17-18 May 2011ADNEC, Abu Dhabi, UAEPost show reportPost event reportProduced by:

Cards Middle East 2011A big thank you to our sponsors & partners2

Cards Middle East 2011From the Cards Middle East teamDear Partners,As part of Terrapinn’s commitment to customer service, we are pleased to bring you the CardsMiddle East 2011 post event report.This report will provide you with an overview of what happened at Cards Middle East 2011 andwill provide you with valuable information on the events production, marketing and mediacampaign, as well as feedback from event participants.Please look upon this report as a tool to measure the Cards Middle East effectiveness for yourcompany 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 yoursupport and for contributing to our continued efforts in cementing the event as the MiddleEast’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 cardand payments business sector and will be back for the 13th edition even bigger and better thanever!Save the dates 15-16 May 2012 to join us once again in Abu Dhabi, at ADNEC.All the best,Joseph RidleyProject DirectorOn behalf of the Cards Middle East Team‘The increasingly important role that smart paymentsolutions, mobile money and payment technologiesplay 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, LuupContentsExecutive summary4Attendee analysis7Testimonials12Photo gallery14Marketing campaign16Press coverage303

Cards Middle East 2011Executive summaryIn 2011 the 12th annual edition of Cards Middle East which was presentated by Emaratech, and heldunder 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 attendeesfrom 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 andcontributed to a dynamic and engaging networking conference, large scale exhibition and high profileindustry awards ceremony.2011 saw the transition of the positioning of the event go from a single track conference with briefingdays and an exhibition showcase held in a hotel ballroom, to a larger ‘six brands one show’ format whichdelivered a four track conference, a 30% larger exhibition floor, three dedicated on-floor seminartheatres which allowed sponsors and exhibitors to run a series of targeted presentations and masterclasses 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 levelindustry executives and institutions from across the region.Over 2500 senior level attendeesThe 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 BoardMember, 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 over2500 attendees. The event attracted a good cross section of delegates and visitors from theinternational and local banking, government, telecommunications, retail and solution providerscommunity.Program overviewExtensive 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 andinteractive 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 oversubscribedwith many sessions being standing room only.This has highlighted the need and thirst for high level informative content as organizations andinstitutions look to grow their knowledge and siege opportunities being created through advancing theirsmart card, payment and identification initiatives in the region.4

Cards Middle East 2011Over the two days of the event and the subsequent days that have followed; these presentations havemade the local and national press time and time again.Looking aheadWe are committed to providing an effective sales and marketing platform for the industry. Cards MiddleEast will continue to develop and evolve, attracting more attendees, creating new networks, increasingthe opportunities for business development, and enhancing the Middle East’s reputation as one of theworld’s most dynamic emerging markets. We will continue to conduct in-depth market research andwork 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 sodo the profiles and scope of the event. In 2012 we are excited to announce the next phase of scale-upwhich means that we treble the size of the exhibition floor to accommodate the new event profileswhich feedback from attendees has indicated they are looking to make purchasing decisions aboutwithin the next 12-18months.Joining the established event brands such as:Cards and Payments Middle EastMobile Money World Middle EastDigital ID World Middle EastPrepaid Cards Middle EastKiosk self Service World Middle EastSmart Card Awards Middle EastAre, NEW event profiles such as:NFC World Middle EastRFID World Middle EastGovPay Middle EastWe 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 NetworkingManagers’ who will be coming on board specifically to help introduce you to your wish list of prospectsat the event through match-making services.Facts & Figures – Cards Middle East 20112517 Attendees from 56 countries781 companies represented109 speakers93 sponsors and exhibiting companies5

Cards Middle East 2011Conference performanceProgramme and speakersThe two day event featured 4 dedicated conferences and over 100 expert speakers from across regionaland international government authorities, retail banks, telecom operators, exchanges and retailers. Amix 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 panelistscan be found in the appendix section of this report.The 12th annual Cards Middle East conference provided an excellent platform for industry leaders todebate the impact of new entrants on the payments landscape, the growing role of mobile, enhancingtransaction efficiency and growing revenues through contactless innovation and co-branding offerings.Our interactive programme, packed with panel discussions and case study presentations, provideddelegates with unrivalled insight into the minds of those driving the Middle East retail banking industryforward.Keynote Speakers at Cards Middle East included:Ala'a Eraiqat, CEO & Board Member, Abu Dhabi Commercial BankSanjoy Sen, Consumer Bank Head - Middle East, Pakistan and North Africa, CitibankJoyseej Mukherjee, Head of Cards, SambaDeepak Chandran, Head of Customer Lifecycle Management, Emirates NBDKaizar Patla, SVP & Business Head of Cards, Abu Dhabi Commercial BankAjay Gandotra, Vice President Retail Banking Group, Mashreq BankNavneet Dave, Head of Cards, National Bank of Abu DhabiSanjay Malhotra, Head of Consumer Banking MENA, National Bank of KuwaitClive Haswell, CIO, Standard Chartered UAEHumaid U. Mudhaffr, Chief Information Officer, Saudi Credit Bureau -SIMAH2

