American Express and Walmart's Bluebird

The U.S. card industry sat up and took notice when American Express launched its Bluebird general purpose reloadable (GPR) prepaid card product in October 2012 with Wal-Mart Inc. as its strategic partner. This action signaled the card network's serious intentions to take its premium brand to the masses. So, what does Walmart want, and should debit issuers take a closer look?

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