American Express launches My Offers mobile deals service


American Express introduced My Offers, a mobile deals platform that recommends and ranks merchant offers based on a consumer's spending history and location.

My Offers leverages American Express' Smart Offer technology, which connects shoppers and merchants across the Facebook, Twitter and foursquare platforms. Consumers who download or update the AmEx iPhone app may click the Offers Available for You button to access recommended deals; to redeem an offer, cardmembers add it to an eligible American Express card and then use the card to complete the qualifying purchase. Savings are automatically credited to the user's account within three to five days.

My Offers also includes a user dashboard spotlighting all offers added to the cardholder's account,  indicating which promotions have expired and how much money the user has saved thanks to the program. American Express will launch My Offers as a pilot program concentrated within the New York City and Los Angeles markets, although select merchant partners like Baskin-Robbins and Dunkin' Donuts will run deals across their nationwide footprints.

My Offers signals American Express' latest move into the fast-growing mobile commerce segment. Last year the financial services firm introduced the Serve digital payments and commerce platform, which unifies online, offline and mobile payments into a single account that consumers can fund from their bank account, debit, credit or charge card, or by receiving cash from another Serve user. In addition, AmEx issues each Serve subscriber a reloadable prepaid credit card linked to their account, which they can use at any merchant or ATM that accepts American Express.

Last week, Isis--the nationwide m-commerce network spearheaded by Verizon Wireless (NYSE:VZ), AT&T Mobility (NYSE:T) and T-Mobile USA--said it will support American Express' U.S. Consumer, OPEN Small Business and Serve Cards when its mobile wallet service begins consumer trials later this year. AmEx officially joined the Isis network in mid-2011 alongside rivals Visa, MasterCard and Discover but is only now linking its cards with the Isis wallet, which allows consumers to conduct point-of-sale transactions, redeem coupons and use store merchant loyalty cards via Near Field Communications-enabled mobile device.

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