American Express is going to change the way users spend, as they offer digital payments in a service dubbed as Serve. It’s not the first time we’ve heard of digital payments since Paypal and Visa offer such a service, as well as Google, which is reportedly partnering with MasterCard and Citigroup. However, American Express is going to give it a twist by fusing bank account, debit, credit, and charge card capabilities, and Serve to Serve money transfers in a single account. It endeavors in eliminating cash, checks and debit cards, boasting ease and convenience for digital techniques. It is currently piloting in Eugene, Oregon but will roll out to other areas in the United States soon, and overseas in the coming year.

American Express will bail customers out of any fees as they set up an online Serve account and begin using the service for the first six months. They can transfer money, pay bills, purchase online using the Serve for absolutely no charge. The account even comes with a reloadable Serve prepaid card that a customer can use at merchants or ATMs which accepts American Express. Serve is accessible on Apple iOS and Android devices, as well as on Serve.com and Facebook. They will be adding more features and function to Serve, and will hook up with a bunch of other partners soon.

“Serve is a new type of payment platform that isn’t tied to a single card or mobile operating system,” said Dan Schulman, group president of enterprise growth at American Express. “It’s a flexible, easy to use platform, which from day one brings tremendous assets to the alternative payments space, including the millions of merchants who accept American Express.”

Moreover, Serve allows users to open sub account for their spouses, children and other member of the family. This is made possible by American Express’ acquisition of Revolution Money back in 2010. At its pilot in Eugene, its current partners are Ticketmaster, Concur and Flipswap. Ticketmaster will utilize Serve as a preference for customers to buy and sell tickets with others, while as an expense management and reimbursement method for transaction processed by their small business expense reporting service for Concur called Concur Breeze. It is for refund purposes at Flipswap.

American Express sees billions of dollars in transaction fees credited to mobile payment. Paypal and Visa has gone there first, with Visa acquiring PlaySpan for $190 million back in February. Search giant Google’s not going to get left behind as it partners with Amex competitors, MasterCard and Citigroup, in an in-app mobile payment service for Android. As a complement, Google is going to pay for thousands of NFCs to be installed around New York City and San Francisco in a project codenamed as “Cream”. Users can just hold their phone devices to the reader for purchase.