17-18 May 2011

ADNEC, Abu Dhabi, UAE

Post event report

Produced by:

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A big thank you to our sponsors & partners

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From the Cards Middle East team

Dear Partners,

As part of Terrapinn’s commitment to customer service, we are pleased to bring you the Cards Middle East 2011 post event report.

This report will provide you with an overview of what happened at Cards Middle East 2011 and will provide you with valuable information on the events production, marketing and media campaign, as well as feedback from event participants.

Please look upon this report as a tool to measure the Cards Middle East effectiveness for your company this year; it will also be instrumental in your preparations for the 2012 edition of Cards & Payments Middle East.

We would like to extend our tremendous gratitude to all of our sponsors and exhibitors for your support and for contributing to our continued efforts in cementing the event as the Middle East’s premier smart card, payments and identification business show.

We look forward to continuing our role as a valuable long-term partner of the global smart card and payments business sector and will be back for the 13th edition even bigger and better than ever!

Save the dates 15-16 May 2012 to join us once again in Abu Dhabi, at ADNEC.

All the best,

Joseph Ridley

Project Director

On behalf of the Cards Middle East Team

Contents

Executive summary 4

Attendee analysis 7

Testimonials 12

Photo gallery 14

Marketing campaign 16

Press coverage 30

‘The increasingly important role that smart payment solutions, mobile money and payment technologies

play in shaping the future of Middle East makes ‘Cards & Payments Middle East’ a must attend event.’

See you all again in 2012’ Morten Hofstad, Regional Director, Middle East,

Africa and India, Luup

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Executive summary

In 2011 the 12th annual edition of Cards Middle East which was presentated by Emaratech, and held

under the patronage of H.H. Lt General Sheikh Saif Bin Zayed Al Nahyan, Deputy Prime Minister UAE,

Minister of Interior and Vice Chairman of Emirates Identity Authority Board attracted 2517 attendees

from all over the world making it largest, most well attended Cards Middle East show to date.

Record numbers of representatives from banks, government, telcos and solution providers attended and

contributed to a dynamic and engaging networking conference, large scale exhibition and high profile

industry awards ceremony.

2011 saw the transition of the positioning of the event go from a single track conference with briefing

days and an exhibition showcase held in a hotel ballroom, to a larger ‘six brands one show’ format which

delivered a four track conference, a 30% larger exhibition floor, three dedicated on-floor seminar

theatres which allowed sponsors and exhibitors to run a series of targeted presentations and master

classes to potential prospects, partners and clients. And finally, saw the launch of the hugely successful

‘Smart Card Awards Middle East’ ceremony and gala dinner which attracted over 300+ senior level

industry executives and institutions from across the region.

Over 2500 senior level attendees

The exhibition was officially opened by Ala’a Eraiqat, CEO, Abu Dhabi Commercial Bank, Dr Ali Al Kouri,

Director General, Emirates Identity Authority, H.E. Thani Abdullah Alzaffin, Director General and Board

Member, emaratech and Raghu Malhotra, General Manager, Middle East, MasterCard Worldwide.

Cards Middle East took place in May 2011 drawing a large international and regional audience of over

2500 attendees. The event attracted a good cross section of delegates and visitors from the

international and local banking, government, telecommunications, retail and solution providers

community.

Program overview

Extensive efforts were undertaken to create an informative and relevant mix of strategic conferences,

technical seminar presentations and in-depth master classes that offered a varied, comprehensive and

interactive format for delegates and visitors of all backgrounds and learning objectives.

With over 60+ seminar presentations covering everything from contactless, fraud and security, prepaid,

mobile payments, EMV, self service and kiosk, biometrics and many more, sessions were oversubscribed

with many sessions being standing room only.

This has highlighted the need and thirst for high level informative content as organizations and

institutions look to grow their knowledge and siege opportunities being created through advancing their

smart card, payment and identification initiatives in the region.

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Over the two days of the event and the subsequent days that have followed; these presentations have

made the local and national press time and time again.

Looking ahead

We are committed to providing an effective sales and marketing platform for the industry. Cards Middle

East will continue to develop and evolve, attracting more attendees, creating new networks, increasing

the opportunities for business development, and enhancing the Middle East’s reputation as one of the

world’s most dynamic emerging markets. We will continue to conduct in-depth market research and

work closely with industry experts to deliver the definitive event and meeting place for the industry.

