The Department of Economic Development (DED) in Dubai and the Dubai Government Human Resources Department (DHRD) together with National Plus and Network International, the leading payment solutions provider in the MENA region, have launched ‘Dubai Plus,’ a first of its kind City Privilege Card programme for government and semi-government employees in Dubai offering various benefits and discounts including loyalty points on purchases and services.
The programme is an initiative by DED and DHRD that comes in line with the ‘Happiness Index’ for Dubai launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, and his directives to promote innovation and economic development through improved productivity and competitiveness across all sectors.
A multi-segment programme and all-in-one shopping solution, the Dubai Plus programme involves a smart card equipped with the highest level of security, along with a programme management platform, a website and a mobile application.
The cardholder can use it to make purchases within Dubai, pay for public transport and other RTA (Roads & Transport Authority) services and avail of a range of discounts and offers as well as earn loyalty points in the process.
Dubai Plus was launched by Her Excellency Amal Mohammed Bin Adi, Director General of the Dubai Government Human Resources Department, Ali Ibrahim, Deputy Director General of DED for Planning & Administrative Affairs, Mohammad Bin Markhan AlKetbi, Managing Director of National Plus, Bhairav Trivedi, CEO of Network International, Samer Soliman, Executive Vice President - Product and Innovation, Network International, during the ‘Cards & Payments Middle East 2015’ exhibition, which opened in Dubai today.
Bin Adi, Ali Ibrahim along with Mohammad Bin Markhan Ketbi also received an award for Dubai Plus being the first of its kind City Privilege Card, from Joseph Ridley, General Manager of Terrapin, organisers of ‘Cards & Payments Middle East.’
Bin Adi said: "We in the Government of Dubai strive to improve performance and excellence across government services, in co-operation with other government authorities and the private sector wherever required. Dubai Plus is a perfect example of our focus on the needs of the various segments in our society, particularly on promoting retail sector performance and job satisfaction among government and semi-government employees.”
"We are delighted to be launching Dubai Plus in co-operation with National Plus and supported by Network International, thus reaffirming the importance of public-private partnerships in achieving sustainable development and enhancing competitiveness levels in all sectors in Dubai. Through this initiative we aim to provide a modern economic environment as well as distinctive lifestyle and services that befit the international reputation and prestige enjoyed by Dubai,” said Ibrahim.
Ibrahim also stated that Dubai Plus contributes to the efforts to make Dubai a Green City as the programme will reduce carbon footprint by using electronic channels to reach out to consumers instead of print advertisements. Consumers can learn about discounts and privileges on the Dubai Plus website or smart phone application, and receive free e-newsletters according to the member’s interests and preferences.
As a company specialised in innovative smart solutions National Plus is proud to offer the first privilege programme supporting government excellence as envisioned by His Highness Sheikh Mohammed bin Rashid Al Maktoum, remarked AlKetbi.
AlKetbi added: "National Plus focusses on providing the best added value through Dubai Plus, which is scheduled to be activated in the last quarter of 2015, in partnership with the Department of Economic Development and the Dubai Government Human Resources Department as well as international companies to enhance the smart city experience in Dubai, through a unique privilege programme that help build strong relations between businesses and their customers."
Commenting on the card, Bhairav Trivedi, CEO of Network International, said, “A commitment to innovation to drive forward Dubai’s vision of becoming a smart economy is a value we share jointly with the DED. We are honoured to be among the key contributors of this important initiative. In line with Network International’s interest in fostering public-private partnerships, we look forward to working closely with National Plus to launch new loyalty initiatives across other markets.”
In its capacity as the largest payment solutions provider in the region, Network International has extended its advanced processing capabilities to the prepaid and loyalty platforms, as well as enabled all its POS (point of sale) terminals at partner merchant outlets to accept the ‘Dubai Plus’ card.
The Dubai Plus card is linked to various channels to allow members to see the latest offers and discounts offered by the goods/service provider involved. Dubai Plus also maintains a strong interface with Dubai’s Smart City initiative with intelligent navigation systems applied to enable members to search and find discounts and offers.
Members can customise the package according to preferences and receive alerts when offers are announced under such preferred categories. Updates on the programme will be displayed on the programme website and social media as well.
“To ensure transparency and meet customer expectations, the Commercial Compliance & Consumer Protection sector in DED will monitor the privileges and discounts offered on Dubai Plus and act to resolve any complaints received regarding disputes between traders and consumers,” said Ibrahim.
The privileges offered by Dubai Plus covers various sectors such as fashion, food and beverage, hospitality, entertainment, electronics, and travel. Dubai Plus members will also be entitled to a range of value-added services from a dedicated management team, which will also information and consultancy to make shopping a pleasure for customers.