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TransacTionThe Ofcial Publication o the Electronic Transactions Association | August 2011

ALSO INSIDE:Compliance Apathy andFraud Prevention

Tips for Improving

Your Brand Online

E-commerce opportunitiesgo beyond couponsand discounts

get social

ISOs andmerchants

trends

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TransacTion trends | August 2011 3

The Ofcial Publication o the Electronic Transactions Association Vol. 16 | No. 8

TransacTion trends

cover story

10 Iso a MhaG sial By Julie Ritzer Ross

From Facebook payment apps topartnerships with American Express,

companies are expanding theirsocial media presence and cashingin on this growing market.

18 sPecIAL serIes

saup si: Pam AlliaIaial By John Manasso

Since its ounding six years ago, ETA’s 2011ISO o the Year has made data connectionsin 18,000 convenience stores and becamethe largest ATM deployer in NorthAmerica.

FeAtUres

dePArtMents4 Pi’ Mag

Insights from ETA’s elected leader

6 Iu nw Trends, strategies, and news in thepayments business

8 Iso cExperts tips on improving SEOand online brand management

14 Gig Mha ca

By Bryan OchallaBeore veriying compliance or validatingsecurity o e-commerce websites andmobile apps, payments companies needmerchants to buy into raud prevention.

22 A Ix

24 Iu IieProcessing Network’s suite of solutions keeps it simple, secure,and competitive

6

10

14

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Electronic Transactions Association

1101 16th Street NW, Suite 402Washington, DC 20036202/828.2635www.electran.org

ETA Chie Executive Ofcer

Carla Balakgie

ETA Director, Communications & PR

Thomas Goldsmith

Transaction Trends

Publishing ofce:Stratton Publishing & Marketing Inc.5285 Shawnee Road, Suite 510Alexandria, VA 22312703/914.9200

Publisher

Debra Stratton

Editor

Josephine Rossi

Contributing Editor

Angela Hickman Brady

Editorial/Production Assistant

Teresa TobatArt Director

Janelle Welch

Contributing Writers

Douglas R. Kelly, John Manasso,Bryan Ochalla, Julie Ritzer Ross

Advertising Sales

Steve Schwanz or Fox Associates(800/440.0232; [email protected])

Fox Associates OfcesChicago 312/644.3888 New York 212/725.2106Atlanta 770/977.3225 Detroit 248/626.0511Los Angeles 805/522.0501 Phoenix 480/538.5021

Editorial Policy:The Electronic Transactions Association,founded in 1990, is a not-for-profitorganization representing entities whoprovide transaction services between

merchants and settlement banks and others involved in theelectronic transactions industry. Our purpose is to provide leadershipin the industry through education, advocacy, and the exchange ofinformation.

The magazine acts as a moderator without approving,disapproving, or guaranteeing the validity or accuracy of anydata, claim, or opinion appearing under a byline or obtained orquoted from an acknowledged source. The opinions expresseddo not necessarily reflect the official view of the ElectronicTransactions Association. Also, appearance of advertisementsand new product or service information does not constitute anendorsement of products or services featured by the Association.This publication is designed to provide accurate and authoritativeinformation in regard to the subject matter covered. It is providedand disseminated with the understanding that the publisher is not

engaged in rendering legal or other professional services. If legaladvice and other expert assistance are required, the services of acompetent professional should be sought.

Transaction Trends (ISSN 1939-1595) is the officialpublication, published monthly, of the Electronic TransactionsAssociation, 1101 16th St. N.W., Suite 402, Washington, DC20036; 800/695-5509 or 202/828-2635; 202/828-2639 fax.Postage paid at Pittsburgh, Pennsylvania, and additional mailingoffices. POSTMASTER: Send address changes to the address

noted above.

Copyright © 2011 The Electronic Transactions Association.All Rights Reserved, including World Rights and ElectronicRights. No part of this publication may be reproduced withoutpermission from the publisher, nor may any part of thispublication be reproduced, stored in a retrieval system, orcopied by mechanical photocopying, recording, or other means,now or hereafter invented, without permission of the publisher.Nonmembers, government agencies, $150 per year; single copy,$20. Subscriptions are available for 12-month periods only, atthe quoted rates.

President’s Message

Big News rom ETA

Unless you happen to live in a deep dark cave, you’ve probably noticed

the buzz about mobile payments, in all its orms. Depending on who

you talk to, mobile is either right around the corner or a ew years away;

merchants are gearing up right and let, or skeptical; consumers are blasé or

eager to pay with their smartphones. All o which may be true.

It’s probably sae to assume that mobile acceptance—the ability to accept card

payments by smartphone—has some momentum behind it but beyond that, the pic-

ture gets pretty murky. It’s also true that or those who want to prot rom mobile,

it’s critical to understand what’s happening and where the opportunities can be

ound.

To that end, ETA has decided to organize its rst Mobile Commerce Summit,

where we will bring together many o the people and companies who are making

mobile commerce happen, in all its various incarnations. As I’m writing this, the details are still coming together. The event will

be Tuesday, October 25, at the Palmer House in Chicago. That’s

the day beore the main part o ETA’s Strategic Leadership

Forum takes place in the same location.

O course, there are plenty o mobile payments conerences

going on this year—it is a hot topic ater all. And several are go-

ing to be held in Chicago. But what makes ETA’s Mobile Com-

merce Summit unique is that the ocus will be on you, ETA’s

members and supporters: what you need to know, and who you need to know.

Put the Mobile Summit on your calendar. It’s something you can’t aord to miss.

Two big milestones or 2011 arrive this month. By the time you read this mes-

sage, the online application to take the Certied Payments Proessional exam will beaccessible through ETA’s website at www.electran.org/cpp.

The program has received a tremendous amount o support, both rom those

who are likely candidates or the credential and rom the companies that employ

them (or will.) One concern about CPP that comes up requently, is how mer-

chants will learn about the existence o CPPs and the value o having a CPP as their

merchant service provider. That requires an educational campaign, and you can be

sure that ETA will begin that eort once the rst CPPs have successully passed their

examination.

It’s exciting and satisying to see the investment that ETA has put into CPP begin

to bear ruit, and the launch o the application process this month is the rst o what

will be a series o milestones or the program throughout the remainder o 2011.

The second milestone this month is the opening o registration or the 2011

Strategic Leadership Forum. I’ll have more to say about that next month, but or now,

I just want to remind you that SLF will be October 25-27, at the Palmer House in

Chicago, and you can keep an eye on SLF-related developments at www.

electran.org/sl11. The 2011 Forum will cover all the important topics, rom

technology and the economy to government regulation and legislation and, as

always, with the orward-looking perspective that makes SLF unique.

