04/09/2014 Banking Innovation


Everyday banking in your hands.

Innovation presentation

As the digital revolution drives changes in consumer behaviours and expectations, Mashreq is fast becoming the indispensable, everyday bank positioned to fulfil its customers’ financial and non-financial needs. How does it do this? Mashreq MAX 2.0.

With the overwhelming success of the Mashreq Max 1.0 launch in 2013, Mashreq launched Max 2.0 in May 2014. Not only is the new Max better than the original, but after listening to what its customers said, Mashreq made the solution available on smartphones as well as tablets.

Uniqueness of the project

Mashreq is the only bank globally that offers salary account customers a Samsung S5 smartphone or tablet preloaded with Mashreq MAX 2.0, a debit card, credit card, and cheque book in less than 30 minutes at its instant branches.

Mashreq introduced a number of new apps that are designed to get its customers using Max each and every day. In addition to the new Flavours, Salaam and Snapp (mobile banking) releases, customers are able to get a view on the performance and price index of the UAE property market, perform loan calculations, schedule appointments at the branch, pay for their Dubai parking ticket, engage with all of Mashreq’s social media channels, and browse and apply for its products and services through a new shopping store interface. They also have access to foreign exchange rates through a currency converter, and are able to keep up to date with all the latest Mashreq news.

In-Depth Analysis

The Reason Behind

The world in which we live is changing, and so too is the role of the bank. The days in which banks existed only to store people’s money safely and offer them financing facilities will soon be over. Customers today live in an ever-connected, digital world in which their smartphone is rarely more than two metres away from them. Information is in abundance, easily searchable and never before have people had unrestricted access to information that is relevant and contextual. Consumer advocacy continues to define brand reputation, and we have moved from a world where people used to feel and touch products to a society where people want to hear about and see products. Today YouTube is considered the second biggest search engine after Google, and is further evidence of a trend we are seeing in which people watch videos about products and services before making a decision to buy them.

With the wealth of information and big data about consumer behaviour, banks like Mashreq are poised to becoming an integral part of people’s day to day lives. Mashreq is becoming the everyday bank. This means that throughout each and every day, it will be a part of its customers’ lives, helping them to manage their finances, spend and save smartly and provide them with trusted advice and offers that enrich even the smallest tasks in their life.

Research shows that UAE customers are constantly on the lookout for better service, enhanced products and, most of all, simplicity. According to a survey, 53% of customers want to switch their bank, and yet a definitive syndicated survey also shows that only 12% of UAE customers have ever changed their banks. Continuing its innovative strategy to launch ‘first of its kind’ financial solutions, Mashreq launched ‘Mashreq Max’, a revolutionary banking experience that literally delivers the bank to the customers via a complimentary Samsung tablet pre-loaded with exclusive banking and value-added applications.


• 30% increase in new-to-bank customers year on year

• 340% growth in financial transactions via digital channels.

our innovation in videos

Innovation Info

Key Dates

  • Launch date 5 January 2014

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