2500 senior level attendees
The exhibition was officially opened by Ala’a Eraiqat, CEO, Abu Dhabi Commercial Bank, Dr Ali Al Kouri,
Director General, Emirates Identity Authority, H.E. Thani Abdullah Alzaffin, Director General and Board
Member, emaratech and Raghu Malhotra, General Manager, Middle East, MasterCard Worldwide.
Cards Middle East took place in May 2011 drawing a large international and regional audience of over
2500 attendees. The event attracted a good cross section of delegates and visitors from the
international and local banking, government, telecommunications, retail and solution providers
community.
Program overview
Extensive efforts were undertaken to create an informative and relevant mix of strategic conferences,
technical seminar presentations and in-depth master classes that offered a varied, comprehensive and
interactive format for delegates and visitors of all backgrounds and learning objectives.
With over 60+ seminar presentations covering everything from contactless, fraud and security, prepaid,
mobile payments, EMV, self service and kiosk, biometrics and many more, sessions were oversubscribed
with many sessions being standing room only.
This has highlighted the need and thirst for high level informative content as organizations and
institutions look to grow their knowledge and siege opportunities being created through advancing their
smart card, payment and identification initiatives in the region.
Cards Middle East 2011
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Over the two days of the event and the subsequent days that have followed; these presentations have
made the local and national press time and time again.
Looking ahead
We are committed to providing an effective sales and marketing platform for the industry. Cards Middle
East will continue to develop and evolve, attracting more attendees, creating new networks, increasing
the opportunities for business development, and enhancing the Middle East’s reputation as one of the
world’s most dynamic emerging markets. We will continue to conduct in-depth market research and
work closely with industry experts to deliver the definitive event and meeting place for the industry.
As related technologies converge and solutions advance to meet the requirements of the customer so
do the profiles and scope of the event. In 2012 we are excited to announce the next phase of scale-up
which means that we treble the size of the exhibition floor to accommodate the new event profiles
which feedback from attendees has indicated they are looking to make purchasing decisions about
within the next 12-18months.
Joining the established event brands such as:
Cards and Payments Middle East
Mobile Money World Middle East
Digital ID World Middle East
Prepaid Cards Middle East
Kiosk self Service World Middle East
Smart Card Awards Middle East
Are, NEW event profiles such as:
NFC World Middle East
RFID World Middle East
GovPay Middle East
We will also continue to develop new networking ideas such as ‘Contact’, the ‘hosted buyers program’
and new for 2012 you will be able to benefit from working closely with our new ‘Business Networking
Managers’ who will be coming on board specifically to help introduce you to your wish list of prospects
at the event through match-making services.
Facts & Figures – Cards Middle East 2011
2517 Attendees from 56 countries
781 companies represented
109 speakers
93 sponsors and exhibiting companies
Cards Middle East 2011
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Conference performance
Programme and speakers
The two day event featured 4 dedicated conferences and over 100 expert speakers from across regional
and international government authorities, retail banks, telecom operators, exchanges and retailers. A
mix of keynote presentations, case studies and panel sessions ensured there was plenty of debate,
discussion and fresh, in-depth content.
A comprehensive listing of all the conference agendas and a list of the speakers, chairmen and panelists
can be found in the appendix section of this report.
The 12th annual Cards Middle East conference provided an excellent platform for industry leaders to
debate the impact of new entrants on the payments landscape, the growing role of mobile, enhancing
transaction efficiency and growing revenues through contactless innovation and co-branding offerings.
Our interactive programme, packed with panel discussions and case study presentations, provided
delegates with unrivalled insight into the minds of those driving the Middle East retail banking industry
forward.
Keynote Speakers at Cards Middle East included:
Ala'a Eraiqat, CEO & Board Member, Abu Dhabi Commercial Bank
Sanjoy Sen, Consumer Bank Head - Middle East, Pakistan and North Africa, Citibank
Joyseej Mukherjee, Head of Cards, Samba
Deepak Chandran, Head of Customer Lifecycle Management, Emirates NBD
Kaizar Patla, SVP & Business Head of Cards, Abu Dhabi Commercial Bank Ajay Gandotra, Vice President Retail Banking Group, Mashreq Bank Navneet Dave, Head of Cards, National Bank of Abu Dhabi Sanjay Malhotra, Head of Consumer Banking MENA, National Bank of Kuwait Clive Haswell, CIO, Standard Chartered UAE Humaid U. Mudhaffr, Chief Information Officer, Saudi Credit Bureau -SIMAH
Cards Middle East 2011
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The congress featured a dedicated conference day for telecom operators, banks and exchanges, to
discuss the latest innovation in mobile payments and remittance.
