KUALA LUMPUR, May 3 — Malayan Banking Bhd (Maybank) eyes a 16-18 per cent increase in total spending by customers using its credit cards to RM50 billion this year.

Head of Community Financial Services (CFS) Malaysia Datuk Hamirullah Boorhan said the bank’s credit card billing would continue to grow year after year, with last year’s billing recording an increase of 12 per cent.

"This year we expect a more positive growth and higher than last year, by encouraging more customers to use cards rather than cash.

"By using cards, the customers could track their spending, besides being incentivised by getting points as they spent, giving more value to them,” he told reporters at the launch of 13th Maybank Treats Fair here today.

Meanwhile, Group Chief Executive Officer CFS Datuk Lim Hong Tat said there were about two million Maybank credit card holders in Malaysia.

"We are leading in all areas, with a 20 per cent market share in credit cards and 40 per cent in merchants, billings at 28 per cent and in terms of receivables, we are number one with an 80 per cent market share,” he said.

He said receivables, which measured the amount outstanding from customers, were a more important measurement compared with the number of cards issued, adding that Maybank took over the number one spot in this area from an international card player in 2016.

"We consider ourselves as the undisputed card player in terms of merchants, card issuance, number of card holdings, billings and receivables,” he said.

For this year’s Treats Fair, he said the bank expected more than 250,000 visitors, generating sales of over RM20 million and three billion TreatsPoints to be redeemed.

Featuring 250 merchants, the four-day event offers IT gadgets, household and educational products, kitchenware and travel packages.

In conjunction with the fair, Maybank also launched the world’s first-of-its-kind Football Fan Game App in partnership with the Manchester United Club, and introduced the Maybank Islamic World Mastercard Ikhwan Card-i, an Islamic premium card, completing its suite of Ikhwan products.

"We are targeting to issue 10,000 cards in 12 months and among the unique features of the card would see 0.2 per cent of international spending being donated to waqf (endowment),” he added.

Also present the launch of the app was Manchester United legend Mikael Silvestre.

Lim said the Football Fan App would enable the group to leverage on gamification to facilitate card acquisition, rewards and loyalty, and lucky draws through a single game application.

"Market studies from Forbes indicate that gamification has 10 times higher engagement compared to other traditional channels. Mobile gamification users are 66 per cent more likely to share their good experiences via social media compared to others.

"As such, it is important for the bank to continue evolving and implement innovative ways to engage our customers,” he said.

The game app is a real-time competitive game that brings Manchester United fans closer to the game and their club.

A competition will be held as part of the app launch and the grand prize winner will win a trip for two, inclusive of flights and accommodation, to watch Manchester United in action at Old Trafford. — Bernama