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Dubai First Launches 'Royale' MasterCard Credit Card in the Region

First Diamond embedded 'Royale' MasterCard credit card to Target High Net Worth Clientele

Dubai: 12 November, 2007 - Dubai First , the first consumer finance company of Dubai Group, a member of Dubai Holding, in association with MasterCard Worldwide , a leader in advancing global commerce, today launched the first-of-its kind 'Royale' MasterCard from Dubai First . The first diamond-embedded MasterCard credit card in the region, it sets new standards in luxury credit cards through its unique services, benefits and design.

Elegantly designed, the 'Royale' MasterCard from Dubai First is a sophisticated black card, fringed with a golden metallic border and embedded with a certified diamond set within a distinctive crest.

Soud Ba'alawy, Executive Chairman of Dubai Group, the leading diversified financial company of Dubai Holding and the parent company of Dubai First , said: "Dubai Group continues to grow and branch out into niche sectors; it is actively contributing to the consolidation of Dubai as a global financial services hub. Dubai Group is driving its entities to lead the financial services industry and become pioneers, in their areas of expertise, within the region.

"Since Dubai First 's inception, we have been working to position the company as a dominant player in the financial services industry. Today's launch is a testimony to its performance."

Dubai First is working to offer a diverse and profitable credit cards portfolio.

Ibrahim Al Ansari, Country Corporate Officer at Dubai First , said: "The MENA region has one of the highest numbers of high net worth individuals in the world, and the 'Royale' MasterCard from Dubai First is designed to address the needs of this segment of customers with an unequalled array of customised services and benefits.

"Niche benefits for 'Royale' card holders include no preset spending limits, a personal relationship manager, as well as a lifestyle manager supported by a team of highly trained customer service professionals who will together deliver class leading service."

Al Ansari added, "Our strategy has been to continuously study the consumer finance market for areas that are underserved, and to offer innovative and effective solutions through our unique cards. The launch of the 'Royale' MasterCard from Dubai First , is in line with this strategy and adheres to our promise that 'you are always first' by addressing the most demanding needs of our clients."

Eyad Al Kourdi, Country Manager, UAE, MasterCard Worldwide said: " MasterCard is pleased to have worked closely with Dubai First in launching the first-of-its kind 'Royale' MasterCard credit card in the region. The Dubai First 'Royale' MasterCard credit card is a great example of how MasterCard works closely with our customer financial institutions to develop differentiated payment offerings that will appeal to the evolving lifestyle needs of the affluent consumer of today. We look forward to working closely with Dubai First to meet their vision in becoming a leading player in consumer finance across the Middle East and North Africa."

Dubai First is on track to achieve its vision of being one of the top five consumer finance players in the UAE within the next three years. The 'Royale' MasterCard from Dubai First is the second product launch from the company to date.

The invitation only 'Royale' MasterCard from Dubai First , will be unveiled tonight at an exclusive gala event attended by dignitaries and high net worth individuals.

-Ends-

About Dubai First
Dubai First is a Dubai Group company. Dubai Group is the leading diversified financial company of Dubai Holding and makes up one of its seven entities. Dubai First marks Dubai Holding's entry into the consumer finance industry.

Dubai First aims to aggressively grow its existing profitable credit cards portfolio. In due course, Dubai First will expand its offering to include, mortgages and other differentiated financial services.

With a clearly defined market segment and a solid strategic intent supported by a modern and reliable infrastructure, Dubai First is set to scale new heights in product innovation and customer service.

For further information, visit www.dubiaifirst.com

About MasterCard Worldwide
MasterCard Worldwide advances global commerce by providing a critical economic link among financial institutions, businesses, cardholders and merchants worldwide. As a franchisor, processor and advisor, MasterCard develops and markets payment solutions, processes over 16 billion transactions each year, and provides industry-leading analysis and consulting services to financial institutions, customers and merchants. Through its family of brands, including MasterCard®, Maestro® and Cirrus®, MasterCard Worldwide serves consumers and businesses in more than 210 countries and territories. For more information, go to www.mastercardworldwide.com.

For further information, please contact:
JiWin
Exclusive Affiliate of Burson-Marsteller in the Middle East
Natasha Sterling
Tel: +971 4 3613887
Mob: +971 50 252 8014
Email: natasha.sterling@jiwin.ae

Maliha Aqeel
Tel: +971 4 361 3598
Mob: +971 50 633 1976
Email: maliha.aqeel@jiwin.ae

For further information, please contact:
Aya Elamine,
GolinHarris Dubai,
+971 4 332 3308,
aamine@golinharris.com

© Press Release 2007