With the region’s leaders; Etisalat, du, Emirates NBD, Al Ansari Exchange and Western Union, sharing
their best practice and growth strategies throughout the day, Mobile Money World Middle East
provided delegates with an unbeatable exchange of ideas and contacts to learn how to take mobile
payments mainstream and bring innovation to market. There was also a strong focus on how to
capitalize on the remittance market and establish partnerships with key stakeholders.
Keynote Speakers at Mobile Money World Middle East included:
Mohammed Ali Al Ansari, Chairman & MD, Al Ansari Exchange Ammar Hamadien, Mobile Commerce Programmes Director, Zain Group Rashed Al Abbar, Director M-Commerce, Etisalat UAE Tinboat Arslanouk, Director of Investments, du Lara Hussein, Head of Electronic Banking Services, Emirates NBD
Gavin Sanderson, SVP & Head of Distribution, Mashreq Bank
The congress also featured a Prepaid Cards Middle East conference day. It successfully delivered an
agenda that looked at how to identify profitable market segments, effective partnering strategies,
routes to market and securing consumer buy in.
Keynote Speakers at Prepaid Cards Middle East included:
Kunal Bist, Director Treasury & Trade Solutions, Citibank Altaf Ahmed, VP Payment Services & CRM, Emirates NBD Osama Hamza Al Rahma, General Manager, Al Fardfan Exchange Khalfan Rashid Al Tal'ey, Head of Retail Banking Division, Bank Sohar Rasool Hujair, CEO, Majid Al Futtaim Finance
Cards Middle East 2011
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In 2011, Digital ID World Middle East was launched as a dedicated conference for government
authorities, transport and healthcare. The conference set the stage for key government stakeholders to
discuss and debate the latest challenges and opportunities in achieving their digital ID vision. C-level
speakers from international and regional government bodies shared their insights on developing
national ID programmes, coordinating access of public services through the smart platform, leveraging
digital ID for border control and healthcare and building trusted authentication infrastructure.
Keynote Speakers at Digital ID World Middle East included:
Dr. Ali Al Khouri, Director General, Emirates Identity Authority
Martin Schallbruch, CIO, Federal Ministry of the Interior, Germany
H.E. Thani Abdullah Alzaffin, Director General & Board Member, Emaratech
Dr. Fahad Al Hoymany, Senior Advisor & Head, National Center for Digital Certification
Dr. Mahir Al Nayfeh, Chief Technology Officer, Abu Dhabi Systems & Information Centre
Eng. Abdullah Nasser Al Ghannam, Head of R&D Center, National Information Center
Lieutenant Colonel Khalid Nasser Alrazooqi, General Director of E-Services Sector, General Directorate
of Residency and Foreigners Affairs, UAE
Markus Nuppeney, Head of EasyPASS, German Federal Office for Information Security
Osama Erfaei Mohamed, Head of PKI, Central Informatics Organization, Bahrain
Mohammed Al Mudharab, Director of UAFC Department, Roads & Transport Authority Dubai
Cards Middle East 2011
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The first Smart Cards Awards Middle East
Four months of intense competition, over 200 nominations and careful selection by an
independent panel of judges culminated on 17th May in the announcement of winners of the
2011 Smart Card Awards Middle East
The gala dinner and awards ceremony held at the Aloft Hotel in Abu Dhabi brought together
over 250 of the industry's most influential decision-makers, CEOs and senior executives from
the smart cards industry from across the region and beyond to recognize and celebrate
companies and individuals who have demonstrated an unparalleled ability to succeed and
continually set standards of excellence.
The awards recognised outstanding performance in 11 key areas in the region’s smart card industry, and the key players that have helped turn the smart card sector in the Middle East into one of the most dynamic and vibrant in the world. The winners of the Smart Card Awards Middle East 2011 are:
Best Co-branded Card
Etihad Guest Above Credit Card - Abu Dhabi Commercial bank
Best Islamic Card
Qassit Card - Al Rajhi Bank
Best New Card
Loubnani MasterCard - Bank Audi Sal
Best Credit Card
ADCB LuLu Credit Card - Abu Dhabi Commercial Bank
Best Debit Card
Premier Debit HSBC - HSBC Egypt
Best Prepaid Card
Ratibi Card - National Bank of Abu Dhabi
Cards Middle East 2011
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Best Premium Card
Citi PremierMiles MasterCard - Citibank UAE
Best Mobile Payment Application
NBAD ARROW Mobile Application - National Bank of Abu Dhabi
Best Government Application
The Egypt Family Card - MOI Egypt
Best National ID Programme
Emirates National ID Card - Emirates Identity Authority
Best Corporate Card
The American Express Corporate Card
Over 250 Smart Card
professionals attended the gala dinner
Celebrate and do business with your customers and prospects
Celebrating excellence with the industry leaders
Best National ID Programme -
EIA Celebrate and do business Best National ID Programme –
EIA
Best Corporate Card - AMEX Network and do business in a
relaxed atmosphere Best Islamic Card –
Al Rajhi Bank
Cards Middle East 2011
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Participant analysis
Industry breakdown
Senior level attendance included 13% Government and 17% banks
Cards Middle East 2011
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Attendees by geography
Geo of attendance is predominantly Middle East, with growth from Oman and Saudi Arabia this year.