As related technologies converge and solutions advance to meet the requirements of the customer so

do the profiles and scope of the event. In 2012 we are excited to announce the next phase of scale-up

which means that we treble the size of the exhibition floor to accommodate the new event profiles

which feedback from attendees has indicated they are looking to make purchasing decisions about

within the next 12-18months.

Joining the established event brands such as:

Cards and Payments Middle East

Mobile Money World Middle East

Digital ID World Middle East

Prepaid Cards Middle East

Kiosk self Service World Middle East

Smart Card Awards Middle East

Are, NEW event profiles such as:

NFC World Middle East

RFID World Middle East

GovPay Middle East

We will also continue to develop new networking ideas such as ‘Contact’, the ‘hosted buyers program’

and new for 2012 you will be able to benefit from working closely with our new ‘Business Networking

Managers’ who will be coming on board specifically to help introduce you to your wish list of prospects

at the event through match-making services.

Facts & Figures – Cards Middle East 2011

2517 Attendees from 56 countries

781 companies represented

109 speakers

93 sponsors and exhibiting companies

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Conference performance

Programme and speakers

The two day event featured 4 dedicated conferences and over 100 expert speakers from across regional

and international government authorities, retail banks, telecom operators, exchanges and retailers. A

mix of keynote presentations, case studies and panel sessions ensured there was plenty of debate,

discussion and fresh, in-depth content.

A comprehensive listing of all the conference agendas and a list of the speakers, chairmen and panelists

can be found in the appendix section of this report.

The 12th annual Cards Middle East conference provided an excellent platform for industry leaders to

debate the impact of new entrants on the payments landscape, the growing role of mobile, enhancing

transaction efficiency and growing revenues through contactless innovation and co-branding offerings.

Our interactive programme, packed with panel discussions and case study presentations, provided

delegates with unrivalled insight into the minds of those driving the Middle East retail banking industry

forward.

Keynote Speakers at Cards Middle East included:

Ala'a Eraiqat, CEO & Board Member, Abu Dhabi Commercial Bank

Sanjoy Sen, Consumer Bank Head - Middle East, Pakistan and North Africa, Citibank

Joyseej Mukherjee, Head of Cards, Samba

Deepak Chandran, Head of Customer Lifecycle Management, Emirates NBD

Kaizar Patla, SVP & Business Head of Cards, Abu Dhabi Commercial Bank Ajay Gandotra, Vice President Retail Banking Group, Mashreq Bank Navneet Dave, Head of Cards, National Bank of Abu Dhabi Sanjay Malhotra, Head of Consumer Banking MENA, National Bank of Kuwait Clive Haswell, CIO, Standard Chartered UAE Humaid U. Mudhaffr, Chief Information Officer, Saudi Credit Bureau -SIMAH

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The congress featured a dedicated conference day for telecom operators, banks and exchanges, to

discuss the latest innovation in mobile payments and remittance.

With the region’s leaders; Etisalat, du, Emirates NBD, Al Ansari Exchange and Western Union, sharing

their best practice and growth strategies throughout the day, Mobile Money World Middle East

provided delegates with an unbeatable exchange of ideas and contacts to learn how to take mobile

payments mainstream and bring innovation to market. There was also a strong focus on how to

capitalize on the remittance market and establish partnerships with key stakeholders.

Keynote Speakers at Mobile Money World Middle East included:

Mohammed Ali Al Ansari, Chairman & MD, Al Ansari Exchange Ammar Hamadien, Mobile Commerce Programmes Director, Zain Group Rashed Al Abbar, Director M-Commerce, Etisalat UAE Tinboat Arslanouk, Director of Investments, du Lara Hussein, Head of Electronic Banking Services, Emirates NBD

Gavin Sanderson, SVP & Head of Distribution, Mashreq Bank

The congress also featured a Prepaid Cards Middle East conference day. It successfully delivered an

agenda that looked at how to identify profitable market segments, effective partnering strategies,

routes to market and securing consumer buy in.

