JOANNA LAMBERT, SVP,

STRATEGY & BUSINESS INNOVATION, AMERICAN EXPRESS

OCTOBER 22, 2012

Bridging the Gap Between the Physical and Digital

Worlds: Growing the Mobile Wallet Generation

The Mobile Payments

Landscape Today –

Opportunity and

Value Proposition

The number of mobile payment

users will reach:

212.2 millionin 2012

up from

160.5 million in 2011

OFFLINE ONLINEDIGITAL WALLET

Challenges to Adoption

Novelty

mobile

payment

options

Value

NFC Challenges:

• Requires technology

investments

• Takes time

• Requires merchant

POS changes

• Consumers need

NFC-enabled phones

Only

2%have adopted

this technology

worldwide

The Mobile Wallet

Generation – Adoption

and the Future

Trust

Consumer ExperienceOpen and Flexible

Value

PAYMENTS DEALSMONEY

MANAGEMENTLOYALTY

SHOPPING

REGISTRY

The Serve platform was built to enable a range of payment and

commerce applications for consumers and merchants

T O D A Y T H E F U T U R E

PRESENTED BY: Global Advertising and Brand Management

Social

Networks

TECHNOLOGY + BRAND +

MERCHANT NETWORK +

SOCIAL NETWORK

PRESENTED BY: Global Advertising and Brand Management

$6 billion

Virtual Commerce

$2.2 billion

Partnerships

Consumer

Experience

Trust

Education = Adoption

Virtual

Physical

Social

Mobile Wallet

Generation

Value

QUESTIONS