"In our view, this is a bold undertaking for American Express that has the potential to address the company's key strategic weakness, debit," said Stifel Nicolaus analyst Chris Brendler.
Serve could also help extend Amex's reach beyond just the high-end consumer as Serve is clearly targeting the mass market. So in addition to making possible an Amex foray into the debit card revenue stream, it also extends Amex activities in the broad consumer market in a new way.
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