However, there is also an increase of attendance from Europe, with a nearly 50% increase from 2010.
Cards Middle East 2011
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Your reason for visiting the exhibition?
60% of visitors came to purchase products and learn from the educational seminars given by exhibitors
and sponsors.
935
377
303
110
64
0
100
200
300
400
500
600
700
800
900
1000
purchase products update on technology/gather
info
evaluate to exhibit in the future
see representation attend the free seminars
Cards Middle East 2011
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Interested products and services?
517
262 250
82
394
77
269284
133
93
163
116
Cards Middle East 2011
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Testimonials
‘The increasingly important role that smart payment solutions, mobile money and payment technologies play in shaping the future of Middle East makes ‘Cards & Payments Middle East’ a must attend event.’ See you all again in 2012’ Morten Hofstad, Regional Director, Middle East, Africa and India, Luup
‘This is the smart card, identification and payments event in the Middle East’ Erik Wellen, GM Middle East, Bell ID ‘I am extremely impressed with Cards & Payments Middle East. The quality of both the visitors and the delegates were beyond my expectations’ Berend van Geffen, CCO, Collis B.V.
‘2011 was the fourth year that GSS International participated as the ‘Registration sponsor’ at Cards Middle East and the move Abu Dhabi this year seems to have paid off, we’ve just had the best experience to date and look forward to working with you again in 2012!’ Alireza Maddah, Marketing and Advertising Manager, GSS International ‘Cards Middle East 2011, from its new location at ADNEC in Abu Dhabi, exceeded our expectations in terms of quantity and quality of visitors. It is now firmly established as the leading payment industry event in the region and is always in Hypercom's calendar. We look forward to participating again next year.’ Brian J Stobo, Vice President, Middle East & Africa, Hypercom
‘Having opened our Regional Office in Dubai recently, naturally we were cautious about which Exhibitions and Conferences would give us the best potential to launch our international brand. Cards Middle East certainly proved to be a good choice. The high quality of delegates matched our needs precisely and the tools available from Terrapinn both before and after the event to target and follow through - even with delegates we were not able to meet at the event - were really useful and impressive.’ Kevin Carty, Business Development Manager, FEXCO Merchant Services ‘The increasingly important role that smart card and payment technologies play in shaping the future of Middle East makes ‘Cards & Payments Middle East’ a must attend event’ Mona Yahchouchi, Managing Director, Vedas
“Card Middles East provides the perfect platform for the expansion of our strategic plan aiming ultimately to serve our highly valued customers in the region better. The exhibition itself provides face to face time which is sometimes difficult to get with new potential customers; the conference serves to bring in the right people at the right level to do serious business. The Barnes approach to business is face to face and Cards Middle East opens the door to gaining new fruitful relationships with the most important players in the Cards business. We have exhibited every year and this has been a positive investment.”
Brian Summerhayes, Managing Director, Barnes International Ltd
Cards Middle East 2011
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“We were very happy with the quality of the visitors. The attendance level was very good and our
investment was worthwhile. We appreciated, among others, the new location at ADNEC and the
continuous support of the Terrapin team. We look forward to participate next year.”
Gilbert Soueidy, Head of CEMEA, Fintrax Group
Cards Middle East 2011
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Photo gallery
Exhibition official opening – opened by
Ala'a Eraiqat, CEO, Abu Dhabi Commercial Bank
Dr. Ali Al Khouri, Director General, Emirates Identity Authority
H.E Thani Abdullah Alzaffin, Director General and Board Member, emaratech
Raghu Malhotra, General Manager, Middle East, MasterCard Worldwide
Cards Middle East 2011
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Dr. Ali Al Khouri Director General
Emirates Identity Authority
Attendees enjoy the conference debates.
Exciting new products on the exhibition floor Product demos
Over 2500 visitors attended the show Over 500 attendees came to purchase
products and services
Cards Middle East 2011
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Marketing campaign
Marketing for Cards Middle East 2011 started 12 months prior to the event. An integrated marketing
campaign using direct mail, e-marketing, advertising, PR, online, telemarketing and radio advertising.
Examples of the promotional materials can be found in the appendices.
Sponsors and event partners who confirmed their support for the evnt at the earliest stages were able to leverage off the entirety of the 12 month marketing campaign.