I look orward to seeing you at SLF and the Mobile Commerce Summit.

Sincerely,

Rick Pylant

Rick Pylant is President of ETA

and Chairman & CEO of Strategic Processing Systems Inc.

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PayPal projects it will process $3billi in mobile payments thisyear.Source: PayPal

Fast Fa

inDusTrYnews Although debit interchange regula-tion is a concern, acquirers don’texpect it to signicantly aect theindustry, according to a survey o 20acquiring stakeholders about criti-cal industry issues.

Highlights rom the Aite Groupreport, Merchant Acquiring, an

Update: Mobile Payments, Inter-

change, and EMV , include:

• Fifty percent o respondentssee debit interchange regulationas a benet or innovation in pay-ments, and they expect legislationto encourage industry players tobe creative and oer new value or products. However, 20 percent be-lieve the regulation is a detrimentbecause it lowers revenues, which will slow development amongbanks and card networks.

• Sixty percent are neutral aboutthe impact o the debit card inter-change regulation on mobile POSproviders. Only 10 percent expectmobile POS providers to be nega-tively aected by the regulation, while 20 percent believe they will benet rom it.

• Eighty percent agree thatmobile POS solutions willdramatically increase the

Payments Professionals Sound Off on Interchange, TechnologyDiscretionary

SpendingPlummets, CreditIncreasesConsumer spending slowed in May as high unemployment raised cautionabout the economic recovery, accord-ing to First Data’s May 2011 Spend-

Trend report. Year-over-year dollar volume

growth slowed to 6.6 percent, thelowest in 2011. Transaction growth was 5.1 percent, the slowest growthrate throughout the past 12 months.Infation, higher gas prices, and theunemployment rate caused lower- tomiddle-income shoppers to decreasediscretionary spending.

The report also showed that high-er-end consumers are utilizing creditand paying o the balances, whilelower-end consumers are turning tocredit to cover everyday expenses. Asa result, the credit card dollar volume

growth o 8.8 percent surpassed thato both PIN and signature debit.

General merchandise stores con-tinued to perorm well as consum-ers searched or bargains. The hotelsegment saw its strongest growthsince January as the travel industry continued to bounce back. Growthat gasoline stations slowed slightly asgas prices peaked in early May beoresubsiding later in the month.

number o businesses accepting cardsin the next three to ve years.

• Fifty-ve percent o the respondentsagree with the statement, “Visa’s eortto build a digital wallet and compete with PayPal will succeed in the com-ing decade.”

• Fifty percent o the respondents be-lieve the United States will ocially start a migration toward EMV in thenext ew years. However, 45 percentbelieve the United States will leaprogpast EMV and embrace mobile pay-ments directly.

Credit, Debit Card Payments by TransactionValue*

2006 2009Signature Debit 15.7 23.4

PIN Debit 9.4 14.5

General Purpose Prepaid 0.3 1.3

Private-label Prepaid 1.9 2.7

EBT Prepaid 1.1 2.0

*Note: Numbers are in billions. Source: 2010 Federal Reserve Payments Study

info gaph

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In an industry awash with acronyms,

ISOs and acquirers should be adding

two more to their glossary o market-

ing tools: SEO and SERMA.

SEO, or search engine optimization, is an

acronym that most companies are amiliar

with. It’s much less likely they’ve heard o

or had experience with SERMA, or search

engine reputation management, accord-

ing to Kathy Tuite, senior vice president o

marketing at TransFirst in Dallas, and Peggy

Olson, ounder and principal o Phoenix-based Strategic Marketing.

“I think that [SERMA] is not even on

the radar or most acquirers or ISOs, un-

less they’re one o the bigger players,” says

Olson. That’s a problem, she says, because

both SERMA and SEO can help ISOs estab-

lish and even ampliy their digital presence.

SEO Success StrategiesSEO helps an ISO improve its digital pres-

ence by raising website visibility via or-

ganic, or unpaid, search results. To achievethis improved visibility, Olson shares the

ollowing pieces o advice:

1. Compose title tags. These are

HTML elements that describe the topic or

theme o websites and online documents.

Be sure to use keywords that are important

to your business’s website and the content

it provides. “That’s what the bots, spiders,

and screen readers [that the search engines

employ] look or and how they categorize

data,” Olson says.

2. Create keyword phrases for

your site’s pages. Like title tags, key-

word phrases describe the content o a site

or page and help attract bots, spiders, and

screen readers. They’re “one-line sentences

that contain a number o keywords,” Olson

says. “So, i somebody types [into a search

engine] something like, ‘low-cost payment

vendors,’ and you have ‘ABC ISO is a lead-

ing, low-cost payment processor’ as your

keyword phrase, you would probably pop

up” in the search results.

ISO COrner

The ABCs o Online MarketingProper SEO and SERMA practices help ISOs maintain their digital presence and competitive edge

By Bryan Ochalla

ISO COrner

3. Produce unique content. Not

only will it help improve your site’s organic

ranking, says Olson, but it will help your

company and its oerings stand out rom

the crowd. You can bolster both o those

results by regularly rereshing and adding

to that content.

4. Link to related sites and vice versa. Out-bound and in-bound links

also attract bots, spiders, and screen read-

ers—and, as a result, potential clients and

customers. Olson suggests linking to the

sites o groups like the ETA and the PCI

Security Standards Council. Also consider

linking to your own social media sites, sites

where you post press releases, and the sites

o gateways, processors and vendors with

which you’ve partnered. Don’t orget to ask

the administrators o the sites to which you

link to return the avor.

As important as all o these tips are

when attempting to optimize your site

or search engines, it’s just as important

to keep in mind that the SEO process “is

complicated and requires a lot o attention,

eort, and time,” says Olson.

Thankully, she adds, third-party provid-

ers can assist ISOs that don’t have the man-

power needed to keep an eye on things.

Most o them will do so at a cost, o course,

but “they’re experts in SEO and they’ll

make sure your site is always up to date.”

SERMA AssistanceISOs and acquirers looking or outside as-

sistance with SERMA, however, are more

likely to nd it rom a piece o sotware

rather than a human, says Tuite. Whereas

SEO is about optimizing your website to at-

tract and retain customers, SERMA is about

monitoring your brand online or the same

reasons.Companies that engage in SERMA

watch what’s being said online about the

company itsel as well as key employees,

products, and services. “People are out

there talking about you and your company

at all times,” Tuite adds, “and i you’re not

paying attention to it you can’t leverage it

or respond to it.”

