Netherlands-based Gemalto, an international digital security company, has opened a new banking card personalisation centre in Dubai, UAE.

The new centre brings the benefits of highly responsive, locally-based support to the region’s fast developing financial services sector, said a statement from Gemalto.

The new centre is fully certified by Visa and MasterCard, and offers a one-stop solution for (Europay, MasterCard, Visa) EMV card personalisation and associated services such as PIN by SMS, including the option of same day delivery, it said.

Banks will therefore be able to offer their end users an enhanced customer experience, and reap the benefits of improved flexibility, business continuity, reliability, and cost efficiency, it added.

The first customer to take advantage of the new centre is Abu Dhabi Islamic Bank (ADIB), a leading Islamic financial services group with 88 branches and a presence that extends across the UAE and six other Middle East and European countries, said a statement.

Gemalto will provide ADIB with personalisation services for debit and credit cards, along with an enhanced and fully integrated packaging, fulfilment and PIN mailer service that is tailored precisely to the individual requirements of the bank and its clients.

As a global company, Gemalto’s new centre also supports the ability to securely deliver replacement banking cards to VIP customers when they are traveling abroad.  

The opening of the centre reflects and supports the rapid migration to EMV banking that is taking place throughout a region where cash has traditionally dominated. By 2021 it is predicted that 902 million EMV bank cards will be in circulation in the Middle East and Africa, up from 303 million in 2015, it said.

Philip King, head of retail banking at ADIB, said: “Customers are increasingly demanding an instant, personalised service from their bank and ADIB is fully committed to a programme of innovation and digital transformation to meet such expectations.”

“Our company’s collaboration with Gemalto provides our customers with access to a range of seamless and secure card services to further enhance their banking experience,” he said.

Eric Claudel, senior vice president banking and payment CISMEA, Gemalto, said: “The Middle East is experiencing a dramatic shift in the financial landscape, as citizens recognise the benefits of cashless transactions and banks pioneer a range of innovative digital products and services.”

“Employing highly innovative technology, our new centre offers complete solutions that will keep banks at the forefront of this rapidly changing market, facilitating broader commercial strategies and providing greater freedom to focus on core activities,” he added. – TradeArabia News Service