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The Serve platform evolved from technology obtained through the acquisition of Revolution Money in early 2010. American Express will continue to evolve the features and functionality of Serve based on market feedback.

To gain consumer and merchant insights about Serve and to help shape upcoming releases, a marketing pilot will also be conducted in Eugene, Oregon.

About Serve Serve, by American Express, is a next generation payment platform designed to deliver emerging payments and services to address the changing ways consumers interact and exchange money -- with one another -- as well as merchants. About American Express American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Cautionary Note Regarding Forward-looking Statements This press release includes forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995, which are subject to risks and uncertainties.

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Partnerships While payments are the foundation of the Serve platform, American Express is also announcing a number of partners who will use the platform to deliver relevant offers that drive spend and build loyalty.

Three of the first partners are Ticketmaster®, Concur® and Flipswap."A cornerstone of the long-term vision for Serve is developing partnerships with commerce, gaming, entertainment, and social networking organizations," said Mr. Partnerships, with players such as Ticketmaster, Concur and Flipswap will introduce Serve to new customers and help build scale.

That means you'll be able to transfer funds to your Serve account from your bank account or credit card, send money to others using either the website or mobile app (currently available for i OS and Android), and even link your account to a reloadable Serve card, which you can use at any retailer that accepts American Express credit cards.

Nothing fancy like NFC payments just yet, but American Express is promising to "quickly evolve" the platform by adding new features and functionality, and it's hoping to kick start things by waiving most of the consumer fees for the first six months.

These companies have loyal communities of customers, and we are thrilled to partner with them as we grow and expand Serve's reach."Ticketmaster will offer Serve as a platform for customers to make and collect payments toward ticket purchases from other customers.

Concur will utilize Serve as an expense management and reimbursement method for transactions processed via Concur's small business expense reporting service, Concur Breeze.With Serve, consumers can make purchases and person-to-person (P2P) payments online (serve.com), via mobile phones, and at millions of merchants who accept American Express cards.Serve unifies multiple payment options into a single account that can be funded from a bank account, debit, credit or charge card, or by receiving money from another Serve account.American Express may have been lagging a bit behind the likes of Visa and Mastercard with digital payments over the years, but it's making a pretty big play in the field today.It's just announced its new "Serve" digital payment platform, which is more or less a straight-on competitor to Pay Pal.Unlike traditional debit card accounts, Serve offers users the ability to easily create, manage, and specify sub-accounts for their friends, family members or colleagues.

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