MARKET HISTORY RECENT DEVELOPMENTS ...uae.superbrandsmena.com/pdf/pdffile1466925969.pdfto send 3,500...
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54 l The Royale Card, an invitation only credit card programme, has been featured as one of the world’s most prestigious credit cards by Forbes, US in 2012 and by www. investrocentral.usin 2015. l The Royale Card was the first credit card in the region with gold plated edges and a diamond embedded in the Card. l The Skyy Miles Card is the original airline- agnostic Miles Card, the first of its kind to be issued in the region. In 2014, the Skyy Miles earned by card members were worth enough to send 3,500 card members on a free return trip to New York. l The Dubai Moments Card is an ode to the city it is named after, offering customers the opportunity to enjoy tailor-made experiences in Dubai. l In the first six months of its launch, the Dubai Moments card members have won exciting Dubai experiences worth AED 2 Million. l “Little Steps for Safety” is Dubai First’s corporate social responsibility programme, raising awareness about child road safety in the UAE. The initiative has already covered over 15,000 children as part of the programme. l The Dubai First Cashback Credit Card is the only card in the UAE with Cashback on the face of the card. MARKET Dubai First is synonymous with providing a range of dependable financial solutions through a host of consumer and commercial products. Established in 2007, Dubai First has been offering an array of products customised to the needs of clients across segments: l Ultra-high Net Worth Individuals - brought on board through the by invite-only diamond embedded Royale Card. l Affluent - targeted through the Skyy Miles Visa Infinite and Platinum Cards and Insurance products. l Mass affluent - targeted through the Cashback Card, Emirati Card, Platinum Life and Rewards cards, Dubai Moments Platinum and Titanium cards, and Insurance products.. l Mass - serviced through Dubai First Visa and MasterCard Classic and Gold cards, and Insurance products. l Commercial segment - targeted through the Dubai First Business Card and Corporate Card, SME Business Loans and Insurance products. Dubai First has continued evolving its customer- focused strategy of enhanced relationships through topnotch service, customised solutions and careful cost control which reaffirmed the Company’s superior performance in 2015. Customer assets have grown by 40% in 2015 over 2014 and the customer base has increased by 9%. In terms of revenue, the Company has recorded 26% growth with a remarkable 48% growth in Net Profit in the same year, when compared to 2014. At Dubai First, providing the right product to the right target is the key to successful acquisition, engagement and retention. By using market intelligence and the application of data-driven insights, the company brings distinct products that meet the evolving needs of customers in the mass affluent, affluent and ultra-high net worth segments. The emergence of alternate payment solutions has played an important role in the design and development of products and services. Dubai First is radically transforming traditional businesses by introducing product innovations that bring greater convenience to customers and enhanced experience in the digital world. Dubai First continuously monitors market opportunities and re-invests in its business position aiming to improve its competitive sphere of influence in the financial landscape. Dubai First has diversified its business interests with the introduction of SME Finance, Bancassurance and other lending facilities in the pipeline. The introduction of these new business lines and wider selection of financial solutions has benefited Dubai First in building deeper relationships with consumers. ACHIEVEMENTS Dubai First’s products, services and marketing activities have been recognised on several domestic and international platforms and accolades have followed: l Won three coveted awards from International Finance Magazine in 2015 – ‘Best Retail Finance Company, UAE’, ‘Best Customer Loyalty Programme (FINANCE), Middle East’ and ’Best CSR Initiative, UAE’. l Recognised as the ‘Best Consumer Finance Company’ at Banker Middle East Awards 2015. l Most Innovative Consumer Marketing Campaign award from MasterCard - Dubai Moments card was recognised at the MasterCard Innovation Forum 2014, Singapore. l Best Loyalty Programme award for Skyy Miles programme at the Marketing Awards Middle