It’s especially important or ISOs to

be aware o the negative or alse remarks

being said about their companies and o-

erings, she adds, as steps can be taken

to proactively address such commentary.

Unortunately, “a lot o companies don’t

understand how to do that,” nor do many

o them “have any idea as to how much it

could hurt their brand to respond to nega-

tivity regarding their brand or their prod-

ucts or services in the wrong way.”

When responding to online negativity,

Tuite advises against addressing any prob-

lem or situation online. “Do everything you

can to proactively address it directly with

the other party—ofine, i at all possible,”

she notes.

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Sometimes this approach will prompt

customers to remove their negative com-

ment—or at least update it. “They may go

in and say something like, ‘This did happen,

but TransFirst contacted me about it and

this is how they resolved it.’”

That’s oten the exception, not the rule,

however, so Tuite suggests that, rather than

obsess about such seemingly permanent

posts, you should “do what you can to get

more positive comments posted about

your company—to push those negative

ones down.”

Patience and commitment also are

virtues in the SERMA world. Both can betough or smaller companies that don’t

have the sta or resources needed to stay

on top o it. But bigger ISOs and payment

companies “can have a hard time seeing the

tangible benets associated with SERMA,”

Tuite says. “I preer to go in the other direc-

tion, though: It’s very easy to see how nega-

tive online comments or posts or reviews

can impact a company.”

The good news is that SERMA doesn’t

have to be expensive. Tuite says that the

ree-to-use Google Alerts, while simple, “can

help quite a bit, especially i you’re really

small.”

That said, Google Alerts is reactive, not

proactive, because not everything gets

picked up by Google Alerts, Tuite warns. As

such, she suggests that ISOs that can aord

to spend a little money should look at tools

like Radian6 or Scout Labs, both o which

will give you “a ar more comprehensive

look at what’s being said about you online.”

Beore moving ahead with any SERMA

project, both Olson and Tuite suggest creat-

ing a social media policy that species who

in the company will address or respond to

online comments, posts, and reviews as

well as when and how responses will hap-

pen. These policies should also clearly state

that staers cannot establish pages on Face-

book, LinkedIn, or any other social media

site on behal o the company without the

company’s permission.“It’s important that all o this is put in

place or your agents, too,” adds Tuite. “Oth-

erwise, you may have people who aren’t

direct employees o your company repre-

senting your brand online.”TT

Bryan Ochalla is a contributing writer

to Transaction Trends. Reach him at

[email protected].

“People are out there

talking about you andyour company atall times, and i you’re not paying at-tention to it you can’tleverage it or respondto it.”

— Kathy Tuite, TransFirst

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In recent years, social media has inltrated

nearly every acet o consumers’ lives. The

latest payment components now go well

beyond just oering deals and discounts.

“The past 18 months or so have brought

a variety o unique solutions to the table, and

there really doesn’t seem to be an end in sight,”

says Sarah Owen, vice president, personalized

marketing and loyalty, at Atlanta-based ISO/MSP

First Data Corp. and chairman o the ETA’s Tech-

nology Committee. “While maturity is three to ve years out, the concept as a whole is here to stay,

and the market will continue to grow.”

Here’s what’s happening:• First Data made its initial oray into the so-

cial payments space in mid-2010 with the rollout

o its eGit Social application or Facebook that

lets consumers instantly send a specic git (ice

cream, burger, milkshake, makeup, etc.) or virtual

git card to a Facebook “riend.” Ice cream chain

Cold Stone Creamery was the rst merchant to

sign up in June 2010. Since then, another 10 have

joined, including Kmart, Sears, Sephora, Boston

Market, Burger King, and others. Users can add

personal messages and then proceed through a

secure checkout. Recipients get a Facebook mes-

sage that they have received a git, along with an

account number and redemption instructions.

Owen expects several more merchants to sign

on beore the end o 2011.

In mid-June, First Data wrapped up a successul

sweepstakes promotion on Facebook designed to

spark interest in eGit Social. During each o the

our weeks ending in June, the processor awarded

10 $10 eGits to Dairy Queen and two $50 eGits

each to Sephora, Kmart, .y.e., or Joe’s Crab Shack,

plus a grand prize o a $200 Sears eGit card. Win-

ners received two eGits apiece—one or them-

selves and one or a Facebook “riend.”

First Data considers the e-giting solution the

most viable platorm or moving into the social pay-ments sector, counting on merchants being more

comortable with it than with other e-commerce

social networking solutions. “Given ISOs’ experi-

ence” on the git card side, “it should be a great rst

social payments step or them as well,” says Owen.

• Verifone, last May, launched PAYMEDIA, a

turnkey solution that builds on its PAYware Con-

nect intelligent gateway services to integrate

traditional payment services with nontraditional

payment-enabled media and services that accom-

modate consumer mobile phones. A VeriShield

Total Protect component provides an end-to-end

encryption and tokenization solution to alleviate

PCI compliance issues.“With PAYMEDIA, ISOs, ac-

quirers, and other resellers—in addition to equip-

ping merchants with an ‘intelligent checkout’ ca-

pability that integrates traditional payment with

discounts, rewards, and coupons—are able to

connect merchants with online payment-oriented

and social media services that are in increased

demand,” says Scott Henry, director o product

marketing.

While the biggest party’s still on Facebook, e-commerceopportunities emerge on other social networking platforms

[ COVER STORY]

By Julie Ritzer Ross

ISOs and Merchants

10 August 2011 | TransacTion trends

8/4/2019 TT Aug 2011


KEY NOTES

8 First Data considers the e-giting solution

the most viable platorm or moving into

the social payments sector, counting on

merchants’ comort level with Facebook.

8 Location-based services like Foursquare

are undertaking sophisticated e-commerce

strategies.

8 Solutions that acilitate group

payments, like WePay, have seen signicant

activity lately.

Get Social

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One in every six visits to anInternet site is a stop on

Facebook, and Americans spendmore than twice the amount of time on the social networking sitethan they do on the Web’s top500 retail websites.

