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Amex is out to take credit. (American Express Co.)

Marketing

| May 12, 1994 | Richards, Amanda | COPYRIGHT 2003 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Amex is now testing a stand-alone credit card -- and the time is ripe.

American Express's decision to become a front-line fighter in the |pounds^30bn credit card war, with probably the world's strongest plastic card branding, will pose a serious threat to market leaders, Visa and Mastercard, in the drive for lucrative customers.

It is over five years since Amex first entered the credit card arena with Optima, offered solely to existing charge card holders. Now, for the first time, it is testing a stand-alone credit card in the UK and Canada -- using its better recognised "Green card" image.

The trial could not have come at a more competitive time, with…

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