September 2011 and was called Coral Credit Card. While it has a chip embedded in it, the features do not seem to be distinguishing the Coral credit Card from other credit cards except in minor ways.
It makes one wonder why the bank would spend so much marketing effort to launch a credit card that does not add any great or significantly different value to customers. This more or less holds true for many product launches we see across segments not just in banking.
The second card in the gemstone collection is the Rubyx Credit Card. This one seems to offer more value than the the Coral Credit Card.
Here is what the press release says:
India’s first Platinum Credit Card with dual card benefits. Card members will receive two cards – the ICICI Bank Rubyx American Express Platinum Credit Card and the ICICI Bank Rubyx MasterCard Platinum Chip Credit Card. The cards, which are linked to a single card account with a single statement and a single fee, provide access to a host of exciting privileges from American Express and MasterCard. ICICI Bank Rubyx is also India’s first metal membrane card. Designed by acclaimed international designers, the card incorporates a new technology that involves embedding a metal membrane in the card plastic in lieu of conventional printing techniques. The embedded metal construct of the lettering, implemented for the first time in any card product in India, promises to greatly improve its longevity and durability, apart from significantly enhancing the aesthetic value of the card.
While the Rubyx is a step in the right direction (after all the market is saturated with platinum ), we would love to see a diamond-studded card like the one offered by Dubai First. The Dubai First Royale Card has a real diamond embedded into it. This by-invitation-only card epitomizes exclusiveness and luxury.
It makes one wonder why the bank would spend so much marketing effort to launch a credit card that does not add any great or significantly different value to customers. This more or less holds true for many product launches we see across segments not just in banking.
The second card in the gemstone collection is the Rubyx Credit Card. This one seems to offer more value than the the Coral Credit Card.
Here is what the press release says:
India’s first Platinum Credit Card with dual card benefits. Card members will receive two cards – the ICICI Bank Rubyx American Express Platinum Credit Card and the ICICI Bank Rubyx MasterCard Platinum Chip Credit Card. The cards, which are linked to a single card account with a single statement and a single fee, provide access to a host of exciting privileges from American Express and MasterCard. ICICI Bank Rubyx is also India’s first metal membrane card. Designed by acclaimed international designers, the card incorporates a new technology that involves embedding a metal membrane in the card plastic in lieu of conventional printing techniques. The embedded metal construct of the lettering, implemented for the first time in any card product in India, promises to greatly improve its longevity and durability, apart from significantly enhancing the aesthetic value of the card.
While the Rubyx is a step in the right direction (after all the market is saturated with platinum ), we would love to see a diamond-studded card like the one offered by Dubai First. The Dubai First Royale Card has a real diamond embedded into it. This by-invitation-only card epitomizes exclusiveness and luxury.
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