Keynote Speakers at Prepaid Cards Middle East included:

Kunal Bist, Director Treasury & Trade Solutions, Citibank Altaf Ahmed, VP Payment Services & CRM, Emirates NBD Osama Hamza Al Rahma, General Manager, Al Fardfan Exchange Khalfan Rashid Al Tal'ey, Head of Retail Banking Division, Bank Sohar Rasool Hujair, CEO, Majid Al Futtaim Finance

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In 2011, Digital ID World Middle East was launched as a dedicated conference for government

authorities, transport and healthcare. The conference set the stage for key government stakeholders to

discuss and debate the latest challenges and opportunities in achieving their digital ID vision. C-level

speakers from international and regional government bodies shared their insights on developing

national ID programmes, coordinating access of public services through the smart platform, leveraging

digital ID for border control and healthcare and building trusted authentication infrastructure.

Keynote Speakers at Digital ID World Middle East included:

Dr. Ali Al Khouri, Director General, Emirates Identity Authority

Martin Schallbruch, CIO, Federal Ministry of the Interior, Germany

H.E. Thani Abdullah Alzaffin, Director General & Board Member, Emaratech

Dr. Fahad Al Hoymany, Senior Advisor & Head, National Center for Digital Certification

Dr. Mahir Al Nayfeh, Chief Technology Officer, Abu Dhabi Systems & Information Centre

Eng. Abdullah Nasser Al Ghannam, Head of R&D Center, National Information Center

Lieutenant Colonel Khalid Nasser Alrazooqi, General Director of E-Services Sector, General Directorate

of Residency and Foreigners Affairs, UAE

Markus Nuppeney, Head of EasyPASS, German Federal Office for Information Security

Osama Erfaei Mohamed, Head of PKI, Central Informatics Organization, Bahrain

Mohammed Al Mudharab, Director of UAFC Department, Roads & Transport Authority Dubai

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The first Smart Cards Awards Middle East

Four months of intense competition, over 200 nominations and careful selection by an

independent panel of judges culminated on 17th May in the announcement of winners of the

2011 Smart Card Awards Middle East

The gala dinner and awards ceremony held at the Aloft Hotel in Abu Dhabi brought together

over 250 of the industry's most influential decision-makers, CEOs and senior executives from

the smart cards industry from across the region and beyond to recognize and celebrate

companies and individuals who have demonstrated an unparalleled ability to succeed and

continually set standards of excellence.

The awards recognised outstanding performance in 11 key areas in the region’s smart card industry, and the key players that have helped turn the smart card sector in the Middle East into one of the most dynamic and vibrant in the world. The winners of the Smart Card Awards Middle East 2011 are:

Best Co-branded Card

Etihad Guest Above Credit Card - Abu Dhabi Commercial bank

Best Islamic Card

Qassit Card - Al Rajhi Bank

Best New Card

Loubnani MasterCard - Bank Audi Sal

Best Credit Card

ADCB LuLu Credit Card - Abu Dhabi Commercial Bank

Best Debit Card

Premier Debit HSBC - HSBC Egypt

Best Prepaid Card

Ratibi Card - National Bank of Abu Dhabi

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Best Premium Card

Citi PremierMiles MasterCard - Citibank UAE

Best Mobile Payment Application

NBAD ARROW Mobile Application - National Bank of Abu Dhabi

Best Government Application

The Egypt Family Card - MOI Egypt

Best National ID Programme

Emirates National ID Card - Emirates Identity Authority

Best Corporate Card

The American Express Corporate Card

Over 250 Smart Card

professionals attended the gala dinner

Celebrate and do business with your customers and prospects

Celebrating excellence with the industry leaders

Best National ID Programme -

EIA Celebrate and do business Best National ID Programme –

EIA

Best Corporate Card - AMEX Network and do business in a

relaxed atmosphere Best Islamic Card –

Al Rajhi Bank

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Participant analysis

Industry breakdown

Senior level attendance included 13% Government and 17% banks

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Attendees by geography

Geo of attendance is predominantly Middle East, with growth from Oman and Saudi Arabia this year.

However, there is also an increase of attendance from Europe, with a nearly 50% increase from 2010.

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Job function

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Your reason for visiting the exhibition?

60% of visitors came to purchase products and learn from the educational seminars given by exhibitors

and sponsors.

935

377

303

110

64

0

100

200

300

400

500

600

700

800

900

1000

purchase products update on technology/gather

info

evaluate to exhibit in the future

see representation attend the free seminars

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Interested products and services?

