Built by consumers for consumers Vice Versa International was created in 2005 by the Milan family, based upon Kira Milan’s desire to create loyalty and incentive solutions that could connect enterprises and individuals more effectively based on the assumption that if it works for the consumer it will work for enterprises. To fulfill the aim the company spent two years in research and development, together with both enterprises and consumers in order to define a framework that would create a win-win for both parties.
Utilizing smart chip technology the company introduced a unique new loyalty and incentive solution that provide the consumers with what they want: instant transparent rewards that can be utilized immediately across categories.
Kira Milan invented the refreshingly simple Vice Versa principle in which it allows a card user to earn and redeem rewards instantly. By translating the rewards into local currency and by utilizing the real-time read and write capabilities of the smart chip, the vice versa principle allows the card user to literally make money as they spend money.
To showcase some of the capabilities of the concept the card was first used as an e-purse media at the Shakira concert in March 2007 and in May later that year , the Vice Versa Silver Card for visitors was launched in Dubai with more than 250 partner outlets with a wide range of choices within shopping, dining, activities and services representing well-known brands such as Hugo Boss, Kenneth Cole, Tommy Hilfiger, BCBG MAXAZRIA, Porsche Design, Jacob&Co, Calvin Klein, giving the visitor the possibility to make money as they spend money during their stay.