Cards Middle East 2011The congress featured a dedicated conference day for telecom operators, banks and exchanges, todiscuss the latest innovation in mobile payments and remittance.With the region’s leaders; Etisalat, du, Emirates NBD, Al Ansari Exchange and Western Union, sharingtheir best practice and growth strategies throughout the day, Mobile Money World Middle Eastprovided delegates with an unbeatable exchange of ideas and contacts to learn how to take mobilepayments mainstream and bring innovation to market. There was also a strong focus on how tocapitalize 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 ExchangeAmmar Hamadien, Mobile Commerce Programmes Director, Zain GroupRashed Al Abbar, Director M-Commerce, Etisalat UAETinboat Arslanouk, Director of Investments, duLara Hussein, Head of Electronic Banking Services, Emirates NBDGavin Sanderson, SVP & Head of Distribution, Mashreq BankThe congress also featured a Prepaid Cards Middle East conference day. It successfully delivered anagenda 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, CitibankAltaf Ahmed, VP Payment Services & CRM, Emirates NBDOsama Hamza Al Rahma, General Manager, Al Fardfan ExchangeKhalfan Rashid Al Tal'ey, Head of Retail Banking Division, Bank SoharRasool Hujair, CEO, Majid Al Futtaim Finance3

Cards Middle East 2011In 2011, Digital ID World Middle East was launched as a dedicated conference for governmentauthorities, transport and healthcare. The conference set the stage for key government stakeholders todiscuss and debate the latest challenges and opportunities in achieving their digital ID vision. C-levelspeakers from international and regional government bodies shared their insights on developingnational ID programmes, coordinating access of public services through the smart platform, leveragingdigital 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 AuthorityMartin Schallbruch, CIO, Federal Ministry of the Interior, GermanyH.E. Thani Abdullah Alzaffin, Director General & Board Member, EmaratechDr. Fahad Al Hoymany, Senior Advisor & Head, National Center for Digital CertificationDr. Mahir Al Nayfeh, Chief Technology Officer, Abu Dhabi Systems & Information CentreEng. Abdullah Nasser Al Ghannam, Head of R&D Center, National Information CenterLieutenant Colonel Khalid Nasser Alrazooqi, General Director of E-Services Sector, General Directorateof Residency and Foreigners Affairs, UAEMarkus Nuppeney, Head of EasyPASS, German Federal Office for Information SecurityOsama Erfaei Mohamed, Head of PKI, Central Informatics Organization, BahrainMohammed Al Mudharab, Director of UAFC Department, Roads & Transport Authority Dubai4

Cards Middle East 2011The first Smart Cards Awards Middle EastFour months of intense competition, over 200 nominations and careful selection by anindependent panel of judges culminated on 17th May in the announcement of winners of the2011 Smart Card Awards Middle EastThe gala dinner and awards ceremony held at the Aloft Hotel in Abu Dhabi brought togetherover 250 of the industry's most influential decision-makers, CEOs and senior executives fromthe smart cards industry from across the region and beyond to recognize and celebratecompanies and individuals who have demonstrated an unparalleled ability to succeed andcontinually set standards of excellence.The awards recognised outstanding performance in 11 key areas in the region’s smart cardindustry, and the key players that have helped turn the smart card sector in the Middle Eastinto one of the most dynamic and vibrant in the world.The winners of the Smart Card Awards Middle East 2011 are:Best Co-branded CardEtihad Guest Above Credit Card - Abu Dhabi Commercial bankBest Islamic CardQassit Card - Al Rajhi BankBest New CardLoubnani MasterCard - Bank Audi SalBest Credit CardADCB LuLu Credit Card - Abu Dhabi Commercial BankBest Debit CardPremier Debit HSBC - HSBC EgyptBest Prepaid CardRatibi Card - National Bank of Abu Dhabi5

