American Express has entered the mobile payment arena with its new mobile application, Serve(SM), targeted at those who use cash, checks and debit cards, rather than the company’s traditional credit card products. Serve uses Android and iPhone applications to manage digital accounts that allow online bill payment, person-to-person transfers and the ability to make purchases at millions of merchants who accept American Express cards.
Investing heavily into the application, Serve was created to take on major competitors in the mobile payment industry such as PayPal, and MasterCard. The digital payment platform will give American Express a foothold in mobile payment management and a piece of the growing Internet sales boom. By 201
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