Gemalto has also entered into a worldwide distribution agreement with Serverside. Gemalto will consolidate Serverside's results as of September 2009. The terms of the transaction were not disclosed.

Serverside's software-as-a-service (SAAS) platform, AllAboutMe, enables custom images and designs to be uploaded via a website and then processed by the participating banks' supply chain. AllAboutME delivers robust ROI to card issuers by creating a personal bond between the consumer and the card. This bond means the personalized card stays "top of wallet", and both card usage and average spend increase. Similarly, Serverside technology enables small associations, groups or companies to compose their own "affinity" and co-branded cards.

Serverside Group was founded in 2003 by Adam and Tom Elgar, who will continue to manage the business going forward. Serverside employs approximately 45 people in offices in the UK, USA and New Zealand.

Olivier Piou, Chief Executive Officer of Gemalto, stated: "This new bolt-on acquisition expands our software and services offering in the banking and loyalty arena. In addition, we will be able to leverage the Serverside platform in our Identity and Access Management service business, towards custom services to enterprises in particular. Serverside's software-as-a-service business model is in perfect fit with our next phase of development strategy."

"We have a high regard for Serverside's approach to business, focusing on consumer needs and ease of use" commented Philippe Cambriel, Executive Vice President for Secure Transactions at Gemalto.

"By adding innovative marketing tools to the payment instruments package, they enable financial institutions to clearly improve the performance of their card portfolio"

Adam Elgar, Founder and CEO of Serverside Group, added "We have built a strong international presence and a scalable business model. Gemalto's investment provides us with growth capital to aggressively develop both our technology and market share".