—Karen Webster, Market Platform Dynamics

[ COVER STORY]

• ProPay , an ISO based in Lehi,

Utah,won the 2011 ETA Technology Show-

case Challenge at the annual meeting or

its ProPay Link (ormerly known as Zumo-

go) social mobile payment (m-payment)

platorm. ProPay Link lets merchants and

individuals interact with each other (ask/

respond to questions, solicit/provide eed-

back, or otherwise engage in social contact)

and place or accept orders, via iPhone or

Android devices. Merchants access, handle,

and monitor chats, payment requests, and

completed transactions through the main

screen o a merchant console. Customer

payment inormation is stored in ProPay’s

secure payment processing acility, mean-

ing that no payment inormation need be

transmitted by merchants to complete the

transaction. The merchant console also letsbusinesses track pending and completed

transactions and sort by register, store, or

individual server.

While the storage o payment data with-

in the payment processing acility, rather

than in the ProPay Link business payment

system, will help spark merchant and con-

sumer adoption o the platorm, the act

that it allows or real-time communication

between all parties is equally important, say

company execs. “I social payments are to

be truly and successully monetized and ad-opted, the social piece must occur in real

time,” says Bryce Thacker, executive vice

president, sales and marketing. “That is the

where consumers see the true value.”

At presstime, ProPay had already begun

to sign up merchants and was expecting

to have enabled more than 100,000 retail,

oodservice, and other establishments—

representing about hal o the company’s

portolio o active merchants—or ProPay

Link by the end o the summer o 2011.

• Payvment Inc., an e-commerce ser-

vice provider headquartered in San Francis-

co, recently established a Facebook-based

“Shopping Mall” that houses approximately

60,000 e-stores. Such merchants range in

size rom individuals selling hobby wares

to such major brands as West Coast Chop-

pers and Hooked on Phonics. Users can

browse all o these stores and products

without leaving the Shopping Mall.

“Beore us, people would have to shop

directly on a retailer’s Facebook page, but

we saw problems with this early on,” says

Payvment CEO Christian Taylor. “I a mer-

chant was new, or not a household name or brand, how were its products going to get

discovered? Just because a merchant adds

e-commerce to its Facebook page doesn’t

mean customers will come.”

Aggregating all participating merchants

under a single social networking “roo”

makes it easier or merchants to be ound

by consumers seeking them out. For in-

stance, i a Facebook member types the

word “socks” into the solution’s search tool,

the names o all Payvment merchants that

sell socks will come up. Users can searchor specic stores as well.Shoppers can

also post comments about and reviews o

individual stores and items.

More to ComeMeanwhile, a ew trailblazing retailers,

JCPenney among them, have conigured

their Facebook an pages to allow or direct

e-commerce, and Walmart has kicked o a

Facebook-enabled e-commerce application

that draws consumers in with games and

gimmicks.

Some industry experts contend that this

is only the tip o the iceberg as ar as the

marriage o Facebook and e-commerce

is concerned. “Facebook will become an

important social commerce channel,” says

Karen Webster, president o Market Plat-

orm Dynamics, a Chicago-based consult-

ing rm that assists companies in nding,

implementing, and monetizing innovation.

The stats back it up, she says. For instance,

one in every six visits to an Internet site is

a stop on Facebook, and Americans spend

more than twice the amount o time on the

social networking site than they do on the

Web’s top 500 retail websites.Nonetheless, say Webster and other

sources, several issues must be sorted out

beore e-commerce on Facebook becomes

mainstream. Notably, Webster questions

whether Facebook will introduce its own

payments scheme outside o virtual goods;

insist upon Facebook Credits as the cur-

rency or conducting all transactions on

the platorm, as is now the case with its

games; and charge “a 30 percent toll on the

way out.” She points out that discussions o

commerce on Facebook usually start with what consumers want, but merchants’ de-

sires will need to be ullled as well i they

are to be convinced that transacting busi-

ness on the social network will lead to in-

cremental sales rather than the destruction

o their margins.

Other Social VenuesBut no matter the degree to which it be-

comes, as one source puts it, “e- and m-

commerce-ized,” Facebook will almost

certainly have competitors—and ISOs and

merchants, equally wide open paths or get-

ting with the social payments program—as

location-based services undertake more so-

phisticated strategies in this realm.

• In late June, Foursquare Labs o

New York announced that it had inked a

national deal with American Express to

oer discounts to cardholders when they

“check in” (broadcast via social network

that they have arrived) at certain shops or

restaurants. Initially, American Express is o-

ering deals at Sports Authority and cloth-

ing retailer H&M, as well as at a ew select

8/4/2019 TT Aug 2011


restaurants in New York City. The rollout

o such oers ollows a test run this past

March at the South by Southwest music

and technology conerence, said American

Express Vice Chairman Edward P. Gilligan

in a statement. Participants in that program

spent “an average o 20 percent more than

the cardholders who didn’t have access to

the special deals,” Gilligan noted.

Foursquare users have long received

awards in the orm o coupons and digi-

tal “merit badges,” but targeted, more sub-

stantial deals—and payment options—may

bring the service and others like it urther

into the mainstream, analysts assert.For in-

stance, spending $50 at Sports Authority

nets consumers a $20 reward.

“Some o the other services have a lim-

ited potential because the oers are smalland very general, so the redemption rates

aren’t that high,” observes Vishal Jain, a mo-

bile services analyst based in the London

oce o The 451 Group. “A young woman,

or example, might be bombarded with

deals or men’s clothes. But partnerships

like the American Express alliance will ap-

peal to merchants and consumers because

they are going to people who will actually

take advantage o them.”

• Dwolla, a developer o online and

mobile cash systems headquartered in Des

Moines, Iowa, has created what Founder/

CEO Ben Milne deems the nation’s rst

location-based mobile payment technol-

ogy. It lets users pay merchants, as well as

their peers, with a map tool embedded in

the app. The transaction ee is 25 cents. Sev-

eral months ago, Dwolla launched an app

or sending and receiving money through

Twitter and Facebook.

Dwolla has several distribution partners

that do not service merchants directly, in-

cluding The Members Group and the Ve-

ridian Group, both based in Des Moines.

However, Milne sees Dwolla Spots as a good

match or ISOs and merchants.

“Not only is Dwolla Spots an opportunity

or consumers to combine mobile payments with geo-location status; it is also promot-

able as a new advertising and revenue gen-

erator or retailers, which can now oer

promotions to patrons who are in store or

nearby,” he claims.

• WePay , a system developed by the Palo

Alto, Caliornia-based company o the same

name, acilitates group payments—an area

that’s seen signicant activity lately. It lets

multiple individuals collect money online

or events, undraisers, parties, clubs, and

antasy sports leagues, and then transmit it

to the appropriate merchant. WePay recently

integrated its Sell Tickets app into Facebook,

thereby allowing users to sell tickets to

“Facebook events.” A Collect Money eature

lets users collect money rom members o

any “Facebook Group.”

