Dubai Economy launches mobile payment service

Emcredit, a company created by Dubai Economy, is set to launch empay, a mobile payment service developed within the framework of Dubai’s smart government initiative. It aims to transform customer experience by enabling users to do their financial and non-financial transactions in a fast, smart and secure way.
The logo, with a smile to portray happy customers, was unveiled during an event at Dubai World Trade Center. It was attended by Ali Ibrahim, deputy director general of Dubai Economy and managing director of Emcredit Limited; Muna Al-Qassab, CEO of Emcredit Limited; Ali Moosa, head of distribution at Noor Bank, and other senior government officials, key private-sector figures and representatives of financial and technology institutions.
At the event, Emcredit and Noor Bank signed a memorandum of understanding for the latter to use the empay mobile payment solution.
Ibrahim said: “empay will set a benchmark in the region for mobile payment solutions. As an initiative of the Dubai Economy, it merges two key elements of the vision of His Highness Sheikh Mohammed bin Rashid Al-Maktoum, vice president and prime minister of the UAE and ruler of Dubai, that of making Dubai a smart city and a happy city, a fact which is amply reflected in the logo of empay.
“The product, which has been developed by mapping the common lifestyles and habits of people in the UAE, will make people experience the next level of reliability, convenience and speed in this era of cashless transactions. Emcredit is indeed proud to present this next generation payment solution to the UAE, which is dedicated to the people of the UAE.”
Hussain Al-Qemzi, managing director of Noor Bank, said: “We are delighted and privileged to partner with Emcredit to offer the UAE’s customers ‘empay,’ a cutting-edge mobile payment solution that’s seamless, easy to use and most importantly, secure. In line with the government of Dubai’s vision and direction to ‘go smart,’ Noor Bank has consistently been at the forefront of innovation and this offering, that plans to be integrated with Emirates ID, is one more example that showcases our ability to bring value to the increasingly connected market, and meet the demands of digitally-savvy customers.”