American Express Launches "Serve" Mobile Payments Service

American Express is launching a new mobile payment system called "Serve." Serve will allow consumers to make purchases and person-to-person payments online (serve.com), using mobile phones and at millions of merchants who accept American Express cards as well. 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.

Serve aims to provide an alternative to cash, check and debit card payments. Serve accounts can be used on Apple iOS and Android applications, at Serve.com and through Facebook.

“A cornerstone of the long-term vision for Serve is developing partnerships with commerce, gaming, entertainment, and social networking organizations,” American Express says, suggesting Serve will be pitched as a standard payment method for applications and games.

American Express Announces ServeSM, the Next Generation Digital Payment Platform