WePay is currently looking at a way to em-

bed a donation collection capability within

Facebook, which would open doors or chari-

table organizations to accept donations rom

their Facebook pages, says WePay Co-Found-

er/CEO Bill Clerico. The company also is con-

sidering a way to bring the social payments

capability to “mom-and-pop” merchants, “quite

conceivably through the ISO channel.”

Although there are some ISOs—and mer-

chants, too—that perceive social payments

as a passing ad, the truth is, it is catching

on much as the sites themselves started to

do a ew years ago. It’s hard to know how

it will shake out, but it’s not going away. TT

Julie Ritzer Ross is a contributing

writer to Transaction Trends. Reach her

at [email protected].


8/4/2019 TT Aug 2011


[ FEATURE]

By Bryan Ochalla

Getting Merchants to

care

8/4/2019 TT Aug 2011

http://slidepdf.com/reader/full/tt-aug-2011 17/28TransacTion trends | August 2011 15

KEY NOTES

8 Many merchants will undergo PCI

validation not because they want to, but

because they have to. They don’t see it

as core to their business, and the act

that only some banks ne merchants or

noncompliance isn’t helping.

8 The methods used ve or six years

ago to validate an e-commerce site barely

scratch the surace o what’s acceptable

today, so the security methods you employ

today will likely barely scratch the surace o

acceptable security in the next ew years.

8 Fraud prevention related to mobile

payments is rapidly changing as well. The

big problem? You don’t always know what

else is running on your phone when you’re

making a payment.

Although compliance and fraudprevention issues require attention,convincing merchants to commit timeand money to security remains thebiggest challenge

A lthough compliance and

raud prevention issues need

attention—veriication o

merchant compliance, vali-

dation o e-commerce web-

sites, and security o new payment apps,

among them—a more basic problem has

to be solved rst.

Merchants haven’t really bought into

security.

“Ater working with really large mer-

chants, really small merchants, and every-

body in between, it’s my impression that

none o them really want to do all o this

security stu,” says Gary Glover, director o security assessment at Security Metrics in

Orem, Utah. “I they can get out o it, many

o them will do just that.”

And, he adds, “I their merchant bank

isn’t pushing [PCI compliance], they’re ba-

sically not caring about it.”

Such attitudes aren’t limited to the pay-

ments space, Glover says. “That’s how all

low-margin businesses in the U.S. and

around the world operate. They think, ‘Well,

i nobody’s telling me to do it, I’m not go-

ing to do it.’”“I their bank isn’t worried about them

and isn’t prodding, most o them aren’t

going to say, ‘Hey, we should be spending

money on this,’” agrees James Paul, senior

vice president o proessional services at

Chicago-based Trustwave. “So much o what we see in PCI are olks who are vali-

dating not because they want to validate,

but because they have to. That’s not to say

these olks don’t care about protecting

consumer data, nor does it mean that these

organizations are saying, ‘We’re just going

to roll the dice on whether we have card

raud or not.’”

That said, Paul suggests “there’s a air bit

o denial out there,” and “a lot o the olks

we’re working with would love not to be

working with us because they see PCI vali-dation as something they have to do and

not something that’s core to their business.”

Glover agrees, adding that most mer-

chants are “just doing what capitalism

orces them to do. They’re doing what

they eel makes nancial sense.”In his ex-

perience, a number o merchants are still

asking themselves, “What does becoming

compliant and secure buy me?” and the

industry’s answer o, “You won’t get ned

or not being compliant,” isn’t convincing

them to change their ways. “It doesn’t help

that some banks ne their merchants or

noncompliance and some don’t.”

It also doesn’t help that a certain per-

centage o merchants still don’t know or

understand the basics o PCI compliance

and raud prevention.

Glover shares an experience he and his

colleagues had with a merchant a ew years

ago. “We were asked to come in and do a

Level 1 merchant audit on a small merchant

because they had been compromised and

had lost [a large amount o] credit card

numbers. Shortly ater we started work-

ing with them they asked us, ‘What is PCI?

We’ve never heard o it beore. Where were we supposed to have heard o this?’”

A more recent encounter with his

neighbor suggests to Glover that although

today’s merchants are, by and large, more

aware o PCI compliance and raud preven-

tion than they were our or ve years ago,

the industry still has a ways to go. “I asked

him about PCI recently and he said, ‘Yeah,

I’ve heard about that.’ He only knew the

barest o details about it, though. So it’s

clear to me that although people are hear-

ing about it, I’m not sure they know all they need to know.”

20, Not 256Making merchants more aware o PCI com-

pliance and raud prevention doesn’t en-

sure they’re going to ollow through. That’s

especially true when it comes to smaller

merchants, Glover says. “It’s tough to ask

a Level 4 merchant to answer 256 ques-

tions about the security o their data. You

know some o them look at their question-

naire and say, ‘Forget it, I’m going to answer

yes to every one o the questions because

I don’t know what they’re talking about

and I don’t have the time to deal with all

o this.’ ”

One way to solve the problem, Glover

suggests, could be to base the compliance

requirements or, say, a Level 4 merchant

on the top 20 orensic problems related to

such merchants, “and then make sure they

can handle those 20 things. It certainly

would be easier than asking them to handle

256 things.”

Another possible solution: Force mer-

8/4/2019 TT Aug 2011


chants to pass a “really expensive assess-

ment,” he says.“And i they don’t pass it, or

i they say they don’t want to do it or they

can’t aord it? Well, they can go do some-

thing else.”

Or, he adds, the payments industry could

start selling PCI or security insurance to

merchants. “I think some [merchants] would

respond to that by saying, ‘That’s a good way

to do it! I like insurance payments, I know

exactly what they are, and we wouldn’t have

to hire people to take care o this business.’

The problem, o course, is that two years

down the road, when the CEO or depart-

ment manager or whoever has to reduce

costs, they might look at that $1,000-a-

month payment, or whatever it would be,

and try to get rid o it.

“Still, I think one way to solve this prob-lem could be to make everybody buy really

expensive insurance and then make it so

the only way they can get out o it is to

certiy and prove that they’re secure.”

