Blue Smarts

The first smart payment card introduced in the USA is looking to “Do More”. After launching a “Code Blue” to put more life into its smart card, American Express has now turned to Proton. Sometime next year, American Express Blue Cards will be able to offer customized, multiple functions beyond the novelty functions currently offered. Utilizing the Proton Prisma DP product, AmEx plans to integrate into its Java Card technology-based smart cards of two components: CALC (Card Application & Life Cycle Manager) and DFM (Data File Manager). CALC creates a framework to manage multiple applications on a single card, provides the ability to download smart card applications from multiple channels such as the Internet, and offers the ability for smart card users to access multiple applications through a single PIN. DFM allows AmEx to customize files and directories to support applications defined by the issuers themselves or by third party application developers, and allows this to occur dynamically after issuance. While it may sound like a lot of technical babble, the bottom line is that American Express is setting the stage for a more advanced smart card in the USA. American Express recently announced a three-part program to enhance the music experience for Blue customers while expanding the functionality of Blue’s smart chip at physical retail locations. The Blue for Music program offers cardholders: 30% off on featured artists’ CDs at Virgin Megastores nationwide and at Virgin’s Web site; concert benefits at SFX Amphitheaters; and a special AmEx Web site where cardholders can enjoy music-related content including exclusive MP-3 downloads and artist features. New POS terminals that incorporate smart card readers will be installed in all U.S. Virgin Megastores and will be used to activate the special Blue CD offers. SFX will operate the Summer Concerts in Blue – Will Call window which will be equipped with an AmEx Blue smart card reader, which verifies the cardholder’s order. For more information visit www.americanexpress.com and click on Blue.