East (ME), and Best Premium Card award for the SkyyMiles Visa Infinite Card at the Smar t Card Awards ME, in 2013. l Best Credit Card and Best New Credit Card awards - Titanium Life Card recognised at the Smart Cards Awards ME. l Dubai First Customer Service Centre was recognised at The International Business Awards (The Stevies) with three awards for Innovation in Customer Service, Contact Centre of the Year and Customer Service Department of the Year. l MasterCard Best Premium Product award for the Royale Card at the MasterCard Worldwide Asia/Pacific, ME and Africa Product Forum 2008. Dubai First continues to raise the bar to bring unique products and services that empowers customers to live the life and realise their aspirations:- l 2012 - Skyy Miles Credit Card - Region’s first airline-agnostic online loyalty programme. l 2010 - Emirati Card - first and only credit card exclusive to UAE Nationals. l 2009 - First NFC mobile virtual card pilot through a partnership with du. l 2008 - First tiered interest rate Business Card product in UAE. HISTORY Dubai First was established in 2007 as an integrated consumer finance company of Dubai Holding - specialising in personal financial products. With the acquisition of the credit card portfolio of Dubai Bank in 2007, the Company established a strong presence in the UAE market and developed a niche reputation in the consumer finance and credit cards sector. The Company has grown over the years with a strong, multi-cultural workforce of professionals, developing a unique base of customers in the region. In 2013, Dubai First was acquired by FGB from Dubai Holding and under its leadership Dubai First has expanded its product portfolio to include Personal Loans, SME Finance and Bancassurance. l 2007 - Incorporated and launched its first credit card. l 2008 - MasterCard Best Premium Product Award for the Royale Card. l 2008 - First tiered Interest Rate Business Card product launched. l 2010 - Emirati Card, launched exclusively for UAE Nationals. l 2012 - Titanium Life Card awarded the Best Card at the Smart Cards Awards, ME. l 2013 - Skyy Miles Visa Infinite card recognised as the Best Premium Card at the Smart Cards Awards, ME and also the Best Loyalty Programme at The Marketing Awards, ME. l 2014 - Launch of the flagship product of the Company Dubai Moments Card, awarded the Most Innovative Consumer Marketing Campaign across Middle East and Africa by MasterCard. l 2014 - Launched SME Finance l 2015 - Launched Bancassurance l 2015 - Launched the most rewarding Cashback Card PRODUCT Over the years, Dubai First has launched several products that cater to evolving needs of the customer segments. Close observation of the market trends, employment of latest technology and in-depth data analysis has kept the Company at the forefront of innovation. Royale Card - a by-invitation card for ultra-high net worth individuals, recognised as one of the world’s most prestigious cards. Skyy Miles Card - Region’s first airline-agnostic credit card. Emirati Card - The only credit card exclusive to UAE Nationals. Dubai Moments Card - A card that embodies the spirit of Dubai and offers customers unique and tailor-made benefits of what this dynamic city has to offer. Cashback Card - best in class cash back proposition RECENT DEVELOPMENTS New launches in 2015: Cashback Card - The most rewarding cashback card in the UAE. Business Card - A card that provides unmatched flexibility for unlimited business growth. Personal Loan - A collateral-free solution to meet all personal needs. Dubai First SME Business Loan - UAE is a trading and logistic hub in the region, where small and medium enterprises (SME) contribute to 40% of the country’s GDP . Dubai First offers tailor-made solutions catering to the needs of this niche group. PROMOTION The Brand has consolidated its presence across channels to reach audiences with tailor-made products. Predominantly the Brand is built through these customised products, which are aimed to give customers a superlative experience. The choice of Media is based on the objective of the brand and the products seeking high reach and high frequency media. l Print media 39% - advertisements, advertorials and interviews in newspapers and magazines including Gulf News, Al Khaleej, Banker Middle East, Time Out, Gulf Business l Broadcast media 25% - advertisement spots and RJ mentions on the morning and drive-back programmes on English, Arabic and Hindi radio stations such as Virgin Radio, Channel 4, City