Published by Gbaf News
Posted on November 28, 2013
9 min readLast updated: January 22, 2026
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Mashreq partners with Infusion to deepen customer relations with intelligent digital interactions in new, ultra-modern branch experience powered by Microsoft technology
Modernizing the bank experience through interactive experience technologies
The Region’s leading financial institution, Mashreq has brought the future of digital banking to its customers. Launched at five installations (branches) across the Region – Dubai Internet City, Ibn Battuta Mall, Dubai Mall, Sharjah, and Abu Dhabi Main – Mashreq invited customers to touch, gesture, and engage with the banks product offerings through new interactive digital experiences. By collaborating with the Infusion team – who leveraged Microsoft technologies as the platform – Mashreq was able to realize its vision and bring to fruition one of the most stunning and elegant digital banking experiences in the region. As a result of this deployment, Mashreq was named “Best Banking Innovation in the Region” by Banker Middle East Industry Awards for its innovative approach including the Infusion retail concept.
“Our new interactive branches are an industry first. Our customers live a digital lifestyle every day in how they work and live; now at our branches, they can expect the same enriched experiences they have with technology with this modernized bank,” said David Horton, Chief Transformation Officer, Mashreq. “Our work with Infusion enabled us to present a series of interactive digital experiences that will empower our clients to make confident decisions about their finances, with the right information that meets their lifestyle and their needs. That is our vision, to provide our customers the most rewarding banking relationship. The Infusion team brought our vision to life and made it happen.”
Mashreq is the UAE’s leading financial institution, serving millions of consumer and business clients within the Region. The Bank has led the industry with smart solutions for mobile and online banking. To further modernize its offerings and continue its commitment to great experiences for its clients, Mashreq joined forces with the Infusion team. With the launch of its E-Cube Retail Branches, the Bank is able to transform traditional transactional banking through the use of intelligent interactive experiences and advanced technology solutions – creating more rewarding and enhanced customer service.
Mashreq’s Interactive Digital Wall: A digital wall was built to showcase lifestyle scenarios for clients, where Mashreq can play a role. From accident insurance to lifestyle changes like a new home, the digital wall showcases the many products and services that fit Mashreq customer’s needs. The technology is interactive and actionable. Marrying Microsoft Kinect Sensors with large multi-touch display, the Bank displays animations based on passers-by and allows the ability to interact through gestural and multi-touch user interface. The wall is large and in high definition resolution, and is triggered by simple behavior such as a customer waving or someone walking by.
Mashreq partners with Infusion to deepen customer relations with intelligent digital interactions in new, ultra-modern branch experience powered by Microsoft technology
Informing & Engaging Solutions Through varied multi-touch devices throughout the branch, Mashreq has created a digital product showcase, to offer information and details on products and services offered by the Bank. The customer can search for and obtain answers to questions without waiting in line. The devices include text, video, image content and QR codes, for customers to take away more information.
Empowering & Modernizing Experiences Mashreq collaborated with Infusion’s design and technology expertise to build several assisted experiences, consisting of kiosks with Microsoft PixelSense. The kiosks facilitate staff-customer collaboration in an illustrative way, which integrates with Microsoft Lync client to reach available consultants or product specialists. It displays a series of animations when not in use, and can let users find out more about complex products like home financing, by offering an interactive mortgage simulator. The kiosks also solicit feedback from customers, providing a forum for e-mails to the customer about products and services with inputted data.
“Our clients look to us for forward thinking and to be there to meet their needs in the fast paced and ever changing market of finance.” said Vimal Sethi, Vice President and General Manager, Infusion Dubai. “The team at Mashreq partnered with Infusion and shared their vision for the modernized bank, and we captured that imagination through elegant design and smart technology solutions to bring it to life. Our client has always led the market with thoughtful and intuitive offerings, always putting its customers first. We share this excitement. Infusion brought our passion, our insight, creativity, and engineering expertise to the planning and execution. Our commitment to deliver on excellence shows in this engaging experience and the possibilities to build on these imaginative experiences are limitless. Our heartfelt congratulations to Mashreq Bank on this industry first achievement.”
“At Microsoft, we are committed to empowering businesses to innovate more, enhancing their customers’ experience. We are very happy to see Mashreq’s digital experiences for its clients come to life through our technology platform ,” said Samer Abu Ltaif, Regional General Manager at Microsoft Gulf. “Microsoft technology is the fuel for innovation at Mashreq, and in partnership with Infusion, has delivered to the bank’s customers a digital banking environment with the full potential of touch and gesture technologies, making processes easier for both the bank and its customers.”
