The new system was especially appealing to smaller stores in competition with the larger stores but who could not justify setting up their own charge account facilities. Eventually the larger stores began accepting these cards, testifying that the fees charged by the card operator were lower than the store's cost in running their own store accounts. In 1957, American Express also entered the field, and in 1959 was the first company to issue embossed plastic charge cards to ISO/IEC 7810 standards.