Tech and Other SolutionsSo what about those other oten-over-

looked aspects o compliance and

raud prevention, like veriication o

merchant compliance, validation o e-

commerce websites, and security o new

payment apps? Veriication o merchant compliance

is especially critical or those who serve

smaller merchants, says Glover. “Most o the

5 million or so merchants in this country

don’t have IT departments,” he says. “Most

o them work with service providers and

expect them to make sure they’re secure

and compliant. So their compliance tends

to depend on someone else,” which can be

dangerous i the service provider isn’t actu-

ally securing its clients.

Merchant banks could help improve

such situations by intervening. “They

should gather that data and ask their mer-

chants, ‘Who are you using as a service pro-

vider?’ And i that provider isn’t compliant

or reuses to become compliant, the [mer-

chants who use that service provider] need

to go nd another one,” explains Glover.

Merchant banks would do well to step

up in other ways, too, he adds. “Not only

should they be telling [their merchants]

that they have to be compliant, but they

should be helping them understand what

they’re supposed to do [to become compli-

ant] and who they can or should contact i

they need additional assistance.”

Validation o e-commerce websites is

another important topic or those serving

merchants (smaller ones, especially). Thank-

ully, things in this area have evolved quite

a bit in the last ew years. “In the past, you

would have looked or the little lock [in

the corner o your browser],” Paul says, to

ensure that an e-commerce site was secure.

“Today, you really want to see the bar

turn green,” which tells you i you’re on

an e-commerce site with an extended

validation SSL certicate. “That is meaning-

ul because it tells you that this merchant

has made a commitment to security. But it

doesn’t bulletproo them by any stretch.”

Don’t expect the extended validation

SSL certicate to be the go-to symbol o

e-commerce security or long. “Just like the

attacks [on e-commerce sites] get more so-

phisticated all the time, the measures and

the controls used to prevent and protect

against them get more sophisticated, too,”

Paul says. So, just like the things you might

have done ve or six years ago to validate

an e-commerce site barely scratch the sur-

ace o what’s acceptable today, the meth-

ods you use today will likely barely scratch

the surace compared to something that

[ FEATURE]

Merchant education = pricelessEpic Processing isn’t one o those merchant acquirers or banks that lets its clients

ounder when it comes to dealing with PCI compliance and raud prevention. “We

do a lot that we eel goes above and beyond the initial education that takes place

when you sell an account,” says Stephanie O’Connor, vice president o the Boulder,

Colorado-based company.

Why doesn’t every acquirer do that? “Well, no one wants to work or ree, and

I think there’s this idea out there that i you give out ree inormation, you don’t

have any value,” answers O’Connor. “I disagree with that, but I think that’s at least

partially responsible or why merchants don’t always ask and acquirers and ISOs

don’t always ofer assistance in this area.”Epic Processing sends out, via email, quarterly broadcasts that cover various top-

ics and trends. The company also schedules quarterly phone calls with merchants

who process a certain amount o transactions.

As happy as she as her colleagues at Epic Processing are to help merchants with

raud prevention, O’Connor cautions that they aren’t QSAs and, as such, “there are

times when we have to pass them on to someone else, someone who is an expert

in this area.

“You can only do as much as you can” in terms o educating and prodding mer-

chants to become compliant, she adds. “Thankully, we don’t have any real issues

with adoption at this point.” A recent review o the company’s approximately 1,300

merchants resulted in the assessment o just 23 noncompliance ees.

Like most merchant acquirers, Epic Processing doesn’t enjoy assessing thesekinds o ees, but “we do it—i they don’t complete their SAQ or i they don’t do

their quarterly scan—because we eel a real liability,” shares O’Connor, who has

had to deal with our breaches in the last year and a hal.

“I can still remember how I elt getting each one o those calls and how I elt

when I had to call the processor and tell them about it,” she says. “I tell that story

to any o our merchants who think they don’t have a budget to put security mea-

sures in place or don’t eel like they have the bandwidth to put in a security policy.”

8/4/2019 TT Aug 2011


comes along in the next ew years.

The security o mobile payment apps is

another area in which controls and protec-

tion measures are rapidly changing. “Cell

phones have so many unctions: You can

call people on them, you can text people

on them, you can send people iles on

them. And on top o that, you can install all

sorts o apps on them,” says Glover.

The latter is what is causing all sorts

o problems—or could cause all sorts o

problems—within the payments space, he

adds, because “not only can that payment

app you just downloaded and installed read

credit card data, but your phone’s other

apps can read that data, too—at least po-

tentially.” As an example, Glover suggests

someone could create a fashlight app that

isn’t intended to unction only as a fash-light; rather, it’s also intended to listen to

everything else happening on the phone.

“To me, that’s the number one danger

associated with all o these mobile pay-

ment apps: You just don’t know what else

is running on your phone. For instance,

there may a vulnerability in the instant

messaging app that I’m using that would

allow someone to attack my phone. I’m not

saying something like this is out there at

the moment, but it could be and most o us

wouldn’t know anything about it.”

A possible solution would be to encrypt

payment and other personal inormation anddata at swipe. “I you do that, it’s basically game

over. Let the guy who wants that data have

it—it will take him 30,000 years to decrypt it.”

Unortunately, encrypting at swipe

doesn’t appear to be a be-all-end-all solu-

tion either. “What i the swipe doesn’t

work?” Glover asks. “What is the merchant

going to do then? The most likely answer

is that they’ll type in the number on the

keypad or use the touchscreen—and then

you’re back to worrying about apps that

could be key-mapping or otherwise steal-

ing that data.”

I providers o such apps can keep usersrom entering data manually or get them

to use some sort o attachable keypad that

allows the provider to control the data that

comes out o it, though, “I think encrypting

at swipe could make these things a whole

lot more secure,” Glover says.TT

Bryan Ochalla is a contributing writer

to Transaction Trends. Reach him at

[email protected].

“Just like the attacks [on e-com-merce sites] get more sophisticat-

ed all the time, the measures andthe controls used to prevent andprotect against them get moresophisticated, too.”

—James Paul, Trustwave

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Startup Stories:»

Donna Embry hasn’t said this to her husband—

Shhhh!—but working or Payment Alliance Interna-

tional (PAI) is so much un, she might put o retire-

ment until she’s 100 years old.

Perhaps that’s one o reasons the innovative, six-

year-old company was named the Electronic Transactions Associa-

tion’s 2011 ISO o the Year.“I say that I enjoy this too much,” says Embry, the company’s se-

nior vice president or strategic development, who has more than

40 years in the industry and whose husband is retired and trying

to nudge her in that direction. “I’m learning something every day.

There’s so much opportunity to do things.”

