Maybank adds loyalty applications to EMV cards with Welcome

Maybank adds loyalty applications to EMV cards with Welcome

Malaysia's Malayan Bank Berhad (Maybank) is using Welcome's XLS technology to add loyalty applications to its new EMV payments cards.

The bank is installing the XLS system as part of its migration to EMV and will use the technology to add loyalty applications to both credit and debit smart cards in a bid to increase card usage at merchant outlets.

Commenting on the implementation of XLS at Maybank, Alex Tan, CEO of Welcome Asia Pacific, says: "The move to EMV is a massive and costly effort, and these banks look at EMV enhancement as an opportunity to generate new value-added services for themselves, their cardholders and merchant partners."

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