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NewTradeshows
Tradeshows usher in new payments era
he recent proliferation of new tradeshows Show well
vying for ISO and merchant level salesperson
(MLS) attention is perhaps reflective of the Regardless of which tradeshows an ISO or MLS chooses to
T times as new players enter the realm of pay- attend, setting clear objectives beforehand is imperative.
ments with connectivity points nonexistent just a few If after mapping out business objectives an ISO or MLS
years ago. is still having difficulty narrowing the field of options, it
may be wise to seek peer counsel.
"I think it's a natural phenomenon based on the
broadening of the payments infrastructure," said Linda Mark Dunn, President of Field Guide Enterprises LLC,
Perry, a payments industry consultant and co-producer of said, "It always helps to get on The Green Sheet Forum
the inaugural International Acquiring Forum event held and ask people, 'Hey, have you ever attended this show?
in London in 2013. "The value chain continues to widen in What do you think about it?' The big talk last year was
payments. If you remember years ago when prepaid sort Money2020. The people who attended were really
of started, all of a sudden there was a prepaid show. Now impressed and thought it was a great show."
mobile is another one of those developments, and there
are mobile shows." The third annual Money2020
will be held Nov. 2 to 6 in Las
Formerly the GSM World Vegas. Organizers describe
Congress, the rebranded it as a "global event covering
GSMA Mobile World Congress, innovations in money based
held Feb. 25 to 28 in Barcelona, on the evolution of commerce
Spain, attracted worldwide at the intersection of payments,
attention with 72,000 financial services, retail, mobile,
attendees from 200 nations marketing services and data
and 1,700 mobile exhibitors. technology." Approximately
Concurrently, the Mobile 5,000 individuals participated
Payments Leadership Summit last year; exhibitors ranged
held Feb. 26 to 27 in Florida from startups to established
created a forum for solutions businesses.
providers to exchange success
strategies in mobile payments. "I think it starts with who you
Also in Florida, the three- are and what you're trying to
year-old Mobile Payments accomplish," Perry said. "If an
Conference brought together ISO is looking at loyalty and
leading mobile wallet and thinking they need to integrate
mobile payment experts in that as a critical piece in their
January 2014. world, then maybe they ought
to go to the loyalty show,
In terms of going international, two things are happening because that's where you might get more interaction,
simultaneously. "Our ISOs want to grow, so they're education and information about how loyalty really
growing across borders – first to Canada, then to Europe works."
and now to other parts of the world," Perry noted.
Likewise, technology providers in other global regions Now entering its seventh year, the Loyalty Expo presented
are interested in the U.S. market. "So they're coming by Loyalty 360 – The Loyalty Marketer's Association
inbound to our big market, and we're going outbound to from March 17 to 19 in Florida will present more than 20
their smaller markets," she said, adding that she plans to interactive sessions slated in tandem with product and
co-produce a second-generation international event. technology showcase sessions.
Another tradeshow crossing borders is the CNP Expo. "I firmly believe that attending one or two shows well is
Now in its third year, it has an event planned for May in better than attending many shows in mediocre fashion,"
Florida focused on card-not-present education for global Dunn said. "Don't spread yourself too thin. Invest in the
e-commerce, mobile and telephone payment entities. In shows that you're going to attend, and go after them for
addition, the Cartes Network will host its third annual your objectives." One reason for this is that speakers and
Cartes America 2014 Exposition and Conference in May in topics tend to make the rounds to various shows. "Very
Las Vegas. It will showcase secure payment, identification, often you can get what you need from two shows rather
and mobile technology developments in the payments than try to go to three or four," Dunn noted.
and financial services spheres.
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61
Tradeshows usher in new payments era
he recent proliferation of new tradeshows Show well
vying for ISO and merchant level salesperson
(MLS) attention is perhaps reflective of the Regardless of which tradeshows an ISO or MLS chooses to
T times as new players enter the realm of pay- attend, setting clear objectives beforehand is imperative.
ments with connectivity points nonexistent just a few If after mapping out business objectives an ISO or MLS
years ago. is still having difficulty narrowing the field of options, it
may be wise to seek peer counsel.
"I think it's a natural phenomenon based on the
broadening of the payments infrastructure," said Linda Mark Dunn, President of Field Guide Enterprises LLC,
Perry, a payments industry consultant and co-producer of said, "It always helps to get on The Green Sheet Forum
the inaugural International Acquiring Forum event held and ask people, 'Hey, have you ever attended this show?
in London in 2013. "The value chain continues to widen in What do you think about it?' The big talk last year was
payments. If you remember years ago when prepaid sort Money2020. The people who attended were really
of started, all of a sudden there was a prepaid show. Now impressed and thought it was a great show."
mobile is another one of those developments, and there
are mobile shows." The third annual Money2020
will be held Nov. 2 to 6 in Las
Formerly the GSM World Vegas. Organizers describe
Congress, the rebranded it as a "global event covering
GSMA Mobile World Congress, innovations in money based
held Feb. 25 to 28 in Barcelona, on the evolution of commerce
Spain, attracted worldwide at the intersection of payments,
attention with 72,000 financial services, retail, mobile,
attendees from 200 nations marketing services and data
and 1,700 mobile exhibitors. technology." Approximately
Concurrently, the Mobile 5,000 individuals participated
Payments Leadership Summit last year; exhibitors ranged
held Feb. 26 to 27 in Florida from startups to established
created a forum for solutions businesses.
providers to exchange success
strategies in mobile payments. "I think it starts with who you
Also in Florida, the three- are and what you're trying to
year-old Mobile Payments accomplish," Perry said. "If an
Conference brought together ISO is looking at loyalty and
leading mobile wallet and thinking they need to integrate
mobile payment experts in that as a critical piece in their
January 2014. world, then maybe they ought
to go to the loyalty show,
In terms of going international, two things are happening because that's where you might get more interaction,
simultaneously. "Our ISOs want to grow, so they're education and information about how loyalty really
growing across borders – first to Canada, then to Europe works."
and now to other parts of the world," Perry noted.
Likewise, technology providers in other global regions Now entering its seventh year, the Loyalty Expo presented
are interested in the U.S. market. "So they're coming by Loyalty 360 – The Loyalty Marketer's Association
inbound to our big market, and we're going outbound to from March 17 to 19 in Florida will present more than 20
their smaller markets," she said, adding that she plans to interactive sessions slated in tandem with product and
co-produce a second-generation international event. technology showcase sessions.
Another tradeshow crossing borders is the CNP Expo. "I firmly believe that attending one or two shows well is
Now in its third year, it has an event planned for May in better than attending many shows in mediocre fashion,"
Florida focused on card-not-present education for global Dunn said. "Don't spread yourself too thin. Invest in the
e-commerce, mobile and telephone payment entities. In shows that you're going to attend, and go after them for
addition, the Cartes Network will host its third annual your objectives." One reason for this is that speakers and
Cartes America 2014 Exposition and Conference in May in topics tend to make the rounds to various shows. "Very
Las Vegas. It will showcase secure payment, identification, often you can get what you need from two shows rather
and mobile technology developments in the payments than try to go to three or four," Dunn noted.
and financial services spheres.
61
61
