American Express Steps on Google’s Face

American Express (NYSE:AXP) announced plans to introduce a new My Offers tab in its Apple (NASDAQ:AAPL) iPhone app on Monday. The app will give people one place to view all the available offers and recommendations that they could potentially be interested in.

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It’s no secret that American Express has been eying the daily deal space. The credit card company has been pushing the edge of next-generation offers by using Facebook, Foursquare, and Twitter to offer coupons that can be synced to a user’s card account. The new American Express My Offers tab in the iPhone app will help organize all those offers and facilitate usage. Essentially, the service works by allowing users to find a deal and link it to their American Express card account.

American Express is launching an update to its mobile app that will make the process much more seamless. Even if users are still in stores, they will be able to search for offers and immediately apply them to their card. The update makes in-store shopping more social and deal-driven.

The credit card company has pioneered a way to give consumers deals through its own deal service, which competes with offerings like Google (NASDAQ:GOOG) Wallet and Isis, a joint venture between AT&T (NYSE:T), Verizon (NYSE:VZ), and T-Mobile. Both Google Wallet and Isis also promise special deals by using phones to purchase merchandise rather than credit cards. However, the most significant aspect of American Express’s service is that it does not require a new phone to do so. Conveniently, anyone can use the service regardless of the smartphone they own.

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