FM, Radio 4, Al Rabia, Radio Mirchi. l Digital media 12% - banners, page take overs etc. on Google network, Dubizzle, Cleartrip, Tripadvisor, Souq.com, Time Out Dubai and other relevant websites. Mass mail campaigns to the subscribers of Motivate, ITP , 7Days, Dubizzle etc. l Outdoor media 23% - bridge banners, lamp posts, uni-poles. l TV - promotional banners on OSN during Cricket International Premier League 2015. l Social media - presence on Facebook, Twitter, Instagram and LinkedIn. The Dubai First Facebook page was ranked first among 30 financial institutions in April 2015 and has been consistently ranked throughout 2015 among the top. Dubai First regularly uses promotional kiosks to reach people and businesses at locations with high footfall like Dubai Festival City, Lulu hypermarket, Mercato Mall, Oasis Centre Mall, Dubai Multi Commodities Centre (DMCC), and various exhibitions. Dubai First has been actively engaged in promoting road safety through its CSR programme “Little Steps for Safety” conducting workshops in schools for children aged 7-12 years. The RTA and KHDA have recognised this initiative. Dubai First was the only financial institution invited to participate in the weeklong RTA campaign on road safety in February 2015. Dubai First has run several successful campaigns, which were advertised through print and outdoor media generating significant response such as: Apply ’n Fly acquisition campaign “Fly to wherever your heart desires” acquisition campaign for Skyy Miles Credit Card Dubai Moments Credit Card launch campaign BRAND VALUES Innovation - unique and customised products and services to stay ahead of the competition. Service - 24 hours a day 7 days a week customer assistance and knowledge, to help customers stay ahead. Passion - they do what they do for the simple love of doing it. It leads them to success and customer satisfaction, ensuring they always Stay Ahead. The brand logo indicates what Dubai First is all about - red is passion, intensity of commitment. The interlocking pieces represent a fit, a symbiosis, but also the dynamism of their action to ceaselessly look forward. Finally, the lower case, rounded font is friendly and non- institutional (Dubai First is not a bank). www.dubaifirst.com THINGS YOU DIDN’T KNOW ABOUT DUBAI FIRST
Transcript of MARKET HISTORY RECENT DEVELOPMENTS ...uae.superbrandsmena.com/pdf/pdffile1466925969.pdfto send 3,500...
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l The Royale Card, an invitation only credit card programme, has been featured as one of the world’s most prestigious credit cards by Forbes, US in 2012 and by www.investrocentral.usin 2015. l The Royale Card was the first credit card in the region with gold plated edges and a diamond embedded in the Card. l The Skyy Miles Card is the original airline-agnostic Miles Card, the first of its kind to be issued in the region. In 2014, the Skyy Miles earned by card members were worth enough to send 3,500 card members on a free return trip to New York. l The Dubai Moments Card is an ode to the city it is named after, offering customers the opportunity to enjoy tailor-made experiences in Dubai. l In the first six months of its launch, the Dubai Moments card members have won exciting Dubai experiences worth AED 2 Million.l “Little Steps for Safety” is Dubai First’s corporate social responsibility programme, raising awareness about child road safety in the UAE. The initiative has already covered over 15,000 children as part of the programme. l The Dubai First Cashback Credit Card is the only card in the UAE with Cashback on the face of the card.
MARKETDubai First is synonymous with providing a range of dependable financial solutions through a host of consumer and commercial products. Established in 2007, Dubai First has been offering an array of products customised to the needs of clients across segments:l Ultra-high Net Worth Individuals - brought on board through the by invite-only diamond embedded Royale Card. l Affluent - targeted through the Skyy Miles Visa Infinite and Platinum Cards and Insurance products. l Mass affluent - targeted through the Cashback Card, Emirati Card, Platinum Life and Rewards cards, Dubai Moments Platinum and Titanium cards, and Insurance products.. l Mass - serviced through Dubai First Visa and MasterCard Classic and Gold cards, and Insurance products.l Commercial segment - targeted through the Dubai First Business Card and Corporate Card, SME Business Loans and Insurance products.