Cards Middle East 2011Best Premium CardCiti PremierMiles MasterCard - Citibank UAEBest Mobile Payment ApplicationNBAD ARROW Mobile Application - National Bank of Abu DhabiBest Government ApplicationThe Egypt Family Card - MOI EgyptBest National ID ProgrammeEmirates National ID Card - Emirates Identity AuthorityBest Corporate CardThe American Express Corporate CardOver 250 Smart Cardprofessionals attended the galadinnerCelebrate and do business withyour customers and prospectsCelebrating excellence with theindustry leadersBest National ID Programme EIACelebrate and do businessBest National ID Programme –EIABest Corporate Card - AMEXNetwork and do business in arelaxed atmosphereBest Islamic Card –Al Rajhi Bank6

Cards Middle East 2011Participant analysisIndustry breakdownSenior level attendance included 13% Government and 17% banks7

Cards Middle East 2011Attendees by geographyGeo 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 2010.8

Cards Middle East 2011Job function9

Cards Middle East 2011Your reason for visiting the 0100640purchase productsupdate onevaluate to exhibit see representationtechnology/gatherin the futureinfoattend the freeseminars60% of visitors came to purchase products and learn from the educational seminars given by exhibitorsand sponsors.10

Cards Middle East 2011Interested products and services?51739426226925028416313382771169311

Cards Middle East 2011Testimonials‘The increasingly important role that smart payment solutions, mobile money and payment technologiesplay 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 thedelegates 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 CardsMiddle East and the move Abu Dhabi this year seems to have paid off, we’ve just had the best experienceto 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 interms of quantity and quality of visitors. It is now firmly established as the leading payment industryevent in the region and is always in Hypercom's calendar. We look forward to participating again nextyear.’Brian J Stobo, Vice President, Middle East & Africa, Hypercom‘Having opened our Regional Office in Dubai recently, naturally we were cautious about whichExhibitions and Conferences would give us the best potential to launch our international brand. CardsMiddle East certainly proved to be a good choice.The high quality of delegates matched our needs precisely and the tools available from Terrapinn bothbefore and after the event to target and follow through - even with delegates we were not able to meetat 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 ofMiddle 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 aimingultimately to serve our highly valued customers in the region better. The exhibition itself provides face toface time which is sometimes difficult to get with new potential customers; the conference serves tobring in the right people at the right level to do serious business. The Barnes approach to business is faceto face and Cards Middle East opens the door to gaining new fruitful relationships with the mostimportant players in the Cards business. We have exhibited every year and this has been a positiveinvestment.”Brian Summerhayes, Managing Director, Barnes International Ltd12

Cards Middle East 2011“We were very happy with the quality of the visitors. The attendance level was very good and ourinvestment was worthwhile. We appreciated, among others, the new location at ADNEC and thecontinuous support of the Terrapin team. We look forward to participate next year.”Gilbert Soueidy, Head of CEMEA, Fintrax Group13

Cards Middle East 2011Photo galleryExhibition official opening – opened byAla'a Eraiqat, CEO, Abu Dhabi Commercial BankDr. Ali Al Khouri, Director General, Emirates Identity AuthorityH.E Thani Abdullah Alzaffin, Director General and Board Member, emaratechRaghu Malhotra, General Manager, Middle East, MasterCard Worldwide14

Cards Middle East 2011Dr. Ali Al KhouriDirector GeneralEmirates Identity AuthorityExciting new products on the exhibition floorOver 2500 visitors attended the showAttendees enjoy the conference debates.Product demosOver 500 attendees came to purchaseproducts and services15

Cards Middle East 2011Marketing campaignMarketing for Cards Middle East 2011 started 12 months prior to the event. An integrated marketingcampaign 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 ableto leverage off the entirety of the 12 month marketing campaign.Random stats1 195 000 emails were sent39,900 printed conference brochures were distributed56 450 printed visitor tickets were distributed13,982website visits and 81,938 page views3 443 people downloaded material from the event website162 radio adverts16

Cards Middle East 2011Direct mail – conference brochureA 16 page brochure was produced for the conference and sent out at 17, 8 and 4 weeks prior to theevent. A total of 39,900 brochures were printed and mailed out an audience selected from ourextensive Middle East and Global Terrapinn database of bank, government, telco and retailprofessionals.Sponsors, exhibitors and speakers that had signed on before the print deadline were included in thebrochchure.The deadline for inclusion in the 2012 brochure is 31 October 2011.17