When CEO John Leehy elected to jump back into the ISO busi-

ness with other members o the company’s senior management

team and ounded Louisville, Kentucky-based PAI, he did so because

he thought it was such an exciting time to work in the industry.

“When you look at the payments business, there are so many

changes coming at this industry that, rom our perspective, we really

believe it’s the Renaissance period, at least or those who want to

grab a hold o it and do something with it,” says Leehy.

Spend hal an hour on the phone with the charismatic Leehy—

even i he happens to be in Billings, Montana, and you are halway

across the country—and it’s easy to see why others would want to

work with and or him. Prior to co-ounding PAI, Leehy was CEO o

Confuent Technologies, an Internet and data-processing company.

He recruited Executive Vice President and COO Greg Sahrmann to

come with him; the two were veterans o several ventures together.

Executive Vice President and Chie Marketing Ocer Bill Blakey

was another co-ounder.

Explaining why 2005 was ripe or the new venture, Leehy says,

“Every time an industry like ours sees a new technology come out

or a new style o retailing emerges or some piece o legislative

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chaos comes out o [the ederal government in Washington, D.C.],

it’s an opportunity to create an advantage. I everything stays the

same—and this is true o all business—then the past winners who

have been there will continue on and they’ll be the uture winners.

But that’s not really how business works and certainly not how the

payment industry works.

“So when we looked at the business, we really concluded that

it was an excellent time to get back in the business,” he continues.

Leehy and his partners knew that some o the industry changes

would make some in the business question sticking with it. “That’s

not an easy call or an organization and that’s really what’s going to

be required.”

Building the ‘Underbanked’One o the company’s strengths is that it’s the largest ATM deployer

in North America, with more than 50,000 locations. But it’s not only

size or scale that has made PAI successul; it’s what it does with

those ATMs.

“We have, or example, 18,000 convenience stores,” Leehy says.

“So as a company, I can continue to deliver pay-at-the-pump, pay-at-

8/4/2019 TT Aug 2011


the-counter. I can continue to deliver cash-

distributing ATMs at those locations, or I

could step back and say, ‘Look, what do we

really have?’”

Those ATMs represent strong company

relations, distribution channels, and data

connections to 18,000 convenience stores,

which is really “the banking center o the

underbanked.”

“So or us not to leverage that ootprint

with things like branding, merchandising,

digital-couponing, prepaid solutions, it’s just

a great place or us to be,” Leehy says.

Part o the story o PAI’s quick ascent

also is a story o acquisitions. One o Leehy

and Sahrmann’s previous ventures was a

venture capital rm, Resource Alliance Part-

ners, which sought to provide both capitaland management expertise to startup e-

commerce and technology companies with

high-growth potential.

Perhaps as a result, they had access to cap-

ital when they wanted to grow ater ound-

ing PAI. One o PAI’s early backers was the

private equity rm Inverness Management

LLC. (Inverness’ website states that in 2005

it invested $40 million in the acquisition

o Electronic Data Resources rom private

investors, “orming the Payment Alliance

platorm investment,” and that between

2006 and 2010, it invested an additional $23

million to help PAI complete nine acquisi-

tions “in the ATM and merchant processing

space.”) Along the way, Wells Fargo and ING

also were instrumental in backing PAI’s

growth strategies.

One acquisition that has helped PAI

was that o Comdata Processing Systems

in January 2010. According to PAI’s press

release at the time, the acquisition helped

the company add “5,000 merchant locations

throughout the United States and more than

50 independent sales organizations.”

That acquisition also brought PAI about

15 new “team members,” says Leehy, someo whom he had worked with in his days at

Financial Alliance rom 1991 to 1995 when

that company was one o the nation’s astest

growing transaction processing companies.

“And they just rock,” he says. “There was

a little cleanup to be done on the porto-

lio, as it might have been under-invested in

during maybe the prior year or two. But it

really didn’t take long or it to hum. It ended

up being just a terric acquisition. We have

been really ortunate to be able to nd those

kinds o acquisitions where you can add

size and mass and buying power and also

teammates.”

Nurturing LeadershipLeehy and his team’s deep experience in

the industry and personal knowledge o

many o the employees with whom he has

worked have been integral in the company’s

rise. Among those key employees is Embry.

“We have in my opinion one o the very,

very best leaders in industry in that regard,

and that’s Donna Embry,” he says. “Donna

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8/4/2019 TT Aug 2011


Embry is just a long-time payments pro. She just sees things that

no one else sees. So when we think about how to jump ahead

and where to move to where the puck’s going to be, Donna,

who’s the vice president o strategic development or us, she’s

just been spectacular at mapping out strategy that makes sense

and one that makes sense in the market and one that we have a

chance o executing.”

Embry, who received the Midwestern Acquirers Association’s

Lietime Achievement Award or Payment Industry Proessionals

in 2009, is a ascinating story hersel in that she has been in the

business rom virtually its birth to the present.

A native o Louisville, she attended the University o Louisville

and worked nights at Citizens Fidelity Bank in the department

that processed checks. Upon completion o her degree in lan-

guages—she studied Italian, German, Russian, and French, with

a minor in philosophy—she brazenly told her boss that she was

done working nights and wanted to begin working days.

Scrutinizing her degree, the man noticed that she knew lan-guages and since computer programming was written in languag-

es, she was given a test to enter that department. She was given

30 minutes to complete a 150-question test and 100 percent was

required to pass.

The questions were simple, she says, but with a ew minutes

let in the exam, she realized she had too many questions let

to nish in the allotted time. Then she looked up and noticed a

pattern emerging in the bubble sheet and simply repeated the

patterns in the answer key.

She passed. She said the exam served as an aptitude test de-

signed to gauge her ability to “recognize the orest or the trees.”

She’s employed that problem-solving ability ever since. Leehy has given her a “white board” and “ree rein” to develop products

as she and her group see t, says Embry. Among the types o

products that she and her group have worked on developing is

one that uses smartphones to have mobile payment processing

capabilities or merchants who sell guns. A relationship with the

National Rife Association (NRA) has provided the company ac-

cess to the NRA’s many thousands o members.

The key is to watch consumer behavior and to work hard

to give consumers what they want, says Embry. She was once

involved in an in-depth U.S. Treasury Department study o con-

sumer behavior that concluded that consumers take about a

generation, 20 years, or people to ully adopt a new payment

instrument.

