DUBAI, 12th May, 2015 (WAM) -- The Department of Economic Development, DED, in Dubai and the Dubai Government Human Resources Department, DGHR, together with National Plus and Network International, the leading payment solutions provider in the MENA region, have launched ?Dubai Plus,? a first of its kind City Privilege Card programme for government and semi-government employees in Dubai offering various benefits and discounts including loyalty points on purchases and services.

The programme is an initiative by DED and DGHR that comes in line with the ?Happiness Index? for Dubai launched by Vice President and Prime Minister and Ruler of Dubai, His Highness Sheikh Mohammed bin Rashid Al Maktoum, and his directives to promote innovation and economic development through improved productivity and competitiveness across all sectors.

A multi-segment programme and all-in-one shopping solution, the Dubai Plus programme involves a smart card equipped with the highest level of security, along with a programme management platform, a website and a mobile application.

The cardholder can use it to make purchases within Dubai, pay for public transport and other RTA services and take advantage of a range of discounts and offers as well as earning loyalty points in the process.

Dubai Plus was launched by Ali Ibrahim, Deputy Director General of DED, Mohammad bin Markhan AlKetbi, Managing Director of National Plus, Bhairav Trivedi, CEO of Network International, and Samer Soliman, Executive Vice President - Product and Innovation, Network International, during the ?Cards & Payments Middle East 2015? exhibition, which opened in Dubai today.

Ali Ibrahim and Mohammad bin Markhan Ketbi also received an award for Dubai Plus being the first of its kind City Privilege Card, from Joseph Ridley, General Manager of Terrapin, organisers of ?Cards and Payments Middle East.?Amal Mohammed bin Udai, Director General, DGHR, said, "Our support for ?Dubai Plus? comes in line with our continuing efforts to support the DGHR discounts programmes - one of the premier elements in the Dubai Happiness Index initiative, which follows the directives of His Highness Sheikh Mohammed bin Rashid. We are pleased to render our support for this initiative, which also demonstrates the commitment of National Plus towards social and institutional responsibility.""We are delighted to be launching Dubai Plus in co-operation with National Plus and supported by Network International, thus reaffirming the importance of public-private partnerships in achieving sustainable development and enhancing competitiveness levels in all sectors in Dubai. Through this initiative we aim to provide a modern economic environment as well as distinctive lifestyle and services that befit the international reputation and prestige enjoyed by Dubai," said Ibrahim.

Ibrahim also stated that Dubai Plus contributes to the efforts to make Dubai a Green City as the programme will reduce carbon footprint by using electronic channels to reach out to consumers instead of print advertisements. Consumers can learn about discounts and privileges on the Dubai Plus website or smart phone application, and receive free e-newsletters according to the member?s interests and preferences.

Copyright Emirates News Agency (WAM) 2015.