Cards Middle East 2011Direct mail – exhibition visitor ticket56 450 copies of the 8 page visitor tkcket got distributed.18

Cards Middle East 2011Direct mail – show preview19

Cards Middle East 20114 500 copies of the 24 page show preview got distributed to pre-registered visitors and key MiddleEastern contacts.20

Cards Middle East 2011Print advertisingThe print advertising campaign involved media partners magazines as well as dailies.PublicationGulf NewsThe NationalAl ItihadFinancial Times FTType of advertKiller pageKiller page½ page¼ pageDate26 April and 15 May3, 10 and 12 May12 May28 AprilPublicationCardsNow!PassageNow!Banker Middle East (CPI)Islamic Banking & Finance (CPI)Wealth Management (CPI)Payments Cards & MobileThe Nilson ReportAl WahaBank and InvestorICMA’s Card ManufacturingRetail MESecurity ReviewType of advertFull pageFull pageFull pageFull pageFull pageFull pageListingFull pageFull pageFull pageFull pageFull pageDateNov, Dec, Jan, Feb, March, AprilNov, Dec, Jan, Feb, March, AprilMarch, April, MayMarch, April, MayMarch, April, MayJan, MarchJan, Feb, March, AprilFeb, March April, MayFeb, March April, MayMarchFeb, March, AprilJan, Feb, March, April21

Cards Middle East 2011Examples of advertsGulf News advert22

Cards Middle East 2011Al Itihad advertOnline mediaOver 1 195 000 email broadcasts were sent to Terrapinn’s global database. In addition, another 200 000emails were sent to our media partners’ subscribers. Emails contained sponsors and exhibitors logos.23

Cards Middle East 2011Samples of email broadcasts24

Cards Middle East 2011WebsiteThe Cards Middle East 2011 website ( was developed and added toTerrapinn’s main portal ( 12 months before the event. The website allows visitorsto:-Download the conference brochure and other materialSponsors and exhibitors profiles, logo’s with hyperlinks to their websitesSpeakers profiles and photosMedia partners corporate profiles and logos hyperlinked to their websitesOnline registraionPress releases from the show and event partnersOur unique ‘contact’ systemThe Cards Middle East 2011 website was designed to be user-friendly and achieved high hit rates dailyfrom interested attendees – many of whom registered directly online or enquired for more information.The website received 13,982 visits and 81, 938 page views.25

Cards Middle East 2011The Cards Middle East home page26

Cards Middle East 2011The Digital ID World Middle East home page27

Cards Middle East 2011Online listings and bannersThe events were listed on the following websites to broaden the scope of the event’s exposure onlinewith many carrying online banner advertising with hyperlinks back to the event website:-CardsNow!PassagenowThe Nilson reportEuromonitor.ICMASecurity Review-Global insightsCPI FinancialBanker Middle EastRetail Middle EastRFID in the regionpymnts.comAs well as on sponsors and exhibitors individual events pagesRadio advertisingFrom the 1st to 18th May early morning radio advertising on the following channels promoted theshow:Emarat 97.1 FMCity 101.6FMRadio 2 - 99.3 FM54 slots54 slots54 slotsPress coverageLeading up to the event, national and international news sources were kept up to date with theevent. 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 thepast 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:CardsNowPassageNowPayments Cards & MobileMobile Payments WorldFinancial TimesThe NationalAl ItihadBanker Middle East – CPIFinancialsAl Bank Wal-MustathmerEurominitorSecurity ReviewAbu Dhabi MediaRetail MERFID in the regionGlobal PlatformSmart InsightsICMA’s Card ManufacturingMagazineThe Nilson reportJournal of PaymentsStrategy and SystemsAl Waha MagazinePress at the event included:28

Cards Middle East 2011CNBCAbu Dhabi TVGulf NewsThe NationalAl ItihadAl BayanAl KhaleejCardsNow!PassageNowRetail MECPI FinancialsBanker MEMerger MarketPress coverageAl ItihadGulf news29

Cards Middle East 2011The NationalGulf NewsGulf News30

Cards Middle East 2011Gulf newsAl Bayan31

Cards Middle East 2011Al KhaleejAl Khaleej, Al Ektesdy32

Cards Middle East 201133

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. Cards Middle East 2011 6 Best Premium Ca