Random stats
1 195 000 emails were sent
39,900 printed conference brochures were distributed
56 450 printed visitor tickets were distributed
13,982 website visits and 81,938 page views
3 443 people downloaded material from the event website
162 radio adverts
Cards Middle East 2011
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Direct mail – conference brochure
A 16 page brochure was produced for the conference and sent out at 17, 8 and 4 weeks prior to the event. A total of 39,900 brochures were printed and mailed out an audience selected from our extensive Middle East and Global Terrapinn database of bank, government, telco and retail professionals.
Sponsors, exhibitors and speakers that had signed on before the print deadline were included in the brochchure.
The deadline for inclusion in the 2012 brochure is 31 October 2011
.
Cards Middle East 2011
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Direct mail – exhibition visitor ticket
56 450 copies of the 8 page visitor tkcket got distributed.
Cards Middle East 2011
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4 500 copies of the 24 page show preview got distributed to pre-registered visitors and key Middle Eastern contacts.
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Print advertising
The print advertising campaign involved media partners magazines as well as dailies.
Publication Type of advert Date
Gulf News Killer page 26 April and 15 May
The National Killer page 3, 10 and 12 May
Al Itihad ½ page 12 May
Financial Times FT ¼ page 28 April
Publication Type of advert Date
CardsNow! Full page Nov, Dec, Jan, Feb, March, April
PassageNow! Full page Nov, Dec, Jan, Feb, March, April
Banker Middle East (CPI) Full page March, April, May
Islamic Banking & Finance (CPI) Full page March, April, May
Wealth Management (CPI) Full page March, April, May
Payments Cards & Mobile Full page Jan, March
The Nilson Report Listing Jan, Feb, March, April
Al Waha Full page Feb, March April, May
Bank and Investor Full page Feb, March April, May
ICMA’s Card Manufacturing Full page March
Retail ME Full page Feb, March, April
Security Review Full page Jan, Feb, March, April
Cards Middle East 2011
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Al Itihad advert
Online media
Over 1 195 000 email broadcasts were sent to Terrapinn’s global database. In addition, another 200 000 emails were sent to our media partners’ subscribers. Emails contained sponsors and exhibitors logos.
Cards Middle East 2011
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Website
The Cards Middle East 2011 website (www.terrapinn.com/2011/cme) was developed and added to Terrapinn’s main portal (www.terrapinn.com) 12 months before the event. The website allows visitors to:
- Download the conference brochure and other material - Sponsors and exhibitors profiles, logo’s with hyperlinks to their websites - Speakers profiles and photos - Media partners corporate profiles and logos hyperlinked to their websites - Online registraion - Press releases from the show and event partners - Our unique ‘contact’ system
The Cards Middle East 2011 website was designed to be user-friendly and achieved high hit rates daily from interested attendees – many of whom registered directly online or enquired for more information. The website received 13,982 visits and 81, 938 page views.
Cards Middle East 2011
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Online listings and banners
The events were listed on the following websites to broaden the scope of the event’s exposure online with many carrying online banner advertising with hyperlinks back to the event website:
- CardsNow! - Passagenow - The Nilson report - Euromonitor. - ICMA - Security Review
- Global platform - globalsmart.com - paymentscardsandm
obile.com - mobilepaymentsworl
d.com
- smart insights - CPI Financial - Banker Middle East - Retail Middle East - RFID in the region - pymnts.com
As well as on sponsors and exhibitors individual events pages
Radio advertising
From the 1st to 18th May early morning radio advertising on the following channels promoted the
show:
Emarat 97.1 FM 54 slots
City 101.6FM 54 slots
Radio 2 - 99.3 FM 54 slots
Press coverage
Leading up to the event, national and international news sources were kept up to date with the
event. Throughout our marketing campain we promoted the details of he programme, speakers,
sponsors,exibitors and attendees through a number of our media partners and press that had in the
past visited the event.
All sponsors and exhibitors were given a copy of our press lists when asked.
We worked with a number of media partners including:
CardsNow
PassageNow
Payments Cards & Mobile
Mobile Payments World
Financial Times
The National
Al Itihad
Banker Middle East – CPI
Financials
Al Bank Wal-Mustathmer
Eurominitor
Security Review
Abu Dhabi Media
Retail ME
RFID in the region
Global Platform
Smart Insights
ICMA’s Card Manufacturing
Magazine
The Nilson report
Journal of Payments
Strategy and Systems
Al Waha Magazine
Press at the event included:
Cards Middle East 2011
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CNBC
Abu Dhabi TV
Gulf News
The National
Al Itihad
Al Bayan
Al Khaleej
CardsNow!
PassageNow
Retail ME
CPI Financials
Banker ME
Merger Market
Press coverage
Al Itihad
Gulf news
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