517

262 250

82

394

77

269284

133

93

163

116

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Testimonials

‘The increasingly important role that smart payment solutions, mobile money and payment technologies play in shaping the future of Middle East makes ‘Cards & Payments Middle East’ a must attend event.’ See you all again in 2012’ Morten Hofstad, Regional Director, Middle East, Africa and India, Luup

‘This is the smart card, identification and payments event in the Middle East’ Erik Wellen, GM Middle East, Bell ID ‘I am extremely impressed with Cards & Payments Middle East. The quality of both the visitors and the delegates were beyond my expectations’ Berend van Geffen, CCO, Collis B.V.

‘2011 was the fourth year that GSS International participated as the ‘Registration sponsor’ at Cards Middle East and the move Abu Dhabi this year seems to have paid off, we’ve just had the best experience to date and look forward to working with you again in 2012!’ Alireza Maddah, Marketing and Advertising Manager, GSS International ‘Cards Middle East 2011, from its new location at ADNEC in Abu Dhabi, exceeded our expectations in terms of quantity and quality of visitors. It is now firmly established as the leading payment industry event in the region and is always in Hypercom's calendar. We look forward to participating again next year.’ Brian J Stobo, Vice President, Middle East & Africa, Hypercom

‘Having opened our Regional Office in Dubai recently, naturally we were cautious about which Exhibitions and Conferences would give us the best potential to launch our international brand. Cards Middle East certainly proved to be a good choice. The high quality of delegates matched our needs precisely and the tools available from Terrapinn both before and after the event to target and follow through - even with delegates we were not able to meet at the event - were really useful and impressive.’ Kevin Carty, Business Development Manager, FEXCO Merchant Services ‘The increasingly important role that smart card and payment technologies play in shaping the future of Middle East makes ‘Cards & Payments Middle East’ a must attend event’ Mona Yahchouchi, Managing Director, Vedas

“Card Middles East provides the perfect platform for the expansion of our strategic plan aiming ultimately to serve our highly valued customers in the region better. The exhibition itself provides face to face time which is sometimes difficult to get with new potential customers; the conference serves to bring in the right people at the right level to do serious business. The Barnes approach to business is face to face and Cards Middle East opens the door to gaining new fruitful relationships with the most important players in the Cards business. We have exhibited every year and this has been a positive investment.”

Brian Summerhayes, Managing Director, Barnes International Ltd

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“We were very happy with the quality of the visitors. The attendance level was very good and our

investment was worthwhile. We appreciated, among others, the new location at ADNEC and the

continuous support of the Terrapin team. We look forward to participate next year.”

Gilbert Soueidy, Head of CEMEA, Fintrax Group

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Photo gallery

Exhibition official opening – opened by

Ala'a Eraiqat, CEO, Abu Dhabi Commercial Bank

Dr. Ali Al Khouri, Director General, Emirates Identity Authority

H.E Thani Abdullah Alzaffin, Director General and Board Member, emaratech

Raghu Malhotra, General Manager, Middle East, MasterCard Worldwide

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Dr. Ali Al Khouri Director General

Emirates Identity Authority

Attendees enjoy the conference debates.

Exciting new products on the exhibition floor Product demos

Over 2500 visitors attended the show Over 500 attendees came to purchase

products and services

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Marketing campaign

Marketing for Cards Middle East 2011 started 12 months prior to the event. An integrated marketing

campaign using direct mail, e-marketing, advertising, PR, online, telemarketing and radio advertising.

Examples of the promotional materials can be found in the appendices.

Sponsors and event partners who confirmed their support for the evnt at the earliest stages were able to leverage off the entirety of the 12 month marketing campaign.

Random stats

1 195 000 emails were sent

39,900 printed conference brochures were distributed

56 450 printed visitor tickets were distributed

13,982 website visits and 81,938 page views

3 443 people downloaded material from the event website

162 radio adverts

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Direct mail – conference brochure

A 16 page brochure was produced for the conference and sent out at 17, 8 and 4 weeks prior to the event. A total of 39,900 brochures were printed and mailed out an audience selected from our extensive Middle East and Global Terrapinn database of bank, government, telco and retail professionals.

Sponsors, exhibitors and speakers that had signed on before the print deadline were included in the brochchure.