Mashreq partners with Infusion to deepen customer relations with intelligent digital interactions in new, ultra-modern branch experience powered by Microsoft technology
Modernizing the bank experience through interactive experience technologies
The Region’s leading financial institution, Mashreq has brought the future of digital banking to its customers. Launched at five installations (branches) across the Region – Dubai Internet City, Ibn Battuta Mall, Dubai Mall, Sharjah, and Abu Dhabi Main – Mashreq invited customers to touch, gesture, and engage with the banks product offerings through new interactive digital experiences. By collaborating with the Infusion team – who leveraged Microsoft technologies as the platform – Mashreq was able to realize its vision and bring to fruition one of the most stunning and elegant digital banking experiences in the region. As a result of this deployment, Mashreq was named “Best Banking Innovation in the Region” by Banker Middle East Industry Awards for its innovative approach including the Infusion retail concept.
“Our new interactive branches are an industry first. Our customers live a digital lifestyle every day in how they work and live; now at our branches, they can expect the same enriched experiences they have with technology with this modernized bank,” said David Horton, Chief Transformation Officer, Mashreq. “Our work with Infusion enabled us to present a series of interactive digital experiences that will empower our clients to make confident decisions about their finances, with the right information that meets their lifestyle and their needs. That is our vision, to provide our customers the most rewarding banking relationship. The Infusion team brought our vision to life and made it happen.”
Mashreq is the UAE’s leading financial institution, serving millions of consumer and business clients within the Region. The Bank has led the industry with smart solutions for mobile and online banking. To further modernize its offerings and continue its commitment to great experiences for its clients, Mashreq joined forces with the Infusion team. With the launch of its E-Cube Retail Branches, the Bank is able to transform traditional transactional banking through the use of intelligent interactive experiences and advanced technology solutions – creating more rewarding and enhanced customer service.
Mashreq’s Interactive Digital Wall: A digital wall was built to showcase lifestyle scenarios for clients, where Mashreq can play a role. From accident insurance to lifestyle changes like a new home, the digital wall showcases the many products and services that fit Mashreq customer’s needs. The technology is interactive and actionable. Marrying Microsoft Kinect Sensors with large multi-touch display, the Bank displays animations based on passers-by and allows the ability to interact through gestural and multi-touch user interface. The wall is large and in high definition resolution, and is triggered by simple behavior such as a customer waving or someone walking by.
Mashreq partners with Infusion to deepen customer relations with intelligent digital interactions in new, ultra-modern branch experience powered by Microsoft technology
Informing & Engaging Solutions Through varied multi-touch devices throughout the branch, Mashreq has created a digital product showcase, to offer information and details on products and services offered by the Bank. The customer can search for and obtain answers to questions without waiting in line. The devices include text, video, image content and QR codes, for customers to take away more information.
Empowering & Modernizing Experiences Mashreq collaborated with Infusion’s design and technology expertise to build several assisted experiences, consisting of kiosks with Microsoft PixelSense. The kiosks facilitate staff-customer collaboration in an illustrative way, which integrates with Microsoft Lync client to reach available consultants or product specialists. It displays a series of animations when not in use, and can let users find out more about complex products like home financing, by offering an interactive mortgage simulator. The kiosks also solicit feedback from customers, providing a forum for e-mails to the customer about products and services with inputted data.
“Our clients look to us for forward thinking and to be there to meet their needs in the fast paced and ever changing market of finance.” said Vimal Sethi, Vice President and General Manager, Infusion Dubai. “The team at Mashreq partnered with Infusion and shared their vision for the modernized bank, and we captured that imagination through elegant design and smart technology solutions to bring it to life. Our client has always led the market with thoughtful and intuitive offerings, always putting its customers first. We share this excitement. Infusion brought our passion, our insight, creativity, and engineering expertise to the planning and execution. Our commitment to deliver on excellence shows in this engaging experience and the possibilities to build on these imaginative experiences are limitless. Our heartfelt congratulations to Mashreq Bank on this industry first achievement.”
“At Microsoft, we are committed to empowering businesses to innovate more, enhancing their customers’ experience. We are very happy to see Mashreq’s digital experiences for its clients come to life through our technology platform ,” said Samer Abu Ltaif, Regional General Manager at Microsoft Gulf. “Microsoft technology is the fuel for innovation at Mashreq, and in partnership with Infusion, has delivered to the bank’s customers a digital banking environment with the full potential of touch and gesture technologies, making processes easier for both the bank and its customers.”
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