The competition among credit card issuing companies is getting stiffer and stiffer by the minute. Each company offers the consumer a choice of several different kinds of credit cards – all of which, they claim, have been “tailor-fit” for their individual lifestyles. In addition to these cards, they entice customers to sign up by providing lower interest fees for balance transfers, and no interest payments for installment purchases (terms and conditions apply).

Not content with these benefits, credit card companies are trying to out-do each other in terms of visual appeal. In the past, credit card companies allowed you to have your favorite photo (be it of yourself, a landscape, your family or even your pet) emblazoned on the front. Nowadays, credit card companies are no longer satisfied with this kind of marketing strategy and have begun thinking ‘out of the box’. American Express is in the process of testing a “butterfly” card – a card that can be folded in half and kept in a silver case which is attached to its own key ring. The same card company also has plans of introducing a hand-crafted titanium card which weighs almost 40 ounces heavier than the standard credit card. They are, sources claim, not going to charge extra for this special card, but it will only be available to members who fall under a certain category.

Other interesting innovations include the fiery red “Battlestar Galactica” card by JP Morgan, which has an embossed “Galactica Fleet Member” tagline. This card is aimed at attracting followers of this science fiction series. Another innovation is the scratch-and-sniff card of Versatile Card Technology. Similar to the scratch-and-sniff pages found in magazine, this kind of card is presently being marketed with a retailer who aims to release a perfume-scented card. With all these fantastic innovations being released in the market, capturing a new market should be a breeze because through these, owning a credit card would be a totally new experience.

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