The deadline for inclusion in the 2012 brochure is 31 October 2011

.

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Direct mail – exhibition visitor ticket

56 450 copies of the 8 page visitor tkcket got distributed.

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Direct mail – show preview

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4 500 copies of the 24 page show preview got distributed to pre-registered visitors and key Middle Eastern contacts.

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Print advertising

The print advertising campaign involved media partners magazines as well as dailies.

Publication Type of advert Date

Gulf News Killer page 26 April and 15 May

The National Killer page 3, 10 and 12 May

Al Itihad ½ page 12 May

Financial Times FT ¼ page 28 April

Publication Type of advert Date

CardsNow! Full page Nov, Dec, Jan, Feb, March, April

PassageNow! Full page Nov, Dec, Jan, Feb, March, April

Banker Middle East (CPI) Full page March, April, May

Islamic Banking & Finance (CPI) Full page March, April, May

Wealth Management (CPI) Full page March, April, May

Payments Cards & Mobile Full page Jan, March

The Nilson Report Listing Jan, Feb, March, April

Al Waha Full page Feb, March April, May

Bank and Investor Full page Feb, March April, May

ICMA’s Card Manufacturing Full page March

Retail ME Full page Feb, March, April

Security Review Full page Jan, Feb, March, April

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Examples of adverts

Gulf News advert

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Al Itihad advert

Online media

Over 1 195 000 email broadcasts were sent to Terrapinn’s global database. In addition, another 200 000 emails were sent to our media partners’ subscribers. Emails contained sponsors and exhibitors logos.

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Samples of email broadcasts

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Website

The Cards Middle East 2011 website (www.terrapinn.com/2011/cme) was developed and added to Terrapinn’s main portal (www.terrapinn.com) 12 months before the event. The website allows visitors to:

- Download the conference brochure and other material - Sponsors and exhibitors profiles, logo’s with hyperlinks to their websites - Speakers profiles and photos - Media partners corporate profiles and logos hyperlinked to their websites - Online registraion - Press releases from the show and event partners - Our unique ‘contact’ system

The Cards Middle East 2011 website was designed to be user-friendly and achieved high hit rates daily from interested attendees – many of whom registered directly online or enquired for more information. The website received 13,982 visits and 81, 938 page views.

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The Cards Middle East home page

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The Digital ID World Middle East home page

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Online listings and banners

The events were listed on the following websites to broaden the scope of the event’s exposure online with many carrying online banner advertising with hyperlinks back to the event website:

- CardsNow! - Passagenow - The Nilson report - Euromonitor. - ICMA - Security Review

- Global platform - globalsmart.com - paymentscardsandm

obile.com - mobilepaymentsworl

d.com

- smart insights - CPI Financial - Banker Middle East - Retail Middle East - RFID in the region - pymnts.com

As well as on sponsors and exhibitors individual events pages

Radio advertising

From the 1st to 18th May early morning radio advertising on the following channels promoted the

show:

Emarat 97.1 FM 54 slots

City 101.6FM 54 slots

Radio 2 - 99.3 FM 54 slots

Press coverage

Leading up to the event, national and international news sources were kept up to date with the

event. Throughout our marketing campain we promoted the details of he programme, speakers,

sponsors,exibitors and attendees through a number of our media partners and press that had in the

past visited the event.

All sponsors and exhibitors were given a copy of our press lists when asked.

We worked with a number of media partners including:

CardsNow

PassageNow

Payments Cards & Mobile

Mobile Payments World

Financial Times

The National

Al Itihad

Banker Middle East – CPI

Financials

Al Bank Wal-Mustathmer

Eurominitor

Security Review

Abu Dhabi Media

Retail ME

RFID in the region

Global Platform

Smart Insights

ICMA’s Card Manufacturing

Magazine

The Nilson report

Journal of Payments

Strategy and Systems

Al Waha Magazine

Press at the event included:

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CNBC

Abu Dhabi TV

Gulf News

The National

Al Itihad

Al Bayan

Al Khaleej

CardsNow!

PassageNow

Retail ME

CPI Financials

Banker ME

Merger Market

Press coverage

Al Itihad

Gulf news

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The National

Gulf News

Gulf News

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Gulf news

Al Bayan

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Al Khaleej

Al Khaleej, Al Ektesdy

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