“It’s a great team to work with,” Embry says o PAI. “We are, I be-

lieve, so well positioned because we serve banks, we understand

banks, and we can make banks successul. We have our market

partners and our retailers. And to me, we’re almost in a perect

storm here where we’re able to serve all o those constituents

and make them all successul.”

Sounds like enough to get one to put o retirement. For a ew

years.TT

John Manasso is a contributing writer to Transaction

Trends. Reach him at [email protected].

Startup Stories:» Payment Alliance International

8/4/2019 TT Aug 2011


8/4/2019 TT Aug 2011


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etA 2011 BOArd OF direCtOrs

OFFICERS

PRESIDENT

Rick PylantChairman & CEO

Strategic Processing Systems Inc.

PRESIDENT-ELECT

Eddie Myers

President & COOPayment Processing Inc.

TREASURER

Roy BanksCEO

ACCELERATED Payment Technologies Inc.

SECRETARY

Tom A. WimsettChairman & CEO

J&T Ventures

IMMEDIATE PAST-PRESIDENT

Holli Targan

PartnerJae, Raitt, Heuer & Weiss P.C.

DIRECTORS

Todd Ablowitz

PresidentDouble Diamond Group

Robert BaldwinPresident & CFO

Heartland Payment Systems Inc.

Gregory CohenPresident

Moneris Solutions

Kim FitzsimmonsSenior Vice President—First Data Services

First Data Corporation

Gary GoodrichCEO

ProPay Inc.

Robert McCullenCEO

Trustwave

Diana MehochkoPresident

TSYS Merchant Solutions

Jeff RosenblattPresident

EVO Merchant Services

Debra RossiExecutive Vice President

Merchant Payment SolutionsWells Fargo Bank

Kurt StrawheckerManaging Director

The Strawhecker Group

ADVISORY COUNCIL

Tom BellCEO

Bank o America Merchant Services

Donald BoedingPresident—Merchant Services

Vantiv LLC

Chuck HarrisPresidentNetSpend

Chris HylenGeneral Manager & Vice President

Intuit

Mike PassillaPresident & CEO

Elavon

Jeffrey SloanPresident

Global Payments Inc.

EX-OFFICIOCarla Balakgie

CEOElectronic Transactions Association

Jan EstepPresident & CEO

NACHA

Sameer GovilHead o Acceptance Solutions

Global AceptanceVisa Inc.

Steve Carnevale

Senior Vice President/Group Head CommerceDevelopmentMasterCard Worldwide

Ron ShultzVice President

American Express

Gerry WagnerVice President

Discover Financial Services

LEGAL COUNSEL

Dave GochAttorney at Law

Webster, Chamberlain & Bean

8/4/2019 TT Aug 2011


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compe ha oluo:

• E-commerce: The company of -

e he ecue ePoceg newok

Payme Gaeway ad ePnCa

poduc, a “egaed hoppgca deged o help mecha -

ceae ale o valuable, had-eaed,

ole hoppe.”

• Mobile: The ePNMobile solu-

o uppo he lae echologe o he Adod, Black-

Bey, ad Os (Phoe, Pad, ad Pod) plaom. Ohe

cell phoe hadwae ad echologe ae alo uppoed,

shey ay, bu hee hee plaom epee he “cue

uaway make oppouy.”

• Online retail POS: This is “a key technology moving

owad, becaue [] allow he mall-o-medum ee-

pe o mecha o buld a à la cae POs yem ad

ue he iee o poce he aaco aely [ad]

ecuely,” ay shey. specfcally, ePoceg newok’

gaeway help mecha poce he -oe POs

aaco ecuely ad hough a umbe o dee

devce, cludg magpe eade, combao mag-

stripe/MICR readers, and combination magstripe (uni-

veal chage) eade ad pe. Alo, he compay’

ewok “mgae he ecuy k ha may o he

localzed POs yem have bee acg wh epec o

PCi complace ad yem beache.”

• Recurring payments: Merchants interested in selling

mechade allme o oeg poduc ad e-

vce o a ubcpo o membehp ba ca ue he

Industry InsIder

A Simple Plan

eProcessing Network focuses on secure e-commerce transactions at competitive rates

By Bryan Ochalla

ePnrecu oluo, whch allow mecha o pecy how

oe ad how may me o epea a appoved aac-

o. th wok well o apame e bllg, udae,

pvae chool uo, ad moe, ay shey.

Ohe key compoe o ePoceg newok’ ue

of solutions are ePNInventory Management, which allows

mecha o “maage a pepeual veoy wh mmal

veme o me ad moey,” ePnPlugi, whch uppo

eveal veo o QuckBook ad whch “bdge he gap

bewee dpaae mecha yem uch a he cah eg-e, he PC, ad he POs emal,” ad he compay’ e-

cely lauched ePnBllPay poduc. the lae “allow bu-

ee ha ed aywhee om huded o houad o

voce a moh o ee ad oe he bllg daa” o

he compay’ ecue ewok, ed voce o cle, ad

ack payme, shey ay.

“techology defely ha allowed u o ech ou e-

vce ad oluo,” shey ay. “Ad i hk ha’ eally

whee ePoceg newok’ egh ae: o keep ech-

g he bac level o evce o hey become a moe obu

oluo.”

Friend to Medium MerchantsPoceg ecue ecommece aaco a compeve

ae ’ so’ oly goal o he compay. the oude

decded ealy o ha he compay’ ma oeg “would

alway be a gaeway, a agh-up wch.” Alo, he compay

“would eve compee wh h eelle chael. Alhough

ome gaeway go ad beg compeg wh he eell-

e by wg mecha accou hemelve, [so] eve

waed o do ha,” ay shey.

“i keep hg eual ad ceae a level o u,” ay

shey. “Ou eelle kow ha hey bg a mecha

o u, ’ o gog o be eeed wh, ’ o gog o

ge poached.” tha eelle chael ha alo become “a e-

ally good medum o u o udead wha he make

lookg o,” he add.

i all goe back o aohe goal o he compay: to oud

ou a mecha’ le—epecally ha mecha o he

mall-o-medum vaey. “We wa o help hem acheve pa-

y wh he eally bg guy, he oe who ca aod o all

lage, expeve yem,” shey ay. “Ou oluo may o

alway have all o he bell ad whle, bu ’ defely

gog o help hem ge o whee hey wa o go.”TT

Bryan Ochalla is a contributing writer to taaco

ted. Reach him at [email protected].

“Technologydefnitely hasallowed us toenrich our

services andsolutions.”—Bruce Shirey

24 August 2011 | TransacTion trends

8/4/2019 TT Aug 2011


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