Dubai First has continued evolving its customer-focused strategy of enhanced relationships through topnotch service, customised solutions and careful cost control which reaffirmed the Company’s superior performance in 2015. Customer assets have grown by 40% in 2015 over 2014 and the customer base has increased by 9%. In terms of revenue, the Company has recorded 26% growth with a remarkable 48% growth in Net Profit in the same year, when compared to 2014.
At Dubai First, providing the right product to the right target is the key to successful acquisition, engagement and retention. By using market intelligence and the application of data-driven insights, the company brings distinct products that meet the evolving needs of customers in the mass affluent, affluent and ultra-high net worth segments.
The emergence of alternate payment solutions has played an important role in the design and development of products and services.Dubai First is radically transforming traditional businesses by introducing product innovations that bring greater convenience to customers and enhanced experience in the digital world.
Dubai First continuously monitors market opportunities and re-invests in its business
position aiming to improve its competitive sphere of influence in the financial landscape.Dubai First has diversified its business interests with the introduction of SME Finance, Bancassurance and other lending facilities in the pipeline. The introduction of these new business lines and wider selection of financial solutions has benefited Dubai First in building deeper relationships with consumers.
ACHIEVEMENTSDubai First’s products, services and marketing activities have been recognised on several domestic and international platforms and accolades have followed:l Won three coveted awards from International Finance Magazine in 2015 – ‘Best Retail Finance Company, UAE’, ‘Best Customer Loyalty Programme (FINANCE), Middle East’ and ’Best CSR Initiative, UAE’.l Recognised as the ‘Best Consumer Finance Company’ at Banker Middle East Awards 2015.l Most Innovative Consumer Marketing Campaign award from MasterCard - Dubai Moments card was recognised at the MasterCard Innovation Forum 2014, Singapore. l Best Loyalty Programme award for Skyy Miles programme at the Marketing Awards Middle East (ME), and Best Premium Card award for the SkyyMiles Visa Infinite Card at the Smart Card Awards ME, in 2013. l Best Credit Card and Best New Credit Card awards - Titanium Life Card recognised at the Smart Cards Awards ME. l Dubai First Customer Service Centre was recognised at The International Business Awards (The Stevies) with three awards for Innovation in Customer Service, Contact Centre of the Year and Customer Service Departmentof the Year. l MasterCard Best Premium Product award for the Royale Card at the MasterCard Worldwide Asia/Pacific, ME and Africa Product Forum 2008.
Dubai First continues to raise the bar to bring unique products and services that empowers customers to live the life and realise their aspirations:-
l 2012 - Skyy Miles Credit Card - Region’s first airline-agnostic online loyalty programme.l 2010 - Emirati Card - first and only credit card exclusive to UAE Nationals.l 2009 - First NFC mobile virtual card pilot through a partnership with du.l 2008 - First tiered interest rate Business Card product in UAE.
HISTORYDubai First was established in 2007 as an integrated consumer finance company of Dubai Holding - specialising in personal financial products. With the acquisition of the credit card portfolio of Dubai Bank in 2007, the Company established a strong presence in the UAE market and developed a niche reputation in the consumer finance and credit cards sector.
The Company has grown over the years with a strong, multi-cultural workforce of professionals, developing a unique base of customers in the region. In 2013, Dubai First was acquired by FGB from Dubai Holding and under its leadership Dubai First has expanded its product portfolio to include Personal Loans, SME Finance and Bancassurance.l 2007 - Incorporated and launched its first credit card.l 2008 - MasterCard Best Premium Product Award for the Royale Card.
