While the company’s Blue program seemed promising at launch, I’m curious whether this new approach bodes ill for its success. Blue was cool: a high-design smart card that… turned out not to be so smart once I got mine in the mail.
Now Amex hopes that its In:NYC program — as well as its counterparts In:Chicago and In:LA — will help buoy a shrinking market as young people increasingly turn to debit cards. Somewhat similar to the Marquis Jet card — look for the October issue of Fast Company — the card promises access to elite products and services.
Is this on brand for Amex? Off brand? Should credit cards be designed for specific urban areas?