l 2008 - First tiered Interest Rate Business Card product launched.l 2010 - Emirati Card, launched exclusively for UAE Nationals.l 2012 - Titanium Life Card awarded the Best Card at the Smart Cards Awards, ME.l 2013 - Skyy Miles Visa Infinite card recognised as the Best Premium Card at the Smart Cards Awards, ME and also the Best Loyalty Programme at The Marketing Awards, ME.l 2014 - Launch of the flagship product of the Company Dubai Moments Card, awarded the Most Innovative Consumer Marketing Campaign across Middle East and Africa by MasterCard.l 2014 - Launched SME Finance l 2015 - Launched Bancassurancel 2015 - Launched the most rewarding Cashback Card
PRODUCTOver the years, Dubai First has launched several products that cater to evolving needs of the customer segments. Close observation of the
market trends, employment of latest technology and in-depth data analysis has kept the Company at the forefront of innovation.Royale Card - a by-invitation card for ultra-high net worth individuals, recognised as one of the world’s most prestigious cards. Skyy Miles Card - Region’s first airline-agnostic credit card. Emirati Card - The only credit card exclusive to UAE Nationals. Dubai Moments Card - A card that embodies the spirit of Dubai and offers customers unique and tailor-made benefits of what this dynamic city has to offer. Cashback Card - best in class cash back proposition
RECENT DEVELOPMENTSNew launches in 2015:Cashback Card - The most rewarding cashback card in the UAE.Business Card - A card that provides unmatched flexibility for unlimited business growth. Personal Loan - A collateral-free solution to meet all personal needs. Dubai First SME Business Loan - UAE is a trading and logistic hub in the region, where small and medium enterprises (SME) contribute to40% of the country’s GDP. Dubai First offerstailor-made solutions catering to the needs of this niche group.
PROMOTION The Brand has consolidated its presence across channels to reach audiences with tailor-made products. Predominantly the Brand is built through these customised products, which are aimed to give customers a superlative experience.
The choice of Media is based on the objective of the brand
and the products seeking high reach and high frequency media.
l Print media 39% - advertisements, advertorials and interviews in newspapers and magazines including Gulf News, Al Khaleej, Banker Middle East, Time Out, Gulf Business l Broadcast media 25% - advertisement spots and RJ mentions on the morning and drive-back programmes on English, Arabic and Hindi radio stations such as Virgin Radio, Channel 4, City FM, Radio 4, Al Rabia, Radio Mirchi.
l Digital media 12% - banners, page take overs etc. on Google network, Dubizzle, Cleartrip, Tripadvisor, Souq.com, Time Out Dubai and other relevant websites. Mass mail campaigns to the subscribers of Motivate, ITP, 7Days, Dubizzle etc. l Outdoor media 23% - bridge banners, lamp posts, uni-poles.
l TV - promotional banners on OSN during Cricket International Premier League 2015. l Social media - presence on Facebook, Twitter, Instagram and LinkedIn. The Dubai First Facebook page was ranked first among 30 financial institutions in April 2015 and has been consistently ranked throughout 2015 among the top.
Dubai First regularly uses promotional kiosks to reach people and businesses at locations with high footfall like Dubai Festival City, Lulu hypermarket, Mercato Mall, Oasis Centre Mall, Dubai Multi Commodities Centre (DMCC), and various exhibitions.
Dubai First has been actively engaged in promoting road safety through its CSR programme “Little Steps for Safety” conducting workshops in schools for children aged 7-12 years. The RTA and KHDA have recognised this initiative. Dubai First was the only financial institution invited to participate in the weeklong RTA campaign on road safety in February 2015.
Dubai First has run several successful campaigns, which were advertised through print and outdoor media generating significant response such as:Apply ’n Fly acquisition campaign“Fly to wherever your heart desires” acquisition campaign for Skyy Miles Credit CardDubai Moments Credit Card launch campaign
BRAND VALUESInnovation - unique and customised products and services to stay ahead of the competition. Service - 24 hours a day 7 days a week customer assistance and knowledge, to help customers stay ahead.Passion - they do what they do for the simple love of doing it. It leads them to success and customer satisfaction, ensuring they always Stay Ahead. The brand logo indicates whatDubai First is all about - red is passion, intensity of commitment. The interlocking pieces represent a fit, a symbiosis, but also the dynamism of their action to ceaselessly look forward. Finally, the lower case, rounded font is friendly and non-institutional (Dubai First is not a bank).
www.dubaifirst.com
THINGS YOU DIDN’T KNOW ABOUTDUBAI FIRST
